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    题名: 全通路零售下的消費者期待與顧客體驗 — 以家樂福為例
    Consumer expectation and customer experience in omnichannel retailing – Taking Carrefour as an example
    作者: 温晴
    Wun, Cing
    贡献者: 白佩玉
    温晴
    Wun, Cing
    关键词: 全通路零售
    消費者旅程
    顧客體驗
    一致性
    無縫體驗
    家樂福
    Omnichannel retail
    Consumer journey
    Customer experience
    Consistency
    Seamless experience
    Carrefour
    日期: 2023
    上传时间: 2023-08-02 13:33:50 (UTC+8)
    摘要: 近年來，消費者的購物動機及行為已轉變為對整體購物體驗的追求，並習慣於全通路進行消費，這使得台灣零售業面臨激烈競爭。許多零售商紛紛自建購物網站，使得顧客擁有更多選擇權，也引入會員制度以提高顧客黏著度。提供良好顧客體驗成為現今企業的關鍵焦點，企業需要深入了解全通路消費者的心理需求，分析消費者與企業服務接觸點的感受，並提供客製化的服務，甚至預測消費者未來的需求，以充分發揮全通路策略的潛力。
    本研究發現，過去的一些策略概念及學術論點，無法完全套用在現今消費
    者需求上。舉例來說，當網路購物開始興盛時，曾有聲浪主張實體店已不受顧客喜愛，應該全數關閉;或是當全通路理念開始盛行，通路一致性成為學者們及企業領導者追求的目標。然而，在經過本論文與消費者之間的交流，以及研究近年學者們的文獻資料之後，皆顯示對消費者而言，不論是線上還是線下，單一購物通路或是購物體驗的一致性都並非是最佳體驗。相反地，企業應該虛實並重，充分發揮各通路的特色，並讓消費者在不同通路間轉換流程更加順暢，實現所謂的無縫體驗。除此之外，情感依賴也成為加強消費者與企業連結的重要因素之一，雙方之間的關係已不僅僅是單純交易性買賣，而是轉變為更加客製化且充滿溫度的購物體驗，以上才是企業未來應著墨的發展的方向。
    本研究以家樂福量販店為例，首先探討全通路策略如何影響消費者行為的
    轉變，接著針對曾在家樂福量販店購物、並使用過線上通路的消費者進行深度訪談，從消費者體驗的角度去了解目前家樂福全通路策略的成效，並提出了未來經營發展的建議。
    希望本論文研究結果能提供台灣零售業者借鑒，深入了解消費者的期望，
    並優化全通路策略，提供更優質的購物體驗。
    In recent years, there has been a notable shift in consumer shopping motivations and behaviors, with a greater emphasis on seeking a seamless shopping experience and embracing omnichannel consumption. Consequently, this trend has resulted in fierce competition within the retail industry in Taiwan.
    Numerous retailers have set up e-commerce platforms, expanding the range of options available to customers and introducing membership programs to strengthen customer loyalty. Elevating the customer experience has emerged as a primary objective for businesses, necessitating a profound comprehension of the underlying requirements of omnichannel consumers. This involves analyzing their perceptions during interactions with the company’s services at various touchpoints and providing tailored services. Moreover, accurately anticipating future consumer needs is vital for harnessing the complete potential of omnichannel strategies.
    This study reveals that previous strategic concepts and academic arguments may not be directly applied to the current consumer demands in the omnichannel context. For instance, in light of the increasing popularity of online shopping, there were assertions that customers’ preferences had shifted away from physical stores, leading to suggestions that they should be entirely phased out. Likewise, in response to the emergence of the omnichannel concept, researchers and business leaders emphasized the importance of consistency as an objective. However, based on interactions with consumers and a comprehensive examination of recent scholarly literature, it is evident that consumers, regardless of whether they shop online or offline, seek solutions that go beyond a singular shopping channel or consistency in the shopping experience.
    Conversely, businesses should strive to strike a balance between physical and digital channels, leveraging the distinct characteristics of each channel and ensuring seamless transitions for consumers between different channels to achieve a cohesive and integrated experience. Additionally, emotional attachment has emerged as a pivotal factor in strengthening the connection between consumers and businesses. The relationship between these two entities has transcended mere transactional exchanges and evolved towards a more personalized and emotionally captivating shopping experience. This direction should be prioritized in the future advancement of businesses.
    Using Carrefour hypermarkets as the research context, this study aims to examine the impact of omnichannel strategies on consumer behavior. Specifically, the study conducted several in-depth interviews with Carrefour customers who have utilized both their physical and online channels. The primary objective of this study is to assess the efficacy of Carrefour’s current omnichannel strategy from the consumer’s viewpoint. By analyzing the findings obtained from the study, practical recommendations are presented to inform and direct future business operations and development.
    In sum, the insights gained from this study have significant implications for the retail industry, facilitating a deeper understanding of consumer expectations, optimizing omnichannel strategies, and ultimately delivering an enhanced shopping experience.
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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363039
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    数据类型: thesis
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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