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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/146920


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    Title: 全通路整合對客戶體驗之影響 —以植村秀為例
    The Impact of Omni-Channel Integration on Customer Experience: The Case of Shu Uemura
    Authors: 張雯琳
    Chang, Wen-Lin
    Contributors: 白佩玉
    Pai, Pei-Yu
    張雯琳
    Chang, Wen-Lin
    Keywords: 全通路整合
    客戶體驗
    消費者旅程
    零售業
    Omnichannel Integration
    Customer Experience
    Customer Journey
    Retailing Industry
    Date: 2023
    Issue Date: 2023-09-01 15:00:53 (UTC+8)
    Abstract: 自從網際網路出現，零售業的經營、運作的形式愈來愈多元，近年來「全通路（Omnichannel）」概念興起後，已吸引眾多學者及企業關注全通路客戶體驗、全通路消費者旅程等研究，希望為台灣的零售業提供未來發展的新方向。台灣雖僅有 2,300 萬人口，但台灣在2022年零售市場產值已近新台幣4.3 兆元，顯示台灣零售業仍深具成長潛力。
    本研究以「為台灣零售市場找出未來全通路布局的發展方向」作為核心主軸，自消費者的觀點出發，剖析消費者在購物旅程中可能橫跨的通路種類，以及跨通路間的整合與交互作用。同時希望找出零售業者在全通路策略上可改進之處，以提升消費者購物旅程中的體驗與顧客滿意度。
    本研究選擇線上、線下通路均佈局完善的美妝、清潔保養日系品牌「植村秀」作為研究對象，並透過質性研究－深度訪談法，詢問品牌既有之消費族群在不同通路間的決策過程，進一步了解全通路如何為消費者創造更佳的品牌體驗與感受。
    植村秀的主要通路包含線下百貨專櫃、線上官方網站以及 LINE 官方帳號等三項。本研究發現：此三通路在消費者旅程中扮演之角色各有不同：線下百貨專櫃作為「服務體驗」的核心通路，其經訓練的服務人員對消費者而言能提供最難以取代的價值，例如：親切友善的購物體驗、專業諮詢等無法透過其他通路獲得的無形服務。
    然而，線上官方網站所瞄準的客群與此不同，鎖定相較更重視「產品」本質的消費者，並充分提供購物流程中的購前資訊收集（產品說明與線上試色服務等）、購後的物流運送效率、包裝完善等面向的良好服務。此外，電商平台作為近年來官方拓展之線上銷售據點，對消費者而言雖提升了線上購物之易達性與選擇，但該通路仍有眾多功能與消費資訊整合面向的不足，因此較容易帶來負面的購物體驗，對於品牌而言需獲改善、提升服務品質的急迫性相對較高。
    LINE 官方帳號作為整合所有「購買型通路」的核心存在，應完整串聯線上與線下的消費者購物旅程。植村秀的 LINE 官方帳號發揮了關鍵的整合角色，例如：對於線下百貨專櫃， LINE 官方帳號作為顧客關係管理的平台，行銷人員能透過優惠券、檔期活動等與消費者建立連結、並確保有固定比例的回櫃轉換率；而對線上官方網站而言， 搭配LINE 導購與 LINE PAY 結帳方式則提供相對其他品牌、或植村秀其他通路更優惠的回饋，因此亦有部分消費者對線上購買植村秀保持一定的忠誠。
    根據上述發現，本研究提出對植村秀品牌全通路策略上的建議：應繼續維持線下通路的高滿意度，並迅速改善線上通路的資訊整合不足等問題。而 LINE 官方帳號作為跨通路整合的重要存在，消費者對其功能與服務變動相對敏感，未來所有調整與佈局都應更審慎注意。
    Since the Internet appear and growth these years, the retail industry has become more diversified in its operations and formats. The concept of “omnichannel” has gained prominence, offering new possibilities for the future development of the retail industry, such as enhancing customer experience and make retailers deeper understanding the omnichannel consumer journey. Despite Taiwan’s population of only 23 million, its retail market was valued at 4.3 trillion NTD in 2022, indicating tremendous consumer spending power and unlimited growth potential.
    This study focuses on identifying the future direction of omnichannel strategies in the Taiwan retail market. From the consumer’s perspective, this study analyzes the possible channels involved in their shopping journey, explore the integration and interaction among different channels, and identify key areas for retailers to improve and enhance the customer experience and satisfaction throughout their shopping journey.
    This study selects the beauty and skincare brand “Shu Uemura,” which has a well-established presence both online and offline, as an example. Qualitative research, specifically in-depth interviews, is conducted to investigate how the existing consumer base perceives the functional planning and experiences across different channels.
    Similar to many other retailers, Shu Uemura primarily operates through three main channels: offline department store counters, online website, and LINE official account. Each channel plays a different role in the consumer journey. The offline department store counters serve as the core channel for “service experience,” where well-trained staff provide intangible services such as friendly shopping experiences and professional consultations that are not easily replicated through other channels.
    On the other hand, the online website targets consumers who prioritize the essence of “products.” It provides comprehensive services, including pre-purchase information gathering (such as product descriptions and online try-on services), efficient logistics and delivery, and excellent packaging. However, the e-commerce platform, which has recently expanded as an official online sales channel, still lacks integration in various functional and consumer information aspects. This has led to negative shopping experiences for some consumers, highlighting the urgency for the brand to improve and enhance service quality.
    The LINE official account serves as the core integration point for all “purchase-oriented channels,” connecting the online and offline consumer shopping journeys seamlessly. Shu Uemura’s LINE official account serves as a good example: for offline department store counters, it functions as a platform for customer relationship management, allowing the brand to establish connections with consumers through coupons, promotional activities, and ensuring the conversion rate of returning customers. As for the online website, LINE Shopping and LINE PAY offer more favorable incentives compared to other channels or brands, contributing to loyalty among some consumers.
    Based on the findings, this study provides improvement suggestions for each channel: maintaining high satisfaction for offline channels while swiftly addressing information integration issues in the online channels. Furthermore, as the crucial element in cross-channel integration, LINE official account should be approached with careful consideration on any adjustments or strategies, given the sensitivity of consumers towards its functions and services.
    Reference: 中文文獻
    温玲玉、許順發、陳依芸，2022。行銷 4.0 對再購意願影響之研究-以品牌形象為中介變項與消費者涉入為調節變項。台灣策略與績效管理論壇，2(1)，71-87。
    曾光華，2020。行銷管理: 理論解析與實務應用。前程文化。
    黃明蕙 譯，V. Kumar & Werner Reinartz 著，2016。顧客關係管理：觀念、策略與工具。臺北市：雙葉書廊有限公司。

    英文文獻
    Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.
    Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313-327.
    Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management, 46(7), 598-614.
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    Gasparin, I., Panina, E., Becker, L., Yrjölä, M., Jaakkola, E., & Pizzutti, C. (2022). Challenging the “integration imperative”: A customer perspective on omnichannel journeys. Journal of Retailing and Consumer Services, 64, 102829.
    Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.
    Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors affecting customer satisfaction. International Research Journal of Finance and Economics, 60(1), 44-52.
    Hanley, S., & Leahy, R. (2008). The effectiveness of relationship marketing strategies in department stores. International Journal of Business Management, 3(10), 133-140.
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    Lazaris, C., Sarantopoulos, P., Vrechopoulos, A., & Doukidis, G. (2021). Effects of increased omnichannel integration on customer satisfaction and loyalty intentions. International Journal of Electronic Commerce, 25(4), 440-468.
    Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
    Long, C. S., Khalafinezhad, R., Ismail, W. K. W., & Abd Rasid, S. Z. (2013). Impact of CRM factors on customer satisfaction and loyalty. Asian Social Science, 9(10), 247.
    Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 111-132.
    Pookulangara, S., Hawley, J., & Xiao, G. (2011). Explaining consumers’ channel-switching behavior using the theory of planned behavior. Journal of Retailing and Consumer Services, 18(4), 311-321.
    Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65-76.
    Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143-150.
    Swoboda, B., & Fränzel, N. (2022). Links and effects of channel integration in the prepurchase and purchase stages of omnichannel retailers. International Journal of Electronic Commerce, 26(3), 331-354.

    網路文獻
    財團法人網路資訊中心，2022 台灣網路報告 - 整體使用現況（2023.05.21）
    （取自： https://report.twnic.tw/2022/TrendAnalysis_internetUsage.html）
    數位時代，台灣人每天上網超過8小時！最新使用報告出爐，8大數據亮點幫助精準行銷（2023.05.21）（取自：https://www.bnext.com.tw/article/68026/2022-internet-report）
    OOSGA，台灣零售與電商市場概況為何？ 2023 年有哪些趨勢？（2023.05.21）（取自：https://zh.oosga.com/e-commerce/twn/）
    未來流通研究所，【商業數據圖解】台灣「零售與電商全體次產業結構」年度數據總覽（2023.05.21）（取自：https://www.mirai.com.tw/taiwanese-retail-e-commerce-industry-data-overview/）
    未來流通研究所，【商業數據圖解】2021台灣「零售與電商」產業市佔率英雄榜
    （2023.05.21）（取自：https://www.mirai.com.tw/2021-taiwan-retail-amd-ecommerce-companies-market-share-structure/）
    MIC 產業情報研究所，【電商購物節大調查】2022電商購物節消費年成長44% 年均消21,728元　中高齡族群最響應電商造節 北部消費力拉高整體平均（2023.06.07）（取自：https://mic.iii.org.tw/news.aspx?id=632）
    MBA智庫百科，訪談法（2023.08.16）（取自：https://wiki.mbalib.com/zh-tw/%E8%AE%BF%E8%B0%88%E6%B3%95）
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363069
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363069
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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