請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80118完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝明慧(Ming-Huei Hsieh) | |
| dc.contributor.author | Hau-Ting Lu | en |
| dc.contributor.author | 呂皓庭 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:27:07Z | - |
| dc.date.available | 2021-07-23 | |
| dc.date.available | 2022-11-23T09:27:07Z | - |
| dc.date.copyright | 2021-07-23 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-07-08 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80118 | - |
| dc.description.abstract | 本研究探討快時尚消費領域中顧客旅程類型影響顧客忠誠之形塑方式。過去研究顧客旅程之文獻大多觀察出順暢特型之旅程類型，建議品牌採取簡單、效率且可預期的設計原則，卻未進一步探討不同消費領域中可能呈現的特殊消費行為。因此，本研究採用質性之探索性研究方法，聚焦快時尚消費領域中所有可能呈現的顧客旅程樣貌，並深入頗析每種樣貌之特性與需求。 首先回顧顧客忠誠與顧客旅程之相關文獻，並同時蒐集領域內品牌之現行行銷活動，再深度訪談21-26歲具快時尚品牌消費經驗之女性作為研究對象。本研究將顧客區分為四種分群，分別為「時尚增進者」、「穩健百搭者」、「享樂犒賞者」與「解決機能者」。了解各群顧客於旅程中五個階段的行為模式，並詮釋各群之深度需求與核心價值。再者界定每群顧客之顧客旅程類型，發現前三群顧客皆展現不順暢顧客旅程之特性，僅一群呈現順暢顧客旅程，更發現即使是以往文獻理解甚少之不順暢顧客旅程，仍然能使消費者不斷進入忠誠迴路，形成忠誠。筆者針對各階段接觸點給予行銷管理建議，係本篇實務貢獻所在。 再者，本研究亦對學術面有所承接，首先，本篇選取快時尚消費行為執行不順暢顧客旅程之實證研究，關閉學術缺口；其二，本研究根據不同分群顧客給予細分至每階段的行銷優化策略建議。而行銷方案之設計方向，高度符合前人提出之服務設計大原則，驗證並延續了前人研究發現；最後，本篇針對顧客旅程進行細部各階段的頗析，以微觀角度發現同一群顧客並非總是完全呈現單一旅程類型之特性，在不同階段中可能有例外行為出現。未來之聚焦其他消費領域之質性研究或量化研究，可延續挖掘忠誠顧客的顧客旅程形塑過程。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:27:07Z (GMT). No. of bitstreams: 1 U0001-0607202112353000.pdf: 20608337 bytes, checksum: b060d1ee79c8ae6f63fbb4af38e1b4a7 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 目錄 誌謝 i 中文摘要 ii Abstract iii 圖目錄 v 表目錄 vi 目錄 vii 第一章、 緒論 1 1.1 研究背景 1 1.2 研究目的 4 1.3 研究問題 4 1.4 研究流程 4 第二章、 文獻回顧 5 2.1 顧客忠誠 5 2.2 顧客旅程 8 2.2.1 顧客旅程地圖 8 2.2.2 顧客決策旅程 11 2.2.3 順暢顧客旅程 14 2.2.4 不順暢顧客旅程 16 2.3 快時尚產品定義 18 第三章、 研究方法 20 3.1 質性研究 20 3.2 資料蒐集 21 3.2.1 深度訪談之目的性抽樣 21 3.2.2 其他資料來源 22 3.3抽樣方法 22 3.3.1受眾選擇 22 3.3.2受訪者介紹 25 3.3.3訪綱 26 第四章、 快時尚品牌敘述 30 4.1 品牌簡介及背景 30 4.2 各階段行銷活動 33 第五章、 分析與討論 39 5.1 顧客旅程階段 39 5.2 顧客分群與輪廓 41 5.3 顧客洞察 46 第六章、 結論與建議 50 6.1 顧客忠誠關鍵因素 50 6.2 實務貢獻 55 6.3 理論貢獻 70 6.4 研究限制與未來研究方向 71 參考文獻 73 | |
| dc.language.iso | zh-TW | |
| dc.subject | 顧客旅程 | zh_TW |
| dc.subject | 順暢顧客旅程 | zh_TW |
| dc.subject | 快時尚 | zh_TW |
| dc.subject | 顧客忠誠 | zh_TW |
| dc.subject | 不順暢顧客旅程 | zh_TW |
| dc.subject | smooth customer journey | en |
| dc.subject | customer journey | en |
| dc.subject | customer loyalty | en |
| dc.subject | fast fashion | en |
| dc.subject | sticky customer journey | en |
| dc.title | 以顧客旅程觀點探討顧客忠誠之形塑–以快時尚消費行為為例 | zh_TW |
| dc.title | Exploring the Formation of Customer Loyalty from the View of Customer Journey–Fast Fashion Consumer Behavior as an Example | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳炳宇(Hsin-Tsai Liu),郭佳瑋(Chih-Yang Tseng) | |
| dc.subject.keyword | 顧客旅程,顧客忠誠,順暢顧客旅程,不順暢顧客旅程,快時尚, | zh_TW |
| dc.subject.keyword | customer journey,customer loyalty,smooth customer journey,sticky customer journey,fast fashion, | en |
| dc.relation.page | 78 | |
| dc.identifier.doi | 10.6342/NTU202101293 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-07-08 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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