| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 104 === The trend of having pets is becoming popular due to factors such as decline in fertility rate, aging population, and detached human relationships. the growing consumer demand for pet keeping is not reflected from the already saturated and increasingly competitive market for pet stores. Thus, pet stores are trying to come up with a solution that could solidify their consumer’s loyalty and expand their consumer base. Using SmartStore systems to create an innovative shopping interaction and environment perhaps are the right solution to tackle this problem.
SmartStores offer a high variety of service items, from decision support systems that could help consumers and businesses analyze their decision, recommendation agent systems, self checkout systems that can increase the consuming efficiency, products navigation systems, to various others highly interactive systems. Unfortunately, the provision of diverse service items of SmartStores is rare to be seen in the pet stores businesses. So, finding an exemplar of SmartStore''s service item which can adopt for pet stores is a remarkable issue to study.
Examining many much SmartStore’s cases and consulting the experts of SmartStores, we proposed fifteen service items for this study, which we also used to study “Customer’s Preferences” and “Two-dimension Quality Element”. “Technology groups” was also applied to find different customers'' traits regarding whether they change the preferences or not.
The result has shown that the service items of SmartStores in the Pet Store are able to categorize based on the popularity by customer’s preferences to three groups: high, average and low popularity. And different factors like technology group, average monthly income, and experiences in handling pets come to play a significant role in differentiating the customer’s preferences. Moreover, consumer’s preference of the service items is related to quality elements. From the customer’s preferences in the current research , the top three categories of the service items are “The pet’s lost and found”, “Real time monitoring service”, and “Products support service”. And theses three service items are the “One-dimensional Quality”. If pet stores don’t have these service items, customers'' satisfaction will reduce. We recommend that pet stores provide these service items even if they don’t provide the SmartStore.
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