Developing Customer Experience Service Marketing Strategy for Smart Retail Stores - Model Construction and Verification

• Main Authors: Chia-Hui Lin, 林嘉蕙
• Other Authors: Hsin-Hui Lin
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9b5p53

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 107 === In recent years, the advancement of technology and the improvement of people''s awareness, customers gradually pay attention to the feelings of shopping in the store and use it as a measure of purchasing decisions. To this end, retailers have introduced smart technology into the store to provide customers with a new and convenient experience. Smart retail has become a new retail type today. This study constructs the customer experience model of smart retail innovation technology, which divides the experience antecedent into "retail store service attributes" and "retail technology attributes"; the experience results are divided into "customer level" and "retail level", using SmartPLS 3.0 Statistical analysis software verification research hypothesis. The results of this study show that the sensorial component of the customer experience is influenced by the retail atmosphere, promotion, relative advantage, attractiveness, and playfulness; the emotional component is influenced by the merchandise, retail atmosphere, promotion, interactivity, and playfulness; the cognitive component is influenced by relative advantage, perceived control, and attractiveness; lifestyle component is influenced by retail atmosphere, relative advantage, and perceived control. Increased learning of experience results is influenced by experience emotional, cognitive and lifestyle component; shopping effects is influenced by experience sensorial, emotional, cognitive and lifestyle component; stickiness towards retail store and retail store value are influenced by experience sensorial, emotional and lifestyle component. Besides, the level of personal innovation affects the sensorial component of the merchandise; the promotion for the lifestyle component; the relative advantage for the lifestyle component; the interactivity for the sensorial component, and the playfulness for the lifestyle component. It is expected that the results of this study will provide a reference for relevant practitioners to develop marketing strategies.