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اطلاعات کتابشناختی
عنوان اصلی: تحليل تجربه خريد مشتريان با استفاده از نگاشت سفر مشتري [منبع الكترونيكي](: موردكاوي: شركت دكوچيد)
عنوان: :Analyzing Customer Shopping Experience throughout the Customer Journey Mapping Case Study(: Decochid Company)
پدیدآورندگان : ‏مريم نائلي (پديدآور)
دانشگاه علامه طباطبائي (پديدآور)
نوع : متن
جنس : مقاله
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چاپ
صاحب محتوا :

کتابخانه دیجیتالی دانشگاه علامه طباطبایی (ره)

توصیفگر : Customer experience
تجربه مشتري
لحظات تأثيرگذار
Touchpoints
Customer Journey Map
Moments of truth
شخصيت
نگاشت سفر مشتري
بازاريابي تجربه
‭Experiential Marketing‬
Persona
نقاط تماس
وضعیت نشر : تهران : : دانشگاه علامه طباطبائي ، ، ۱۳۹۷
مشخصات فیزیکی : ل،۲۶۶ص. : جدول،نمودار،دیجیتالی، پی دی اف
خلاصه : Today, companies are faced with two major challenges. On one hand, fierce competition in the market and on the other hand, rapid changes in customer demands and expectations, resulting in a need for high flexibility from businesses. Thereby, companies attempt to maintain their competitive advantage and improve their market position as opposed to being solely focused on achieving financial gains. In this regard, continuous study of consumer behavior and customer discovery can be an effective approach. One of the best tools for analyzing consumer behavior is to examine the customer experience. Accordingly, this research was conducted as a case study in Decochid Co with a qualitative approach to describe customers’ experience. This research is a subset of descriptive research and is pragmatic. First, by examining the company documents and the information registered in the Google Analytics account, the target customers were identified in the form of three personas. Firstly, by combining random and targeted judgmental sampling methods, 30 customers were selected, and semi-structured interviews were conducted with them. Secondly, content analysis method was used to analyze the collected data. Finally, the research results were designed in the form of three separate mappings. The ignored issue of previous studies, i.e. examining the customer experience with a qualitative approach (case study), using interview tools, grouping customers based on personality concept, and using customer journey mapping to depict results, are corrected in this study.These mappings illustrate the customer's journey in three stages: pre-purchase, during-purchase and post-purchase. These mappings include all activities, sensory experiences, feelings and perceptions, influential moments, and customer suggestions. Examining the research findings indicate that most positive feedback is in the sections of window showcases and storefront attractiveness, proper and relaxed arrangement of products, timely delivery and unique packaging. However, parking spots, the images of the brochure and how it was opened, price of accessories products (decorative products and sleeping goods), and the excessive accompaniment of the sellers were evaluated as challenging and unpleasant points. In the post-purchase stage and when using the products, challenges such as inappropriate dimensions of the products, the place of inserting Decochid tag or logo and the unpleasant smell of some products were discussed by customers. Product development (bathroom, dining table and chairs, furniture and curtains), brochure redesign, taking into account the tastes of customers in choosing the accessories, strengthening the visual identity of the brand and training employees are the most important research suggestions.
یادداشت :
/ مریم نائلی
عنوان از روی صفحه نمایش عنوان
کتابنامه: ص.۱۹۴-۲۰۸
ملزومات سیستم: ویندوز xp+ ، ادوب اکروبات ریدر 9+ ، موزیلا فایر فاکس 23+ ، اینترنت اکسپلورر 9+ ، گوگل کروم 23+
شناسه : 797579
تاریخ ایجاد رکورد : 1399/7/1
قیمت شيء دیجیتال : فاقد شيء دیجیتالی


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