學術產出-Theses
Article View/Open
Publication Export
-
題名 夢幻期待：電競零售店顧客旅程中的感性期待
Dreamlike Fantasy：Sentimental Anticipation in the Customer Journey of e-Sports Store作者 陳佼昱
Chen, Jiao-Yu貢獻者 蕭瑞麟
Hsiao, Ruey-Lin
陳佼昱
Chen, Jiao-Yu關鍵詞 服務主導邏輯
服務設計
顧客旅程
顧客體驗
期望轉化
Service Dominant Logic
Service Design
Customer Journey
Customer Experience
Expectation Conversion日期 2019 上傳時間 2-Sep-2021 18:10:30 (UTC+8) 摘要 從認識顧客體驗到瞭解服務創新是一條漫漫長路。為理解體驗，經由顧客旅程地圖等工具，得以創造不同視角，清晰化企業與服務受眾的互動關係。當站在企業立場，闡述作法主張時，工具可嚴明也可和藹；當立於受眾角度，描述痛點與服務時，工具作用鮮明又直接。從過往研究深入審視，服務創新領域可分為兩派，一派將重心放在互動之上，強調體驗須以彼此互動為核心；另一派則強化體驗背後蘊含的知識與技術，若服務具備知識，顧客便可獲得昇華體驗。可是，兩者皆遺忘顧客行為。體驗當下，服務所產生的價值會依據受眾的行為、個性與心理狀態產生變化。即使企業提供一致化內容，若受眾內在要素與當下氣氛的連結產生變動時，一切情況便物換星移。倘若企業只盯著受眾痛點，就希冀依此直接進行服務設計，那便置服務受眾不顧。本論文以「夢幻期待」作為解讀主軸，深究服務受眾痛點與服務設計之間的新關係。同時，本文將分析新型服務企業的既有服務作法、顧客痛點、夢幻期待（不甚合理的期待），到最終新服務設計發想。於學理貢獻上，本論文描繪「夢幻期待」在顧客旅程中的意義，促使企業轉化顧客痛點，藉由探索使用者心理，連結對應行為面表現，為服務創新創建共創價值的新徑。於實務層面中，本論文分析如何轉化具有高度限制的痛點，使顧客「許願」成真，也點出服務設計中「期望」轉化的重要性與實施作法。
It is a long way from understanding customer experience to understanding service innovation. To understand customer experience, we use tools such as customer journey maps to create different perspectives and clarify the company-customer interactions. The tools can be rigorous or amiable when elaborating propositions from a standpoint of enterprises; when describing frictions and services from a perspective of target audiences, the tools can be a guidance for all. Based on previous researches, the field of service innovation can be divided into two groups. One group focuses on interactions and emphasizes that customer experience should be established on mutual interaction; the other group strengthens knowledges and technology inside customer experience. The more powerful and useful that the knowledge is, the better experience that customers receive exists. However, both perspectives have forgotten the existence of customer behavior. When customers engaged in service from a certain company, the value generated by the service will be differentiated according to every customer`s behavior, personality and states of mind. Even if the company provides consistent content of service, if interactions between internal elements of target audiences and elements of the service changes, everything will transpire differently. If the company only focuses on frictions of target audiences and hopes to directly design the best service accordingly, it is to ignore the service and target audiences. This thesis takes "dreamlike fantasy" as the main axis of interpretation, and delves into the new relationship between frictions of target audiences and service designs. At the same time, this thesis will analyze the existing service practices, frictions from target audiences, dreamlike fantasy (unreasonable expectations), and finally the design of new services. In terms of academic contribution, this thesis highlights the meaning of "dreamlike fantasy" from users of service, and it prompts enterprises to transform customer frictions, by exploring user psychology, linking corresponding behavioral performances, and creating a new path of co-creating values for service innovation. In practice, this thesis analyzes how to transform highly restricted customer frictions to make customer`s "wishes" come true. It also points out the importance and implementation of the "expectation" transformation in service design.參考文獻 中文文獻 王嘉珍、陳美如，2016，「丹堤咖啡的服務創新之路——行動點餐的下一步」，《管理評論》，第 35 期，第 2 卷，第 95-96 頁。 邱文宏、張震冬、紀慧如、陳世良，2014，「探討雲端服務創新模式與演進：中華電信為例」，《管理評論》，第 33 期，第 4 卷，第 67-88 頁。 姚成彥，2015 ，「虛實整合：特力屋電子商務的服務創新」，《中山管理評論》 ，第23期，第1卷，第 377-409頁。 張德鵬、林萌菲、陳曉雁、張馥麗，2015，「顧客參與創新對口碑推薦意願的影響研究：心理所有權的中介作用」，《管理評論》，第 12 期，第 131-140 頁。 梁定澎、盧懿娟，2013，「悠活兒童旅館之服務創新」，《管理評論》，第 32 期，第 2 卷，第 41-42 頁。 湯玲郎、蔡瑋真、王盈超 ，2009，「物流服務業導入服務創新對營運績效之影響」，《管理評論》，第 28 期，第 2 卷，第 25-49 頁。 歐素華，2019， 「精準分眾以創新：由使用者行為引導媒體服務設計」，中山管理評論，第27期，第1卷，第 11-56 頁。 蕭瑞麟、許瑋元，2010，「資安洞見：由使用者痛點提煉創新來源」，《組織與管理》，第 3 期，第 2 卷，第 93-128 頁。 英文文獻 Applebaum, W. 1951. Studying Customer Behavior in Retail Stores. Journal of Marketing, 16(2): 172-178. Bellos, I., & Kavadias, S. 2020. Service design for a holistic customer experience: A process framework. Management Science. Bettencourt, L. A., Lusch, R. F., & Vargo, S. L. 2014. A service lens on value creation: Marketing role in achieving strategic advantage. California Management Review, 57(1): 44-66. Blomkvist, J., & Segelström, F. 2014. Benefits of External Representations in Service Design: A Distributed Cognition Perspective. The Design Journal, 17(3): 331-346. Constantin, J. A., & Lusch, R. F. 1994. Understanding resource management: how to deploy your people, products, and processes for maximum productivity: Planning Forum. Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87. Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1): 6-21. Grove, S. J., & Fisk, R. P. 1997. The impact of other customers on service experiences: A critical incident examination of `getting along`. Journal of Retailing, 73(1): 63-85. Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N., & Sriram, S. 2006. Modeling Customer Lifetime Value. Journal of Service Research, 9(2): 139-155. Helkkula, A., Kelleher, C., & Pihlström, M. 2012. Characterizing Value as an Experience: Implications for Service Researchers and Managers. Journal of Service Research, 15(1): 59-75. Homburg, C., Jozić, D., & Kuehnl, C. 2017. Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3): 377-401. Keiningham, T. L., Cooil, B., Andreassen, T. W., & Aksoy, L. 2007. A Longitudinal Examination of Net Promoter and Firm Revenue Growth. Journal of Marketing, 71(3): 39-51. Klein, H. K., & Myers, M. D. 1999. A set of principles for conducting and evaluating interpretative field studies in information systems. MIS Quarterly, 23(1): 67-94. Leeflang, P. S. H., Spring, P. N., Van Doorn, J., & Wansbeek, T. 2013. Identifying the direct mail-prone consumer. Journal of Global Scholars of Marketing Science, 23(2): 175-195. Lemon, K. N., & Verhoef, P. C. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96. Luk, S. T. K., & Layton, R. 2002. Perception gaps in customer expectations: Managers versus service providers and customers. Service Industries Journal, 22(2): 109-128. Lusch, R. F., & Nambisan, S. 2015. Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1): 155-176. Lusch, R. F., Vargo, S. L., & O’Brien, M. 2007. Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1): 5-18. Madhavaram, S., & Hunt, S. D. 2008. The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy. Journal of the Academy of Marketing Science, 36(1): 67-82. Magidson, J., & Brandyberry, G. 2001. Putting customers in the `Wish Mode`. Harvard Business Review, 79(8): 26-28. Marcus, C. 1998. A practical yet meaningful approach to customer segmentation. Journal of Consumer Marketing, 15(5): 494-504. Michel, S., Brown, S. W., & Gallan, A. S. 2008. Service-Logic Innovations: HOW TO INNOVATE CUSTOMERS, NOT PRODUCTS. California Management Review, 50(3): 49-65. Normann, R., & Mintzberg, H. 2001. Reframing Business: When the Map Changes the Landscape: Wiley. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. 1991. Understanding customer expectations of service. Sloan Management Review, 32(3): 39-48. Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Constantine, L. 2011. Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting. Journal of Service Research, 14(2): 180-200. Payne, A., & Frow, P. 2005. A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4): 167-176. Petersen, S. I., & Hussain, S. 2012. Design insights from user research and crowdsourcing. Design Management Review, 23(3): 60-68. Rawson, A., Duncan, E., & Jones, C. 2013. The truth about customer experience. Harvard Business Review, 91(9): 90-98. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. 2017. How to create a realistic customer journey map. Business Horizons, 60(1): 143-150. Rosenthal, S. R., & Capper, M. 2006. Ethnographies in the front end: Designing for enhanced customer experiences. Journal of Product Innovation Management, 23(3): 215-237. Rust, R. T., Inman, J. J., Jia, J., & Zahorik, A. 1999. What you don`t know about customer-perceived quality: The role of customer expectation distributions. Marketing Science, 18(1): 77-92. Schafer, A., & Klammer, J. 2016. Service dominant logic in practice: Applying online customer communities and personas for the creation of service innovations. Management, 11(3): 255-264. Schmitt, B. H. 1999. Experiential Marketing. New York: The Free Press. Stephen L. Vargo, & Lusch, R. F. 2004. Evolving to a New Dominant Logic for Marketing. 68(1): 1-17. Vargo, S. L., & Lusch, R. F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1): 1-17. Verhoef, P. C., Kannan, P. K., & Inman, J. J. 2015. From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2): 174-181. Wang, B., Miao, Y., Zhao, H., Jin, J., & Chen, Y. 2016. A biclustering-based method for market segmentation using customer pain points. Engineering Applications of Artificial Intelligence, 47: 101-109. Yi, Y., & Gong, T. 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9): 1279-1284. Zahra, S. A., & George, G. 2002. Absorptive Capacity: A Review, Reconceptualization, and Extension. Academy of Management Review, 27(2): 185-203. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
106364137資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106364137 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey-Lin en_US dc.contributor.author (Authors) 陳佼昱 zh_TW dc.contributor.author (Authors) Chen, Jiao-Yu en_US dc.creator (作者) 陳佼昱 zh_TW dc.creator (作者) Chen, Jiao-Yu en_US dc.date (日期) 2019 en_US dc.date.accessioned 2-Sep-2021 18:10:30 (UTC+8) - dc.date.available 2-Sep-2021 18:10:30 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2021 18:10:30 (UTC+8) - dc.identifier (Other Identifiers) G0106364137 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137140 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 106364137 zh_TW dc.description.abstract (摘要) 從認識顧客體驗到瞭解服務創新是一條漫漫長路。為理解體驗，經由顧客旅程地圖等工具，得以創造不同視角，清晰化企業與服務受眾的互動關係。當站在企業立場，闡述作法主張時，工具可嚴明也可和藹；當立於受眾角度，描述痛點與服務時，工具作用鮮明又直接。從過往研究深入審視，服務創新領域可分為兩派，一派將重心放在互動之上，強調體驗須以彼此互動為核心；另一派則強化體驗背後蘊含的知識與技術，若服務具備知識，顧客便可獲得昇華體驗。可是，兩者皆遺忘顧客行為。體驗當下，服務所產生的價值會依據受眾的行為、個性與心理狀態產生變化。即使企業提供一致化內容，若受眾內在要素與當下氣氛的連結產生變動時，一切情況便物換星移。倘若企業只盯著受眾痛點，就希冀依此直接進行服務設計，那便置服務受眾不顧。本論文以「夢幻期待」作為解讀主軸，深究服務受眾痛點與服務設計之間的新關係。同時，本文將分析新型服務企業的既有服務作法、顧客痛點、夢幻期待（不甚合理的期待），到最終新服務設計發想。於學理貢獻上，本論文描繪「夢幻期待」在顧客旅程中的意義，促使企業轉化顧客痛點，藉由探索使用者心理，連結對應行為面表現，為服務創新創建共創價值的新徑。於實務層面中，本論文分析如何轉化具有高度限制的痛點，使顧客「許願」成真，也點出服務設計中「期望」轉化的重要性與實施作法。 zh_TW dc.description.abstract (摘要) It is a long way from understanding customer experience to understanding service innovation. To understand customer experience, we use tools such as customer journey maps to create different perspectives and clarify the company-customer interactions. The tools can be rigorous or amiable when elaborating propositions from a standpoint of enterprises; when describing frictions and services from a perspective of target audiences, the tools can be a guidance for all. Based on previous researches, the field of service innovation can be divided into two groups. One group focuses on interactions and emphasizes that customer experience should be established on mutual interaction; the other group strengthens knowledges and technology inside customer experience. The more powerful and useful that the knowledge is, the better experience that customers receive exists. However, both perspectives have forgotten the existence of customer behavior. When customers engaged in service from a certain company, the value generated by the service will be differentiated according to every customer`s behavior, personality and states of mind. Even if the company provides consistent content of service, if interactions between internal elements of target audiences and elements of the service changes, everything will transpire differently. If the company only focuses on frictions of target audiences and hopes to directly design the best service accordingly, it is to ignore the service and target audiences. This thesis takes "dreamlike fantasy" as the main axis of interpretation, and delves into the new relationship between frictions of target audiences and service designs. At the same time, this thesis will analyze the existing service practices, frictions from target audiences, dreamlike fantasy (unreasonable expectations), and finally the design of new services. In terms of academic contribution, this thesis highlights the meaning of "dreamlike fantasy" from users of service, and it prompts enterprises to transform customer frictions, by exploring user psychology, linking corresponding behavioral performances, and creating a new path of co-creating values for service innovation. In practice, this thesis analyzes how to transform highly restricted customer frictions to make customer`s "wishes" come true. It also points out the importance and implementation of the "expectation" transformation in service design. en_US dc.description.tableofcontents 論文目錄 致謝頁 I 聲明頁 II 圖目錄 VII 表目錄 VIII 壹、緒論 1 第一節 研究動機 1 第二節 研究目的 6 第三節 預期效應 9 貳、文獻回顧 11 第一節 服務主導邏輯 11 第二節 體驗互動論 15 第三節 體驗知識論 18 第四節 理論缺口：體驗想像論 20 參、研究方法 28 第一節 方法論 28 第二節 案例選擇與理論取樣 29 第三節 分析架構與步驟 32 第四節 資料蒐集時程 36 肆、研究發現 42 第一節 電競王國的發展之路 42 第二節 顧客旅程階段一：「迎賓與陳設」 47 一、當前服務作法解析 48 二、痛點解讀 50 三、夢幻期待 53 四、新服務設計 57 第三節 顧客旅程階段二：「試用與展示」 59 一、當前服務作法解析 59 二、痛點解讀 60 三、夢幻期待 63 四、新服務設計 67 第四節 顧客旅程階段三：「導購與售後」 69 一、當前服務作法解析 69 二、痛點解讀 71 三、夢幻期待 73 四、新服務設計 76 第五節 夢幻期待啟發新服務設計 79 一、新服務設計之要點 79 二、迎接全新服務設計 80 三、夢幻期待為新服務設計創造想像空間 81 伍、討論 84 第一節 學理啟發 84 一、夢幻期待開啟顧客旅程新視野 84 二、夢幻期待是受眾行為的萃取物 85 三、夢幻期待連結受眾需求與新服務設計 86 第二節 實務貢獻 88 一、即刻應對企業服務脫軌瞬間 88 二、由受眾行為察覺體驗升級的準確方向 89 三、優化組織發展圍繞體驗成長 90 第三節 研究限制與未來發展 91 一、擴增夢幻期待定義 91 二、深入研究分眾 92 三、探索夢幻期待的情境創造限制 93 陸、結論 95 參考文獻 96 中文文獻 96 英文文獻 96 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106364137 en_US dc.subject (關鍵詞) 服務主導邏輯 zh_TW dc.subject (關鍵詞) 服務設計 zh_TW dc.subject (關鍵詞) 顧客旅程 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 期望轉化 zh_TW dc.subject (關鍵詞) Service Dominant Logic en_US dc.subject (關鍵詞) Service Design en_US dc.subject (關鍵詞) Customer Journey en_US dc.subject (關鍵詞) Customer Experience en_US dc.subject (關鍵詞) Expectation Conversion en_US dc.title (題名) 夢幻期待：電競零售店顧客旅程中的感性期待 zh_TW dc.title (題名) Dreamlike Fantasy：Sentimental Anticipation in the Customer Journey of e-Sports Store en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻 王嘉珍、陳美如，2016，「丹堤咖啡的服務創新之路——行動點餐的下一步」，《管理評論》，第 35 期，第 2 卷，第 95-96 頁。 邱文宏、張震冬、紀慧如、陳世良，2014，「探討雲端服務創新模式與演進：中華電信為例」，《管理評論》，第 33 期，第 4 卷，第 67-88 頁。 姚成彥，2015 ，「虛實整合：特力屋電子商務的服務創新」，《中山管理評論》 ，第23期，第1卷，第 377-409頁。 張德鵬、林萌菲、陳曉雁、張馥麗，2015，「顧客參與創新對口碑推薦意願的影響研究：心理所有權的中介作用」，《管理評論》，第 12 期，第 131-140 頁。 梁定澎、盧懿娟，2013，「悠活兒童旅館之服務創新」，《管理評論》，第 32 期，第 2 卷，第 41-42 頁。 湯玲郎、蔡瑋真、王盈超 ，2009，「物流服務業導入服務創新對營運績效之影響」，《管理評論》，第 28 期，第 2 卷，第 25-49 頁。 歐素華，2019， 「精準分眾以創新：由使用者行為引導媒體服務設計」，中山管理評論，第27期，第1卷，第 11-56 頁。 蕭瑞麟、許瑋元，2010，「資安洞見：由使用者痛點提煉創新來源」，《組織與管理》，第 3 期，第 2 卷，第 93-128 頁。 英文文獻 Applebaum, W. 1951. Studying Customer Behavior in Retail Stores. Journal of Marketing, 16(2): 172-178. Bellos, I., & Kavadias, S. 2020. Service design for a holistic customer experience: A process framework. Management Science. Bettencourt, L. A., Lusch, R. F., & Vargo, S. L. 2014. A service lens on value creation: Marketing role in achieving strategic advantage. California Management Review, 57(1): 44-66. Blomkvist, J., & Segelström, F. 2014. Benefits of External Representations in Service Design: A Distributed Cognition Perspective. The Design Journal, 17(3): 331-346. Constantin, J. A., & Lusch, R. F. 1994. Understanding resource management: how to deploy your people, products, and processes for maximum productivity: Planning Forum. Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87. Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1): 6-21. Grove, S. J., & Fisk, R. P. 1997. The impact of other customers on service experiences: A critical incident examination of `getting along`. Journal of Retailing, 73(1): 63-85. Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N., & Sriram, S. 2006. Modeling Customer Lifetime Value. Journal of Service Research, 9(2): 139-155. Helkkula, A., Kelleher, C., & Pihlström, M. 2012. Characterizing Value as an Experience: Implications for Service Researchers and Managers. Journal of Service Research, 15(1): 59-75. Homburg, C., Jozić, D., & Kuehnl, C. 2017. Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3): 377-401. Keiningham, T. L., Cooil, B., Andreassen, T. W., & Aksoy, L. 2007. A Longitudinal Examination of Net Promoter and Firm Revenue Growth. Journal of Marketing, 71(3): 39-51. Klein, H. K., & Myers, M. D. 1999. A set of principles for conducting and evaluating interpretative field studies in information systems. MIS Quarterly, 23(1): 67-94. Leeflang, P. S. H., Spring, P. N., Van Doorn, J., & Wansbeek, T. 2013. Identifying the direct mail-prone consumer. Journal of Global Scholars of Marketing Science, 23(2): 175-195. Lemon, K. N., & Verhoef, P. C. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96. Luk, S. T. K., & Layton, R. 2002. Perception gaps in customer expectations: Managers versus service providers and customers. Service Industries Journal, 22(2): 109-128. Lusch, R. F., & Nambisan, S. 2015. Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1): 155-176. Lusch, R. F., Vargo, S. L., & O’Brien, M. 2007. Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1): 5-18. Madhavaram, S., & Hunt, S. D. 2008. The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy. Journal of the Academy of Marketing Science, 36(1): 67-82. Magidson, J., & Brandyberry, G. 2001. Putting customers in the `Wish Mode`. Harvard Business Review, 79(8): 26-28. Marcus, C. 1998. A practical yet meaningful approach to customer segmentation. Journal of Consumer Marketing, 15(5): 494-504. Michel, S., Brown, S. W., & Gallan, A. S. 2008. Service-Logic Innovations: HOW TO INNOVATE CUSTOMERS, NOT PRODUCTS. California Management Review, 50(3): 49-65. Normann, R., & Mintzberg, H. 2001. Reframing Business: When the Map Changes the Landscape: Wiley. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. 1991. Understanding customer expectations of service. Sloan Management Review, 32(3): 39-48. Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Constantine, L. 2011. Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting. Journal of Service Research, 14(2): 180-200. Payne, A., & Frow, P. 2005. A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4): 167-176. Petersen, S. I., & Hussain, S. 2012. Design insights from user research and crowdsourcing. Design Management Review, 23(3): 60-68. Rawson, A., Duncan, E., & Jones, C. 2013. The truth about customer experience. Harvard Business Review, 91(9): 90-98. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. 2017. How to create a realistic customer journey map. Business Horizons, 60(1): 143-150. Rosenthal, S. R., & Capper, M. 2006. Ethnographies in the front end: Designing for enhanced customer experiences. Journal of Product Innovation Management, 23(3): 215-237. Rust, R. T., Inman, J. J., Jia, J., & Zahorik, A. 1999. What you don`t know about customer-perceived quality: The role of customer expectation distributions. Marketing Science, 18(1): 77-92. Schafer, A., & Klammer, J. 2016. Service dominant logic in practice: Applying online customer communities and personas for the creation of service innovations. Management, 11(3): 255-264. Schmitt, B. H. 1999. Experiential Marketing. New York: The Free Press. Stephen L. Vargo, & Lusch, R. F. 2004. Evolving to a New Dominant Logic for Marketing. 68(1): 1-17. Vargo, S. L., & Lusch, R. F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1): 1-17. Verhoef, P. C., Kannan, P. K., & Inman, J. J. 2015. From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2): 174-181. Wang, B., Miao, Y., Zhao, H., Jin, J., & Chen, Y. 2016. A biclustering-based method for market segmentation using customer pain points. Engineering Applications of Artificial Intelligence, 47: 101-109. Yi, Y., & Gong, T. 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9): 1279-1284. Zahra, S. A., & George, G. 2002. Absorptive Capacity: A Review, Reconceptualization, and Extension. Academy of Management Review, 27(2): 185-203. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202101375 en_US
