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題名 全通路整合對客戶體驗之影響 —以植村秀為例
The Impact of Omni-Channel Integration on Customer Experience: The Case of Shu Uemura作者 張雯琳
Chang, Wen-Lin貢獻者 白佩玉
Pai, Pei-Yu
張雯琳
Chang, Wen-Lin關鍵詞 全通路整合
客戶體驗
消費者旅程
零售業
Omnichannel Integration
Customer Experience
Customer Journey
Retailing Industry日期 2023 上傳時間 1-Sep-2023 15:00:53 (UTC+8) 摘要 自從網際網路出現，零售業的經營、運作的形式愈來愈多元，近年來「全通路（Omnichannel）」概念興起後，已吸引眾多學者及企業關注全通路客戶體驗、全通路消費者旅程等研究，希望為台灣的零售業提供未來發展的新方向。台灣雖僅有 2,300 萬人口，但台灣在2022年零售市場產值已近新台幣4.3 兆元，顯示台灣零售業仍深具成長潛力。本研究以「為台灣零售市場找出未來全通路布局的發展方向」作為核心主軸，自消費者的觀點出發，剖析消費者在購物旅程中可能橫跨的通路種類，以及跨通路間的整合與交互作用。同時希望找出零售業者在全通路策略上可改進之處，以提升消費者購物旅程中的體驗與顧客滿意度。本研究選擇線上、線下通路均佈局完善的美妝、清潔保養日系品牌「植村秀」作為研究對象，並透過質性研究－深度訪談法，詢問品牌既有之消費族群在不同通路間的決策過程，進一步了解全通路如何為消費者創造更佳的品牌體驗與感受。植村秀的主要通路包含線下百貨專櫃、線上官方網站以及 LINE 官方帳號等三項。本研究發現：此三通路在消費者旅程中扮演之角色各有不同：線下百貨專櫃作為「服務體驗」的核心通路，其經訓練的服務人員對消費者而言能提供最難以取代的價值，例如：親切友善的購物體驗、專業諮詢等無法透過其他通路獲得的無形服務。然而，線上官方網站所瞄準的客群與此不同，鎖定相較更重視「產品」本質的消費者，並充分提供購物流程中的購前資訊收集（產品說明與線上試色服務等）、購後的物流運送效率、包裝完善等面向的良好服務。此外，電商平台作為近年來官方拓展之線上銷售據點，對消費者而言雖提升了線上購物之易達性與選擇，但該通路仍有眾多功能與消費資訊整合面向的不足，因此較容易帶來負面的購物體驗，對於品牌而言需獲改善、提升服務品質的急迫性相對較高。LINE 官方帳號作為整合所有「購買型通路」的核心存在，應完整串聯線上與線下的消費者購物旅程。植村秀的 LINE 官方帳號發揮了關鍵的整合角色，例如：對於線下百貨專櫃， LINE 官方帳號作為顧客關係管理的平台，行銷人員能透過優惠券、檔期活動等與消費者建立連結、並確保有固定比例的回櫃轉換率；而對線上官方網站而言， 搭配LINE 導購與 LINE PAY 結帳方式則提供相對其他品牌、或植村秀其他通路更優惠的回饋，因此亦有部分消費者對線上購買植村秀保持一定的忠誠。根據上述發現，本研究提出對植村秀品牌全通路策略上的建議：應繼續維持線下通路的高滿意度，並迅速改善線上通路的資訊整合不足等問題。而 LINE 官方帳號作為跨通路整合的重要存在，消費者對其功能與服務變動相對敏感，未來所有調整與佈局都應更審慎注意。
Since the Internet appear and growth these years, the retail industry has become more diversified in its operations and formats. The concept of “omnichannel” has gained prominence, offering new possibilities for the future development of the retail industry, such as enhancing customer experience and make retailers deeper understanding the omnichannel consumer journey. Despite Taiwan’s population of only 23 million, its retail market was valued at 4.3 trillion NTD in 2022, indicating tremendous consumer spending power and unlimited growth potential.This study focuses on identifying the future direction of omnichannel strategies in the Taiwan retail market. From the consumer’s perspective, this study analyzes the possible channels involved in their shopping journey, explore the integration and interaction among different channels, and identify key areas for retailers to improve and enhance the customer experience and satisfaction throughout their shopping journey.This study selects the beauty and skincare brand “Shu Uemura,” which has a well-established presence both online and offline, as an example. Qualitative research, specifically in-depth interviews, is conducted to investigate how the existing consumer base perceives the functional planning and experiences across different channels.Similar to many other retailers, Shu Uemura primarily operates through three main channels: offline department store counters, online website, and LINE official account. Each channel plays a different role in the consumer journey. The offline department store counters serve as the core channel for “service experience,” where well-trained staff provide intangible services such as friendly shopping experiences and professional consultations that are not easily replicated through other channels.On the other hand, the online website targets consumers who prioritize the essence of “products.” It provides comprehensive services, including pre-purchase information gathering (such as product descriptions and online try-on services), efficient logistics and delivery, and excellent packaging. However, the e-commerce platform, which has recently expanded as an official online sales channel, still lacks integration in various functional and consumer information aspects. This has led to negative shopping experiences for some consumers, highlighting the urgency for the brand to improve and enhance service quality.The LINE official account serves as the core integration point for all “purchase-oriented channels,” connecting the online and offline consumer shopping journeys seamlessly. Shu Uemura’s LINE official account serves as a good example: for offline department store counters, it functions as a platform for customer relationship management, allowing the brand to establish connections with consumers through coupons, promotional activities, and ensuring the conversion rate of returning customers. As for the online website, LINE Shopping and LINE PAY offer more favorable incentives compared to other channels or brands, contributing to loyalty among some consumers.Based on the findings, this study provides improvement suggestions for each channel: maintaining high satisfaction for offline channels while swiftly addressing information integration issues in the online channels. Furthermore, as the crucial element in cross-channel integration, LINE official account should be approached with careful consideration on any adjustments or strategies, given the sensitivity of consumers towards its functions and services.參考文獻 中文文獻温玲玉、許順發、陳依芸，2022。行銷 4.0 對再購意願影響之研究-以品牌形象為中介變項與消費者涉入為調節變項。台灣策略與績效管理論壇，2(1)，71-87。曾光華，2020。行銷管理: 理論解析與實務應用。前程文化。黃明蕙 譯，V. Kumar & Werner Reinartz 著，2016。顧客關係管理：觀念、策略與工具。臺北市：雙葉書廊有限公司。英文文獻Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313-327.Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management, 46(7), 598-614.Burke, R. R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432.Chang, C. W., & Zhang, J. Z. (2016). The effects of channel experiences and direct marketing on customer retention in multichannel settings. Journal of Interactive Marketing, 36(1), 77-90.Cocco, H., & Demoulin, N. T. (2022). Designing a seamless shopping journey through omnichannel retailer integration. Journal of Business Research, 150, 461-475.Frazer, M., & Stiehler, B. E. (2014, January). Omnichannel retailing: The merging of the online and off-line environment. In Global Conference on Business & Finance Proceedings (Vol. 9, No. 1, p. 655). Institute for Business & Finance Research.Gao, F., & Su, X. (2017). Online and offline information for omnichannel retailing. Manufacturing & Service Operations Management, 19(1), 84-98.Gao, W., Fan, H., Li, W., & Wang, H. (2021). Crafting the customer experience in omnichannel contexts: The role of channel integration. Journal of Business Research, 126, 12-22.Gasparin, I., Panina, E., Becker, L., Yrjölä, M., Jaakkola, E., & Pizzutti, C. (2022). Challenging the “integration imperative”: A customer perspective on omnichannel journeys. Journal of Retailing and Consumer Services, 64, 102829.Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors affecting customer satisfaction. International Research Journal of Finance and Economics, 60(1), 44-52.Hanley, S., & Leahy, R. (2008). The effectiveness of relationship marketing strategies in department stores. International Journal of Business Management, 3(10), 133-140.Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. London: Pearson.Lazaris, C., Sarantopoulos, P., Vrechopoulos, A., & Doukidis, G. (2021). Effects of increased omnichannel integration on customer satisfaction and loyalty intentions. International Journal of Electronic Commerce, 25(4), 440-468.Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.Long, C. S., Khalafinezhad, R., Ismail, W. K. W., & Abd Rasid, S. Z. (2013). Impact of CRM factors on customer satisfaction and loyalty. Asian Social Science, 9(10), 247.Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 111-132.Pookulangara, S., Hawley, J., & Xiao, G. (2011). Explaining consumers’ channel-switching behavior using the theory of planned behavior. Journal of Retailing and Consumer Services, 18(4), 311-321.Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65-76.Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143-150.Swoboda, B., & Fränzel, N. (2022). Links and effects of channel integration in the prepurchase and purchase stages of omnichannel retailers. International Journal of Electronic Commerce, 26(3), 331-354.網路文獻財團法人網路資訊中心，2022 台灣網路報告 - 整體使用現況（2023.05.21）（取自： https://report.twnic.tw/2022/TrendAnalysis_internetUsage.html）數位時代，台灣人每天上網超過8小時！最新使用報告出爐，8大數據亮點幫助精準行銷（2023.05.21）（取自：https://www.bnext.com.tw/article/68026/2022-internet-report）OOSGA，台灣零售與電商市場概況為何？ 2023 年有哪些趨勢？（2023.05.21）（取自：https://zh.oosga.com/e-commerce/twn/）未來流通研究所，【商業數據圖解】台灣「零售與電商全體次產業結構」年度數據總覽（2023.05.21）（取自：https://www.mirai.com.tw/taiwanese-retail-e-commerce-industry-data-overview/）未來流通研究所，【商業數據圖解】2021台灣「零售與電商」產業市佔率英雄榜（2023.05.21）（取自：https://www.mirai.com.tw/2021-taiwan-retail-amd-ecommerce-companies-market-share-structure/）MIC 產業情報研究所，【電商購物節大調查】2022電商購物節消費年成長44% 年均消21,728元 中高齡族群最響應電商造節 北部消費力拉高整體平均（2023.06.07）（取自：https://mic.iii.org.tw/news.aspx?id=632）MBA智庫百科，訪談法（2023.08.16）（取自：https://wiki.mbalib.com/zh-tw/%E8%AE%BF%E8%B0%88%E6%B3%95） 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363069資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363069 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (Authors) 張雯琳 zh_TW dc.contributor.author (Authors) Chang, Wen-Lin en_US dc.creator (作者) 張雯琳 zh_TW dc.creator (作者) Chang, Wen-Lin en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Sep-2023 15:00:53 (UTC+8) - dc.date.available 1-Sep-2023 15:00:53 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2023 15:00:53 (UTC+8) - dc.identifier (Other Identifiers) G0110363069 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146920 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363069 zh_TW dc.description.abstract (摘要) 自從網際網路出現，零售業的經營、運作的形式愈來愈多元，近年來「全通路（Omnichannel）」概念興起後，已吸引眾多學者及企業關注全通路客戶體驗、全通路消費者旅程等研究，希望為台灣的零售業提供未來發展的新方向。台灣雖僅有 2,300 萬人口，但台灣在2022年零售市場產值已近新台幣4.3 兆元，顯示台灣零售業仍深具成長潛力。本研究以「為台灣零售市場找出未來全通路布局的發展方向」作為核心主軸，自消費者的觀點出發，剖析消費者在購物旅程中可能橫跨的通路種類，以及跨通路間的整合與交互作用。同時希望找出零售業者在全通路策略上可改進之處，以提升消費者購物旅程中的體驗與顧客滿意度。本研究選擇線上、線下通路均佈局完善的美妝、清潔保養日系品牌「植村秀」作為研究對象，並透過質性研究－深度訪談法，詢問品牌既有之消費族群在不同通路間的決策過程，進一步了解全通路如何為消費者創造更佳的品牌體驗與感受。植村秀的主要通路包含線下百貨專櫃、線上官方網站以及 LINE 官方帳號等三項。本研究發現：此三通路在消費者旅程中扮演之角色各有不同：線下百貨專櫃作為「服務體驗」的核心通路，其經訓練的服務人員對消費者而言能提供最難以取代的價值，例如：親切友善的購物體驗、專業諮詢等無法透過其他通路獲得的無形服務。然而，線上官方網站所瞄準的客群與此不同，鎖定相較更重視「產品」本質的消費者，並充分提供購物流程中的購前資訊收集（產品說明與線上試色服務等）、購後的物流運送效率、包裝完善等面向的良好服務。此外，電商平台作為近年來官方拓展之線上銷售據點，對消費者而言雖提升了線上購物之易達性與選擇，但該通路仍有眾多功能與消費資訊整合面向的不足，因此較容易帶來負面的購物體驗，對於品牌而言需獲改善、提升服務品質的急迫性相對較高。LINE 官方帳號作為整合所有「購買型通路」的核心存在，應完整串聯線上與線下的消費者購物旅程。植村秀的 LINE 官方帳號發揮了關鍵的整合角色，例如：對於線下百貨專櫃， LINE 官方帳號作為顧客關係管理的平台，行銷人員能透過優惠券、檔期活動等與消費者建立連結、並確保有固定比例的回櫃轉換率；而對線上官方網站而言， 搭配LINE 導購與 LINE PAY 結帳方式則提供相對其他品牌、或植村秀其他通路更優惠的回饋，因此亦有部分消費者對線上購買植村秀保持一定的忠誠。根據上述發現，本研究提出對植村秀品牌全通路策略上的建議：應繼續維持線下通路的高滿意度，並迅速改善線上通路的資訊整合不足等問題。而 LINE 官方帳號作為跨通路整合的重要存在，消費者對其功能與服務變動相對敏感，未來所有調整與佈局都應更審慎注意。 zh_TW dc.description.abstract (摘要) Since the Internet appear and growth these years, the retail industry has become more diversified in its operations and formats. The concept of “omnichannel” has gained prominence, offering new possibilities for the future development of the retail industry, such as enhancing customer experience and make retailers deeper understanding the omnichannel consumer journey. Despite Taiwan’s population of only 23 million, its retail market was valued at 4.3 trillion NTD in 2022, indicating tremendous consumer spending power and unlimited growth potential.This study focuses on identifying the future direction of omnichannel strategies in the Taiwan retail market. From the consumer’s perspective, this study analyzes the possible channels involved in their shopping journey, explore the integration and interaction among different channels, and identify key areas for retailers to improve and enhance the customer experience and satisfaction throughout their shopping journey.This study selects the beauty and skincare brand “Shu Uemura,” which has a well-established presence both online and offline, as an example. Qualitative research, specifically in-depth interviews, is conducted to investigate how the existing consumer base perceives the functional planning and experiences across different channels.Similar to many other retailers, Shu Uemura primarily operates through three main channels: offline department store counters, online website, and LINE official account. Each channel plays a different role in the consumer journey. The offline department store counters serve as the core channel for “service experience,” where well-trained staff provide intangible services such as friendly shopping experiences and professional consultations that are not easily replicated through other channels.On the other hand, the online website targets consumers who prioritize the essence of “products.” It provides comprehensive services, including pre-purchase information gathering (such as product descriptions and online try-on services), efficient logistics and delivery, and excellent packaging. However, the e-commerce platform, which has recently expanded as an official online sales channel, still lacks integration in various functional and consumer information aspects. This has led to negative shopping experiences for some consumers, highlighting the urgency for the brand to improve and enhance service quality.The LINE official account serves as the core integration point for all “purchase-oriented channels,” connecting the online and offline consumer shopping journeys seamlessly. Shu Uemura’s LINE official account serves as a good example: for offline department store counters, it functions as a platform for customer relationship management, allowing the brand to establish connections with consumers through coupons, promotional activities, and ensuring the conversion rate of returning customers. As for the online website, LINE Shopping and LINE PAY offer more favorable incentives compared to other channels or brands, contributing to loyalty among some consumers.Based on the findings, this study provides improvement suggestions for each channel: maintaining high satisfaction for offline channels while swiftly addressing information integration issues in the online channels. Furthermore, as the crucial element in cross-channel integration, LINE official account should be approached with careful consideration on any adjustments or strategies, given the sensitivity of consumers towards its functions and services. en_US dc.description.tableofcontents 第一章 緒 論 1第一節 研究背景與動機 1第二節 研究目的與問題 2第三節 研究流程 2第二章 文獻探討 4第一節 全通路 4第二節 客戶體驗 6第三節 消費者旅程 8第三章 研究方法 11第一節 質性研究分析法 11第二節 品牌選擇 13第三節 品牌全通路功能設計 14第四節 研究流程設計 15第五節 訪談對象選擇原則 20第四章 研究分析與討論 28第一節 產品或優惠資訊的來源通路 28第二節 購買通路選擇依據 30第三節 影響多重通路選擇之個別消費者決策流程 30第四節 線下通路（百貨專櫃）體驗與對購買決策之影響 34第五節 線上通路（線上官方網站）體驗與對購買決策之影響 38第六節 線上接觸點（LINE 官方帳號）體驗與對購買決策之影響 41第七節 品牌其他通路的體驗與對購買決策之影響 47第八節 其他品牌正向體驗建議 48第九節 跨通路間的交互作用 49第五章 結論與建議 54第一節 重要研究發現 54第二節 實務建議 57第三節 研究限制 58第四節 未來研究建議 59參考文獻 61中文文獻 61英文文獻 61網路文獻 63附錄 64附錄一、前篩問卷完整內容 64 zh_TW dc.format.extent 1307004 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363069 en_US dc.subject (關鍵詞) 全通路整合 zh_TW dc.subject (關鍵詞) 客戶體驗 zh_TW dc.subject (關鍵詞) 消費者旅程 zh_TW dc.subject (關鍵詞) 零售業 zh_TW dc.subject (關鍵詞) Omnichannel Integration en_US dc.subject (關鍵詞) Customer Experience en_US dc.subject (關鍵詞) Customer Journey en_US dc.subject (關鍵詞) Retailing Industry en_US dc.title (題名) 全通路整合對客戶體驗之影響 —以植村秀為例 zh_TW dc.title (題名) The Impact of Omni-Channel Integration on Customer Experience: The Case of Shu Uemura en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻温玲玉、許順發、陳依芸，2022。行銷 4.0 對再購意願影響之研究-以品牌形象為中介變項與消費者涉入為調節變項。台灣策略與績效管理論壇，2(1)，71-87。曾光華，2020。行銷管理: 理論解析與實務應用。前程文化。黃明蕙 譯，V. 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