Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
<p>This study aimed to explore Gen Z customers experiences (CX) at first-store design</p><p>concept through personas based on brand personality using Service Design (SD)</p><p>approach in Beijing, China. By adapting an ethnographi...
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| Format: | thesis |
| Language: | eng |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=10413 |
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| Summary: | <p>This study aimed to explore Gen Z customers experiences (CX) at first-store design</p><p>concept through personas based on brand personality using Service Design (SD)</p><p>approach in Beijing, China. By adapting an ethnographic research design, this study</p><p>analyses the CX dimensions of first-store, and provides insight into the entire journey</p><p>service of first-store. First-store's CX exploration is based on the following models:</p><p>Aaker's brand personality theory (already verified for China), CX dimensions for</p><p>traditional stores, Customer Journey Map (CJM) stage distribution (pre, during and</p><p>post-visit), and the model of S-O-R (Stimulus, Organism, and Response). Using the</p><p>brand personality test, the study identified five ideal personas (Sincerity, Ruggedness,</p><p>Excitement, Sophistication, and Competence), and from 109 respondents, the top</p><p>scorer was selected for each type of persona as the participant. The data from five</p><p>personas were collected through three phases (pre, during, and post-visit). This study</p><p>used multiple tools as data collection methods: service safaris, mobile ethnography,</p><p>and contextual interviews. Three fashion first-stores were selected as cases studies in</p><p>Beijing, China. With the help of smartphone tools, Mobile Ethnography acquires data</p><p>in various forms such as video, images, and text. Data were analyzed using constant</p><p>comparative approach through five coding cycles according to each personas key</p><p>information. Different forms of data were used to cross-check the observations to</p><p>capture patterns behind the personas performing behaviors. The findings indicated</p><p>three theoretical models: CX dimensions on fashion first-store, touchpoints of fashion</p><p>first-store CJM, and touchpoints for different effects on fashion first-store CX. This</p><p>study proposes some new dimensions of the first-store experience: get fashion</p><p>information, look forward to the future, hygiene, interaction experience, spatial</p><p>experience, value identification given by the brand. Finally, this study formulated a</p><p>guideline for brand managers and designers to establish the optimized first-store</p><p>design concept.</p> |
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