Exploring Gen Z customer experience on the establishment of first-store design in Beijing China

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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Main Author: Xi, Cuiyu
Format: thesis
Language:eng
Published: 2023
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TH Building construction
Online Access:https://ir.upsi.edu.my/detailsg.php?det=10413
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institution Universiti Pendidikan Sultan Idris
collection UPSI Digital Repository
language eng
topic TH Building construction
spellingShingle TH Building construction
Xi, Cuiyu
Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
description <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>
format thesis
qualification_name
qualification_level Doctorate
author Xi, Cuiyu
author_facet Xi, Cuiyu
author_sort Xi, Cuiyu
title Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
title_short Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
title_full Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
title_fullStr Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
title_full_unstemmed Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
title_sort exploring gen z customer experience on the establishment of first-store design in beijing china
granting_institution Universiti Pendidikan Sultan Idris
granting_department Fakulti Seni, Komputeran dan Industri Kreatif
publishDate 2023
url https://ir.upsi.edu.my/detailsg.php?det=10413
_version_ 1804890552395628544
spelling oai:ir.upsi.edu.my:104132024-06-13 Exploring Gen Z customer experience on the establishment of first-store design in Beijing China 2023 Xi, Cuiyu TH Building construction <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> 2023 thesis https://ir.upsi.edu.my/detailsg.php?det=10413 https://ir.upsi.edu.my/detailsg.php?det=10413 text eng closedAccess Doctoral Universiti Pendidikan Sultan Idris Fakulti Seni, Komputeran dan Industri Kreatif <p>Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. ACR North American Advances.</p><p>Aaker, J. L. 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