社区化新零售背景下无人商店顾客体验框架研究

Customer Experience Model of Unmanned Store under the Background of New Community Retail

中文关键词: 社区化新零售  社区无人商店  顾客体验  扎根理论

英文关键词: new community retail  community unmanned store  customer experience  grounded theory

中文摘要:

      目的 在以顾客体验为核心的新零售逐渐下沉至社区的背景下，研究社区无人商店顾客体验概念框架与构成要素，为社区无人商店顾客体验的提升提供系统、清晰的方向指引，以更好地推动无人商店在城市社区中的发展。方法 基于扎根理论，通过对社区无人商店顾客的深度访谈获取初步研究资料并对其逐步进行开放性编码、主轴性编码与选择性编码，然后对提炼出的社区无人商店顾客体验框架进行理论饱和度检验。结论 提出社区无人商店顾客体验框架，包括“便利性体验、实惠性体验、安全性体验、舒适性体验与亲切性体验”五个宏观维度，具体展开表现为“服务及时、导购清晰、过程流畅、价格优惠、品质优良、环境安全、支付安全、信息安全、空间舒适、交互舒适、技术友好、环境亲和”等十二个微观层面。社区无人商店顾客体验框架的提出为社区无人商店顾客体验的解释、分析与设计提供了完整的理论框架指导。

英文摘要:

      In the context of the new retail, which focuses on customer experience gradually sinking into communities, it is important to study the conceptual framework and components of customer experience of community unmanned stores, so as to provide systematic and clear directions for the development of community unmanned stores. The research is based on the grounded theory. Firstly, the preliminary research data are obtained through the in-depth interview with the customers of community unmanned store. Secondly, the research data are subjected to open coding, spindle coding and selective coding. Finally, the theoretical saturation test is carried out on the extracted customer experience framework of the community unmanned store. The research puts forward a framework for the customer experience of community unmanned stores. It includes five macro dimensions of "convenience experience, affordable experience, security experience, comfort experience, and friendly experience", and such 12 micro dimensions as "timely service, clear shopping guide, smooth process, preferential price, good quality, safe environment, safe payment, safe information, comfortable space, comfortable interaction, friendly technology and environmental affinity in detail". The concept framework of customer experience in community unmanned stores provides a complete theoretical framework for the interpretation, analysis and design of customer experience in community unmanned stores.