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