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Type :thesis
Subject :TH Building construction
Main Author :Xi, Cuiyu
Title :Exploring Gen Z customer experience on the establishment of first-store design in Beijing China
Place of Production :Tanjong Malim
Publisher :Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :2023
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Guest :Click to view PDF file

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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