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UPSI Digital Repository (UDRep)
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| Abstract : Universiti Pendidikan Sultan Idris |
| Driven by big data, the development of new technology and the enhancement of customer experience (CX), the first-store transformed the retail industry. Based on customer-centric approach and driven by S-O-R model, this paper proposed a new framework to amplify the quality of CX. Furthermore, this study is proposing the adaptation from service design tools including personas and customer journey map. Thus, data are collected from the customer visit at first-store by dividing it into three stages: pre-visit, during-visit, and post-visit. Consumer personas are generated according to the market segmentation theory, which was proposed as a part of the framework proposed in this paper.
Keywords: Customer Experience, First-Store, Service Design, Persona, Brand Personality |
| References |
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