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A framework to explore customer experience on first-store design concept in China

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General Information Cached
Title
A framework to explore customer experience on first-store design concept in China
Type
Article
Main Author
Muhammad Zaffwan Idris
Additional Authors
  • Cuiyu Xi
Subject
HF Commerce
ISSN
2222-6990
Language Code
eng
Bibliographic Details
Place of Production
Tanjong Malim
Publisher
Fakulti Seni, Komputeran dan Industri Kreatif
Year of publication
2021
Degree Type
Others
Corporate Name
Universiti Pendidikan Sultan Idris

Abstract

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

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