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随着人们生活方式的不断丰富和改变,体验型消费取代功能型服务消费成为消费热点。作为一种新型的营销手段出现,服务场景对提升顾客体验、改善顾客感知价值,获得企业持续竞争优势至关重要。在文献回顾的基础上,本文对服务场景与顾客行为之间的关系进行了探讨。文章结合对样本实例的调研成果与零售业业态特征,探讨不同服务场景纬度下顾客行为异同,从而得出各零售商店不同的服务场景设计对顾客行为的影响。最后,结合零售商店服务场景中各要素现状以及顾客行为发生时的心理现象及规律,本文提出了几点对服务场景进行优化和改造的建议。
As people’s lifestyles continue to be enriched and changed, experiential consumption instead of functional service consumption becomes a hot spot for consumption. As a new type of marketing tool, service scenarios are crucial to enhance customer experience, improve customer perceived value and obtain sustainable competitive advantage. Based on the literature review, this paper discusses the relationship between service scenarios and customer behavior. Based on the research results of samples and characteristics of retail formats, the article explores the similarities and differences of customer behavior under different service scene latitudes, and then draws the conclusion that different service scenarios in retail stores affect customer behavior. Finally, combining with the present situation of each factor in the retail store service scene and the psychological phenomenon and regularity when the customer behavior occurs, this paper puts forward some suggestions on how to optimize and transform the service scenario.