|
ACKNOWLEDGEMENT I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation and Objectives. 4
1.2.1 Research Motivation. 4
1.2.2 Research Objectives. 6
1.3 Research Significant. 7
1.4 Research Scope and Structure. 8
1.4.1 Research Scope. 8
1.4.2 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 11
2.1 Theoretical Foundation. 11
2.1.1 Russell Model of Affect. 11
2.1.2 The Mehrabian-Russell Stimulus-Response Model. 12
2.2 Customer Experience and Customer Experience Management. 14
2.2.1 Customer Experience. 14
2.2.2 Customer Experience Management. 16
2.3 Antecedents of Customer Experience. 18
2.3.1 Social Environment. 18
2.3.2 Brand Image. 20
2.3.3 Store Atmosphere. 22
2.3.4 Merchandise. 25
2.3.5 Price and Promotion. 27
2.3.6 Store Personnel. 29
2.4 Interdependent Relationship of Customer Experience’s Antecedents. 32
2.5 Customer Experience Management Strategies. 33
2.5.1 Create Clear, Professional, and Legible Signage. 33
2.5.2 Innovate Product Sample and Display. 35
2.5.3 Provide Clear Layout and Fresh Atmosphere. 36
2.5.4 Organize Special Events on Holidays. 37
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 38
3.1 The Hierarchy Structure. 38
3.2 Hybrid MCDM Model. 39
3.2.1 DEMATEL Technique and Procedures. 40
3.2.2 ANP Applications and Procedures. 43
3.3 Questionnaire Design and Sampling. 48
CHAPTER FOUR RESEARCH RESULTS 55
4.1 Influence Relationship of Elements. 55
4.2 The Priority Rank of Customer Experience Antecedents. 65
4.3 Effectiveness of CEM Strategies. 73
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 76
5.1 Research Discussion. 76
5.2 Managerial Implications. 81
5.3 Research Limitations. 84
5.4 Future Research Directions. 84
REFERENCES 86
APPENDICES 99
Appendix 1: DEMATEL Questionnaire. 99
Appendix 2: English Questionnaire of ANP and CEM Strategies. 114
Appendix 3: Chinese Questionnaire of ANP and CEM Strategies. 124
|