臺灣博碩士論文加值系統

科技的迅速發展，影響了消費者行為，以及顧客的消費體驗，不論在線上，或是實體通路。而在此背景下，千禧世代作為數位原住民（digital natives），是受科技發展極大影響之消費族群。
單一產品或服務已不足以滿足千禧世代的需求，對於零售商來說，良好的顧客體驗，必須同時關注線上與線下兩個層面。過往研究中，對於千禧世代的零售顧客體驗，提出許多不同的觀點，卻尚未建立標準。本研究以泰國超市餐廳為例，零售與服務的結合，反映了千禧世代消費者在零售業尋找生活體驗的行為。
本研究以質性研究方法，先瞭解千禧一代的客戶體驗，釐清千禧世代之客戶體驗於線上線下的價值共創過程，再進一步發展千禧一代在食品行業的客戶體驗，以獲得更好的商業機會。並藉由文獻回顧、個案研究，以及對個案的深度訪談所得資料進行分析，再以線上問卷調查千禧世代的消費態度。
研究者從顧客的角度，探討了千禧世代在超市餐廳的顧客體驗。此外，本研究進行了理論分析，在超市餐廳個案中的線上和線下客戶體驗之價值共創，可被實際運用到零售業，並創造更好的機會並可調整以適用於其他行業。

As technology has been rapidly developed, it has impacted customer purchasing behavior and experience, involving offline and online touchpoints. Millennials who are the first generation of digital natives are most influenced by such development. This is expanding customer choices so product or service itself is not the only factor that satisfies millennials. Thus, retailers find it crucial to focus on how to co-create between online and offline retail customer experience to deliver the best and most valuable experiences.
This research used the perspective of grocerants in Thailand as grocerants are the combining of grocery and restaurant, which reflects the changing perspectives of customers as millennials who seek life-experience in retail. This study exploits mixed research methods to understand and clarify the co-creation of online and offline millennials customer experience in grocerants. Data collection was undertaken by a literature review, a case study by using observation and an in-depth interview then using the online questionnaire.
At the end of the analysis, the researcher has explored millennials customer experience in grocerants to clarify customers’ insights and experiences. Furthermore, this research was conducted using the theoretical implication which showed the value co-creation as experience co-creation by using online and offline customer experience in grocerants that can expand to the retail industry. This research on retail millennials customer experience has the importance of exploring strategies to make a better opportunity in the retail industry where it can also be applied to other industries.

TABLE OF CONTENTS

中文摘要 i
ABSTRACT ii
ACKNOWLEDGEMENT iii
LIST OF TABLES vii
LIST OF FIGURES viii

CHAPTER 1: INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Objectives and Questions 4
1.4 Research Framework 5
1.5 Key Terms of the Research 6

CHAPTER 2: LITERATURE REVIEW 8
2.1 Grocerants 8
2.1.1 The Evolution of Grocery Industry: From Grocery to Grocerants (Paraphase) 8
2.1.2 What Are Grocerants? : Integration of Grocery and Restaurant 12
2.1.3 The Grocery Industry in Thailand 16
2.2 Millennials in Grocerants 17
2.2.1 Who Are Millennials? 17
2.2.2 Millennials Behavior in Retailing and Grocerants 19
2.2.3 Thai Millennials in Retailing 20
2.3 Millennials Customer Experience 21
2.3.1 What Is Customer Experience? 21
2.3.2 The Dimensions of Customer Experience by Gentile, Spiller and Noci, 2007 25
2.3.3 Offline Millennials Customer Experience in Retailing 26
2.3.4 Online Millennials Customer Experience in Retailing 27
2.4 The Co-creation of Customer Experience 29
2.4.1 What Is Co-creation? 29
2.4.2 The Co-creation between Online and Offline Millennials Customer Experience in Retailing 30
2.5 Literature Structure 32
2.6 Conceptual Theoretical Framework 33

CHAPTER3: RESEARCH DESIGN AND METHODS 35
3.1 Research Design 35
3.1.1 Research Concept 35
3.1.2 Research Process 36
3.2 Research Method 37
3.2.1 Case Study 37
3.2.2 Research Observation 37
3.2.3 Semi-structured In-depth Interview 38
3.2.4 Online Questionnaire 38
3.3 Data Collection 39
3.3.1 Case Selection Criteria 39
3.3.2 Selected Interviewees for In-depth Interview 40
3.3.3 Selected Respondents for Online Questionaire 42

CHAPTER 4: FINDINGS AND ANALYSIS 43
4.1 Case Introduction: Tops daily at Singha Complex, Thailand 43
4.2 Data from Observation 47
4.3 Demographics of Online Questionnaire Respondents 52
4.4 Millennials Love Their Grocerants 54
4.4.1 Millennials Behavior and Experience in Grocerants 54
4.4.2 Communication with Millennials Customers 57
4.5 Millennials Experience and Value in Grocerants 58
4.5.1 Millennials Are the Convenience Generation 58
4.5.2 Millennials Consider Price with Quality 62
4.5.3 Technology Is Driving the Millennials Customer Experience 65
4.5.4 Offline VS Online Millennials Customer Experience in Grocerants 67
4.6 How Millennials Use In-store Technology 72
4.6.1 The Factors Influence the Use of In-store Technology 74
4.6.2 Business Strategy Influences the Use of In-store Technology 76

CHAPTER 5: DISCUSSION AND IMPLICATION 78
5.1 Discussion on Research Questions 78
5.1.1 Millennials Personality in Grocerants 78
5.1.2 Millennials Customer Experience in Grocerants 80
5.1.3 The Co-creation of Online and Offline Millennials Customer Experience in Grocerants 82
5.1.4 Grocerants’ Potential Business Opportunity by Using Millennials Customer Experience 86
5.2 Theoretical Implications 88
5.3 Limitation and Implication for Future Research 89

REFERENCE 91

APPENDICES 96
Appendix 1: The Preparation for Observation 96
Appendix 2: The Interview Question Guideline 99
Appendix 3: The Online Questionnaire 102

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