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Den fysiska klädbutiken: Hur positiva kundupplevelser kan uppnås med teknologi och mänsklig service
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
The physical fashion store : How positive customer experiences can be achieved with technology and human service (English)
Abstract [sv]

Bakgrund: Modeföretag och deras fysiska butiker står idag inför stora utmaningar till följd av såväl förändrade kundbeteenden som av teknologins massiva framfart. Forskning menar på att ett gediget fokus på kundupplevelsen är av stor vikt för att vara konkurrenskraftiga, varav kundupplevelsen anses vara multidimensionell där fem olika kundupplevelse-dimensioner sammantaget bidrar till kundens totala upplevelse. Den holistiska kundupplevelsen skapas genom en rad olika touchpoints som kunden stöter på i tjänstemötet. Inom varje touchpoint möter kunden en mängd clues som har stark inverkan på kundupplevelsen genom att framkalla olika intryck. Det är således av stor vikt för företag att arbeta med och orkestrera samtliga clues en kund möter i kundresan. Idag suddas fenomenet “high touch, low tech” ut i allt större utsträckning där många detaljhandlare anammar möjligheterna att implementera nya teknologiska lösningar i syfte att förstärka kundupplevelsen i sina butiker.

Syfte: Syftet med denna studie är att skapa en förståelse för kundupplevelser i den fysiska klädbutikens diverse touchpoints för att få en uppfattning om hur teknologi och mänsklig service kan uppfylla centrala kundupplevelsedimensioner i kärn-tjänstemötet.

Metod: Studien har tagit form med en subjektiv ståndpunkt, ett hermeneutistisk förhållningssätt och en deduktiv ansats med inslag av induktion. Metoden är av kvalitativ karaktär där den valda forskningsdesignen är en multipel fallstudie. Den empiriska undersökningen bestod av 10 semistrukturerade intervjuer där respondenterna valdes genom ett teoretiskt urval. Studiens empiriska undersökning baserades på en förstudie bestående av 9 observationer.

Slutsats: Inom kärn-tjänstemötets fyra touchpoint identifieras centrala clues samt kundupplevelse-dimensioner, vilket ser olika ut för varje individuell touchpoint. Studien mynnar även ut i att både teknologi och mänsklig service kan uppfylla centrala kundupplevelse-dimensioner i kärntjänstemötets olika touchpoints, men på olika sätt.

Abstract [en]

Background: Fashion companies and their physical stores are facing major challenges today as a result of changed customer behaviour and the technology's massive advance. Research suggests that a solid focus on the customer experience is of great importance for being competitive, of which the customer experience is seen as multidimensional where five different customer experience dimensions together contribute to the customer's overall experience. The holistic customer experience is created through a variety of touchpoints that the customer meets in the service encounter. Within each touchpoint the customer meets several clues that have a strong impact on the customer experience by inducing different impressions. It is thus of great importance for companies to work with and orchestrate all the clues a customer meets in the customer journey. Today, the phenomenon of "high touch, low tech" is blurred to an increasing extent, where many retailers embrace the possibilities of implementing new technological solutions in order to strengthen the customer experience in their stores.

Purpose: The purpose of this study is to gain an understanding of customer experiences in the physical fashion store’s various touchpoints to get an idea of how technology and human service can fulfil central customer experience dimensions in the core service encounter.

Completion: The study has been designed with a subjective standpoint, a hermeneutistic approach and a deductive approach with elements of induction. The method is of a qualitative nature where the chosen research design is a multiple case study. The empirical research consisted of 10 semi-structured interviews where the respondents were chosen through a theoretical selection. The empirical research was based on a pre-study consisting 9 observations.

Conclusion: Within the core service encounter’s four touch points, central clues and customer experience dimensions are identified, which all look different for each individual touchpoint. The study also states that both technology and human service can fulfill central customer experience dimensions in the core service encounter’s various touchpoints, but in different ways.

Place, publisher, year, edition, pages
2019. , p. 94
Keywords [en]
Customer Experience, Service Encounter, Touchpoints, Customer experience dimensions, Clues, Technology, Human services, Fashion Industry, Physical fashion store
Keywords [sv]
Kundupplevelse, Tjänstemöte, Touchpoints, Kundupplevelsedimensioner, Clues, Teknologi, Mänsklig service, Modebransch, Fysisk klädbutik
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-158117ISRN: LIU-IEI-FIL-A--19/03100--SEOAI: oai:DiVA.org:liu-158117DiVA, id: diva2:1330248
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2019-09-17 Created: 2019-06-25 Last updated: 2019-09-17Bibliographically approved

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