Customer Experience in Chinese Group Buying Business
Author
Zhao, Ruiqi
Term
4. Term
Publication year
2015
Submitted on
2015-08-05
Pages
66
Abstract
Amid the rapid growth and intense competition of China’s online-to-offline (O2O) group buying market, and persistent challenges of low profitability and weak customer retention, this thesis examines customer experience as a source of competitive advantage. It addresses two questions: (1) where customer experiences in Chinese group buying originate across the customer journey, and (2) which factors most strongly influence those experiences. The study uses a mixed-method design: a case study of Meituan maps customer touchpoints and stages (need, shop and buy, consumption) using Hoffman’s CxC Matrix and Jagan’s customer experience framework, and a self-administered online questionnaire of Chinese users of leading platforms (Meituan, Nuomi, Dianping, Lashou, and 55tuan) is analyzed descriptively to identify key determinants. Recognizing that experiences derive both from merchant-delivered products/services and from the platform’s purchasing process, the research aims to inform customer experience management to improve loyalty and sustainability in the sector. As the provided excerpt ends before the results, specific empirical findings are not reported here.
Med afsæt i den hurtige vækst og hårde konkurrence i Kinas online-til-offline (O2O) gruppekøbsmarked samt udbredte problemer med lav rentabilitet og svag kundefastholdelse undersøger dette speciale kundeoplevelse som en kilde til konkurrencefordel. Det adresserer to spørgsmål: (1) hvor kundeoplevelser i kinesisk gruppekøb opstår på tværs af kunderejsen, og (2) hvilke faktorer der stærkest påvirker disse oplevelser. Studiet anvender et mixed-methods design: et casestudie af Meituan kortlægger kontaktpunkter og faser (behov, søg og køb, forbrug) ved hjælp af Hoffmans CxC Matrix og Jagans customer experience-ramme, og et selvadministreret online spørgeskema blandt kinesiske brugere af førende platforme (Meituan, Nuomi, Dianping, Lashou og 55tuan) analyseres deskriptivt for at identificere bestemmende faktorer. Da oplevelser skabes både af de handlendes produkter/ydelser og af platformens købsproces, sigter forskningen mod at informere kundeoplevelsesledelse for at styrke loyalitet og bæredygtig kundetilbagevenden i sektoren. Da det tilgængelige uddrag slutter før resultatafsnittet, præsenteres konkrete empiriske fund ikke her.
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Keywords