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服务蓝图在零售企业顾客体验管理中的应用——以北京燕莎奥特莱斯为例 被引量:4

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摘要 在当今充满竞争的零售环境下,奥特莱斯这种新兴的零售业态遭遇巨大的挑战,同质化的营销诉求,使得企业越来越重视顾客在商品购物与消费过程中与心理、文化方面密切相关的购物与消费体验。本文以北京燕莎奥特莱斯为例,运用服务蓝图技术,从顾客行为、有形展示、前后台员工行为、企业文化四个维度分析了影响顾客消费过程的体验因素,以期对其他企业有所启示。
作者 冯俊 王小雯
出处 《现代商业》 2014年第5期26-28,共3页 Modern Business
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共引文献71

同被引文献40

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