基于访问的客户旅程
Lez Trujillo-Torres1, Eda Anlamlier2, Laetitia Mimoun3
1Department of Marketing, University of Illinois at Chicago, 601 S Morgan St, 2205 University Hall, MC 243, Chicago, IL 60607 USA.
概括
基于访问的平台上的客户旅程涉及系统动态和工作制作. 了解这些元素对于在不断发展的共享经济中管理客户体验至关重要.
科学领域:
- 商业 商业 商业 商业
- 经济学 经济学 经济学
- 社会学 社会学 社会学
背景情况:
- 基于访问的平台越来越受欢迎,但传统的客户旅程模型无法捕捉到这种消费的独特方面.
- 现有的研究忽略了这些平台内的前者的角色,相互连接的经验和社会互动.
研究的目的:
- 在基于访问的平台中探索客户旅程的性质.
- 在这种情况下,开发一种新的理解客户旅程的模型,与基于所有权和服务的模型不同.
主要方法:
- 使用基于访问的平台"租借跑道"进行定性研究.
- 分析客户如何在平台生态系统中执行他们的旅程.
主要成果:
- 确定了"系统动态",包括即时循环和客户相互依赖.
- 揭示了"工作制作"作为客户实践,以避免疼痛点,调整血液循环,增加旅行"粘性".
- 工作制造可能会对其他客户旅程和系统流动造成干扰.
结论:
- 开发了一个新的基于访问的平台旅程模型.
- 强调了这些平台内固有的系统性不稳定性动态.
- 提供了关于在基于访问的消费环境中管理客户旅程的见解.
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