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The defense date of the thesis is 2015-09-14
The current date is 2019-05-22
This thesis will be accessible at 2020-09-14
URN etd-0914115-135729 Statistics This thesis had been viewed 1015 times. Download 0 times. Author Hsin-Yu Huang Author's Email Address No Public. Department Industrial Design Year 2014 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 117 Title A Study on the Promotion Mix of Pre-service in the View of Service Design Keyword Touchpoint Service Design Promotion Mix Promotion Mix Service Design Touchpoint Abstract At all the service process, the promotion mix is the touchpoint with customer in the pre-service. If the company uses these touchpoints effectively, they will have more touching with customers. This study through the literature reviewed of different Interaction between customer and service organization and based on the mobile device technology and different Interaction between customer and service organization, we proposed new service’s interaction classification. And to do qualitative interviews with two company of different service’s interaction classifications. 3C computers and appliances retail services were the service’s interaction classification of Face-to-Face. Telecare services were the service’s interaction classification of Face-to-Screen. Total interviewed six director of marketing. To understanding these service companies how to use the promotion mix, we used the Customer journey maps mapped out the relationship of these promotion mix. And through coded the qualitative interviews, we summed up the promotion mix output structure in the view of service design. Finally, we used questionnaire to know the user (customers) experience for promotion mix effectiveness.
This study investigated the situation of existing companies which used the promotion mix, and found out the promotion mixes of 3C computers and appliances retail services are more complex than Telecare services. Additional company also can through the promotion mix output structure in the view of service design to create their own promotion mix. In the questionnaire, the results showed that 3C computers and appliances retail service’s whole customers felt that sales promotion was the most attractive. The customers of Telecare service felt personal selling was the most attractive promotion mix for them.The correlation between different service’s interaction and different promotion mix by correlation analysis was low.
Advisor Committee Chih-Fu Wu - advisor
Pei-jung Cheng - co-chair
Wan-ru Chou - co-chair
Files Date of Defense 2015-07-27 Date of Submission 2015-09-14