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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48572


    Title: 顧客旅程設計與價值共創之探討-以Nike為例
    Exploring the relationship between customer journey design and value co-creation-A case study of Nike
    Authors: 藍前翔
    Contributors: 全球品牌與行銷碩士在職學位學程
    Keywords: 顧客旅程設計
    品牌愛慕
    價值共創
    Date: 2020
    Issue Date: 2020-09-09 09:45:21 (UTC+8)
    Abstract: 隨著顧客旅程設計的概念在學術界討論的越來越多，但是顧客旅程設計對價值共創之間的關係目前仍缺少中介效果的探討，企業仍然不知道說顧客旅程設計如何產生出價值共創的效果。因此本研究以Nike為焦點公司試圖採用實證的角度去驗證顧客旅程設計跟價值共創之間的關聯性，並以線上開放系統Surveycake來進行問卷蒐集發放，問卷共計發放250份，扣除無效問卷，共計回收216份，有效問卷回收率達86.4%。此外，在研究假說推論有三大部分，本研究發現顧客旅程設計對價值共創有正向之影響、顧客旅程設計對品牌愛慕有正向之影響、品牌愛慕對價值共創有正向之影響，而本研究實證之結果能夠提供給學術界及實務上參考。
    As the concept of customer journey design is being discussed more and more in academia, the discussion of intermediary effects in the relationship between customer journey design and value co-creation is still lacking, and companies still do not know how customer journey design generates the effects of value co-creation.Therefore, this study took Nike as the focal company and tried to verify the relationship between customer journey design and value co-creation from an empirical perspective, and used the online platform system Surveycake to distribute and collect questionnaires. A total of 250 questionnaires were distributed. After invalid questionnaires were deducted, a total of 216 were recovered, with the effective questionnaire recovery rate reaching 86.4%. In addition, there are 3 major parts of the research hypothesis. This study found that customer journey design had a positive effect on value co-creation, customer journey design had a positive effect on brand love, and brand love had a positive effect on value co-creation. And the empirical results of this study can provide academic and practical as a reference.
    Appears in Collections:[Master program of global brand and marketing] thesis

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