เส้นทางการบริโภคและองค์ประกอบของประสบการณ์ของลูกค้าล้านนาตะวันออกในร้านค้าปลีกสมัยใหม่และร้านค้าปลีกดั้งเดิมในเมืองเล็ก

Abstract

This research aims to study The Lanna Customer Journey and Element in Modern Trade and Traditional Trade in Small Town. This study is qualitative research. Collected data by in-depth interview method with a semi structured interview guide and participation observation. Choose the Eastern Lanna culture in 3 provinces are Nan, Phrae and Phayao. Including 37 customers of Modern trade and 25 Traditional trade then analyzed the content analysis

The results of this research study showed Eastern Lanna customer journey. It is caused by the interaction with contact encounter of the 3 steps are 1) Pre-encounter in modern trade. Contains touch points include Marketing Promotion, Past experience and Imitation. There are factors that affect the procedure Pre-encounter is the shift of daily lifestyle. In traditional trade. Contains touch points include Past experience and Payment flexibility. There are factors that affect the procedure Pre-encounter is the local special goods 2) Store encounter in modern trade. Contains touch points include staff encounter, customer encounter, service encounter and servicescapes encounter. There are factors that affect the procedure store encounter is response to modernity. In traditional Contains touch points include staff encounter, customer encounter, service encounter and servicescapes encounter. There are factors that affect the procedure store encounter is the friendly 3) Past-encounter in modern trade. Contains touch points include social media. There are factors that affect the procedure post-encounter is social recognition. In traditional Contains touch points include word of mouth.