Application of APWR Model to Constructing Personalized Travel Website
| Autor: | Pei-Ling Chen, 陳佩伶 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 As spending extra time searching items, which the customer is interested in, in additional information, the time cost increases. Therefore, information overloaded is the main issue while shopping in online shops. In order to solve the problem, APWR model is proposed in this study to assist to reduce unnecessary searching. This model contains four steps, which are retrieving initial information, categorizing and identifying information, collecting detailed information, and learning and sharing the information. Through the concept of Customer Knowledge Management, customers’ purchase decisions can be fully understood by investigating customers' knowledge. The function of the website was demonstrated and the questionnaires were delivered while retrieving initial information. In addition, the variables of clustering was identified and Adaptive Resonance Theory was adopted to divided customers into five groups including “Bargaining,” “Travelling Alone,” “Outbound Trip,” “Newbie needed customer service” and “Communicating with travel-lover” in categorizing and identifying initial information. As collecting details, Kano 2D Quality Model was employed to discover the real opinions of the five-group customers and the personalized websites, which fit in with customers’ needs, were designed by improving the quality and attributes about which customers care. In learning and sharing the information, the personalized websites were mailed back to customers to confirm whether they were satisfied or not. The mean of five-group customers and all customers were then tested. The results show that customers after clustering are much more satisfied with the personalized websites. Furthermore, this model can categorize the new customers into these five groups. Through giving the incentive, customers were encouraged to complete the Kano questionnaire. By the Kano questionnaires, customers’ opinions of websites can be found. After the calculation and analysis, the information can be reduced and practitioners can simulate suitable strategies for different groups of customers. Finally, the APWR Model can be successfully applied. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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