Research on Customer Service Experience of Tobacco Commercial Enterprises Based on Zaltmam Metaphor Elicitation Technique
In recent years,with the continuous advancement of the digital transformation of tobacco companies,the gradual establishment of new customer-customer relationships,and the deepening of industrial and commercial zero-coordinated marketing,the transformation and upgrading of cigarette marketing teams has become imperative.Based on the ZMET metaphor extraction technology and grounded theory,a retail customer's experience mental model was built through the investigation of tobacco retail customers'service experience of cigarette marketing,so as to understand the success of cigarette marketing for service objects,attribute elements,user needs and values,and a consensus map of H(attribute)C(user needs)V(value)was formed,then the problems existing in the current cigarette marketing front-line personnel in the marketing service work were found out.Finally,according to the industry,enterprise and emplotees,Suggestions are put forward for the transformation of the tobacco marketing team.
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维普
