Qhov Sib Txawv Tseem Ceeb - Kev Cia Siab Rau Cov Neeg Siv Khoom vs Cov Neeg Siv Khoom Xav
Qhov sib txawv tseem ceeb ntawm cov neeg siv khoom xav tau thiab kev xav ntawm cov neeg siv khoom yog nyob rau hauv cov neeg siv khoom xav tau thiab lub siab xav; Kev cia siab ntawm cov neeg siv khoom yog qhov kev xav hauv kev txiav txim siab yuav khoom thaum cov neeg xav tau yog kev txhais cov ntaub ntawv sib sau ua ke tom qab kev yuav khoom. Ob lub tswv yim tseem ceeb hauv kev xa cov khoom zoo tshaj rau cov neeg siv khoom thiab ua rau lawv txaus siab. Cov kev hloov pauv hauv kev lees paub cov neeg siv khoom txaus siab yog kev cia siab thiab kev ua haujlwm. Qhov sib txawv ntawm ob qhov sib txawv txiav txim siab seb tus neeg siv khoom puas txaus siab lossis poob siab. Qhov kev sib txawv no hu ua Customer Gap (Parasuraman, et al, 1985). Kev ua tau zoo ua rau kev nkag siab. Yog li ntawd, ob qho tib si kev cia siab ntawm cov neeg siv khoom thiab kev xav ntawm cov neeg siv khoom yog cov ntsiab lus tseem ceeb hauv kev ua haujlwm ntawm cov neeg siv khoom thiab kev lag luam. Yog tias cov khoom ua tau zoo tshaj qhov kev cia siab ntawm cov neeg siv khoom, cov neeg siv khoom txaus siab thiab tuaj yeem khaws tau yooj yim. Txhawm rau ua qhov no, kev paub zoo txog kev cia siab ntawm cov neeg siv khoom thiab cov peev txheej hauv lub koom haum yog qhov tseem ceeb.
Cov neeg siv khoom xav tau dab tsi?
Kev cia siab rau cov neeg siv khoom tuaj yeem txhais tau tias "Cov neeg siv khoom xav tau ntawm nws qhov kev paub dhau los ntawm kev ua tiav ntawm qhov xav tau nrog cov peev txheej muaj nyob ntawm nws qhov kev pov tseg". Hauv cov ntsiab lus yooj yim, kev cia siab ntawm cov neeg siv khoom yog qhov uas cov neeg siv khoom xav tau los ntawm cov khoom lossis kev pabcuam. Qhov no tuaj yeem cuam tshuam los ntawm keeb kwm kev coj noj coj ua, cov xwm txheej pej xeem, kev tshaj tawm, tsev neeg txoj kev ua neej, tus cwj pwm, kev ntseeg, kev tshuaj xyuas, thiab kev paub txog cov khoom zoo sib xws. Cov kev cuam tshuam no pab cov neeg siv khoom hauv kev ntsuas qhov zoo, tus nqi thiab lub peev xwm ntawm cov khoom lossis kev pabcuam kom tau raws li qhov xav tau.
Kev cia siab rau cov neeg siv khoom tuaj yeem muab faib ua ob pawg raws li qhov kev xav tau ntawm kev ua haujlwm rau cov yam ntxwv, nta, thiab txiaj ntsig ntawm cov khoom lossis kev pabcuam. Cov no yog hu ua kev cia siab tsis meej thiab implicit. Qhov kev cia siab meej meej yog qhia los ntawm tus neeg siv khoom thiab feem ntau cuam tshuam nrog cov khoom ua tau zoo xws li cov naj npawb ntawm cov khoom siv ib lub raj mis, lub sijhawm tu dawb, kev siv hluav taws xob ib teev, thiab lwm yam. Cov no yog cov qauv kev ua tau zoo thiab tuaj yeem hais meej meej hauv pob lossis cov ntaub ntawv technical. Qhov kev cia siab implicit yog qhov tsis yooj yim, thiab feem ntau cov koom haum tsis tuaj yeem daws nws, ua rau cov neeg siv khoom tsis txaus siab. Kev cia siab cuam tshuam yog yam uas tus neeg siv khoom ntseeg tau pom tseeb thiab xav tias tus neeg muag khoom paub nws. Tab sis, lawv yog unspoken assumption ntawm cov neeg muas zaub. Piv txwv li, tus neeg siv khoom xav kom tus muag khoom nco ntsoov lawv cov kev txiav txim yav dhau los, lossis lawv xav tias yuav tsum tau muab qhov tseem ceeb vim lawv yog cov neeg siv khoom tsis tu ncua. Thaum qhov kev cia siab implicit tsis quav ntsej, tus neeg siv khoom saib nws yog qhov kev cia siab meej. Lawv xav tias tus neeg muag khoom paub qhov kev cia siab los ntawm qhov pib, tab sis tsis tau koom nrog.
Kev cia siab rau cov neeg siv khoom tau txiav txim siab los ntawm kev tshawb fawb los ntawm Parasuraman, li al (1985). Kev tshawb fawb tsuas yog xa mus rau qib kev pabcuam zoo. Txawm li cas los xij, qee qhov ntawm lawv qhov kev tshawb pom tseem ceeb thiab tuaj yeem siv rau ob qho tib si khoom thiab kev pabcuam. Lawv tau qhia tias cov neeg siv khoom muaj qhov kev cia siab ua ntej ua ntej yuav khoom. Qhov no cuam tshuam rau kev txiav txim siab yuav khoom. Tsis tas li ntawd, kev cia siab ntawm cov neeg siv khoom tau hais tias muaj ob theem. Ib qho yog qib xav tau, thiab lwm qhov yog qib txaus. Cov qib uas xav tau yog cov txiaj ntsig cov neeg siv khoom vam tias yuav tau txais, thiab qib txaus yog qhov kev pabcuam tau txais lossis txiaj ntsig. Thaum kawg, lawv cov kev tshawb fawb qhia tias kev cog lus ntawm tus neeg muag khoom yuav tsum tsis txhob muaj qhov tseeb. Kev cog lus tsis zoo yog qhov zoo dua, qhov muaj feem ntau ntawm cov neeg siv khoom xav tau siab.
Cov lag luam yuav tsum ua tib zoo saib xyuas qhov kev cia siab, ua kom tau raws li qhov kev cia siab thiab rov ua dua qhov kev cia siab, kom ua tiav hauv kev lag luam.
Kev xav ntawm cov neeg siv khoom yog dab tsi?
Kev xaav ntawm cov neeg siv khoom yog qhov kev paub ntawm cov neeg siv khoom los ntawm kev siv thiab kev cuam tshuam nrog tus muag khoom. Kev xaav ntawm cov neeg siv khoom yog cov ntsiab lus thiab tuaj yeem sib txawv ntawm ib tus neeg mus rau lwm tus. Kev nkag siab yog qhov tshwm sim ntawm tus neeg siv khoom qhov kev ntsuas ntawm cov khoom lossis kev pabcuam zoo raws li kev noj thiab kev sib cuam tshuam nrog tus neeg muag khoom.
Qhov kev xaav yuav txawv ntawm qhov tus neeg muag khoom xav txhawb. Qhov tshwm sim ntawm kev sib txawv no muaj qhov kev sib tw loj tshaj plaws rau tus neeg lag luam vim tias cov neeg siv khoom xav tau nyuaj heev los kwv yees thiab tswj. Yog tias lub koom haum tsis tuaj yeem tau txais kev saib xyuas lossis cov lus teb zoo los ntawm cov neeg siv khoom, nws tuaj yeem ua rau muaj kev puas tsuaj rau lub koom haum. Muaj ntau txoj kev xaiv hauv khw thiab nkag mus rau cov ntaub ntawv los ntawm cov neeg siv khoom pom ua rau ntau yam nyuaj rau cov neeg lag luam.
Kev xaav ntawm cov neeg siv khoom tsis zoo li qub; nws yog dynamic. Yog li, kev xav ntawm cov neeg siv khoom yog hais txog qhov kev xav ntawm tus neeg siv khoom tam sim no. Nyob rau hauv lub neej yav tom ntej, kev xaav tuaj yeem hloov los ntawm qhov kev pom zoo mus rau qhov xwm txheej tsis zoo lossis hloov pauv. Thaum xub thawj, qhov kev xav yuav yog kev txiav txim siab, kev xav thiab qhov tseeb. Tab sis, thaum kev sib raug zoo loj hlob ntawm tus neeg muag khoom thiab tus neeg yuav khoom, nws tuaj yeem ua raws li kev xav. Tsis tas li ntawd, kev ua yeeb yam sib tw, cov xwm txheej ntawm cov neeg yuav khoom, thiab kev yuav lub zog kuj tuaj yeem cuam tshuam qhov kev xav.
Kev ntsuas cov neeg siv khoom nkag siab yog ib txoj haujlwm nyuaj, tab sis nws yog ib txoj haujlwm tseem ceeb rau lub koom haum saib nws qhov kev muab los ntawm cov neeg siv khoom pom. Kev tshawb nrhiav kev lag luam thiab kev tshawb fawb yog cov cuab yeej zoo tshaj plaws rau kev ntsuas. Lub koom haum yuav tsum tau txuas qhov sib txawv ntawm cov neeg siv khoom xav tau thiab kev nkag siab los tswj cov neeg xav tau. Tom qab ntsuas qhov kev nkag siab, lawv tuaj yeem sim tswj cov neeg siv khoom sib txawv.
Dab tsi yog qhov txawv ntawm Kev Cia Siab Rau Cov Neeg Siv Khoom thiab Kev Pom Zoo ntawm Cov Neeg Siv Khoom?
Raws li peb tau nkag siab cov ntsiab lus ntawm kev cia siab ntawm cov neeg siv khoom thiab kev xav ntawm cov neeg siv khoom, cia peb sib txawv ob lub tswv yim.
Definition:
Kev Cia Siab Rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau tuaj yeem txhais tau tias tus neeg siv khoom xav tau ntawm nws qhov kev paub dhau los ntawm kev ua tiav ntawm qhov xav tau nrog cov peev txheej muaj nyob ntawm nws qhov kev pov tseg.
Kev Pom Zoo rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau yog tus neeg siv khoom lub siab txhais lus ntawm kev sau cov ntaub ntawv thiab kev siv khoom lossis kev pabcuam.
Ua ntej yuav lossis tom qab yuav khoom:
Kev Cia Siab Rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau yog qhov kev xav hauv kev txiav txim siab yuav khoom. (Puas ua ntej yuav khoom).
Kev Pom Zoo rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau yog kev txhais cov ntaub ntawv sib sau tom qab kev yuav khoom (Post-purchase stage).
Timeline:
Kev Cia Siab Rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau yog qhov kev cia siab ntawm kev paub dhau los. Nws yog lub tswv yim rau yav tom ntej
Kev Pom Zoo rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau yog kev tshuaj xyuas ntawm qhov kev paub dhau los. Nws yog lub tswv yim yav dhau los taw qhia.
Influencers:
Kev Cia Siab Rau Cov Neeg Siv Khoom: Kev cia siab ntawm cov neeg siv khoom yog cuam tshuam los ntawm kab lis kev cai keeb kwm yav dhau los, pej xeem cov xwm txheej, kev tshaj tawm, tsev neeg txoj kev ua neej, tus cwj pwm, kev ntseeg, kev tshuaj xyuas thiab kev paub nrog cov khoom zoo sib xws.
Kev Pom Zoo rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau yog qhov tshwm sim ntawm tus neeg siv khoom kev soj ntsuam ntawm cov khoom lossis kev pabcuam zoo raws li kev noj thiab kev cuam tshuam nrog tus neeg muag khoom.
Lub Hom Phiaj Rau Kev Ntsuas:
Kev Cia Siab Rau Cov Neeg Siv Khoom: Kev cia siab ntawm cov neeg siv khoom tuaj yeem ntsuas los ntawm kev tshawb fawb thiab kev tshawb fawb kev lag luam ntawm cov neeg siv khoom muaj peev xwm uas yog cov neeg tuaj saib lub hom phiaj rau cov khoom lossis kev pabcuam uas lub koom haum muab.
Kev Pom Zoo rau Cov Neeg Siv Khoom: Cov neeg siv khoom xav tau tuaj yeem ntsuas los ntawm kev tshawb fawb thiab kev tshawb fawb kev lag luam ntawm cov neeg siv khoom uas sim cov khoom lossis kev pabcuam tsawg kawg ib zaug.
Qhov tseem ceeb ntawm kev cia siab ntawm cov neeg siv khoom thiab kev xav ntawm cov neeg siv khoom yog qhov sib txawv ntawm lawv uas yog hu ua tus neeg siv khoom sib txawv. Cov koom haum yuav tsum sib zog ua kom qhov sib txawv tsawg li sai tau kom ua tiav hauv lawv txoj kev lag luam.
