行動観察に基づく携帯電話専門店の店舗改善の実践事例

抄録

In this paper, we describe a case study of improvements of mobile phone shops by using “Behavior Observation”. The purpose of this study is verification of the effectiveness of an improvement method of a mobile phone shop based on the Behavior Observation. In the case study, first, we clarify a buying behavior model of the mobile phone shops which consists of seven steps. Then, we design survey items and methods for each step of the buying behavior model. After that, these survey items and methods are combined and utilized as the improvement method of the mobile phone shops. In order to evaluate the improvement method, we applied the method for five mobile phone shops practically. After applying the method, customer traffic and sales increased in the shops. From these results, we experimentally confirmed the effectivity of the improvement method based on the Behavior Observation.