Complex Service Process Optimization Based on Service Touchpoint Association and the Design Structure Matrix

Table 2

Summary of service touchpoints of convenience store system.

Shopping phase	Service touchpoints
Before shopping	(a) Generate shopping demand
	(b) Map navigation to the store
Shopping	(c) Browse store layout
	(d) Find the commodity you need
	(e) View commodity information
	(f) Commodity analysis
	(g) Identify the commodity (end of shopping)
	(h) Check shopping list
	(i) Cashier payment
	(j) Receive shopping receipt
After shopping	(k) Come to the leisure area
	(l) Find a seat
	(m) Rest/dining
	(n) Evaluation feedback
	(o) Leave the store
	(p) After-sales service