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

Table 4

Summary of service touchpoints of the convenience store system.

Shopping phase	Service touchpoints
Before shopping	(a) Generate shopping demand
	(b) Map navigation to the store
	(c) New user registration
	(d) Swipe your face to enter the store
Shopping	(e) Browse store layout
	(f) Find the commodity you need
	(g) View commodity information
	(h) Commodity competition analysis
	(i) Identify the commodity (end of shopping)
	(j) Swipe the face at the exit gate
	(k) Check shopping list
	(l) Confirm payment
	(m) The gate opens and exits the gate
	(n) Receive shopping list SMS
After shopping	(o) Come to the leisure area
	(p) Find a seat
	(q) Entertainment/friendship/convenience services
	(r) Evaluation feedback
	(s) Leave the store
	(t) After-sales service