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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: Recently, Korean cosmetics distribution market has been reorganized with the H&B store. In the domestic cosmetics distribution market, existing brand road shops are decreasing, and multi-shops are leading the H & B stores, which have greatly improved their experience and content. In these environmental changes, the offline distribution channels are turning into the multi-editing shops that have introduced products of various brands and greatly enhanced experiences and contents. Nevertheless, most studies of factors and measurement items for measuring customer experience in the H&B store use Schmitt (1999)'s Strategic Experience Modules (SEMs). Therefore, the purpose of this study is to propose a measure that is practicable through consideration of the in-store customer experience components of the H&B store. Research design, data and methodology: Based on Schmitt's Strategic Experience Modules (SEMs), which are widely used in customer experience marketing, the metric pool was constructed through customer and literature research on H & B store managers. Since then, 101 preliminary surveys and 211 main surveys have been conducted in order to propose a dimension of customer experience and refine the metrics. Results: As a result of the research, H&B store's customer experience was derived from a measurement model consisting of 19 measurement items in total of five dimensions: environmental experience, intellectual experience, behavioral experience, tech experience, and relationship experience. This study analyzed that compared to the existing Schmitt's Strategic Experience Modules (SEMs), (1) emotional experience expanded to environmental experience, (2) Cognitive and relationship experiences are maintained (3) behavioral experience was subdivided into physical and technical experiences. In particular, the environmental experience has been proposed as a major component is an important point because the H&B store recently opened a large flagship store and is competitive in constructing a differentiated space. Conclusions: Related experience was seen as an important component of customer experience in the offline store, but in the process of refining the scale, interaction items with employees of the H&B store were removed, and rather, participation in the APP or SNS channel of the company, event Participation, interaction with other customers, etc. appear to be important, while suggesting the practical implications.
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참고문헌 (23)
참고문헌 신청
Amin, S. / 2019 / Experiential Marketing and Customer Satisfaction : A Study on the Restaurant Industry of Bangladesh / Asian Business Review 9(2):43~48
Bitner, M. J. / 1992 / Servicescapes : The impact of physical surroundings on customers and employees / Journal of marketing 56(2):57~71
Brakus, J. J. / 2009 / Brand experience : what is it? How is it measured? Does it affect loyalty? / Journal of marketing 73(3):52~68
Seong-Soo Cha / 2020 / The Effect of Convenience Store Dessert on Consumers Value and Satisfaction / The Journal of Asian Finance, Economics and Business 7(3):191~199
차성수 / 2017 / Consumption Value Effects on Shopping Mall Attributes: Moderating Role of On/Off-line Channel Type / 유통과학연구 15(6):5~12
Bitner, M. J. / 1992 / Servicescapes : The impact of physical surroundings on customers and employees / Journal of marketing 56(2):57~71
Brakus, J. J. / 2009 / Brand experience : what is it? How is it measured? Does it affect loyalty? / Journal of marketing 73(3):52~68
Seong-Soo Cha / 2020 / The Effect of Convenience Store Dessert on Consumers Value and Satisfaction / The Journal of Asian Finance, Economics and Business 7(3):191~199
차성수 / 2017 / Consumption Value Effects on Shopping Mall Attributes: Moderating Role of On/Off-line Channel Type / 유통과학연구 15(6):5~12
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