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논문 기본 정보

자료유형
학술저널
저자정보
김영이 (서울디지털대학교)
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제24권 제1호
발행연도
2021.2
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57 - 72 (16page)

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Purpose: The purpose of this study is to investigate online and offline development strategies in customer experience management by examining the effects of customer experience management in customer value creation, which can be referred to as touch point management. Research design, data, and methodology: Prior research on domestic and international customer experience management and customer value creation was utilized, as well as relevant data published by the government, academia, and related organizations. This research was not conducted by empirical analysis through research hypotheses, models, or questionnaires, but rather by the previous literature published related to this field of study. Results: The results demonstrated that it was important for consumers to choose their degree of shopping experience in order to create customer value through consumer experience. The emotional experience of customers during online and offline shopping enhanced their emotions in a positive way. Joyfulness from shopping came from experience of the five senses, and not practicality, being enhanced through the creation of a special store atmosphere or a creative display of products. Female customers showed more interest in application usage or promotions compared to their male counterparts. The higher the satisfaction the customers perceive through their shopping experience, the greater the creation was for customer value. Implications: The emotional reaction experienced during shopping was shown to have an important effect on customer value creation. In particular, it was seen that positive emotions of shopping had a greater influence on customer value creation than negative emotions. Thus, the higher the quality of experience perceived by the consumers, the greater their positive emotions were of this experience. In terms of the Practical Implications, this research shows the importance of a marketing strategy which will aid in providing a systemic service to satisfy the consumer’s experience management.

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