Journal of Venture Innovation (벤처혁신연구)

Korean Academy of Venture Innovation (한국벤처혁신학회)
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Customer journey in the digital age

디지털 시대의 고객여정

  • Received : 2018.03.05
  • Accepted : 2018.06.15
  • Published : 2018.06.30
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Abstract

As the radical advances of digitalization, our daily life have been fundamentally changed. As a result, the customer journey also changed as compared with previous periods. This study analyzed customer journy of digital age. First, historical trends and issues of customer journey research were analyzed. Second, Comparative analysis of customer journey of digital and previous age were conducted. No more funnel model of customer journey which assumed hierarchical and linear paths was valid. Customer journey of digital age will be non-linear and circular paths.

디지털화의 급격한 진전은 우리의 삶에 큰 변화를 주고 있다. 모바일로 대변되는 디지털화로 인하여 고객의 여정은 이전과는 다른 양상을 보이고 있다. 이에 본 연구에서는 디지털 시대의 고객여정을 분석하였다. 먼저 고객여정 관련 연구에 대해 시대별 흐름과 쟁점을 분석하였다. 이후 디지털시대의 고객여정을 이전 시대와 비교 분석하였다. 기존의 고객여정을 설명하고 분석하는 이론적 토대가 된 구매 깔때기 모형의 위계적 선형성 가정은 더 이상 디지털 시대에는 맞지 않음을 기존 연구를 바탕으로 규명해보고자 했다. 보다 많은 실증적 연구가 뒷받침 되어야하겠지만 디지털 시대의 고객여정은 이전 시대의 고객여정과 달리 순환형의 비선형을 띠고 있다는 가설이 채택될 수 있다. 고객 여정의 순환형의 비선형성은 기존의 마케팅 전략이나 고객관리 측면에서 많은 시사점을 주고 있다. 본 연구는 고객여정관련 문헌연구를 바탕으로 이루어 졌으며, 이에 대한 실증적 연구가 결여되어있다. 향후 연구에서는 실증적인 분석을 통해 디지털시대의 고객여정을 규명할 필요가 있다. 아울러 산업별로 디지털 고객여정이 상이할 수 있으므로 산업간 비교분석을 해볼 필요 역시 있다.

Keywords

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