Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Difference in Perception of Customer Experience Based on Fashion Lifestyle Using Strategic Experiential Modules

전략적 고객 경험 모듈을 이용한 패션 라이프 스타일에 따른 고객 경험 인식 차이

  • Yoo, Hwa-Sook (Dept. of Clothing & Textiles University of Ulsan)
  • 유화숙 (울산대학교 의류학전공)
  • Received : 2021.10.30
  • Accepted : 2021.12.24
  • Published : 2021.12.31
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Abstract

The purpose of this study is to classify customer experience components using Bernd H. Schmitt's Strategic Experiential Modules and explore the relevance between fashion lifestyle and customer experience components. A survey was conducted on 400 adults between the ages of 20s to 50s who had experience in sportswear stores. The results obtained are as follows. First, according to fashion lifestyle, the respondents were divided into an individuality-valued pragmatic group, a trend-oriented brand-seeking group, a fashion-interested group, and a conservative pragmatic group. Second, customer experience components were divided into sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, on analyzing the relationship between customer experience and fashion lifestyle, it was found that a fashion-interested group has the highest value in all experiences; therefore, it can be considered that the higher the interest in fashion, the more important is the customer experience. On the other hand, the conservative pragmatic group represented generally smaller values than the other three groups in all customer experiences. Fourth, there were significant differences in the customer experience components that were considered to be important depending on the fashion lifestyle type. An individuality-valued pragmatic group valued cognitive experiences, a fashion-interested group valued all experiences, and a conservative pragmatic group showed low scores in all customer experiences. The results of this study will allow companies to build more customer-friendly experiences and enable consumers to engage in satisfactory purchasing activities through better customer experiences.

Keywords

Acknowledgement

이 논문은 2020년 울산대학교 연구비에 의하여 연구되었음.

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