Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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Key Successful Factors for Unmanned Convenience Stores in the Fourth Industrial Revolution : Case of E-Mart24 Self-Store

4차 산업혁명 시대 무인편의점의 성공요인에 대한 제언: 이마트24 셀프 스토어 사례 중심으로

  • Received : 2020.12.30
  • Accepted : 2021.03.24
  • Published : 2021.04.30
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Abstract

This paper examines key success factors for unmanned convenience stores to reliably settle in the domestic market by effectively delivering customers' benefits through the E-Mart 24 Self-Store case. Furthermore, it suggests the implications of how related companies can formulate a suitable unmanned convenience store strategy for each company. In this research paper, domestic studies about an unmanned store, E-Mart 24 Self-Store, will be explored to find successful factors for high performance and analyze competitive strategies of E-Mart 24 Self-Store. As a result of the study, E-Mart 24 Self-Store can deliver the benefits of convenience, speediness, reliability, entertainment, and aesthetics by their differentiated strengths. These results can be served as a reference to the domestic convenience store companies' unmanned convenience store strategy.

본 논문은 2010년대 후반 새롭게 대두한 무인편의점을 소개하는 한편 무인편의점 이용고객의 고객만족 및 이용의도에 영향을 주는 요인들을 도출하고, 국내에서 최초로 '아마존고'형 무인편의점을 도입한 이마트24 셀프 스토어의 차별적 강점이 어떻게 고객의 무인편의점 이용의도에 영향을 미치는지에 대해 고찰하였다. 그리고 궁극적으로는 무인편의점 기업들의 차별화 전략에 시사점을 제시하고자 했다. 이를 위해 본 논문은 무인편의점 고객의 이용의도를 분석한 선행연구와 이마트24 셀프 스토어를 조사하였다. 연구 결과, 고객들이 무인편의점으로부터 제공받을 수 있는 혜택으로 편리성, 신속성, 신뢰성, 오락성, 그리고 심미성을 도출하였다. 그리고 이마트24 셀프 스토어의 'Just Walk Out' 기술, 계열사 간 관련성 및 자원공유 혜택, 멤버십서비스를 통한 혜택이라는 차별적 강점이 편리성, 신속성, 신뢰성, 오락성, 심미성을 충족할 수 있음을 확인하였다. 이러한 결과는 이마트24를 비롯한 국내 편의점 기업들이 개별 기업의 차별적 강점이 무엇인지 파악하고, 이를 효과적으로 활용하여 고객에게 더 큰 가치를 전달하는 차별화 전략을 수립하는 데 참고자료가 될 것으로 보인다.

Keywords

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