벤처혁신연구 (Journal of Venture Innovation)

한국벤처혁신학회 (Korean Academy of Venture Innovation)
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가정간편식 구독서비스 고객경험 및 고객만족에 미치는 영향 요인 : 고객가치 공동창출의 매개효과

Factors Influencing Customer Experience and Satisfaction in Subscription Services for Home Meal Replacements : Mediating Effect of Customer Value Co-Creation

  • 이수진 (성결대학교 경영학과 ) ;
  • 정병규 (성결대학교 경영학과)
  • Lee, Su-jin (Sungkyul University) ;
  • Chung, Byoung-gyu (Sungkyul University)
  • 투고 : 2024.08.27
  • 심사 : 2024.09.25
  • 발행 : 2024.09.30
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초록

본 연구는 가치기반기술수용모델(VAM; Value based Adoption Model)을 기반으로 가정간편식 구독서비스의 고객경험 및 고객만족에 미치는 영향 요인을 분석하고자 했다. 이 과정에서 고객가치 공동창출의 매개효과에 대해 확인하고자 했다. 이를 위해 3개월 이내 가정간편식 구독서비스 이용경험이 있는 사람을 대상으로 설문조사를 실시하였으며 최종 200부를 연구 대상으로 분석하였다. 통계 분석은 AMOS 24.0을 사용하였다. 분석결과 가정간편식 구독서비스의 유용성, 즐거움, 편의성, 큐레이션은 고객가치공동창출에 정(+)의 영향을 미치며, 인지된 불안감은 부(-)의 영향을 미치는 것으로 나타났다. 반면 인지된 비용이 고객가치공동창출에 미치는 영향관계는 검정되지 않았다. 가정간편식(HMR) 구독서비스가 고객가치공동창출에 영향을 주는 변수의 영향력은 큐레이션, 편의성, 유용성, 즐거움, 인지된 불안감 순으로 나타났다. 고객가치 공동창출은 고객경험 및 고객만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 고객경험은 고객만족에 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 한편, 유용성, 즐거움, 편의성, 큐레이션, 인지된 불안감은 고객가치 공동창출을 매개로하여 고객 경험 및 고객 만족에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 가정간편식 구독서비스의 고객경험과 고객만족에 있어서 고객가치 공동창출의 매개역할을 실증분석하여 규명했다는 점에서 학술적인 의의가 있었다. 또한 가정간편식 구독서비스에 있어서 고객가치 공동창출 나아가 고객경험 및 고객만족 제고를 위해서는 큐레이션 서비스의 중요성이 부각되었다는 점이 실무적인 시사점으로 보인다.

The study aimed to analyze the factors influencing customer experience and satisfaction in home meal replacement (HMR) subscription services through the lens of the Value-based Adoption Model (VAM). Specifically, the study examined the mediating role of customer value co-creation. A survey was conducted among users of HMR subscription services within the last three months, yielding 200 valid responses for analysis using AMOS 24.0. The findings revealed that the factors of usefulness, entertainment, convenience, and curation positively impacted customer value co-creation, while perceived anxiety had a negative effect. Interestingly, the influence of perceived costs on customer value co-creation was not significant, potentially indicating that cost concerns may be overshadowed by other factors in this service context. Among the variables, curation emerged as the most influential factor, followed by convenience, usefulness, and entertainment. Customer value co-creation was found to significantly enhance both customer experience and satisfaction, with customer experience also directly contributing to increased customer satisfaction. The study underscored the importance of customer value co-creation as a mediating factor, bridging the gap between service features and customer outcomes. This mediation highlights how effectively managed interactions between the service provider and customers can transform perceived value into tangible satisfaction. From a practical standpoint, the results emphasize the critical role of curation services in driving customer value and satisfaction in HMR subscription services. Companies should focus on refining curation and enhancing convenience to maximize customer engagement and satisfaction. The study provides valuable academic insights into the dynamics of customer value co-creation and its implications for service management, contributing to the broader understanding of how modern subscription services can optimize customer relationships.

키워드

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