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http://dx.doi.org/10.14400/JDC.2017.15.6.121

The Impact of Customer Experience on Customer Attitudes and Product Re-purchase Intentions - Focusing on Start-up Firms -  

Joo, Cheol-Keun (Dept. of Techno Management of Graduate School, Hoseo University)
Lim, Wang-Kyu (Dept. of Techno Management of Graduate School, Hoseo University)
Publication Information
Journal of Digital Convergence / v.15, no.6, 2017 , pp. 121-132 More about this Journal
Abstract
In this study, there is a purpose of research to secure competitiveness through the effective utilization of intangible corporate resources of founded enterprises. For this research, we conducted a survey on the way the customers who used the products of the BI center and founders less than 7 years evaluated the founded company. Schmitt's empirical element was examined as a theoretical background, and it was examined whether these empirical factors and attitudes acted as a preprocess in the decision-making process as a repurchase intention. The Result of research is as follows. First, It clearly indicated that customer experience and search experience affected the degree of re-purchase. Second, customer's experience (use experience, search experience, contact experience) were grasped with significant influence on customer's attitude. Third, we discovered that customer's attitude had mediated between customer's experience (use experience, search experience) and re-purchase. This research suggests that if we manage empirical factors well, we can increase the degree of re-purchase and cope appropriately with the limitations of small and medium enterprises.
Keywords
Customer relationship management; Customer experience; Re-purchase intention; Experiential marketing; Customer loyalty; Marketing strategy;
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Times Cited By KSCI : 3  (Citation Analysis)
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