• Journal of Digital Convergence
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• v.16 no.10
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• pp.115-123
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• 2018

This study explores unified service experience to boost O2O services. Previous studies on service management and marketing only focused on customer experience in offline stores, while prior works on information systems looked only at the experience of services in mobile applications. In this vein, this study took into accounts the characteristics of offline stores and the benefits of their mobile applications. Moreover, the final dependent variable was share of wallet to measure customer's expenditure within the category. The theoretical model was tested based on 219 consumers who frequently visit Starbucks and use its mobile application. PLS method was applied to analysis the research model and hypotheses. The analysis results showed that customer satisfaction about offline store is not significantly related to share of wallet, while satisfaction about mobile application plays a significant role in enhancing share of wallet. Hedonic and social benefits were found to have significant effects on satisfaction about mobile application. The analysis results help establish service marketing and strategies to enhance the unified customer experience of O2O service.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.269-278
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• 2022

Recently, the travel and lodging industries have been suffering from the spread of COVID-19. But Airbnb recovered its profits with a differentiated strategy. This study identified the characteristics of Airbnb and examined their effects on customer's revisit intention in the Airbnb context. Perceived value, trust about Airbnb, and social norms were considered as the key factors of revisit intention. In addition, the effects of relative attractiveness, brand identification, and enjoyment on perceived value and trust about Airbnb were examined. The proposed research model was tested based on 285 consumers who had Airbnb experience more than twice. The analysis results showed that relative attractiveness, brand identification, and enjoyment had a significant influence on perceived value and trust. Perceived value had a significant influence on revisit intention. However, trust about Airbnb and social norms did not significantly affect revisit intention. Moreover, ths analysis results found no significant moderating effect of share of wallet. Based on the results of this study, Airbnb would establish effective marketing and operation strategies by understanding the formation mechanism of consumer's revisit intention toward Airbnb.

• Journal of Distribution Research
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• v.16 no.2
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• pp.25-56
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• 2011

A shifting of marketing paradigms from transaction to relationship has shown in many studies. Although there are many researches about relationship marketing, few of them focuses on relationship marketing combined with retail mix. This study define and measure customer relationship, and find the antecedents and consequences of the customer relationship. For the research, data were collected from 540 persons who are currently customers of five branches of E-mart and Homeplus in Seoul, Korea. Data analysis was performed under the AMOS 6.0. The results are summarized as following; Firstly, the relationship among elements of retail marketing mix and the relationship quality appears significant except communication program. This finding means that communication effect decreases at some point when communication program is excessive. Secondly, the relationship of customer relationship and three factors (frequent shopping intention, up-buying intention and recommend intention) are significant. Thus, this result supports the reasoning why discount stores make an effort to improve customer relationship. Thirdly, the relationship between share of wallet and two factors (frequent shopping intention and recommend intention) appears insignificant. Fourthly, the relationship between share of wallet and up-buying intention is significant. This result implies that up-buying intention is an important factor for discount stores, because up-buying intention is directly linked to financial performance of discount stores. Finally, the direct path between customer relationship and share of wallet is significant relation. For this reason, customer relationship should be managed consistently by discount stores.