• Asia Marketing Journal
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• v.22 no.3
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• pp.87-105
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• 2020

With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association's Music Listening 2019 report, then analyzed four different models (before personalization-cognitive experience, before personalization-emotional experience, after personalization- cognitive experience, after personalization-emotional experience) by JASP and R Studio. We conducted Structural Equation Model (SEM) and paired t-test. Personalization factors are about recommendation systems in Spotify. The results of survey represent that companies can shape the Customer Decision Journey (CDJ) ahead especially through enhance cognitive experience. It empirically proves Elaborated Likelihood Model (ELM). The conclusion can be drawn that 'pulling' customer experience can be a new marketing strategies in the digital era.

• Culinary science and hospitality research
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• v.24 no.1
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• pp.82-95
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• 2018

The purpose of this study is to investigate the relationship between experiential value, customer loyalty and eating out tendency of dessert $caf{\acute{e}}$ in college students. This survey was conducted for college students who have used dessert $caf{\acute{e}}$ mainly in college areas where dessert cafes are concentrated in Seoul. The survey was conducted on August 17, 2017 to 28 August. A total of 250 copies of the questionnaires were distributed and 208 copies of valid data were used for the analysis. The results of the analysis are as follows. First, emotional experience value and service experience value were found to affect customer loyalty, and cognitive experience value did not affect customer loyalty. Second, the economic and health seeking type showed a positive(+) moderating effect between emotional experience value and customer loyalty, and negative(-) moderating effect between cognitive experiential value and customer loyalty. Next, atmosphere seeking type showed a moderating effect between service experience value and customer loyalty, and the eating out seeking type showed a moderating effect between emotional experience value and customer loyalty. Finally, convenience seeking type showed positive(+) moderating effect between cognitive experiential value and customer loyalty, and negative(-) moderating effect between service experience value and customer loyalty. Based on the results of this study, the dessert cafe operator can grasp the experience value of college students in order to secure college students who are using dessert cafe as loyal customers. In particular, the relationship between experience value and customer loyalty, it is expected to provide useful data for constructing a specific positioning strategy according to each segment market.

• The Journal of Information Systems
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• v.31 no.4
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• pp.123-143
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• 2022

Purpose The purpose of this study was to investigate the experience cues of chatbot services provided to existing customers familiar with the e-commerce environment, and to examine the effect of chatbot service's experience cues on customer experience and chatbot trust. Design/methodology/approach This study was conducted on consumers who experienced chatbot services in an e-commerce environment, the final 299 copies of valid data were obtained, and the research hypothesis was verified using PLS as a structural equation model. Findings As a result of the analysis, it was found that functional cues that cause customer experiences using chatbot services had a positive effect on cognitive and emotional experiences, human cues had a positive effect on cognitive, emotional and relational experiences, and customer experiences had a positive effect on chatbot trust.

• Human Ecology Research
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• v.60 no.4
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• pp.521-533
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• 2022

Using Bernd H. Schmitt's experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers' perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

• Fashion & Textile Research Journal
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• v.23 no.6
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• pp.770-780
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• 2021

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.

• Journal of Distribution Science
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• v.17 no.2
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• pp.91-100
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• 2019

Purpose - The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology - The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results - The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

• Information Systems Review
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• v.21 no.1
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• pp.61-90
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• 2019

From the digital perspective, customer journey and customer experience management are emerging as important issues for companies. While digital customer experience has become more important due to the recent surge in online sales of the home appliance products, customers' experience in online is not differentiated as offline-focused traditional methods are maintained. This study aims to analyze the characteristics and mutual influences of customer experiences at each stage of online purchase journey, and to explore the effects on the product repurchase intention, focusing on online purchasers of home appliance which are high-involvement products. As a result, both cognitive and affective experiences of the research phase directly affect satisfaction, whereas affective experience at the purchasing stage indicated indirect effects through cognitive experience. The experience of the research phase positively affects the next phase, the purchasing experience, and the experience of the purchasing phase leads to the intention to repurchase the product. However, it is also found that, depending on the choice of online channels, the experience of research phase may affect the product repurchase intention than the purchase experience.

• The Journal of Economics, Marketing and Management
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• v.9 no.3
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• pp.1-9
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• 2021

Purpose: This study investigates causal relationships among brand experience, perceived value and brand support behavior in both Chinese and Korean consumers, and also examines the moderating effects of interaction with customers in the relationships between brand experience and perceived value. Research design, data and methodology: Three research were presented and examined empirically in this study. First research question is about relationships among brand experience, perceived value and brand support behavior. Second is about the moderating role of interaction with customers and third is about the differences in the causal relationships between China consumers and Korean consumers. A total of 377 samples who had visited theme parks in China and Korea were surveyed. Results: Sensory experience, emotional experience, and cognitive experience have significant causal relationships with perceived value in Both Chinese and Korean consumers. Perceived value has a positive effect on brand support behavior and interaction with customer has a moderating effect between brand experience variables and perceived value in Both Chinese and Korean consumers. Second, the causal relationship between behavioral experience and perceived value is not significant in Both Chinese and Korean consumers. Third, there were significant differences in the effects of emotional experience and cognitive experience on perceived value between Chinese consumers and Korean consumers. Conclusions: Managers of theme park industry should design experience programs considering various brand experience variables for both Chines consumers and Korean consumers. Second, it is necessary to raise the level of customer interaction between employees and customers.

• Culinary science and hospitality research
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• v.23 no.5
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• pp.12-24
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• 2017

The purpose of this study was to examine the effects of consumption experience on customer satisfaction and customer happiness for dessert cafe. The survey was conducted with those who have visited dessert cafes in Seoul and Kyonggi area, using a convenience sampling method. After a total of 200 responses was collected, 172 responses were included for the multiple regression analyses in order to test the hypotheses. The results are as follows. First, it was found that consumption experience did not have an effect on customer satisfaction for dessert cafes. Second, the consumption experience (diversity, symbolism, sociality, and playfulness) of dessert cafe significantly impacted customer happiness. As a conclusion, consumption experience at dessert cafes has increased customer happiness by improving the psychological gratification rather than cognitive satisfaction.

• Journal of Distribution Science
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• v.17 no.1
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• pp.57-72
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• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.