• Journal of Distribution Research
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• v.15 no.4
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• pp.21-60
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• 2010

In recent retail environments, multichannel customer management increasingly has been considered a key element of successful CRM. Although customer's multichannel usage is believed to be potential cause of customer loyalty, the theoretical explanation about this causal relationship still remains unexamined and unanswered. In this paper, the authors present a systematic framework to test the postulated "multichannel usage-shopping experience-customer satisfaction" chain. To this end, we examine that the two core components of shopping experience(convenience and enjoyment) is a mediator of the direct causality of multichannel usage(based on both information search and product purchase stage) on customer satisfaction. Moreover, the authors examine that two types of customer-firm relationship characteristics(relationship age and purchase frequency) is a moderator of the multichannel usage-shopping experience relationship. Using integrating data with survey and customer database of multichannel retail company, the authors empirically test and substantiate shopping experience's mediating role in the multichannel usage-customer satisfaction relationship and customer-firm relationship characteristics' moderating role in the multichannel usage-customer experience relationship. These results suggest that multichannel retailers should deliver favorable shopping experience for building customer satisfaction and differentiate shopping experience according to customer-firm relationship characteristics.

• 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.

• Korean Journal of Human Ecology
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• v.19 no.3
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• pp.523-536
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• 2010

This study analyzed the effects of demographic factors and sensory experiences of customers on customer satisfaction, using data from 302 customers in the Pusan, Ulsan, and Kyungnam areas who have visited family restaurants within 3 month period prior to the study. This study defined the sub-factors of sensory experience as vision, sound, smell, taste, and touch, and defined the sub-factors of customer satisfaction as main services, supplementary facilities, services related to sales promotion, served food, and the location of a restaurant. The study revealed that each evaluation score of the sub-factors of sensory experience and each evaluation score of the sub-factors of customer satisfaction was a little higher than the middle score. Respondents evaluated taste as the highest score among the sub-factors of sensory experience and evaluated main services as the highest score among the sub-factors of customer satisfaction. In terms of the effects of the sub-factors of sensory experiences and demographic factors on overall customer satisfaction, more positive taste experience, vision experience, and sound experience led to higher overall customer satisfaction and the married group in terms of marital state gave higher evaluation scores on overall customer satisfaction than the counterpart. In terms of the effects of the sub-factors of sensory experiences and demographic factors on individual customer satisfaction, consumers' sensory experiences were shown to exert far greater influences than the demographic variables.

• Journal of Distribution Science
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• v.19 no.1
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• pp.115-124
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• 2021

Purpose: This study examines the effects of several brand variables on customer satisfaction and brand loyalty. Research design, data, and methodology: The survey was conducted on a community with 302 city residents in Greater Jakarta as consumers of lighting products. The constructs were arranged based on several independent variables such as brand experience, brand relationships, and brand trust on customer satisfaction and brand loyalty. Customer satisfaction was positioned as an intervening variable to examine the effects on brand loyalty. Results: The consumer's experience determines the attitude and satisfaction at the next action. Brand experience significantly influences customer satisfaction and brand loyalty. Meanwhile, a brand association related to the benefits of the product concerned so that the relationship also affects customer satisfaction and brand loyalty. However, the brand relationship does not affect brand trust. Consumers do not readily believe without experience. Conclusion: The consumer's experience significantly influences satisfaction and brand loyalty, both direct and indirect. Brand relationships affected customer satisfaction and had a direct effect on brand loyalty. Likewise, brand trust has a direct effect on brand loyalty. The findings' implications emphasize the importance of brand owners to provide positive, memorable experiences to the consumers.

• Journal of Distribution Science
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• v.20 no.11
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• pp.47-59
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• 2022

Purpose: The study aims to synthesize research trends regarding the distribution of 'other customer perception' on 'brand experience'; concurrently, to identify the promising research directions and suggest useful for managers. Research design, data, and methodology: The paper deals with the distribution of 'other customer perception' on 'brand experience' through evaluating a systematic review combined with biological mapping analysis (VOS viewer) with 226 documents published in 142 journals from 1987 to 2021. Results: The study synthesizes and analyzes existing literature reviews on the distribution of 'other customer perception' on 'brand experience', which mainly highlights three research topic groups. Exploring the component of relationship should be considered in the brand experience scale when the research context is the social interactions surrounding the customer's purchasing process. Moreover, the presence of mindfulness in several publications has suggested a potential research direction in the consumer behavior field. Conclusions: The systematic reports can be a useful reference for managers towards building brand experience based on distribution of 'other customer perception' with moderating of mindfulness - a new finding of behavioral interaction that has just experienced the Covid-19 pandemic which is experienced directly at the store and lead to many changes in consumer psychology.

• Journal of Distribution Science
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• v.13 no.5
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• pp.103-111
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• 2015

Purpose - When it comes to first impressions of family restaurants, people basically think of the following factors: cozy, a refreshing space, indoor lighting, atmospheric music, the best-quality service through mutual interactions with employees, birthday events, follow-up customer management, brand image, and many others. Focusing on such family restaurants characteristics, with consumption experience and customer satisfaction determined as mediator variables, this study looks into the selection factors that affect customer loyalty when choosing a family restaurant. Subsequently, the study conducts an empirical analysis of these selection factors with the greatest influence. Research design, data, and methodology - This study analyzed 200 total surveys of family restaurant customers including college students, workers, housewives, and others. The survey was conducted over two weeks in May 2014. For statistical processing, SPSS 21 was used for factor analysis and reliability analysis as well as AMOS for structural equation analysis. In terms of a variable that would influence either consumption experience or customer satisfaction at the restaurants, the study introduced the concept of customer equity. The study designed a model based on a hypothesis developed using the following factors: customer encounter service value, customer convenience value, brand equity, relationship equity, and other factors defined as components of customer equity by Rust et al. (2000) determined as independent variables as well as with customer experience and customer satisfaction set as mediator variables. The hypothesis, after all, assumed that customer loyalty would be positively (+) influenced. Results - The analysis results from the study reported that brand value, customer encounter service value, and relationship value have positive (+) effects on consumption experience and customer satisfaction. However, as for customer convenience value, this turned out not to have a statistically significant influence on consumption experience and customer satisfaction. In regard to a relation between consumption experience and customer satisfaction, the results showed that the former affects the latter, and in terms of intervening variables, both of these appeared to have a positive (+) effect on customer loyalty. Conclusions - This study suggests that family restaurants should look for strategies that focus on how to promote customer relationships. For example, restaurants could try birthday events or discount events to achieve this goal. Since the study ended up realizing relatively low levels of suitability and statistical significance, the path of the study changed. After all, in order to increase suitability and statistical significance, the study had to eliminate factors such as service quality and others and for this reason the study was unable to conduct the analysis as initially planned. In addition, the data samples of the research were mainly gathered from students, which made it hard to say that the analysis was carried out on samples from every different group. Future research should analyze the characteristics of each group of customers for factors affecting customer satisfaction and customer loyalty in the family restaurant chain.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.499-508
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• 2015

The purpose of this paper is to examine the structural relationship between experience(4Es), customer commitment and behavioral intention based on experience of the theme park as a hedonic destination. To carry out this study objective, a survey targeted for theme park customers was conducted from May 10. 2014 to June 10. 2014. These data were processed using SPSS 18.0 and Structural Equation Modeling with Amos 18.0 to test proposed hypotheses. The results are summarized as followed. First, the decomposition of path analysis revealed significant positive effects on customer commitment by entertainment experience, education experience, esthetic experience. and escape experience. While, entertainment experience was shown to have the largest influence on customer commitment. Second, customer commitment had a positive effect on revisit intention and WOM. Third, experiences have an indirect influence on revisit intention and WOM through the mediation of commitment. From the findings, the theme park is necessary to plan and develop experience program for more variable and special.

• Journal of Information Technology Services
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• v.19 no.2
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• pp.1-10
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• 2020

In this study, the structure model including the role of servicescape focusing on service participation and customer experience in theme park service is demonstrated empirically. The servicescape construct of theme park service includes three factors such as ambient atmosphere, functionality and layout, and sign, symbols etc. Customer service participation includes suggestion, passion and citizenship. And the emotional and convenience factors are included to customer experience. As an analysis result of examining the 241 respondents of university students, some implications were described. Customer satisfaction is greatly influenced by customer's participation in theme park service, and customer's participation has a significant effect on improving customer satisfaction by inducing customer experiences. It is desirable to consider servicescape priority in order of signs and symbols, ambient atmosphere, functionality and layout factor. The customer's participation in service is a passion for participation, citizenship, and suggesting for problems or improvements. Therefore, participants in planning and designing servicescape in the future, including IT services, should be creative in the direction of inducing various participations of customers and creating positive experiences for customers. In order to apply these findings to the composition of servicescape, the participation of various experts is required. Also, the expertise and competences of various fields must be gathered for each issues, and a more creative and scientific approach is required.

• The Journal of the Korea Contents Association
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• v.10 no.8
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• pp.292-300
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• 2010

In this research, the object is to analyze the impacts of the four dimensions of Marketing Mix in terms of product, price, place and promotion on store attitude and purchase intention. At the same time the mediating variables such as sense experience, feel experience and think experience in relationship among Marketing Mix and store attitude, customer experiences are also analyzed. The results show that the product, place, and promotion have significant effects on sense experience, feel experience and think experience. Another important finding is customer experiences such as sense experience, feel experience and think experience have significant effects on store attitude and purchase intention.

• Journal of Service Research and Studies
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• v.11 no.2
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• pp.67-77
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• 2021

This study is a study on the methodology of establishing an innovation strategy centering on the customer experience, which is essential in order to transform the existing collection and preservation-centered mutual aid company service into a visitor-centered service. To this end, we conducted literature research on environmental changes in the funeral industry from the perspective of service science and the significance and value of customer experiences within them, good customer experiences and bad customer experiences from the perspective of customer experience management. A study was conducted to present and prove a specific model. The customer experience-oriented innovation strategy of the funeral industry means to search for various alternatives that can reach the target state from the present state, focusing on the customer, and select the most appropriate transformation plan among them. As an effect of application, it was found that it is a source of differentiation by generating positive emotions to customers, and that customer experience data is highly helpful in making important decisions for the actual resource input of the parent company. This innovation model was presented, and its value was firstly proved by analyzing the difference from the existing evaluation method. Finally, as a result of analyzing the causal relationship through regression analysis using the customer experience measurement procedure, customer experience diagnosis/evaluation, customer experience innovation strategy, and cooperative company's performance as variables, the relationship proved to be significant.