• Asia Marketing Journal
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• 제22권3호
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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.

• 한국정보시스템학회지:정보시스템연구
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• 제31권4호
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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.

• 스마트미디어저널
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• 제13권2호
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• pp.156-164
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• 2024

물리적 공간과 디지털 공간의 결합인 메타버스는 초연결적, 초실감적 서비스를 기반으로 많은 소비자들에게 이전과 다른 탐색, 평가, 소비 그리고 처분의 과정을 제공하고 있다. 따라서 시공간을 초월한 새로운 형태의 디지털 공간인 메타버스 안에서 고객들이 다양한 활동을 수행할 때, 어떠한 감각적 경험을 느끼게 되고 이러한 경험이 고객들의 행동적 반응에 어떻게 영향을 미치는가를 살펴볼 필요가 있다. 본 연구에서는 의료관광 서비스를 경험하는 고객들이 메타버스 체험 여정에서 느끼는 메타버스 서비스 환경의 시간적, 정서적 경험을 고려하였다. 연구결과 메타버스를 통한 정서적 경험은 메타버스 체험의 강도가 깊어질수록 고객만족과 고객충성도에 더 긍정적인 영향을 미치는 것으로 나타났다. 특히, 메타버스 서비스 종료 시점에서의 정서적 경험은 이후 재구매 행동에도 긍정적 영향력이 있음을 확인하였다. 이러한 결과는 현실 세계에서처럼 메타버스에서의 고객경험은 고객들의 사후적 행동을 이해하는 데 중요한 통찰력을 제공해 주며, 서비스 제공자들이 메타버스 환경에서 효과적인 고객경험 전략을 어떻게 개발하고 구현할 것인가에 대한 의미 있는 시사점을 제공하고 있다.

• 한국조리학회지
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• 제24권1호
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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.

• 복식문화연구
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• 제19권3호
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• pp.565-578
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• 2011

The purpose of this study was to examine the emotional experience dimension on the brand of the low price cosmetics and to empirically investigate the effect of emotional experience on the relationship between customers and brand. Data were collected for 10 days starting on March $2^{nd}$ 2009. Questionnaires were distributed to 517 female college students who experienced to purchase the products of the low price cosmetic brand and answers were collected. The results of analysis on collected data showed that the emotional experience was classified into sense, spatial environmental emotion, sales promotion emotion, salesperson emotion and visual/verbal identity, and emotional experience on low price cosmetic brand had a positive effect on the relationship between customer and brand. Specifically, it was showed that emotional experience on low price cosmetic brand significantly affected the customer satisfaction, brand trust and brand attachment. In terms of effect of emotional experience on customer satisfaction, the orders in the degree of influence were following: the sense, spatial environmental emotion, sale promotion emotion and salesperson emotions. In terms of effect of emotional experience on brand trust, the orders in the degree of influence were following: the sense, salesperson emotions, sale promotion emotion and spatial environmental emotion. In terms of effect of emotional experience on brand attachment, the orders in the degree of influence were following: the sense, spatial environmental emotion, salesperson emotions, visual/verbal identity and sale promotion emotion.

• Human Ecology Research
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• 제60권4호
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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.

• 패션비즈니스
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• 제20권6호
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• pp.19-31
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• 2016

Identifying the factors of emotional experience that arouse emotional responses will contribute to determining the relationship between the visual attributes of a salon and the emotional responses of humans, as well as the relationship between service factors and the emotional response of humans. The aim of this study is to examine the effect of the various e motional responses of customers on store preference and to thereby propose marketing strategies for offering an insightful service. The emotionally expressed vocabulary used by customers during their visit is also explored. 300 customers with previous experience of beauty shop services were surveyed and their responses were analyzed using SPSS 20.0 to define the problems. All the emotional experiences at the beauty salon influence the service satisfaction and re-visitation intention. The results showed that, as the customer's level of satisfaction with a service experience increases, the re-visitation intention increases. Of these results, only the service experience influences the recommendation intention. As the effective delivery of positive emotional services influences customers' revisiting intentions, beauty industry workers should be aware of each phase of the customers' emotions and try to provide customer-oriented services to appease these emotions. In addition, workers should strive to create service systems that induce customers' positive emotional responses rather than to offer merely stereotyped services.

• 유통과학연구
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• 제17권2호
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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.

• 유통과학연구
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• 제17권11호
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• pp.47-52
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• 2019

Purpose: This study specifically discusses why coffee shop customers want to revisit coffee shops. In addition, we would like to verify the mediated effect of the emotional reaction in relation to the influence of the experience values of the Chinese coffee shop on the re-visit of the coffee shop. Research design, data and methodology: Regression and reliability analyses were conducted. Simple regression was used for stock price verification, and the bootstrap method of model4 of Hayes was performed for the intermediate hypothesis verification. Results: This study confirmed that the experience values of coffee shops (entertainment, aesthetic, economic efficiency, and service excellence) have a significant influence on customers' intention to revisit coffee shops. Conclusions: Managers can check that the level of revisit by customers is increased by increasing the elements of experience value. In addition, studies have shown that the customer's emotional reactions play a significant mediating role in the relationship between the value of the experience and the customer's intention to revisit the coffee shop. This suggests that the coffee shop operator should focus on the emotional response of its customers and devise strategies to ensure that the value of the experience is connected to the intent of revisiting.

• 융합경영연구
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• 제9권3호
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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.