Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 1, pp.211-241
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2019
Received 10 Jul 2018 Revised 13 Nov 2018 Accepted 15 Dec 2018
DOI: https://doi.org/10.17287/kmr.2019.48.1.211

옴니채널 환경에서 고객경험이 리테일러 로열티 및 성과에 미치는 영향: 백화점과 할인점의 비교

이미아* ; 이유재**
*(주저자) 서울대학교 생활과학연구소 ennuie7@snu.ac.kr
**(교신저자) 서울대학교 경영대학 youjae@snu.ac.kr
Effects of Customer Experience on Retailer Loyalty and Performance in an Omni-Channel Environment: Comparison between Department Stores and Discount Stores
Mi-ah Lee* ; Youjae Yi**
*Research Institute of Human Ecology, Seoul National University, First Author
**College of Business Administration, Seoul National University, Corresponding Author

초록

본 연구는 옴니채널 환경에서 고객경험이 채널로열티와 기업성과에 미치는 영향을 살펴보았다. 연구1에서 옴니채널 환경에 적용될 수 있는 고객경험의 차원을 확인하였고, 연구2에서 고객경험의 각 차원이 옴니채널 로열티에 미치는 영향력을 규명하고 그 영향력이 리테일 형태에 따라 어떻게 달라지는가를 살펴보았다.

주요 연구결과는 다음과 같다. 첫째, 옴니채널에서의 고객경험은 접근성, 개인화, 편리성, 동시성의 4개 차원으로 구성되어 있음을 확인하였다. 둘째, 옴니채널 환경에서의 고객경험은 옴니채널 로열티를 통해 고객관계성과에 영향을 미치는 것으로 나타나 옴니채널 로열티의 매개효과를 확인하였다. 고객경험의 4개 차원 중 개인화, 편리성, 동시성은 옴니채널 로열티에 유의한 영향을 미쳤으나, 접근성이 옴니채널 로열티에 미치는 영향은 유의하지 않았다. 셋째, 옴니채널 고객경험 차원 중 개인화와 편리성이 옴니채널 로열티에 미치는 영향력은 리테일 형태에 달라지는 것으로 나타났다. 구체적으로, 개인화는 백화점에서, 편리성은 할인점에서 더 중요한 영향 요인으로 확인되었다.

본 연구는 지금까지 주로 단일 채널 환경에서 다루어 온 고객경험과 채널 로열티를 옴니채널이라는 새로운 환경에 적용할 수 있도록 확장시켜 개념화했다는 점에서 큰 의의를 갖는다. 본 연구결과는 옴니채널 환경에서 옴니채널 로열티를 높일 수 있는 고객경험이 무엇인가에 대한 해답을 제공함으로써 채널 간 전환 장벽이 점점 낮아지고 있는 오늘날의 경쟁 상황에서 리테일러들이 효과적으로 채널전략을 수립하는데 도움을 줄 수 있을 것이다.

Abstract

The present study has investigated the conceptualization and dimensions of customer experience that can be applied to an omni-channel environment. Study 1 examined the dimensions of customer experience and validated their measurement, whereas study 2 compared the relative influences of these dimensions on omni-channel loyalty across the retail formats. The focus of the present study was on customer experience management, which is the strategic goal of retailers in omni-channel environments where various contact points are emerging between customers and businesses.

The major findings of the study are as follows. First, the omni-channel customer experience consists of four dimensions: accessibility, personalization, convenience, and synchronization. Second, customer experience in the omni-channel environment appears to affect omni-channel loyalty and consequently customer relationship performance; omni-channel loyalty is found to mediate the relationship between customer experience and retailer performance. While personalization, convenience, and synchronization are important predictor variables of omni-channel loyalty, accessibility does not have a significant effect on loyalty. Third, the effects of personalization and convenience on omni-channel loyalty differ depending on the retail format. Specifically, personalization is an important antecedent of omni-channel loyalty for department stores, whereas convenience is an important antecedent of omni-channel loyalty for discount stores.

The present study is meaningful in that it has extended the traditional single-channel customer experience and loyalty to an emerging omni-channel environment. The study provides useful insights on what dimensions of customer experience can help enhance loyalty toward retailers in an omni-channel environment. Therefore, this study will help retailers formulate effective channel strategies in a competitive environment where the switching barriers between channels are lowering.

Keywords:

Omni-channel, Customer Experience, Omni-channel Loyalty, Customer Relationship Performance, Retail Format

키워드:

옴니채널, 고객경험, 옴니채널 로열티, 고객관계성과, 리테일 형태

Acknowledgments

본 연구는 2013년 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행되었음(NRF-2013R1A1A2065855).This research was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2013R1A1A2065855).

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• 저자 이미아는 연세대학교 신문방송학과를 졸업하였고, 서울대학교 의류학과에서 생활과학석사 및 박사를 취득하였다. 이후 서울대학교 경영연구소와 연세대학교 심바이오틱 라이프텍의 박사후 연구원을 거쳐 현재 서울대학교 생활과학연구소 책임연구원으로 재직 중이다. 주요 연구분야는 온라인 소비자행동, 리테일 마케팅, VM(visual merchandising) 등이다.

• 저자 이유재는 현재 서울대학교 경영대학 교수로 재직 중이다. 서울대학교 경영대학을 졸업하고 미국 스탠포드대학교에서 경영학 박사학위를 받은 후 미시간대학교에서 교수로 재직한 바 있다. 한국마케팅학회장, 한국소비자학회장, 서비스마케팅학회장을 역임하였고 주요연구분야는 소비자행동, 고객가치경영, 서비스마케팅 등이다.