Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 50, No. 5, pp.1307-1335
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2021
Received 09 Feb 2021 Revised 03 May 2021 Accepted 11 Jun 2021
DOI: https://doi.org/10.17287/kmr.2021.50.5.1307

매장 특성이 고객경험과 고객인게이지먼트에 미치는 영향: 언택트 성향의 조절효과

Okkyoung Jung ; Cheol Park
(First Author) Korea University juliewin@korea.ac.kr
(Corresponding Author) Korea University cpark@korea.ac.kr
The Effect of Store Characteristics on Customer Experience and Customer Engagement: The Moderating Effects of Untact Tendency


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Recently, the retail industry is creating a new customer experience with the advanced technology in stores. Therefore, this study aims to examine the effects of store characteristics on customer experience and engagement. Two aspects of store touch points including traditional and digital are considered as independent variables. In addition, the moderating effect of the consumer untact tendency between digital touch point of a store and customer experience is tested. A survey was conducted on 393 customers who have visited beauty stores, and the hypothesis were verified through a structural equation model (SEM). As results, the digital touch point of beauty stores was a important factor influencing the customer experience, and the customer experience had positive effects on customer engagement. Also, it was found that the influence of digital touch points on the customer experience varies according to the consumer untact tendency. The research Implications for the retailing management and further researches are suggested in the conclusion.

Keywords:

Retail Management, Customer Experience, Customer Engagement, Untact, Retail Tech

References

  • Abha Bhattarai(2020), ‘Retail apocalypse’ now: Analysts say 75,000 more U.S. stores could be doomed. The Washington Post April 10, 2019 https://www.washingtonpost.com/business/2019/04/10/retail-apocalypse-now-analysts-say-more-us-stores-could-be-doomed, /
  • Anderson, J. C., & Narus, J. A.(1990), A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), pp.42-58. [https://doi.org/10.1177/002224299005400103]
  • Bai. L. Z. and J. S. Han(2015), The Impact of Customer Experience on Customer Positive Emotion, Customer Delight and Revisit Intention of Hotel Customers, Korean Journal of Hospitality & Tourism, 24(6), pp.19-39.
  • Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B.(2002), The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), pp.120-141. [https://doi.org/10.1509/jmkg.66.2.120.18470]
  • Bang. Y. S., D. J. Lee, and Y. S. Bae(2011), The Role of Perceived Personalization and Understanding in the Adoption of Personalization Services, Korean Management Review, 40 (2), pp.355-382.
  • Becker, L., & Jaakkola, E.(2020), Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48, pp.630-648. [https://doi.org/10.1007/s11747-019-00718-x]
  • Biswas, D., Grewal, D., & Roggeveen, A.(2010), How the order of sampled experiential products affects choice. Journal of Marketing Research, 47(3), pp.508-519. [https://doi.org/10.1509/jmkr.47.3.508]
  • Blau, P.(1964), Exchange and Power in Social Life. New York: Wiley.
  • Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E.(2009), Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), pp. 698-705. [https://doi.org/10.1016/j.jbusres.2008.07.003]
  • Bradley, G. T., & LaFleur, E. K.(2016), Toward the development of hedonic-utilitarian measures of retail service. Journal of Retailing and Consumer Services, 32, pp.60-66. [https://doi.org/10.1016/j.jretconser.2016.06.001]
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011), Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), pp.252-271. [https://doi.org/10.1177/1094670511411703]
  • Chernev, A.(2004), Goal–attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1-2), pp.141-150. [https://doi.org/]
  • Choi. J. Y.(2019), Go to global cosmetics hot distribution channel(5)- Sephora, USA, COS’IN, 2019.08.07, https://cosinkorea.com/mobile/article.html?no=32152
  • Choi. N. H. and M. T. Kwon(2008), The Roles of the Affect Induced by Attribute Type Informations on Product Evaluation, Korean Jouranl of Business Administration, 21(3), pp.1317-1341.
  • Choi. W. S., S. Y. Cha. and S. J. Choi(2018), The Effects of Perceived Personalization and Need for Cognitive Closure on Consumers Curation Shopping Service Use Intention, Advertising Research, 119, pp.89-122. [https://doi.org/10.16914/ar.2018.119.89]
  • Crosby, L. A., & Stephens, N.(1987), Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), pp.404-411. [https://doi.org/10.1177/002224378702400408]
  • Dacko, S. G.(2017), Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, pp.243-256. [https://doi.org/10.1016/j.techfore.2016.09.032]
  • Donovan, Robert J. and John R. Rossiter(1982), “Store Atmosphere: An Environmental Psychology Approach.” Journal of Retailing, 58 (Spring), pp.34-57.
  • Elmashhara, M. G., & Soares, A. M.(2019), The impact of entertainment and social interaction with salespeople on mall shopper satisfaction: The mediating role of emotional states. International Journal of Retail & Distribution Management, 47(2), pp.94-110. [https://doi.org/10.1108/IJRDM-06-2018-0112]
  • Fornell, C., & Larcker, D. F.(1981), Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), pp.39-50. [https://doi.org/10.1177/002224378101800104]
  • Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A.(2018), Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, pp.271-282. [https://doi.org/10.1016/j.chb.2017.11.014]
  • Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C.(2006), Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), pp.55-75. [https://doi.org/10.1002/dir.20061]
  • Gao, C. Y., & Chen, M. L.(2013), Customer engagement behavior: A new perspective in CRM. In The 19th International Conference on Industrial Engineering and Engineering Management(pp.617-624). Springer, Berlin, Heidelberg. [https://doi.org/10.1007/978-3-642-38442-4_65]
  • Garg, Nitika, J. Jeffrey Inman, and Vikas Mittal (2005), “Incidental and Task-Related Affect: A Re-Inquiry and Extension of the Influence of Affect on Choice,” Journal of Consumer Research, 32(June), pp.154-159. [https://doi.org/10.1086/426624]
  • Gouldner, A. W.(1960), The norm of reciprocity: A preliminary statement. American Sociological Review, pp.161-178. [https://doi.org/10.2307/2092623]
  • Grewal, D., Levy, M., & Kumar, V.(2009), Customer experience management in retailing: an organizing framework. Journal of Retailing, 85(1), pp.1-14. [https://doi.org/10.1016/j.jretai.2009.01.001]
  • Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfalt, J.(2020), The future of in-store technology. Journal of the Academy of Marketing Science, 48(1), pp.96-113. [https://doi.org/10.1007/s11747-019-00697-z]
  • Grewal, D., Roggeveen, A. L., & Nordfalt, J.(2017), The Future of Retailing. Journal of Retailing, 93(1), pp.1-6. [https://doi.org/10.1016/j.jretai.2016.12.008]
  • Groth, M.(2005), Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), pp.7-27. [https://doi.org/10.1177/0149206304271375]
  • Hair Jr., J.F., Anderson, R.E., Tatham, R.L. and William, C.(1998), “Tatham and William C. Black, Multivariate Data Analysis with Readings,” 5th Edition, Prentice Hall, Englewood Cliffs, NJ.
  • Han O, Kim K, Kim D, Kim M, Kim Y, Kim H, Kim H, Seo J, Yang S, Lee K(2020), “Consumer behavior,” Parkyoungsa.
  • Hapsari, R., Hapsari, R., Clemes, M. D., Clemes, M. D., Dean, D., & Dean, D.(2017), The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), pp.21-40. [https://doi.org/10.1108/IJQSS-07-2016-0048]
  • Hartline, M. D., & Ferrell, O. C.(1996), The management of customer-contact service employees: An empirical investigation. Journal of Marketing, 60(4), pp.52-70. [https://doi.org/10.1177/002224299606000406]
  • Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I.(2017), Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), pp. 884-905. [https://doi.org/10.1007/s11747-017-0541-x]
  • Hollebeek, L.(2011), Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), pp.555-573. [https://doi.org/10.1080/0965254X.2011.599493]
  • Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V.(2020), Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, pp.57-71. [https://doi.org/10.1016/j.intmar.2020.04.001]
  • Hwang. J. Y.(2020a), “Try here and order online” Redefining the identity of the store, Donga Business Review, Issue1, No.290, pp.32-42.
  • Hwang. J. Y.(2020b), Make offline stores as convenient as online untact era, “Provide a ‘physical’ experience” Donga Business Review, Issue1, No.304, pp.116-120.
  • Hwang. J. Y.(2020c), The future of retail is offline, Chosun Biz, 2021.01.17., https://n.news.naver.com/article/366/0000653608?lfrom=facebook
  • Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A.(2019), Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, pp.277-285. [https://doi.org/10.1016/j.jretconser.2019.05.018]
  • Jha, S., Balaji, M. S., Peck, J., Oakley, J., & Deitz, G. D.(2020), The effects of environmental haptic cues on consumer perceptions of retailer warmth and competence. Journal of Retailing, 96(4), pp.590-605. [https://doi.org/10.1016/j.jretai.2020.04.003]
  • Jung. J. S.(2020), Lotte Duty Free, Untact Consumption Full-scale ‘Smart Store’ Korea Textile Newspaper, 2020.03.31. https://www.ktnews.com/news/articleView.html?idxno=114776
  • Jung. Y. S.(2020), Ride on live commerce with untact interactive communication that has brought about a cataclysmic change in the retail industry, Donga Business Review, Issue2, No.297, pp.60-67.
  • Kalyanaraman, S., & Sundar, S. S.(2006), The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior?. Journal of Communication, 56(1), pp.110-132. [https://doi.org/10.1111/j.1460-2466.2006.00006.x]
  • Kim R, Jeon M, Choi J, Lee H, Lee J, Lee S, Seo Y, Kim J, Han D.(2020), Trend Korea 2020. Miraebook Publishing Co., Seoul.
  • Kim R, Jeon M, Lee H, Choi J, Lee J, Kim S, Lee S, Seo Y, Kwon J.(2018), Trend Korea 2018. Miraebook Publishing Co., Seoul
  • Kim, N. H.(2012), Case Study on the Uncanny Valley Effect analyzed in the 2D to 3D Animation Characters, Journal of Digital Design, 12(3), pp.147-158. [https://doi.org/10.17280/jdd.2012.12.3.015]
  • Kim. A. R.(2018), [Retail街 the fourth revolution] Oliveyoung succeeds in transforming into a smart store, Meail, 2018.06.26. https://www.m-i.kr/news/articleView.html?idxno=427346
  • Kim. D. H.(2000), A Study on determinants of Web site satisfaction in internet marketing system: Focused on Web site personalization strategy, Seoul National University Graduate School Master's Thesis
  • Kim. M. K. and H. G. Lee(2016), The Effects of Source and Content Types on the Effectiveness of Native Ads, The Korean Journal of Advertising, 27(6) pp.29-49. [https://doi.org/10.14377/KJA.2016.8.31.29]
  • Kim. S. Y. and S. A. La(2020), “Consumer Behavior,” Korea National Open University, KNOUPRESS
  • Klatzky, R. L., Lederman, S. J., & Metzger, V. A. (1985), Identifying objects by touch: an “expert system”. Perception & Psychophysics, 37, pp.299-302. [https://doi.org/10.3758/BF03211351]
  • Kumar, V., & Pansari, A.(2016), Competitive advantage through engagement. Journal of Marketing Research, 53(4), pp.497-514. [https://doi.org/10.1509/jmr.15.0044]
  • Kumar, V., Umashankar, N., Kim, K. H., & Bhagwat, Y.(2014), Assessing the influence of economic and customer experience factors on service purchase behaviors. Marketing Science, 33 (5), pp.673-692. [https://doi.org/10.1287/mksc.2014.0862]
  • Latané, B.(1981), The psychology of social impact. American Psychologist, 36(4), pp.343-356. [https://doi.org/10.1037/0003-066X.36.4.343]
  • Lee, L., Jeffrey Inman, J., Argo, J. J., Bottger, T., Dholakia, U., Gilbride, T., et al.(2018), From browsing to beyond: The needs-adaptive shopper journey model. Journal of Association of Consumer Research, 3(3), pp.277-293. [https://doi.org/10.1086/698414]
  • Lee, S. M., & Lee, D.(2020), “Untact”: a new customer service strategy in the digital age. Service Business, 14(1), pp.1-22. [https://doi.org/10.1007/s11628-019-00408-2]
  • Lee, Y. K., Kim, S., & Kim, S. Y.(2014), The impact of internal branding on employee engagement and outcome variables in the hotel industry. Asia Pacific Journal of Tourism Research, 19(12), pp.1359-1380. [https://doi.org/10.1080/10941665.2013.863790]
  • Lee. N. Y.(2019), “Machine over people”. ‘Untact’ preferred millennial generation, Consumer Life, 2019.05.14. http://www.sobilife.com/news/articleView.html?idxno=20780
  • Lee. S. B. and E. H. Kang(2010), A Study on the Changes of Appeal Type and Consumption Value in Cosmetics Advertisements, The Korean Journal of Advertising and Public Relations 12(1), pp.286-318
  • Lee. S. D. and J. S. Choi(2000), A study on antecedents and consequents of relationship commitment toward internet sites and between customers in virtual environment, Journal of Channel and Retailing, 5(2), pp. 1-19.
  • Lemon, K. N., & Verhoef, P. C.(2016), Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), pp. 69-96. [https://doi.org/10.1509/jm.15.0420]
  • Levy, S. J.(1980), The symbolic analysis of companies, brands, and customers. Twelfth Annual Albert Wesley Frey Lecture, University of Pittsburgh, PA, April.
  • Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B.(2020), Brave New World? On AI and the Management of Customer Relationships. Journal of Interactive Marketing. 51, pp. 44-56. [https://doi.org/10.1016/j.intmar.2020.04.002]
  • Lin, Meng-Hsien, Samantha N.N. Cross and Terry L. Childers(2018), “Under-standing Olfaction and Emotions and the Moderating Role of Individual Differences,” European Journal of Marketing, 52(3/4), pp.811-36. [https://doi.org/10.1108/EJM-05-2015-0284]
  • Marinova, D., de Ruyter, K., Huang, M. H., Meuter, M. L., & Challagalla, G.(2017), Getting smart: Learning from technology-empowered frontline interactions. Journal of Service Research, 20(1), pp.29-42. [https://doi.org/10.1177/1094670516679273]
  • Mårtenson, R.(2008), Marknadskommunikation. Kunden. Varumärket. Lönsamheten., Test edition HGU, Studentlitteratur, Sweden.
  • Mehrabian, A., & Russell, J. A.(1974), An approach to environmental psychology. the MIT Press.
  • Melissa Repko(2020), Target reports a monster quarter — profits jump 80%, same-store sales set record, CNBC, UPDATED WED, AUG 19 2020, https://www.cnbc.com/2020/08/19/target-tgt-q2-2020-earnings.html
  • Meyer, Christopher and Andre Schwager(2007), “Understanding Customer Experience,” Harvard Business Review, 85(2), pp.117-26.
  • Ministry of Trade, Industry and Energy(2020), ‘Sales trends of major retailers, 2020. 10. 26
  • Mohd-Ramly, S., & Omar, N. A.(2017), Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail & Distribution Management. 45(11), pp.1138-1158. [https://doi.org/10.1108/IJRDM-04-2016-0049]
  • Moliner-Tena, M. A., Monferrer-Tirado, D., & Estrada-Guillén, M.(2019), Customer engagement, non-transactional behaviors and experience in services. International Journal of Bank Marketing, 37(3), pp.730-754. [https://doi.org/10.1108/IJBM-04-2018-0107]
  • Mori, M.(1970), Bukimi no tani [the uncanny valley]. Energy, 7, pp.33-35.
  • Mun. S. H. and T. Y. Kang(2019), A Comparative Study on Digital Kiosk Interaction in Public Places, A Journal of Brand Design Association of Korea, 17(4), pp.269-280. [https://doi.org/10.18852/bdak.2019.17.4.269]
  • Nagata, Hisanori, Pamela Dalton, Nadine Doolittle, and Paul A.S. Breslin(2005), “Psychophysical Isolation of the Modality Responsible for Detecting Multimodal Stimuli: A Chemosensory Example,” Journal of Experimental Psychology: Human Perception and Performance, 31(1), pp.101-109. [https://doi.org/10.1037/0096-1523.31.1.101]
  • Nowlis, Stephen and Baba Shiv(2005), The Influence of Consumer Distractions on the Effectiveness of Food-Sampling Programs, Journal of Marketing Research, 42(May), pp.57-168. [https://doi.org/10.1509/jmkr.42.2.157.62287]
  • Ogawa, K.(2010), Social Media Marketing, Japan: Softbank Creative Corp.
  • Pan, Y. and Zinkhan, G.M.(2006), “Determinants of retail patronage: a meta-analytical perspective,” Journal of Retailing, 82(3), pp.229-243. [https://doi.org/10.1016/j.jretai.2005.11.008]
  • Pansari, A., & Kumar, V.(2017), Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), pp.294-311. [https://doi.org/10.1007/s11747-016-0485-6]
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
  • Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D.(2010), Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), pp.1-17. [https://doi.org/10.1509/jmkg.74.6.1]
  • Park, C., Lee, H., Jun, J., & Lee, T.(2018), Two-sided effects of customer participation: roles of relationships and social-interaction values in social services. Service Business, 12(3), pp.621-640. [https://doi.org/10.1007/s11628-017-0357-2]
  • Pine, B. J., & Gilmore, J. H.(1998), Welcome to the experience economy. Harvard Business Review, 76, pp.97-105.
  • Price, L. L., Arnould, E. J., & Tierney, P.(1995), Going to extremes: Managing service encounters and assessing provider performance. Journal of Marketing, 59(2), pp.83-97. [https://doi.org/10.1177/002224299505900207]
  • Priporas, C. V., Stylos, N., Rahimi, R., & Vedanthachari, L. N.(2017), Unraveling the diverse nature of service quality in a sharing economy: A social exchange theory perspective of Airbnb accommodation. International Journal of Contemporary Hospitality Management, 29(9), pp.2279-2301. [https://doi.org/10.1108/IJCHM-08-2016-0420]
  • Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020), The DAST framework for retail atmospherics: The impact of in-and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing, 96(1), pp.128-137. [https://doi.org/10.1016/j.jretai.2019.11.002]
  • Rosén, E., & Waller, K.(2009), Consumer Brand Touch Points-A case study about Hennes & Mauritz in Sweden and Germany. 1-69.
  • Rosenbaum, M. S., & Massiah, C. A.(2007), When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), pp.257-270. [https://doi.org/10.1177/1094670506295851]
  • Roy, S. K., Gruner, R. L., & Guo, J.(2020), Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 1-24. [https://doi.org/10.1080/0965254X.2019.1642937]
  • Roy, S. K., Shekhar, V., Lassar, W. M., & Chen, T.(2018), Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, pp.293-304. [https://doi.org/10.1016/j.jretconser.2018.07.018]
  • Schmitt, Bernd(1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, New York: Free Press.
  • Schreuder, E., van Erp, J., Toet, A., & Kallen, V. L.(2016), Emotional responses to multisensory environmental stimuli: A conceptual framework and literature review. Sage Open, 6(1), pp. 1-19. [https://doi.org/10.1177/2158244016630591]
  • Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S.(2016), Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, pp. 37-48. [https://doi.org/10.1016/j.intmar.2016.03.002]
  • Sherry Jr, J. F.(1990), A sociocultural analysis of a Midwestern American flea market. Journal of Consumer Research, 17(1), pp.13-30. [https://doi.org/10.1086/208533]
  • Shim, K. Y. and Y. M. Kim(2005), A Study on the effect of Internet Shopping Mall's Initial Web Page Image on Consumer's Purchase Intention, Korean Business Education Review, 38(1), pp.191-217.
  • Shiv, B., & Nowlis, S. M.(2004), The effect of distractions while tasting a food sample: The interplay of informational and affective components in subsequent choice. Journal of Consumer Research, 31(3), pp.599-608. [https://doi.org/10.1086/425095]
  • Sierra, J. J., & McQuitty, S.(2005), Service providers and customers: social exchange theory and service loyalty. Journal of Services Marketing, 19(6), pp.392-400. [https://doi.org/10.1108/08876040510620166]
  • Smeaton, A. F., & Callan, J.(2005), Personalisation and recommender systems in digital libraries. International Journal on Digital Libraries, 5(4), pp.299-308. [https://doi.org/10.1007/s00799-004-0100-1]
  • Smith, R. E., & Swinyard, W. R. (1982). Information response models: An integrated approach. Journal of Marketing, 46(1), pp.81-93. [https://doi.org/10.1177/002224298204600108]
  • Stone, M., Hobbs, M., & Khaleeli, M.(2002), Multichannel customer management: The benefits and challenges. Journal of Database Marketing & Customer Strategy Management, 10(1), pp.39-52. [https://doi.org/10.1057/palgrave.jdm.3240093]
  • Suh. M. S., M. J. Kang, and J. W. Ahn(2010), The Roles of Customer Participation Behavior and Citizenship Behavior in the Relationship Development, Korean Journal of Marketing, 25(1), pp.159-193
  • Sweeney, J. C., Danaher, T. S., & McColl-Kennedy, J. R.(2015), Customer effort in value cocreation activities: Improving quality of life and behavioral intentions of health care customers. Journal of Service Research, 18 (3), pp.318-335. [https://doi.org/10.1177/1094670515572128]
  • Tam, K. Y., & Ho, S. Y.(2006), Understanding the impact of web personalization on user information processing and decision outcomes. MIS Quarterly, pp.865-890. [https://doi.org/10.2307/25148757]
  • Tauber, E. M.(1972), Marketing notes and communications: why do people shop?. Journal of Marketing, 36(4), pp.46-49. [https://doi.org/10.1177/002224297203600409]
  • Triantafillidou, A., Siomkos, G., & Papafilippaki, E.(2017), The effects of retail store characteristics on in-store leisure shopping experience. International Journal of Retail & Distribution Management, 45(10), pp.1034-1060. [https://doi.org/10.1108/IJRDM-07-2016-0121]
  • Tsai, S. P.(2010), Shopping mall management and entertainment experience: A cross-regional investigation. The Service Industries Journal, 30(3), pp.321-337. [https://doi.org/10.1080/02642060802123376]
  • Tung, L. L., & Tan, J. H.(1998), A model for the classification of information kiosks in Singapore. International Journal of Information Management, 18(4), pp.255-264. [https://doi.org/10.1016/S0268-4012(98)00014-0]
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C.(2010), Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), pp.253-266. [https://doi.org/10.1177/1094670510375599]
  • Van Doorn, J., Mende, M., Noble, S. M., Hulland, J., Ostrom, A. L., Grewal, D., & Petersen, J. A.(2017), Domo arigato Mr. Roboto: Emergence of automated social presence in organizational frontlines and customers’ service experiences. Journal of Service Research, 20(1), pp.43-58. [https://doi.org/10.1177/1094670516679272]
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A.(2009), Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), pp. 31-41. [https://doi.org/10.1016/j.jretai.2008.11.001]
  • Wilcox, K., Roggeveen, A. L., & Grewal, D.(2011), Shall I tell you now or later? Assimilation and contrast in the evaluation of experiential products. Journal of Consumer Research, 38(4), pp.763-773. [https://doi.org/10.1086/660702]
  • Yim, M. Y. C., Chu, S. C., & Sauer, P. L.(2017), Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, pp.89-103. [https://doi.org/10.1016/j.intmar.2017.04.001]
  • Yoo. J. W., Y. J. Yi. and T. S. Gong(2004), The Effects of the Exchange Relationships between Service Organizations and Customers on Customer Citizenship Behavior: The Moderating Role of Customer Experience, Korean Management Review, 33(6), pp.1809-1845.
  • Yoon. S. J., H. J. Lee. and Y. M. Kim(2011), A Study on the Relationships Among Sought Benefits, Purchase Experiences, and Brand Relationship in Case of Cosmetics, Asia Marketing Journal, 13(2), pp.1-26.
  • Zeithaml, V. A.(1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.” Journal of Marketing, 52(3), pp.2-22. [https://doi.org/10.1177/002224298805200302]
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006), Services marketing: Integrating customer focus across the firm (4th ed.). Boston: McGraw-Hill/Irwin.

∙ The author Okkyoung Jung is received a Ph.D. in Corporate Management from the Department of Business Management at Korea University, and is a lecturer of Graduate School of Management and Information at Korea University. She has published papers in Journal of Theoretical and Applied Electronic Commerce Research, The Academy of Customer Satisfaction Management, Service Marketing Journal, Journal of channel and retailing and Advertising Research. Her main areas of interest are retail tech, retail customer experience, and health services.

∙ The author Cheol Park is a Professor of Marketing, College of Global Business at Korea University. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He had worked for Samsung as assistant manager of global marketing team before joining academic area. He haGraduate School of Management and Informations been a visiting scholar at Vanderbilt University, University of Hawaii, Mongolia International University, and University of Jinan in China. His research interests include digital marketing and online consumer behaviors in cross-cultural context. He has published papers in influential journals such as International Journal of Information Management, Journal of Interactive Marketing, International Marketing Review, and Journal of Business Research, etc.