매장 특성이 고객경험과 고객인게이지먼트에 미치는 영향: 언택트 성향의 조절효과
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 TechReferences
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∙ 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.