점포내 셀프서비스기술(SST) 유형별 고객체험이 만족과 재방문의도에 미치는 효과

• 영문명: Effects of Customer Experience on Satisfaction and Revisit Intentions by Types of Self-Service Technology in Retail Stores
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김은영(Kim, Eunyoung) 홍인숙(Hong, Insook)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제23권 제3호, 83~94쪽, 전체 12쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

This study is to identify underlying dimensions of customer experience and to examine the effect of customer experience on satisfaction and intentions to revisit the retail stores in the context of using self-service technologies. To collect data, this study selected three types of SSTs in different retail stores: a self-checking kiosk in a Home Plus supermarket, a self-ticketing kiosk in a CGV movie theater, and FX Mirror in BIND fashion store. An intercept survey with a questionnaire was used to obtain a total sample of 80 responses from consumers who used the SSTs during shopping at each store. Findings suggested that customer experience consisted of four factors: behavioral, affective, cognitive, and sensory experiences. In the case of self-ticketing kiosk in the CGV movie theater, sensory experience had a significant effect on customer satisfaction and revisit intentions. In the case of the FX mirror in the BIND fashion store, sensory experience had a significant effect on customer satisfaction and cognitive experience had a significant effect on customer satisfaction and revisit intentions. However, in the case of the self-checking kiosk in the Home Plus supermarket, customer experience was not significantly related to customer satisfaction and revisit intentions. This study discussed managerial implications for differentiating positioning in different retail venues on a service provision.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

IV. 연구결과 및 논의

V. 결론 및 제언

키워드

Self-service technology(SST) Customer experience Satisfaction Retail store