온라인 쇼핑몰에서의 고객 감동경험 고찰

Title
온라인 쇼핑몰에서의 고객 감동경험 고찰
Other Titles
Exploring customer delight experiences in online shopping malls
Author(s)
박경애허순임
Keywords
고객감동; 감동경험; 인터넷쇼핑; customer delight; delight experience; internet shopping
Issue Date
201304
Publisher
한국생활과학회
Citation
한국생활과학회지, v.22, no.2, pp.301 - 314
Abstract
Though customer delight is becoming one of the most important marketing key words, research in a retail setting is limited. With the dramatic growth of online retail shopping, this study explored customer delight experiences in online shopping malls by identifying the delight elements and analyzing the elements by online purchase steps. A total of 124 delight experiences collected from an unstructured questionnaire were content-analyzed. Delight elements in online shopping were categorized into service, product, price, delivery, package, and shopping mall operation in that order. Service related elements including free gifts and letters, recovery efforts for service failure, kind employees,and easy return were most frequently observed. Delights were experienced at the product receiving point, the priorto-purchase point, the order-to-delivery point, and the post-purchase point in that order. The results revealed that customer delights in online shopping were experienced in various purchase steps by various marketing elements. Based on the results the study provided research propositions exploring the effects of expectation vs surprise, monetary vs non-monetary/emotional benefits/rewards, and core marketing elements vs augmented services on delight experiences.
URI
http://hdl.handle.net/YU.REPOSITORY/25985
ISSN
1226-0851
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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