The Effect of the Experiences in Wine Stores on Customer Satisfaction and the Intention of Repurchase
by Haeng Suk Ahn
Department of Wine and Sommelier
The Graduate School of Tourism
Kyung Hee University
Advised by Dr. Jae Yoon Ko
Looking at recent trends in the n...
The Effect of the Experiences in Wine Stores on Customer Satisfaction and the Intention of Repurchase
by Haeng Suk Ahn
Department of Wine and Sommelier
The Graduate School of Tourism
Kyung Hee University
Advised by Dr. Jae Yoon Ko
Looking at recent trends in the nation's imported liquor market, despite its short history of drinking wine, wine consumers are eager to experience a wider variety of wines The wine industry is more dependent on consumers for service providers than on other industries because of its speciality and diversity. Wine stores account for the largest share of wine distribution in the wine market. However, many domestic studies related to wine have focused on wine selection attributes, wine restaurant, wine bar and wine sommelier, and there is little research on wine specialty stores, which can be said to be the best place for consumers to buy wine.
In this study, we are going to present a measure for establishing an efficient sales strategy for wine shops by dividing the impact of customer experience factors on satisfaction and intention to buy back into wine retailers and large discount stores, and identifying the interrelationships and major variables of each element.
The results of this study are summarized as follows.
First, it was found that cognitive and sensory experiences among customers who use wine shops significantly affect customer satisfaction. In the cognitive experience, it was found that the customers value new knowledge of wine, curiosity, and differentiation from other stores when visiting wine shops, the visual part of the sensory experience, the lighting of the wine shops, the interior environment, the internal and external atmosphere, logogues, and the status of wine progress.
Second, it has been proved that the satisfaction of customers using wine shops has a significant positive effect on the intention of repurchase. If satisfaction is met during the wine shop's first visit, customers try to increase wine purchases.
Third, as for the hypothesis that there will be differences in customer experience factors according to wine specialty store type, the wine corner in wine retail store and large discount mart proved that five factors of customer experience influence customer satisfaction and intention of repurchase. Therefore, it was found in this study that the factors of customer experience according to wine shop type are considered to take into account satisfaction and repurchase when purchasing wine.
Overall, the results of the above study show that wine specialty store types are largely divided into two categories: wine retail and wine corner in large retail stores, and customer experience factors influence satisfaction and repurchase of wine. Therefore, wine shop marketers suggest that they should make good use of the five experience factors to encourage customers to buy again as well as to their satisfaction.
The Effect of the Experiences in Wine Stores on Customer Satisfaction and the Intention of Repurchase
by Haeng Suk Ahn
Department of Wine and Sommelier
The Graduate School of Tourism
Kyung Hee University
Advised by Dr. Jae Yoon Ko
Looking at recent trends in the nation's imported liquor market, despite its short history of drinking wine, wine consumers are eager to experience a wider variety of wines The wine industry is more dependent on consumers for service providers than on other industries because of its speciality and diversity. Wine stores account for the largest share of wine distribution in the wine market. However, many domestic studies related to wine have focused on wine selection attributes, wine restaurant, wine bar and wine sommelier, and there is little research on wine specialty stores, which can be said to be the best place for consumers to buy wine.
In this study, we are going to present a measure for establishing an efficient sales strategy for wine shops by dividing the impact of customer experience factors on satisfaction and intention to buy back into wine retailers and large discount stores, and identifying the interrelationships and major variables of each element.
The results of this study are summarized as follows.
First, it was found that cognitive and sensory experiences among customers who use wine shops significantly affect customer satisfaction. In the cognitive experience, it was found that the customers value new knowledge of wine, curiosity, and differentiation from other stores when visiting wine shops, the visual part of the sensory experience, the lighting of the wine shops, the interior environment, the internal and external atmosphere, logogues, and the status of wine progress.
Second, it has been proved that the satisfaction of customers using wine shops has a significant positive effect on the intention of repurchase. If satisfaction is met during the wine shop's first visit, customers try to increase wine purchases.
Third, as for the hypothesis that there will be differences in customer experience factors according to wine specialty store type, the wine corner in wine retail store and large discount mart proved that five factors of customer experience influence customer satisfaction and intention of repurchase. Therefore, it was found in this study that the factors of customer experience according to wine shop type are considered to take into account satisfaction and repurchase when purchasing wine.
Overall, the results of the above study show that wine specialty store types are largely divided into two categories: wine retail and wine corner in large retail stores, and customer experience factors influence satisfaction and repurchase of wine. Therefore, wine shop marketers suggest that they should make good use of the five experience factors to encourage customers to buy again as well as to their satisfaction.
주제어
#와인전문점, 체험요소, 고객만족, 재구매의도, Wine stores, customer experience factors, customer satisfaction, intention to repurchase
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