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NTIS 바로가기品質經營學會誌 = Journal of Korean society for quality management, v.44 no.2, 2016년, pp.357 - 372
전길구 (숭실대학교 일반대학원 경영학과) , 유한주 (숭실대학교 경영학부)
Purpose: The paper aims to measure customer experience at banks in South Korea. This study examines six factors of customer experience and identifies their impacts on customer loyalty. Methods: The collected data with surveys were analyzed by using multi-regression analysis. The measurement tools us...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
delivery gap이란? | 기업들은 항상 ‘고객만족’경영을 한다고 말하지만 소비자들이 만족스런 경험을 했는지는 알기 어렵다. 글로벌 컨설팅 기업인 Bain & Company가 전 세계 362 기업들을 대상으로 한 설문조사 결과에 의하면, 설문에 응답한 기업의 80%가 그들의 고객에게 ‘만족스런 경험’을 제공하고 있다고 믿는 것으로 나타났다. 그러나 그들의 고객들에게 물었을 때, 고객들은 8%만이 ‘만족스런 경험’을 했다고 대답했다. James Allen (2005)등 은 이러한 차이를 ‘delivery gap’이라고 표현했다. | |
고객경험이란? | C.(1982)은 고객경험을 ‘재미있거나 멋지거나 특이한 느낌이 지속적으로 이어지는 것’ 이라고 정의하고, 소비자행동연구에 고객경험의 개념을 도입하였다. 30년의 시간 동안 몇몇 연구자들과 학자들은 ‘고객 경험’이라는 용어를 정의 하려고 시도하였다. | |
소비자들의 경험 공유 방식은 어떻게 변화되었는가? | 소비자의 경험이 중요하게 부각되는 시대가 되었다. 소비자들이 인터넷과 SNS를 사용하면서 자기의 경험을 타인에게 전달하기 쉬운 환경을 맞이하게 되었고, 인터넷 쇼핑몰에서는 구매를 결정하기 전에, 이전 구매자들이 쓴 사용 후기를 살펴보는 것이 자연스러운 일이 되었다. 한국의 경우 스마트폰 사용이 일반화 되면서 소비자들 간의 의사소통은 더욱 원활해졌다. |
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