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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.41 no.3, 2017년, pp.487 - 500
장정정 (충남대학교 의류학과) , 이영선 (충남대학교 의류학과)
This study examines the attributes of cosmetic stores that Chinese tourists considered when purchasing cosmetics in Korea and the effect of the evaluation of attributes in regards to satisfaction and brand loyalty based upon brand experience. The survey was performed from January 1-14 in 2014 throug...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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체험마케팅의 목적은 무엇인가? | Hwang and Lee(2011)의 연구에서는 체험마케팅을 제품의 구입과정에서 겪는 체험과 제품사용과정에서 겪는 체험, 사용 후 체험의 모든 과정을 포괄적인 소비자 체험으로 보았다. 이러한 체험마케팅은 독특한 서비스나 이벤트들을 통해 상품과 브랜드 이미지를 꾸준히 심어줌으로써 고객의 내적 가치와 미학적 요구까지 충족시켜 브랜드 충성도를 구축하는 목적으로 다양하게 활용되어지고 있다. | |
기업과 고객의 장기적인 관계는 궁극적으로 개별 고객들의 만족과 관련되는 이유는 무엇인가? | Sheth and Parvatiyar(1995)는 기업과 고객의 장기적인 관계는 궁극적으로 개별 고객들의 만족과 관련된다고 보았다. 기업과 고객 사이의 관계는 기업이 고객을 더욱 잘 이해하고, 고객에 대해 더 많은 지식을 학습하여 그들의 문제점을 파악하고 좀 더 고객화된 제품을 제공함으로써 고객을 만족시켜야만 지속될 수 있기 때문이다. 또한 브랜드와 고객과의 관계는 그 브랜드와 거래 결과가 만족스럽게 평가될수록 고객과 해당 브랜드와의 관계는 더욱 강화될 수 있다(Webster, 2000). | |
고객만족이란 무엇인가? | 고객만족(Customer satisfaction)이란 고객이 제품이나 서비스를 비교, 평가, 선택, 구매하는 과정에서 어느 정도의 호의적 혹은 비호의적 감정을 체험하는가라는 다차원적이고 포괄적인 개념이다(Westbrook & Newman, 1978). Yi(2000)는 고객의 욕구 및 요구를 충족시키는 정도에 대한 소비자의 주관적 평가를 고객만족으로 정의하였다. |
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