지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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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.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 논의 및 연구문제 제안
Ⅵ. 결론 및 제언
REFERENCE
참고문헌 (34)
참고문헌 신청
1. [학술지(정기간행물)] - Arnold, M. J. / 2005 / Customer delight in a retail context : Investigating delightful and terrible shopping experience / Journal of Business Research 58 (8) : 1132 ~ 1145
2. [학술지(정기간행물)] - Balabanis, G. / 2006 / Bases of e-store loyalty : Perceived switching barriers and satisfaction / Journal of Business Research 59 (2) : 214 ~ 224
3. [학술지(정기간행물)] - Berman, B. / 2005 / How to delight your customers / California Management Review 45 (1) : 129 ~ 151
4. [학술지(정기간행물)] - Chitturi, R. / 2008 / Delight by design : The role of hedonic versus utilitarian benefits / Journal of Marketing 72 (3) : 48 ~ 63
5. [인터넷자원] - / / Culture hall in every Lotte department stores… ‘Customer delight’ management
2. [학술지(정기간행물)] - Balabanis, G. / 2006 / Bases of e-store loyalty : Perceived switching barriers and satisfaction / Journal of Business Research 59 (2) : 214 ~ 224
3. [학술지(정기간행물)] - Berman, B. / 2005 / How to delight your customers / California Management Review 45 (1) : 129 ~ 151
4. [학술지(정기간행물)] - Chitturi, R. / 2008 / Delight by design : The role of hedonic versus utilitarian benefits / Journal of Marketing 72 (3) : 48 ~ 63
5. [인터넷자원] - / / Culture hall in every Lotte department stores… ‘Customer delight’ management
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