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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제17권 제2호
발행연도
2019.1
수록면
91 - 100 (10page)

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초록· 키워드

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Purpose – The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology – The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results – The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

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참고문헌 (46)

참고문헌 신청
Anisimova, T. A. / 2007 / The effects of corporate brand attributes on attitudinal and behavioral consumer loyalty / Journal of Consumer Marketing 24(7):395~405 google schola Bhattacherjee, A. / 2001 / Understanding information systems continuance : An expectation-confirmation model / MIS Quarterly 25(3):351~370 google schola Bitner, M. J. / 2000 / Technology infusion in service encounters / Journal of Academy of Marketing Science 28(1):138~149 google schola Bowman, D. / 2001 / Managing customerinitiated contacts with manufacturers : The impact on share of category requirements and word-of-mouth behavior / Journal of Marketing Research 38(3):281~297 google schola Brakus, J. J. / 2009 / Brand experience: What is it? how is it measured? does it affect loyalty? / Journal of Marketing 73(3):52~68 google schola

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