The Influences of Shopping Enjoyment and Service Recovery on Shopping Experience and WOM Activity

• 발행기관: 한국상품학회
• 저자명: Kim, Hye-Ran
• 간행물 정보: 『상품학연구』제33권 제6호, 188~197쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

Today’s various communication tools allowed consumers to easily access WOM information and wild spread information. Communication between customers andWOMeffects play important roles in the rapid growth of retail industry. In particular, in order tomake customers to stay for a long time and strengthen relationships between customers and the firm, shopping enjoyment and service recovery become critical issue in the marketing area. Accordingly, the current research is to investigate relationships among shopping enjoyment, service recovery, shopping experience, WOM activity using online field survey. 305 usable responses were collected and the result of this study suggests that shopping enjoyment gives a positive effect on shopping experience and WOM activity. As well, service recovery shows a significant impact on shopping experience and WOM activity. WOM activity is found to be positively influenced by shopping experience. The research findings suggest that retailers and service firms need to improve store environments for customer satisfaction and develop a strategy for successful complaint management to lead toWOMactivity

목차

I. Introduction

II. Literature Review

III. Research Method

IV. Analyses

V. Conclusion

키워드

shopping enjoyment service recovery shopping experience WOMactivity