서비스 산업의 브랜드 체험, 고객의 지각된 가치, 브랜드 지지행동의 관계

• 영문명: The Relationships among Brand Experience, Customer Perceived Value, and Brand Support Behavior in Service Industry
• 발행기관: 한국유통과학회
• 저자명: Zhen Feng Cheng(정진봉) Gyu Bae Kim(김규배)
• 간행물 정보: 『유통과학연구(JDS)』제17권 제2호, 91~100쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.02.28

영문 초록

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

목차

1. 서론

2. 이론적 배경

3. 연구의 설계

4. 연구방법

5. 분석결과

6. 연구결과 및 시사점

References

키워드

Brand Experience Customer Perceived Value Brand Support Behavior Interaction with Customers