초록 열기/닫기 버튼
The harsh competition in the food service industry has forced the company's marketing strategy to enhance their customer experience by implementing an experience marketing strategy. CJ Foodville, a major food service company in Korea, recently created CJ Foodworld, multi functional food service and culture space where customer can experience all aspect of CJ's brand realized through a cooking studio, cafe and market, indoor farm, and various restaurants. The objective of this case study is to analyze the experience marketing strategy of CJ Foodworld according to Schmitt's five strategic experience modules with sense, feel, think, act and relation to derive the implication for enhancing customer service. CJ Foodworld provides customers with a chance to understand CJ as a brand and offer a wholistic experience that embraces everything products to service. Based on the experience marketing strategy to strengthen customer service in CJ Foodworld, customers perceive company image positively inducing customer satisfaction and positive word of mouth.
