earticle

영어

This study is about the customer experience which has recently been very interested in marketing. The research focused on emotional experience among various dimensions of customer experience. First, emotional experiences were derived from customer experiences based on previous studies. As a research method, PLS structure equation was used to verify this study. The results of this study are summarized as follows. Hypothesis 1 intimacy has a positive effect on satisfaction, hypothesis 2 bond has a positive effect on satisfaction, and hypothesis 3 enjoyment also has a positive effect on satisfaction. Has been shown to affect. Lastly, satisfaction with the hypothesis 4 has a positive effect on return intention. Based on the results of this study, the following implications are provided. First, academic implications were examined by subdividing the emotional experiences of customers. We also used the variable of intimacy among emotional experiences. Next, in general, emotional variables are used as parameters. In this study, the emotional response of pleasure is used as an independent variable to express the pleasure of shopping itself. Explaining the emotional experience of customers by applying intimacy in the field of marketing. The practical implication is that in-store contact employees can lead to customer satisfaction by acting intimately when they respond. It is also important to create an environment where customers can enjoy the shopping itself.