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소매점의 서비스 유형이 소비자의쇼핑가치 지각과 쇼핑만족에 미치는 영향
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소매점의 서비스 유형이 소비자의쇼핑가치 지각과 쇼핑~.hwp
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소매점의 서비스 유형이 소비자의쇼핑가치 지각과 쇼핑~.hwp
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자료설명
네 번째 관점은 가치를 “모든 관련된 평가기준을 고려하여 전반적으로 지각하는 주관적인 유용성(worth)”이라고 본다. 이 관점에서의 가치는...
본문/내용
네 번째 관점은 가치를 “모든 관련된 평가기준을 고려하여 전반적으로 지각하는 주관적인 유용성(worth)”이라고 본다. 이 관점에서의 가치는 단순한 제품구입(product acquisition)을 넘어서서, 온전한 쇼핑경험(complete shopping experience)을 이루기 위한 정량적·정성적, 주관적·객관적인 모든 요인을 포함하는 것이다.
위의 네 가지 관점 각각은 특정상황에 적합하다. 그러나 엄밀한 의미에서 볼 때, 제품자체·가격·제품이 제공하는 기능적 효용에만 가치의 범위를 한정한다면 소비경험(consumption experiences)이 제공하는 모든 가치를 설명하기에는 너무나 협소할 것이다(Hirschman and Holbrook 1982).
쇼핑은 소비자가 원하는 제품을 구입하게 할 뿐만 아니라 소비경험을 하는 동안 발생하는 자연스런 반응을 통해 쾌락적인 가치 또한 제공하게 된다. 이와 같이 쇼핑경험에서의 가치는 제품구입과 같은 계획했던 목표를 달성하는 것을 통해서도 얻을 수 있으나, 쇼핑을 통해 즐거움이나 재미와 같은 감정적인 것을 통해서도 얻을 수 있다(진병호와 고애란 1999).
2.2.2 쇼핑가치의 유형
쇼핑가치는 계획했던 목표를 의식적으로 추…(생략)
위의 네 가지 관점 각각은 특정상황에 적합하다. 그러나 엄밀한 의미에서 볼 때, 제품자체·가격·제품이 제공하는 기능적 효용에만 가치의 범위를 한정한다면 소비경험(consumption experiences)이 제공하는 모든 가치를 설명하기에는 너무나 협소할 것이다(Hirschman and Holbrook 1982).
쇼핑은 소비자가 원하는 제품을 구입하게 할 뿐만 아니라 소비경험을 하는 동안 발생하는 자연스런 반응을 통해 쾌락적인 가치 또한 제공하게 된다. 이와 같이 쇼핑경험에서의 가치는 제품구입과 같은 계획했던 목표를 달성하는 것을 통해서도 얻을 수 있으나, 쇼핑을 통해 즐거움이나 재미와 같은 감정적인 것을 통해서도 얻을 수 있다(진병호와 고애란 1999).
2.2.2 쇼핑가치의 유형
쇼핑가치는 계획했던 목표를 의식적으로 추…(생략)
참고문헌
곽동성, 김규동 (1997), “소비자 만족 형성과정에 영향을 미치는 상황변수에 관한 연구,” 마 케팅연구, 12(1), 183-206.
김재영, 이진용, 한동철 (1999), “서비스 제공 시점에서 고객에게 지각된 판매원의 노력의 선행변수와 결과변수,” 유통연구, 4(1), 1-16.
변명식 (1989), “우리나라 백화점의 마케팅믹스 전략에 관한 연구,” 숭실대박사학위논문.
성영신, 박은아, 이성수 (1998), “컴퓨터 사용 욕구와 심리적 경험,” 소비자학연구, 9(1), 101-123.
유창조, 김상희 (1994), “Ethnographic 접근방식을 통한 쇼핑행위에 관한 탐색적 연구: 확 장된 개념, 감정의 다양성, 공기의 다양성,” 소비자학연구, 5(2), 45-62.
이문규, 이인구 (1997), “소매점 유형별 서비스 마케팅 전략에 관한 연구,” 유통연구, 2(1), 9-34.
이유재 (1999), 서비스 마케팅, 학현사.
이유재, 김우철 (1998), “물리적 환경이 서비스 품질 평가에 미치는 영향에 관한 연구: 이 업종간 비교,” 마케팅연구, 13(1), 61-86.
이학식, 김영, 정주훈 (1999), “실용적/쾌락적 쇼핑가치와 쇼핑만족: 구조모델의 개발과 검 정,” 경영학연구, 28(1), 505-538.
정한경 (1994), “한국 백화점의 편의서비스에 관한 실증적 연구,” 명지대박사학위논문.
조광행 (1997), “소매업에서의 고객만족 및 전환장벽이 점포애호도에 미치는 영향에 관한 연구,” 서강대박사학위논문.
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Babin, Barry J., William R. Darden, and Mitch Griffin (1994), `Work and Fun: Measuring Hedonic and Utilitarian Shopping Value,` Journal of Consumer Research, Vol. 20(4), 644-656.
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Batra, Rajeev, and Olli T. Ahtola (1991), `Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,` Marketing Letters, Vol. 2(April), 159-170.
Bellenger, Danny N., Earle Steinberg, and Wilbur W. Stanton (1976), `The Congruence of Store Image and Self Image,` Journal of Retailing, Vol. 52(Spring), 17-32.
Berry, Leonard L. (1986), `Retail Businesses Are Service Businesses,` Journal of Retailing, Vol. 62, 3-6.
Bettencourt, Lance A. (1997), `Customer Voluntary Performance: Customers As Partners in Service Delivery,` Journal of Retailing, Vol. 73(3), 383-403.
Bitner, Mary J, Bernard H. Booms, and Mary Stanfield Tetreault (1990), `The Service Encounter : Diagnosing Favorable and Unfavorable Incidents,` Journal of Marketing, Vol. 54(January), 71-84.
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Churchill, Gilbert A., Jr., and Carol Surpreanant (1982), `An Investigation into the Determinants of Consumer Satisfaction,` Journal of Marketing Research, Vol. 19(November), 491-504.
Claes, Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, and Barbara Everitt Bryant (1996), `The American Customer Satisfaction Index : Nature, Purpose, and Findings,` Journal of Marketing, Vol. 60(October), 7-18.
Clemmer, Elizabeth E., and BenjaminSchneider (1996), `Fair Service,` Advances in Services Marketing and Management, 109-206.
Crosby, Lawrence A., and Nancy Stephens (1987), `Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry,` Journal of Marketing Research, Vol. 24(November), 404-411.
Diane Halstead, David Hartman, and Sandra L. Schmidt (1994), `Multisource Effects on the Satisfaction Formation Process,` Journal of the Academy of Marketing Science, Vol. 22(2), 114-129.
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Fischer, Eileen, and Stephen J. Arnold (1990), “More than a Labor of Love: Gender Roles and Christmas Shopping,` Journal of Consumer Research, Vol. 17(December), 333-345.
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변명식 (1989), “우리나라 백화점의 마케팅믹스 전략에 관한 연구,” 숭실대박사학위논문.
성영신, 박은아, 이성수 (1998), “컴퓨터 사용 욕구와 심리적 경험,” 소비자학연구, 9(1), 101-123.
유창조, 김상희 (1994), “Ethnographic 접근방식을 통한 쇼핑행위에 관한 탐색적 연구: 확 장된 개념, 감정의 다양성, 공기의 다양성,” 소비자학연구, 5(2), 45-62.
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조광행 (1997), “소매업에서의 고객만족 및 전환장벽이 점포애호도에 미치는 영향에 관한 연구,” 서강대박사학위논문.
진병호, 고애란 (1999), “의류구매시 소비자가 지각하는 다양한 가격차원이 쾌락적 쇼핑가치 에 미치는 영향,” 소비자학연구, 10(3), 67-84.
한동철 (1998), “소매업의 소비자 자발적 성과에 대한 연구,” 유통연구, 3(1), 55-69.
Anderson, E. W., and M. W. Sullivan (1993), `The Antecedents and Consequences of Customer Satisfaction for Firms,` Marketing Science, Vol. 12(Spring), 25-143.
Babin, Barry J., William R. Darden, and Mitch Griffin (1994), `Work and Fun: Measuring Hedonic and Utilitarian Shopping Value,` Journal of Consumer Research, Vol. 20(4), 644-656.
Bateson, John. E. G. (1985), `Self-Service Consumer: An Exploratory Study,` Journal of Retailing, Vol. 61(3), 49-50.
Batra, Rajeev, and Olli T. Ahtola (1991), `Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,` Marketing Letters, Vol. 2(April), 159-170.
Bellenger, Danny N., Earle Steinberg, and Wilbur W. Stanton (1976), `The Congruence of Store Image and Self Image,` Journal of Retailing, Vol. 52(Spring), 17-32.
Berry, Leonard L. (1986), `Retail Businesses Are Service Businesses,` Journal of Retailing, Vol. 62, 3-6.
Bettencourt, Lance A. (1997), `Customer Voluntary Performance: Customers As Partners in Service Delivery,` Journal of Retailing, Vol. 73(3), 383-403.
Bitner, Mary J, Bernard H. Booms, and Mary Stanfield Tetreault (1990), `The Service Encounter : Diagnosing Favorable and Unfavorable Incidents,` Journal of Marketing, Vol. 54(January), 71-84.
Bloch, Peter H., and grady D. Bruce (1984), `Product Involvement as Leisure Behavior,` in Advances in Consumer Research, Vol. 11, ed. Thomas C. Kinnear, Ann Arbor, MI: ACR, 197-202.
Brown, F. E., and G. Fisk (1965), `Department Stores and Discount House: Who Dies Next?,` Journal of Retailing, Vol. 4(3). 370-392.
Cadotte, Ernest R., R. B. Woodruff, and R. L. Jenkins (1987), `Expectation and Norms in Models of Consumer Satisfaction,` Journal of Marketing Research, Vol. 24(August), 305-314.
Churchill, Gilbert A., Jr. (1979), `A Paradigm for Developing Better Messures of Marketing Constructs,` Journal of Marketing Research, Vol. 16(February), 64-73.
Churchill, Gilbert A., Jr., and Carol Surpreanant (1982), `An Investigation into the Determinants of Consumer Satisfaction,` Journal of Marketing Research, Vol. 19(November), 491-504.
Claes, Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, and Barbara Everitt Bryant (1996), `The American Customer Satisfaction Index : Nature, Purpose, and Findings,` Journal of Marketing, Vol. 60(October), 7-18.
Clemmer, Elizabeth E., and BenjaminSchneider (1996), `Fair Service,` Advances in Services Marketing and Management, 109-206.
Crosby, Lawrence A., and Nancy Stephens (1987), `Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry,` Journal of Marketing Research, Vol. 24(November), 404-411.
Diane Halstead, David Hartman, and Sandra L. Schmidt (1994), `Multisource Effects on the Satisfaction Formation Process,` Journal of the Academy of Marketing Science, Vol. 22(2), 114-129.
Dodds, William B., and Kent B. Monroe (1985), `The Effect of Brand and Price Information on Subjective Product Evaluations,` in Advances in Consumer Research, Vol. 12, ed. Elizabeth C. Hirschman and Morris B. Holbrook, Provo, UT: ACR, 85-90.
Dodds, William B., and Kent B. Monroe, and Dhruv Grewal (1991), `Effect of Price, Brand, and Store Information on Buyers` Product Evaluations,` Journal of Marketing Research, Vol. 28(August), 307-319.
Eisenberger, Robert, Peter Fasolo, and Valerie Davis-LaMastro (1990), `Perceived Organizational Support and Employee Diligence, Commitment, and Innovation,` Journal of Applied Psychology, Vol. 75(February), 51-59.
Eugene, W. Anderson, Claes Fornell, and Donald R. Lehmann (1994), `Customer Satisfaction, Market Share, and Profitability : Findings From Sweden,` Journal of Marketing, Vol. 58(July), 53-66.
Fischer, Eileen, and Stephen J. Arnold (1990), “More than a Labor of Love: Gender Roles and Christmas Shopping,` Journal of Consumer Research, Vol. 17(December), 333-345.
Goodwin, Cathy, and Dwayne D. Gremler (1996), `Friendship Over The Counter : How Social Aspects of Service Encounters Influence Consumer Service Loyalty,` Advances in Services Marketing and Management, Vol. 5, 247-282.
Hirschman, Elizabeth C., and Morris B. Holbrook (1982), `Hedonic Consumption: Emerging Concepts, Methods and Propositions,` Journal of Marketing, Vol. 46(Summer), 92-101.
Hubbert, Amy R. (1995), `Customer Co-creation of Service Outcome: Effects of Locus of Casuality Attributions,` Arizona State University Doctoral Dissertation.
Kelley, Scott W., James H. Donnelly, Jr., and Steven J. Skinner (1990), `Customer Participation in Service Production and Delivery,` Journal of Retailing, Vol. 66(Fall), 315-335.
Kelley, Scott W., Steven J. Skinner, and James H. Donnelly, Jr. (1992), `Organizational Socialization of Service Customers,` Journal of Business Research, Vol. 25(November), 197-214.
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