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소매점의 서비스 유형이 소비자의쇼핑가치 지각과 쇼핑만족에 미치는 영향
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소매점의 서비스 유형이 소비자의쇼핑가치 지각과 쇼핑만족에 미치는 영향.hwp
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소매점의 서비스 유형이 소비자의쇼핑가치 지각과 쇼핑만족에 미치는 영향.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 추구함으로써 얻는 실용적 가치와 쇼핑자체의 즐거움을 통해 얻는 쾌락적 가치를 모두 포함하는데 이는 인간행동에 대한 보상의 근본적인 이중성을 의미하는 것이다(Babin, Darden, and Griffin 1994). 이것은 무엇인가를 얻기 위해 행동하는 것과 무엇인가를 단순히 즐기기 때문에 행동하는 것을 구분하는 것이다. 이러한 두 가지 형태의 가치는 쇼핑을 통해 얻는 경제적, 정서적 보상을 잘 설명하고 있다. 여러 연구자들도 쇼핑경험은 실용적·쾌락적 가치 모두를 제공한다고 주장했는데(Fischer and Arnold 1990; Sherry 1990) 다음에서 쇼핑가치의 두 가지 차원을 살펴보았다.
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.
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.
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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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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.
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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.
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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.
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.
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.
Levy, Michale., and Barton A. Weitz (1992), Retailing Management, Irwin.
Lewison, Dale M. (1989), Essentials of Retailing, Merrill.
Lindquist, Jay D. (1975), `Meaning of Image: Survey of Empirical and Hypothetical Evidence,` Journal of Retailing, Vol. 50(Winter), 29-38.
Lovelock, C. H., and R. A. Young (1979), `Look to Consumers to Increase
Productivity,` Harvard Business Review, May/June, 77-89.
Mohr, Lois A., and Mary J. Bitner (1995a), `Process Factors in Service Delivery: What Employee Effort Means to Customers,` Advances in Service Marketing and Management, Vol. 4, 91-117.
Mohr, Lois A., and Mary J. Bitner (1995b), `The Role of Employee Effort in Satisfaction With Service Transactions,` Journal of Business Research, Vol. 32, 39-252.
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