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An exploratory study on the perceived agility by consumers in luxury brand omni-channel

김경훈|배준희|Son Sang-chul
한국마케팅과학회 (Korean Scholars of Marketing Science)|2023.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제33권 제1호|pp. 154-166|DOI 10.1080/21639159.2022.2153261

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exploratory studyluxury brandcustomer experiencePerceived agilitydigitalized omnichannel
주제분류경영학

초록

Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.

Abstract

Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.

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