고객관계 강화를 위한 고객체험설계에 관한 연구 - 항공 산업에 시사점을 중심으로

Abstract

It is very important to have a loyal customer for successful corporate management. Companies are striving to maximize long-term corporate performance by selecting profitable customers and strengthening their relationships with them. To achieve this, customer relationship management is important to acquire and maintain customers with high customer value. Many companies are making efforts to manage customer experience. In response, this study sought to derive strategic issues for customer experience management and to identify how these issues are applied through case studies. The seven major issues were derived by conducting in-depth interviews with experts in the field, that are considered important at the recent customer experience management designs. First, the customer experience provided by the company aims to show and experience the various life styles of modern consumers, second, customer experience should be provided with comfort and relaxation, third, many recent customer experiences aim to experience value of time and stories with history and tradition, and fourth, customer experiences designed to increase brand value through artistic works and facilities. Fifth, customer experience should be related to the value that customers seek in their lives, and sixth, the experience should be inspired by new knowledge and information, and finally, the customer experience should be able to experience emotional beauty and enjoyment. Based on these findings, this study conducted case studies to determine how these customer experience issues are being implemented in real-world corporate experience spaces. The experience spaces subject to the study were “Sulwhasoo flagship Store”, “Amore Seongsu”, “LGU+ space”, and “SKT T Factory”. These experience spaces could show how the seven issues were being applied specifically. This study aims to suggest implications applicable to the aviation industry through the results of this study. The seven experiential space design issues presented in the study can be meaningfully applied to the design of customer experience spaces of aviation industry like airports or airlines’ customer spaces, which can be expected to have a positive effect on building brand assets and strengthening customer relationships for each entity in the aviation industry.