고객만족과 공간디자인 마케팅의 중요성 사례 연구- 서비스와 체험의 공간마케팅을 중심으로 -

Abstract

Currently, many enterprises are making active endeavors to achieve customer satisfaction. In a marketplace where the product sales are carried out, the service quality and customer experiences that are offered by the selling enterprises can bring positive effects on customer satisfaction at the point of sale. Therefore, this study aims to identify the significance and potential once again from the perspective of customer satisfaction for space design marketing. For the research methods, first the concepts for service quality of customer service and experience space are classified through theoretical consideration. And then the classification is applied in analysing and evaluating the space design marketing cases that practice the space marketing at marketplace. Upon the research results, first, the service quality puts the most importance on external factor like tangibles such as physical service or facilities, and responsiveness of the will to provide an instance service. Besides the two above, reliability, assurance and empathy were followed in order of importance. Second, the act to activate social interactions was identified as the most important experience factor followed by the relation that increase personal experience and connects it to oneself, others to culture, thinking, sensing and feeling. Finally, it reached a conclusion that it is necessary to provide space where customers can experience for more active interaction, to actively operate the space for the interaction with customers by providing customer service place, and to fully satisfy the customer’s needs at the space focusing on the service and experience that customers want.