온라인 유통업체의 정보 품질 관리가 최종 고객 경험에 주는 영향에 대한 연구 -한국 전자제품 유통 서비스를 중심으로-
A Study on the effect of online distributor's information quality management on customer experience - Focus on Korean electronics distribution service -
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초록
갈수록 심해지고 있는 경쟁 환경 속에서 고객 경험 관리는 새로운 고객 확보와 기존 고객 유지를 위해 필수적이다. 고객 경험 관리는 지속적으로 고객의 긍정적인 경험을 강화하는 경영 전략이며, 많은 경영 활동을 통해 적용될 수 있다. 본 연구에서는 IT 발달로 가능해진 제품 및 배송 정보 제공의 긍정적인 효과를 온라인 유통 상에서 살펴보고자 한다. 이를 위해 시나리오 기반의 설문 조사를 시행하여 고객이 인지하는 유통 서비스 정보 품질 차원을 접근성, 정보의 양, 신뢰성으로 나누어 측정하고, 정보 품질이 고객에 미치는 영향을 알아본다. 특히, 고객 경험을 심리적 안정의 정도(불안)로 측정하여 고객이 서비스 만족을 느끼는 과정에 대한 보다 심층적인 분석을 해보고자 한다. 이를 통해 비가시적 특성을 갖는 온라인 유통업체와 관련 제품 제조업체에 제품 및 배송 관련 정보 품질 관리의 중요성을 상기시키고 효과적인 정보 품질 관리에 대한 가이드라인을 제공하고자 한다. 또한 향 후 로지스틱스, SCM 전반에 걸친 정보 품질과 고객 경험 관리 관련연구에 이론적, 실무적 연구 방향과 시사점을 주고자 한다.
Abstract
Customer experience management is essential in today's competitive environment to catch new customers and retain royal customers. Customer experience management is the management strategy which boost customer's positive experience continuously. It could be applied by many management activities. In this research, we investigate the positive effect of goods and delivery information quality on customer's perception on the online electronics distribution service. We conduct scenario-based survey to measure customer's perceived information quality, satisfaction and behavioral intention. Intensity of anxiety is measured to analyze the process of customer's perception on the service more deeply. We hope that this research provide the guideline how to manage the information effectively for online-distributors and manufactures. In addition, we give insight and direction of future study on information quality and customer experience management across logistics and SCM.
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