서비스 접점에서 럭셔리 브랜드와 고객과의 상호작용에 관한 탐색적 연구
An exploratory study on the interaction between luxury brands and customers in service encounters
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Advancements in technology and the proliferation of digital services have highlighted the importance of luxury brands in service environments. Based on the social exchange theory, this study investigated the interaction between customers and luxury brands in a traditional offline service encounter and a digital online service encounter. The interaction area was classified into three parts: human–human, human–digital, and human–physical environments. We qualitatively investigated the practitioners’ working experiences with luxury brands. The study determined that both online and offline service encounter interactions between luxury brands and customers have become diverse. First, forming a special relationship with customers and frontline employees in traditional service encounters is important. Second, luxury brands should focus on the interaction among customers. Third, various digital tools should be considered to provide information about the brand to customers. Fourth, the exclusive benefits of offline service encounters should be maximized to stimulate positive experiences. The findings provide valuable insight to scholars and marketers on the new interaction phase between customers and luxury brands in the digital age.
Abstract
Advancements in technology and the proliferation of digital services have highlighted the importance of luxury brands in service environments. Based on the social exchange theory, this study investigated the interaction between customers and luxury brands in a traditional offline service encounter and a digital online service encounter. The interaction area was classified into three parts: human–human, human–digital, and human–physical environments. We qualitatively investigated the practitioners’ working experiences with luxury brands. The study determined that both online and offline service encounter interactions between luxury brands and customers have become diverse. First, forming a special relationship with customers and frontline employees in traditional service encounters is important. Second, luxury brands should focus on the interaction among customers. Third, various digital tools should be considered to provide information about the brand to customers. Fourth, the exclusive benefits of offline service encounters should be maximized to stimulate positive experiences. The findings provide valuable insight to scholars and marketers on the new interaction phase between customers and luxury brands in the digital age.
참고문헌 (45)
- 채희주, "소비자의 경험적 가치가 브랜드 자산에 미치는 영향 연구 - 럭셔리브랜드의 키치제품을 중심으로 -", 복식, 66(2), pp.45~60 (2016), 한국복식학회
- Chandler, J. D., "Contextualization and value-in-context : How context frames exchange", Marketing Theory, 11(1), pp.35~49 (2011)[DOI]
- 조민정, "협력적 패션 소비 플랫폼 연구", 한국의류산업학회지, 22(6), pp.777~788 (2020), 한국의류산업학회
- 조유정, "럭셔리 패션 브랜드의 전시 연출에 관한 연구 -뵈메의 분위기론을 중심으로-", 복식, 70(4), pp.135~151 (2020), 한국복식학회[DOI]
- Antonia Correia, "Luxury product and brand purchasing behavior: A conceptual perspective", Journal of Global Scholars of Marketing Science, 33(3), pp.327~331 (2021), Informa UK Limited[DOI]
- Creswell, J. W., "Qualitative inquiry and research design : Choosing among five approaches" (2016), Sage publications
- Dion, D., "Managing status : How luxury brands shape class subjectivities in the service encounter", Journal of Marketing, 81(5), pp.67~85 (2017)[DOI]
- "Chanel refuse le e-commerce : "Il faut pouvoir toucher les créations, cela fait partie de l'expérience"" (2019)[URL]
- Grissemann, U., "Enhancing business performance of hotels : The role of innovation and customer orientation", International Journal of Hospitality Management, 33, pp.347~356 (2013)[DOI]
- Godey, B., "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior", Journal of Business Research, 69(12), pp.5833~5841 (2016)[DOI]
- Harrigan, P., "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent", Journal of Business Research, 88, pp.388~396 (2018)[DOI]
- Higgins, E. T., "Engaging the consumer : The science and art of the value creation process", Journal of Consumer Psychology, 19(2), pp.100~114 (2009)[DOI]
- Hollebeek, L., "Exploring customer brand engagement : Definition and themes", Journal of Strategic Marketing, 19(7), pp.555~573 (2011)[DOI]
- Holmqvist, J., "Moments of luxury : Hedonic escapism as a luxury experience", Journal of Business Research, 116, pp.503~513 (2020)[DOI]
- Holmqvist, J., "Luxury in the digital age : A multi-actor service encounter perspective", Journal of Business Research, 121, pp.747~756 (2020)[DOI]
- Huang, M. H., "The feeling economy: Managing in the next generation of artificial intelligence (AI)", California Management Review, 61(4), pp.43~65 (2019)[DOI]
- 현지원, "밀레니얼 세대의 나르시시즘과 물질주의가 럭셔리 제품의 보상적 소비에 미치는 영향 -자기통제감의 조절효과를 중심으로-", 패션 비즈니스, 25(4), pp.109~124 (2021), 한국패션비즈니스학회
- Kapferer, J. N., "The luxury strategy : Break the rules of marketing to build luxury brands" (2012), Kogan Page
- Kauppinen-Räisänen, H., "Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores", Journal of Retailing and Consumer Services, 57, pp.102251~ (2020)[DOI]
- Angella J. Kim, "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, 65(10), pp.1480~1486 (2012), Elsevier BV[DOI]
- Kim, H., "Effects of employees’ social exchange and the mediating role of customer orientation in the restaurant industry", International Journal of Hospitality Management, 89, pp.102577~ (2020)[DOI]
- 김윤미, "럭셔리 패션 브랜드의 메타버스 활용 사례 연구", 패션 비즈니스, 26(3), pp.50~71 (2022), 한국패션비즈니스학회
- Ko, E., "What is a luxury brand? A new definition and review of the literature", Journal of Business Research, 99, pp.405~413 (2019)[DOI]
- Larivière, B., "“Service Encounter 2.0”: An investigation into the roles of technology, employees and customers", Journal of Business Research, 79, pp.238~246 (2017)[DOI]
- 이호재, "럭셔리 패션 브랜드의 지속가능 매크로 트렌드 분석", 패션 비즈니스, 26(1), pp.16~29 (2022), 한국패션비즈니스학회
- David Loranger, "Transforming luxury: Global luxury brand executives’ perceptions during COVID", Journal of Global Fashion Marketing, 14(1), pp.48~62 (2022), Informa UK Limited[DOI]
- "Luxury in the age of digital Darwinism" (2018)[URL]
- Pappas, J. M., "The effect of trust on customer contact personnel strategic behavior and sales performance in a service environment", Journal of Business Research, 61(9), pp.894~902 (2008)[DOI]
- Patrício, L., "Multilevel service design : From customer value constellation to service experience blueprinting", Journal of service Research, 14(2), pp.180~200 (2011)[DOI]
- Pervan, S. J., "Reciprocity as a key stabilizing norm of interpersonal marketing relationships : Scale development and validation", Industrial Marketing Management, 38(1), pp.60~70 (2009)[DOI]
- Quach, S., "From connoisseur luxury to mass luxury : Value co-creation and co-destruction in the online environment", Journal of Business Research, 81, pp.163~172 (2017)[DOI]
- Francesco Raggiotto, "How do customers respond to external store environment? Analyzing the new luxury segment", Journal of Global Scholars of Marketing Science, 33(3), pp.332~348 (2021), Informa UK Limited[DOI]
- Pavida Ratakam, "From means to end: Understanding the millennial mind when buying luxury jewelry brands", Journal of Global Fashion Marketing, 14(1), pp.35~47 (2022), Informa UK Limited[DOI]
- Rosenbaum, M. S., "Commercial friendships between gay sales associates and straight female customers in luxury settings: A proposed theoretical framework", Journal of Retailing and Consumer Services, 27, pp.179~186 (2015)[DOI]
- Sann Ryu, "Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics", Journal of Retailing and Consumer Services, 57, pp.102253~ (2020), Elsevier BV[DOI]
- Canan Saricam, "Analyzing the influence of store atmospherics on younger generation in apparel retail market with an extended S-O-R model", Journal of Global Fashion Marketing, 14(2), pp.143~156 (2022), Informa UK Limited[DOI]
- Sekora, J., "Luxury : the concept in Western thought, Eden to Smollett", pp.66~ (1977), Johns Hopkins University Press
- Yuri Seo, "Constructing a typology of luxury brand consumption practices", Journal of Business Research, 99, pp.414~421 (2019), Elsevier BV[DOI]
- Shiau, W. L., "Factors affecting online group buying intention and satisfaction : A social exchange theory perspective", Computers in Human Behavior, 28(6), pp.2431~2444 (2012)[DOI]
- Shostac, G. L., "The service encounter", pp.243~254 (1985), Lexington Books
- Surprenant, C. F., "Predictability and personalization in the service encounter", Journal of Marketing, 51(2), pp.86~96 (1987)[DOI]
- Tekleab, A. G., "Social exchange : Empirical examination of form and focus", Journal of Business Research, 64(5), pp.460~466 (2011)[DOI]
- Thibaut, J. W., "The social psychology of groups" (2017), Routledge
- Utkarsh, "Tangible and intangible quality cues in service advertising: A construal level theory perspective", Journal of Global Scholars of Marketing Science, 33(1), pp.90~106 (2022), Informa UK Limited[DOI]
- Wünderlich, N. V., "High tech and high touch : A framework for understanding user attitudes and behaviors related to smart interactive services", Journal of Service Research, 16(1), pp.3~20 (2013)[DOI]