Brand Experience at the Flagship Store Affect on the Customer Satisfaction : The Moderating Effect of Self-Congruity :자아일치성의 조절효과

Jeong-Eon Lee; Hyung-Jun Kim

Brand Experience at the Flagship Store Affect on the Customer Satisfaction : The Moderating Effect of Self-Congruity

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Flagship Store에서의 브랜드 경험이 브랜드 충성도에 미치는 영향 : 자아일치성의 조절효과

Type: Academic journal

Author: Jeong-Eon Lee (충남대학교) Hyung-Jun Kim (충남대학교)

Journal: management & economic research institute Journal of Management and Economics Vol.38 No.2 KCI Accredited Journals

Published: 2016.8

Pages: 125 - 148 (24page)

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Brand Experience at the Flagship Store Affect on the Customer Satisfaction : The Moderating Effect of Self-Congruity

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2016

Brand Experience at the Flagship Store Affect on the Customer Satisfaction : The Moderating Effect of Self-Congruity

Jeong-Eon Lee , Hyung-Jun Kim Journal of Management and Economics 2016.08 Academic journal

Influences to Brand Loyalty from Customer Satisfaction by Brand Experiences at Flagship Stores: The Moderation Effects from Self-Congruity

이정언 경영학과 2016.01 Thesis

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Nowadays, the companies use experiential marketing as a tool for differentiating the brand identity and reinforcing customer relationship. For this goal, they have been opening flagship store giving unique experiences during the customers are shopping and consuming at the store.
From this context, this research hypothesize that a various kinds of brand experiences(sensory, affective, intellectual and behavioral) affect customer satisfaction and brand loyalty and self congruity moderates these relationship.
Using the multiple regression analysis and structure equation model, the hypothesis was statistically verified that sensory, affective and intellectual experiences at the flagship store have positive effects on the customer satisfaction but behavioral ones negatively affects on the customer satisfaction. The moderation effects of self congruity was verified as suggested hypothesis.
With these results, this research concludes that the companies using flagship store for developing customer satisfaction and brand loyalty have to give unique and favorable brand experience to shopper and fit it with shopper’s identity.

#플래그쉽 스토어 #브랜드 경험 #자아일치성 #고객만족 #브랜드 충성도 #Flagship Store #Brand Experience #Customer Satisfaction #Brand Loyalty #Self Congruity

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이정언

Affiliation 충남대학교

Fields Social Science > Business Management

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김형준

Affiliation 충남대학교

Fields Social Science > Business Management TOP 5% Social Science > Economics

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UCI(KEPA) : I410-ECN-0101-2017-324-001879143

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