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The Impact of Customer Experience on Customer Attitudes and Product Re-purchase Intentions - Focusing on Start-up Firms -

고객경험이 고객태도와 제품 재 구매 의도에 미치는 영향 - 창업기업 중심으로 -

  • Joo, Cheol-Keun (Dept. of Techno Management of Graduate School, Hoseo University) ;
  • Lim, Wang-Kyu (Dept. of Techno Management of Graduate School, Hoseo University)
  • 주철근 (호서대학교 일반대학원 테크노경영학과) ;
  • 임왕규 (호서대학교 일반대학원 테크노경영학과)
  • Received : 2017.04.03
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

In this study, there is a purpose of research to secure competitiveness through the effective utilization of intangible corporate resources of founded enterprises. For this research, we conducted a survey on the way the customers who used the products of the BI center and founders less than 7 years evaluated the founded company. Schmitt's empirical element was examined as a theoretical background, and it was examined whether these empirical factors and attitudes acted as a preprocess in the decision-making process as a repurchase intention. The Result of research is as follows. First, It clearly indicated that customer experience and search experience affected the degree of re-purchase. Second, customer's experience (use experience, search experience, contact experience) were grasped with significant influence on customer's attitude. Third, we discovered that customer's attitude had mediated between customer's experience (use experience, search experience) and re-purchase. This research suggests that if we manage empirical factors well, we can increase the degree of re-purchase and cope appropriately with the limitations of small and medium enterprises.

Keywords

Customer relationship management;Customer experience;Re-purchase intention;Experiential marketing;Customer loyalty;Marketing strategy

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