패션비즈니스 (Journal of Fashion Business)

  • 제26권5호
  • /
  • Pages.49-61
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  • 2022
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
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서비스 접점에서 럭셔리 브랜드와 고객과의 상호작용에 관한 탐색적 연구

An exploratory study on the interaction between luxury brands and customers in service encounters

  • 조민정 (연세대학교, 의류환경학과) ;
  • 고은주 (연세대학교, 의류환경학과)
  • Minjung, Cho (Dept. of Clothing and Textiles, Yonsei University) ;
  • Eunju, Ko (Dept. of Clothing and Textiles, Yonsei University)
  • 투고 : 2022.10.03
  • 심사 : 2022.11.18
  • 발행 : 2022.11.30
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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.

키워드

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