Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The impact of smart mobility customers' memorable experience on image and reuse intentions

스마트모빌리티 고객의 기억에 남는 이용경험이 이미지와 재이용의도에 미치는 영향

  • Hong, Seokpyo (Smart Tourism Education Platform, Kyung Hee University) ;
  • Chung, Namho (Smart Tourism Education Platform, Kyung Hee University)
  • 홍석표 (경희대학교 스마트관광원) ;
  • 정남호 (경희대학교 스마트관광원)
  • Received : 2024.05.01
  • Accepted : 2024.06.07
  • Published : 2024.06.30
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Abstract

Due to recent developments in smartphones, lifestyles centred around their use are rapidly changing across many societal areas. Mobility apps, widely used by a large number of people, have also become popular among tourists for travel purposes. This trend is exemplified by the premium taxi industry, which champions smart mobility services-an essential component of smart tourism-to attract tourists as customers. This study investigates how smart mobility service attributes influence memorable user experiences from the perspective of both residents and tourists. It also examines the consequent image of smart mobility and users' intentions to reuse these services. To this end, a survey and analysis were conducted with 320 registered customers of domestic premium taxi companies, which are expanding their services to cater to both residents and tourists. The analysis confirmed all hypotheses. Among the attributes of smart mobility, involvement played a crucial role in shaping the image of smart mobility, more so than refreshment or novelty. Furthermore, the image of smart mobility significantly impacted the intention to reuse it. Based on these findings, this study presents practical implications regarding which empirical factors should be managed from a smart mobility perspective to foster a positive image and encourage reuse.

최근 스마트폰의 발달로 인해 우리 사회의 많은 영역에서 이를 활용한 생활방식이 빠른 변화를 거듭해 가고 있다. 특히 모빌리티앱은 다수의 사람들이 사용하고 있으며 최근에는 관광객들도 관광목적으로 모빌리티앱을 활용하고 있다. 이 중에서도 프리미엄 택시 업계를 중심으로 관광객들을 고객으로 확보하고자 스마트관광의 중요한 요소인 스마트모빌리티 서비스를 표방하고 있다. 이에 본 연구에서는 최근 거주민과 관광객이 같이 사용하는 스마트모빌리티의 관점에서 스마트모빌리티의 속성이 기억에 남는 이용경험에 미치는 영향과 그로 인한 스마트모빌리티의 이미지 및 재사용의도를 연구하고자 한다. 이를 위해 거주민과 관광객을 대상으로 영업영역을 확장하고 있는 국내 프리미엄 택시 업체의 등록고객 320명을 대상으로 설문조사 및 분석을 실시하였다. 분석결과 모든 가설이 채택되었으며 기억에 남는 스마트모빌리티의 속성 중 참여경험이 기분전환이나 참신함보다 스마트모빌리티의 이미지 형성에 중요한 역할을 하는 것으로 나타났다. 또한, 스마트모빌리티 이미지는 재이용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구에서는 이러한 연구 결과를 토대로 스마트모빌리티 관점에서 어떠한 경험적인 요소를 관리해야 고객에게 좋은 이미지를 주고 재사용을 이끌어낼 수 있는지 실무적 시사점을 제시하고자 한다.

Keywords

Acknowledgement

이 논문은 2023년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2023S1A5C2A03095253)

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