4차 산업혁명의 도입과 함께 정보통신기술(ICT)의 발전이 가속화되 면서 관광 트렌드가 변화하고 있다. 기존 관광서비스에 ICT가 융합된 스마트관광은 관광산업의 신성장 분야로 주목받고 있다. 본 연구의 목적 은 스마트관광 서비스품질이 지각된 가치, 고객만족 및 재방문의도에 미 치는 영향을 실증적으로 분석하는 데 있다. 설문조사는 2025년 10월 15일부터 11월 4일까지 약 20일간 강릉을 방문한 국내관광객 중 강릉 비거주자(강릉 거주자 제외)를 대상으로 진행되었으며, 전문 조사 컨설 팅 기관을 통해 배포·수집하였다. 최종적으로 확보된 유효 표본 500부 를 실증분석에 활용하였다. 분석 결과, 첫째, 스마트관광 서비스품질의 세 요인인 정보 및 상호작용성, 이용자 편의성, 신뢰성은 모두 지각된 가치에 유의한 정(+)의 영향을 미쳤다. 둘째, 지각된 가치는 고객만족과 재방문의도에 유의한 정(+)의 영향을 주었으며, 셋째, 고객만족 역시 재 방문의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이와 같은 결과는 한국형 스마트관광 환경에서의 실질적 서비스품질 요인을 명확 히 제시함으로써, 연구의 학문적·실무적 기여도를 한층 강화한다는 의의 를 가진다.

본 연구는 스키장 렌탈샵의 서비스 품질이 소비자의 지각된 가치 및 구매행동에 어떠한 영향을 미치는지를 규명하여 스키장 렌탈 산업의 서비스 품질을 개선하고 고객들의 욕구를 충족시킬 수 있는 기초 적 자료를 제공하고자 했다. 따라서 국내 스키장 6곳(하이원리조트, 용평리조트, 지산리조트, 곤지암리조트, 휘닉스파크, 웰리힐리)의 렌탈샵 방문 이용자를 대상으로 조사를 수행됐다. 수집된 자료는 SPSS(ver. 25.0) 프로그램을 활용하여 빈도분석, 탐색적 요인분석, t-test, 일원변량 분산분석, 상관관계 분석, 단순 및 다중 회귀분석을 실시했다. 본 연구에서 도출된 결과는 다음과 같다. 첫째, 스키장 렌탈샵의 서비스 품질이 지각 된 가치에 편리성, 공감성, 서비스, 시설환경 순으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 지각된 가치가 구매행동의 구매의도 및 추천의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 스키장 렌탈샵 의 서비스 품질이 구매행동의 구매의도 및 추천의도에 공감성, 시설환경, 편리성, 서비스 순으로 유의한 영 향을 미치는 것으로 나타났다.

Previous studies offered inconsistent empirical results for the influence of customer participation on service satisfaction. One possible explanation for this inconsistency is that existing conceptualizations of customer participation do not clearly differentiate the distinct roles of customer participation in service. To address this gap, Dong and Sivakumar (2015) have proposed an updated classification for customer participation based on “output specificity,” which refers to the degree to that the nature of the output is influenced by the person who provides the resource. The output of the customer participation can either be “specific” or “generic”. The “specific output” is defined as the expected service outcome can be idiosyncratic depending on whether the service is provided by the customer or the employee. In contrast, “generic output” refers to expected service outcome is well defined regardless of whether it is delivered by the service provider or the customer. How output specificity of customer participation influences service satisfaction still lacks of empirical examination.

This study investigated the impact of sustainable perceived value (SPV) on fashion consumers. The results revealed that SPV significantly affects customer satisfaction, loyalty, and the positive relationship between satisfaction and loyalty were confirmed, implicating SPV as a valid approach in measuring consumption value of sustainable fashion products.

The subscription model, prominent within the ‘subscription economy’ (SE), is now a popular form of business within many industries. In simple terms, a subscription model entails two parties (customers and firms) entering into an agreement whereby the patron commits to make regular payments to the supplier, who in exchange periodically delivers an agreed bundle of goods and/or services. Although mostly applied within Business-to-Consumer (B2C) markets (e.g. entertainment services, newspapers and media industry, software licences), the subscription model can be found in Business-to-Business (B2B) markets also (e.g. Rolls Royce ‘Power-by-the-hour model’). This unique form of commerce (i.e. committed repeat patronage) creates an alternative relationship between the buyer and seller to other more traditional forms of business.

Previous studies offered inconsistent empirical results for the influence of customer participation on service satisfaction. One possible explanation for this inconsistency is that existing conceptualizations of customer participation do not clearly differentiate the distinct roles of customer participation in service. To address this gap, Dong and Sivakumar (2015) have proposed an updated classification for customer participation based on “output specificity,” which refers to the degree to that the nature of the output is influenced by the person who provides the resource. The output of the customer participation can either be “specific” or “generic”. The “specific output” is defined as the expected service outcome can be idiosyncratic depending on whether the service is provided by the customer or the employee. In contrast, “generic output” refers to expected service outcome is well defined regardless of whether it is delivered by the service provider or the customer. How output specificity of customer participation influences service satisfaction still lacks of empirical examination.

While social media marketing opens a variety of new windows for enlightening brand–customer relationships, a gritty puzzle is that brand recognition does not invariably echo with customers’ perceived value. This provokes the need to uncover the missing pieces in bridging the gap between brand recognition and customer perceived value. This research falls within the innovative new work in the marketing literature in positing co-creation as a crucial mediator in facilitating the impact of brand recognition on customers’ perceived value. Based on social identity theory, we also investigated how co-creation is moderated by virtual communication identification in influencing customers’ perceived value towards a brand. We conducted a survey via a sample of 386 current Gogoro customers. Gogoro is the biggest and most well-known Taiwanese producer of electric scooters. Our findings contribute to the extant marketing research by emphasizing that the key stimulus of increased customer perceived value towards a brand is active co-creation initiatives via virtual brand communities, and that the effects of co-creation are further strengthened when customers’ virtual communication identification is high.

With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

Customer value co-creation behavior (CVCB) has been regarded as a strong predictor of firm performance in many industries for decades. CVCB—the customer’s direct and indirect contribution of resources to enhance the offering of the focal agent/object—is ubiquitous in service industries. Recently, customer engagement has been identified as a determinant of the value realized by customers and businesses. Customer psychological engagement (CPEngagement) is a multidimensional customer-firm relationship marked by customer satisfaction and emotional connectedness to the firm. Although there is concurrence that customer engagement and CVCB are linked, scholars diverge as to the precise nature of the relationship. Marketing and hospitality literature have not yet developed an integrated model of customer engagement with the digital and physical components of hospitality services. Given the increasing managerial interest in digital customer engagement and value co-creation behaviors, it is essential to enhance our understanding of the interplay between these concepts and their implications for both consumers and businesses. This research investigates the relationship between CPEngagement and value co-creation in the digital and physical aspects of hospitality services.

Online consumer activities have increased considerably since the COVID-19 outbreak. For the products and services which have an impact on everyday life, online reviews and recommendations can play a significant role in consumer decision-making processes. Thus, to better serve their customers, online firms are required to build online-centric marketing strategies. Especially, it is essential to define core value of customers based on the online customer reviews and to propose these values to their customers. This study discovers specific perceived values of customers in regard to a certain product and service, using online customer reviews and proposes a customer value proposition methodology which enables online firms to develop more effective marketing strategies. In order to discover customers value, the methodology employs a text-mining technology, which combines a sentiment analysis and topic modeling. By the methodology, customer emotions and value factors can be more clearly defined. It is expected that online firms can better identify value elements of their respective customers, provide appropriate value propositions, and thus gain sustainable competitive advantage.

The aim of this study is to confirm the gap between customer-perceived value and supplier-perceived value in the manufacturing industry. The author empirically tested a structural equation model in a sample of 42 customers and 42 manufacturers. Findings confirmed the gap in the perception of value between customers and suppliers.

본 연구는 골프 참여자의 소비가치와 소비성향을 파악하고 소비행동과의 연관성을 규명하는 데 있다. 본 연구의 목적을 규명하기 위하여 2018년 서울특별시와 경기도 지역에 위치한 실내⦁외 골프연습장을 이용하고 있는 골프참여자 241명의 자료를 최종 사용하였다. 통계 프로그램 PASW 18.0을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 다중회귀분석을 실시하여 다음과 같은 결과가 나타났다. 첫째, 소비가치는 소비성향에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 소비가치는 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 소비성향은 소비행동에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 가설 모두 하위요인별로 유의한 영향을 미치는 정도는 다르게 나타났다.

This study examined the effects of the service quality of fine dining restaurants on the service value and customer satisfaction by targeting 310 customers with experience in using fine dining restaurants in Seoul. The results of this study are as follows. First, the quality of the physical environment and interactions and the result of fine dining restaurants had positive (+) effects on the service value. Second, the quality of the physical environment and interactions and the result of fine dining restaurants had positive (+) effects on customer satisfaction. Third, the service value had positive (+) effects on customer satisfaction. According to the result of this study, when customers visit fine dining restaurants, evaluations of the service quality, such as interior design, kindness, accessibility, pleasant environment, and good quality of food, are very important elements. The service quality has been verified to be a very important factor when evaluating fine dining restaurants. Overall, the result of this study can be used to develop measures for improving the service quality.

Virtual reality is the extension of every major technology we already use today (Manjoo, 2014). Barnes, Mattsson, and Hartley (2015) argue that VR is a significant new environment for experiential customer service interactions as well as a recreational activity. It is capable of blurring the boundaries between the consumer’s virtual and physical environment (Schlosser, Mick, & Deighton, 2003). In other words, in our fitness context where people enter a VR while performing a core body workout, VR is capable of blurring the boundaries between physical servicescape and virtual service environment created. In our study we answer the question which reality is predominantly perceived by the customers and which implications that has for service providers. Previous scholars focused on the evaluation of customer’s presence and perception of the physical servicescape (Baker, Levy, & Grewal, 1992; Bitner, 1992; Wakefield & Blodgett, 1999) and demonstrated the impact of cues on post-consumption constructs like emotion, customer satisfaction or service quality (Hooper, Coughlan, & R. Mullen, 2013; Reimer & Kuehn, 2005; Wall & Berry, 2007). We extend that knowledge by analysing the potential of simultaneous presence in both the physical and virtual environments. Psychological immersion into the virtual world, or in other words, escape from the servicescape into the virtual environment will both be dominant over the physical servicescape and generate additional value to the users (Holbrook, 1994; Innocenti, 2017; Yee, 2006). To address the research question, we used sports equipment which allows the survey participant to virtually fly through the Rocky Mountains while performing a workout (ICAROS). The data was generated using a questionnaire which was answered after the workout. The data shows a direct positive relationship between telepresence and escapism, supporting (a) the theory that people predominantly perceive the VR as their actual reality during the service consumption (i.e. workout) and (b) that escaping the servicescape supports participants overall desire to escape from reality, which in turn has a positive impact on participants’ functional and emotional evaluation of the service. These results contribute to a rising research interest in the use of VR in a service environment and offers great potential to practitioners on how an application of VR technology may enhance service experience and subsequently increase customer satisfaction by changing the servicescape at low cost.