| Title |
전시체험구성요소가 고객만족도에 미치는 영향 연구 |
| Authors |
서미숙(Seo, Mi Suk) ; 박보람(Park, Boram) |
| DOI |
http://doi.org/10.14774/JKIID.2022.31.2.163 |
| Keywords |
Experience exhibition hall; Experiential economy theory; Customer satisfaction |
| Abstract |
This study is to empirically analyze and investigate the satisfaction of each experience element regardless of the type of experience exhibition hall for visitors who use various experience exhibition halls. It is intended to establish a more reasonable program design standard for the experience exhibition hall by identifying which experience factors have a positive effect on enhancing customer trust and willingness to revisit. In order to achieve the purpose of this study, attributes related to experiential exhibition theory (4Es) and satisfaction were derived through literature review of previous research results. For empirical analysis, a survey was conducted from March 7 to 13, 2022 and data were collected in connection with experience factors and customer satisfaction through 210 valid surveys. The results are as follows: First, it was analyzed that all experience factors of entertainment, education, aesthetics, and deviation were significant in experience satisfaction. Second, in the analysis of experience factors, entertainment and aesthetic factors were found to have the greatest influence among experience factors, and both were more important than other factors, but in particular, aesthetic factors were found to be more deeply involved in customer satisfaction than three factors. This study is different from previous studies in that it targets experiences remembered by survey subjects without specifying specific experiences and analyzed satisfaction with memories after a certain period of time, not immediately after the experience. It was confirmed that significant universal experience factors were aesthetic and experiential factors for experienced people, and the experience exhibition hall composed by referring to this study is expected to be reborn as a venue for empathy and communication by reflecting common needs. In addition, a more in-depth next study is expected to analyze the relationship between experience factors and demographic characteristics. |