Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
권호 표지
DOI QR코드

DOI QR Code

Exploring customer delight experiences in online shopping malls

온라인 쇼핑몰에서의 고객 감동경험 고찰

  • Park, Kyungae (Dept. of Clothing & Fashion, Yeungnam University) ;
  • Heo, Soonim (Dept. of Clothing & Fashion, Yeungnam University)
  • 박경애 (영남대학교 의류패션학과) ;
  • 허순임 (영남대학교 의류패션학과)
  • Received : 2013.02.27
  • Accepted : 2013.03.24
  • Published : 2013.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

Though customer delight is becoming one of the most important marketing key words, research in a retail setting is limited. With the dramatic growth of online retail shopping, this study explored customer delight experiences in online shopping malls by identifying the delight elements and analyzing the elements by online purchase steps. A total of 124 delight experiences collected from an unstructured questionnaire were content-analyzed. Delight elements in online shopping were categorized into service, product, price, delivery, package, and shopping mall operation in that order. Service related elements including free gifts and letters, recovery efforts for service failure, kind employees, and easy return were most frequently observed. Delights were experienced at the product receiving point, the prior-to-purchase point, the order-to-delivery point, and the post-purchase point in that order. The results revealed that customer delights in online shopping were experienced in various purchase steps by various marketing elements. Based on the results the study provided research propositions exploring the effects of expectation vs surprise, monetary vs non-monetary/emotional benefits/rewards, and core marketing elements vs augmented services on delight experiences.

Keywords

References

  1. Arnold, M. J., Reynolds, K. E., Ponder, N., & Lueg, J. E. (2005). Customer delight in a retail context: Investigating delightful and terrible shopping experience. Journal of Business Research, 58(8), 1132-1145. https://doi.org/10.1016/j.jbusres.2004.01.006
  2. Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214-224. https://doi.org/10.1016/j.jbusres.2005.06.001
  3. Berman, B. (2005). How to delight your customers. California Management Review, 45(1). 129-151.
  4. Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63. https://doi.org/10.1509/jmkg.72.3.48
  5. Culture hall in every Lotte department stores… 'Customer delight' management. (2012, November 28). HankyorehIlbo. Retrieved January 16, 2013, from http://www.hani.co.kr
  6. Finn, A. (2005). Reassessing the foundations of customer delight. Journal of Service Research, 8(2), 103-116. https://doi.org/10.1177/1094670505279340
  7. Hicks, J. M., Page, T. J., Behe, B. K., Dennis, J. H., & Fernandez, R. T. (2005). Delighted consumers buy again. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18, 94-103.
  8. Jang, I. J. (2010). The effect of utilitarian and hedonic attributes on customer delight. Unpublished master's thesis, Yonsei University, Seoul.
  9. Jang, T. S. (2004). Influence of the service failure and recovery conducted by airline company on customer satisfaction. Journal of Tourism Research, 18(2), 183-202.
  10. Jeon, I. S., & Kim, H. J. (2005). Return on customer satisfaction investment: Is CSI financially accountable?. Journal of Korean Marketing Association, 20(3), 65-84.
  11. Ko, J. J., & Suh, Y. H. (2012). The effects of consumers' delight on the loyalty in service encounter situation. Management and Information System Studies, 31(2), 231-251.
  12. Kumar, A., Olshavsky, R. W., & King, M. F. (2001). Exploring alternative antecedents of consumer delight. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14-26.
  13. Lee, J. H. (2011). An empirical study on the re-purchase intention and satisfaction of transaction customer in EC shopping mall. Journal of e-Business, 12(1), 159-177.
  14. Lee, K. H. (2007). Empirical study on integrated model of user satisfaction and user delight. Unpublished master's thesis, Yonsei University, Seoul.
  15. McNeilly, K. M., & Barr, T. F. (2006). I love my accountants-They're wonderful: Understanding customer delight in the professional services arena. Journal of Services Marketing, 20(3), 152-159. https://doi.org/10.1108/08876040610665607
  16. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
  17. Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
  18. Oliver, R. L., & Westbrook, R. A. (1993). Profits of consumer emotions and satisfaction in ownership and usage. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 12-27.
  19. Park, S. A. (2008). A Comparative analysis on the effect of customer delight and customer satisfaction. Unpublished master's thesis, Hankuk University of Foreign Studies, Seoul.
  20. Patterson, K. (1997). Delighted clients are loyal clients. Rough Note, 140(3), 221-234.
  21. Pluchik, R. (1980). Emotion: A psychoevolutionary synthesis. New York: Harper & Row.
  22. Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161-1178. https://doi.org/10.1037/h0077714
  23. Rust, R. T., & Oliver, R. T. (2000). Should we delight customers?. Journal of the Academy of Marketing Science, 28(1), 86-94. https://doi.org/10.1177/0092070300281008
  24. Schneider, B. & Bowen, D. E. (1999). Understanding customer delight and outrage. Sloan Management Review, 41(1), 35-45.
  25. Son, E. J., Choi, J. G., Hwang, S. A., & Li, H. B. (2011). A study on the reward programs for unsatisfied hotel guests and its impact on service satisfaction, trust, and revisiting intentions. Journal of Hospitality Management, 20(2), 137-155.
  26. St-James, Y., & Taylor, S. (2004). Delight-as-magic: Refining the conceptual domain of customer delight. Advances in Consumer Research, 31, 753-758.
  27. The start of sign language counsel service in the industry…CJ delights customers. (2012, December 18). ChosunIlbo. Retrieved January 16, 2013, from http://www.chosun.com
  28. Vazquez-Casielles, R., Suarez-Alvarez, L., & Del Rio-Lanza, A. B. (2009). Customer satisfaction and switching barriers: Effects on repurchase intentions, positive recommendations, and price tolerance. Journal of Applied Social Psychology, 39(10), 2275-2302. https://doi.org/10.1111/j.1559-1816.2009.00526.x
  29. Verma, H. V. (2003). Customer outrage and delight. Journal of Services Research, 3(1), 119-133.
  30. Wang, X. (2011). The effect of unrelated supporting service quality on consumer delight, satisfaction, and repurchase intentions. Journal of Service Research, 14(2), 149-163. https://doi.org/10.1177/1094670511400722
  31. Whang, M. J. (2011). Effects of Perceived Value by Utilitarian/Hedonic Experiences and Self-Brand Connections on Post-Consumption Delight, Satisfaction and Word-of-Mouth. Unpublished doctoral dissertation, Yonsei University, Seoul.
  32. Williams, J. A., & Anderson, H. H. (1999). Customer delight: The beat of a different drummer. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 12, 44-52.
  33. Yi, Y. J., Cha, K. C., & Lee, C. L. (2008). The dynamic effects of customer satisfaction on firm's profitability and value. Asia Marketing Journal, 10(1), 1-23.

Cited by

  1. Meaning and Delightful Effect of Rewards in Online Shopping Malls : A Hand-written Letter and a Free Gift vol.40, pp.5, 2016, https://doi.org/10.5850/JKSCT.2016.40.5.867
  2. 패션리더에 대한 재고 - 팔로워로서의 대학생 관점 - vol.26, pp.5, 2018, https://doi.org/10.29049/rjcc.2018.26.5.777