소매환경에서 서비스 경험과 인지적, 감정적 및 행동적 반응: 관계기간의 조절효과

Service Experience and Consumers’ Cognitive, Affective and Behavioral Responses in a Retail Setting in Mongolia: The Moderating Effect of Relationship Duration

Customer consumption patterns and lifestyles are changing with their increasing income levels due to economic development. In order to satisfy customer wants, companies try to differentiate themselves from competitors while specializing, diversifying, and upgrading their products and services. However, services are becoming more generalized due to service industrialization. Thus, this study investigated department stores service experience factors and their effects on customer cognitive and affective response, as well as to the relationship between customer cognitive, affective, and behavioral responses. In addition, this study confirmed the interaction effect of duration of relationship in determining the relationship between service experience and satisfaction and emotion. Using questionnaires, data were collected from customers who have experience using department stores in Mongolia and were analyzed using SPSS 20.0 and AMOS 20.0 to confirm the research hypotheses presented in the research model. Results revealed four main factors of service experience and the effects of these factors on customer satisfaction and emotion were found. In addition, satisfaction affected emotion, while satisfaction and emotion affected all types of behavioral responses. As for the interaction effect of relationship duration, this was confirmed in employee interaction and satisfaction relationship.