고객관계 강화를 위한 고객체험설계에 관한 연구 - 항공 산업에 시사점을 중심으로

송상연 ( Sang-yeon Song ) 한국항공경영학회 2020 한국항공경영학회지 Vol.18 No.6

기업의 성공적인 경영 성과 달성을 위해서는 충성도가 높은 우량고객을 확보하는 것이 매우 중요하며, 기업은 이들과의 관계를 강화하여 장기적인 기업 성과 극대화를 위해 노력하고 있다. 최근 성공적인 고객관계관리를 위해서 고객체험을 효과적으로 설계 및 관리하는 기업이 늘고 있으며 그 전략적 중요성은 더욱 커지고 있다. 이러한 이유로 본 연구는 성공적인 고객체험관리를 위한 전략적 이슈를 도출하고 이러한 이슈들이 어떻게 적용되는지 사례 연구를 통해서 확인하고자 하였다. 먼저 최근 고객체험관리 현장에서 중요하게 고려되는 이슈를 도출하기 위해서 해당 분야 전문가를 대상으로 심층인터뷰를 진행하여 다음과 같은 7가지 주요 이슈를 도출하였다. 첫째, 기업이 제공하는 고객체험은 현대소비자들이 선호하는 다양한 삶의 모습을 보여주고 이를 체험할 수 있어야 한다. 둘째, 고객 체험은 편안함을 느낄 수 있는 휴식과 함께 제공되어야 하며, 셋째, 최근 많은 고객체험은 역사와 전통 등을 소재로 시간이 주는 가치와 이야기를 경험할 수 있는 공간을 지향하기도 하고, 넷째, 예술 작품과 설치물을 활용하여 브랜드 가치를 높일 수 있는 체험을 제공하기도 한다. 다섯째, 고객체험은 고객들이 삶에서 중요하게 추구하는 가치와 관련된 것이야 하고, 여섯째, 고객체험 공간에서는 새로운 지식과 정보를 통해서 영감을 얻을 수 있어야 하며, 마지막으로, 고객 체험은 감성적 아름다움과 즐거움을 경험할 수 있어야 한다. 이러한 연구 결과를 토대로 본 연구는 고객체험 이슈들이 기업의 체험 공간에서 어떻게 구현되고 있는지 확인하고자 사례 연구를 진행하였다. 연구의 대상이 된 체험 공간은 설화수 플레그십스토어, 아모레 성수, LGU+ 일상비일상의틈, SKT T Factory이며, 연구된 이슈들이 구체적으로 어떻게 적용되고 있는지 확인할 수 있었다. 본 연구는 이와 같은 연구 결과를 통해 항공 산업에 참고할 수 있는 함의를 도출하였다. 연구를 통해 제시된 7가지 체험공간설계 이슈들은 공항이나 항공사의 고객체험 공간 설계에 의미 있게 적용될 수 있으며, 이를 통해서 브랜드 자산 구축 및 고객관계 강화 등에 기여할 수 있을 것으로 생각한다. It is very important to have a loyal customer for successful corporate management. Companies are striving to maximize long-term corporate performance by selecting profitable customers and strengthening their relationships with them. To achieve this, customer relationship management is important to acquire and maintain customers with high customer value. Many companies are making efforts to manage customer experience. In response, this study sought to derive strategic issues for customer experience management and to identify how these issues are applied through case studies. The seven major issues were derived by conducting in-depth interviews with experts in the field, that are considered important at the recent customer experience management designs. First, the customer experience provided by the company aims to show and experience the various life styles of modern consumers, second, customer experience should be provided with comfort and relaxation, third, many recent customer experiences aim to experience value of time and stories with history and tradition, and fourth, customer experiences designed to increase brand value through artistic works and facilities. Fifth, customer experience should be related to the value that customers seek in their lives, and sixth, the experience should be inspired by new knowledge and information, and finally, the customer experience should be able to experience emotional beauty and enjoyment. Based on these findings, this study conducted case studies to determine how these customer experience issues are being implemented in real-world corporate experience spaces. The experience spaces subject to the study were “Sulwhasoo flagship Store”, “Amore Seongsu”, “LGU+ space”, and “SKT T Factory”. These experience spaces could show how the seven issues were being applied specifically. This study aims to suggest implications applicable to the aviation industry through the results of this study. The seven experiential space design issues presented in the study can be meaningfully applied to the design of customer experience spaces of aviation industry like airports or airlines’ customer spaces, which can be expected to have a positive effect on building brand assets and strengthening customer relationships for each entity in the aviation industry.

고객경험이 고객 인게이지먼트 및 관계지속의도에 미치는 영향 -복합쇼핑몰을 중심으로-

김우곤,조희영,박노현 한국물류학회 2022 물류학회지 Vol.32 No.4

This study was conducted for consumers who use the complex shopping mall. The purpose of this study was to investigate how the customer experience of a complex shopping mall affects customer engagement and relationship continuity intention. As an attribute to measure customer experience, it consists of four factors: educational experience, aesthetic experience, entertainment experience, and escapism experience. A research model was designed. For empirical analysis, a survey was conducted targeting consumers in their 20s to 40s living in Seoul and Gyeonggi-do who had experience of using complex shopping malls. 467 copies of the collected valid samples were used for empirical analysis. For data analysis, Structural Equation Model (SEM) analysis was performed using SPSS 24.0 and AMOS 24.0. The empirical analysis results of this study are as follows. First, it was found that factors such as educational experience, aesthetic experience, entertainment experience, and escapism experience among the customer experiences of the complex shopping mall had a positive effect on the conscious participation of customer engagement. Second, it was found that factors such as aesthetic experience and escapism experience among customer experiences of complex shopping malls had a positive effect on the passion of customer engagement. Third, it was found that all factors of the customer experience of the complex shopping mall had a positive effect on the social interaction of customer engagement. Fourth, it was found that conscious participation, passion, and social interaction factors of customer engagement in complex shopping malls all had a positive effect on relationship continuity intention. Therefore, it can be said that the hypothesis presented in this study has been sufficiently proven. 본 연구는 복합쇼핑몰을 이용하는 소비자들을 대상으로 실시하였다. 복합쇼핑몰의 고객경험이 고객 인게이지먼트와 관계지속의도에 대해 어떠한 영향을 미치는지 알아보고자 하였다. 고객경험을 측정하기 위한 속성으로서 교육적 경험, 심미적 경험, 오락적 경험, 현실도피적 경험 등 4개의 요인으로 구성하였으며, 고객 인게이지먼트는 의식적 참여, 열정, 사회적 상호작용 등 3개의요인으로 구성하여 연구모형을 설계하였다. 실증분석을 위해 복합쇼핑몰을 이용한 경험이 있는 서울⋅경기에 거주하는 20대에서40대까지의 소비자를 대상으로 설문조사를 실시하였다. 수집된 유효표본 467부를 실증분석에 활용하였다. 자료의 분석은 SPSS 24.0와 AMOS 24.0을 사용하여 구조방정식 모델(Structural Equation Model, SEM) 분석을 실시하였다. 본 연구의 실증분석 결과는다음과 같다. 첫째, 복합쇼핑몰의 고객경험 중 교육적 경험, 심미적 경험, 오락적 경험, 현실도피적 경험 등의 요인이 고객 인게이지먼트의 의식적 참여에 대해 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 복합쇼핑몰의 고객경험 중 심미적 경험, 현실도피적 경험 등의 요인이 고객 인게이지먼트의 열정에 대해 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 복합쇼핑몰의 고객경험의모든 요인이 고객 인게이지먼트의 사회적 상호작용에 대해 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 복합쇼핑몰의 고객 인게이지먼트의 의식적 참여, 열정, 사회적 상호작용 요인 모두가 관계지속의도에 대해 긍정적인 영향을 미치는 것으로 나타났다. 따라서 본 연구에서 제시한 가설은 충분히 입증되었다고 할 수 있다.

고객경험 개선을 위한 고객여정지도 기반 Q-방법론 통합 고객경험관리 프로세스 제안: CX-Q

유성훈,박도형 한국정보시스템학회 2023 情報시스템硏究 Vol.32 No.1

Purpose Customers consider the overall experience with the company as important as the quality of the product, and companies are also paying attention to creating long-term relationships with customers through optimal customer experiences. In this study, we propose a customer experience management process called ‘CX-Q’, which combines customer journey map and Q-methodology to understand the importance of customer experience based on the overall customer experience. Design/methodology/approach. CX-Q is a process that combines Q-methodology and customer journey maps, allowing stakeholders to explore and improve customer experiences at each contact point while engaging with brands, products, and services. It also enables them to derive customer experience insights and important management points for each segment. To demonstrate the usefulness of the proposed CX-Q, this study analyzed the experience of customers who used the Airbnb travel platform service as an example, applying the CX-Q process. Findings A total of four customer segments were derived, and it was found that each segment valued different attributes during the customer journey stage. The customer experience analysis using the CX-Q process proposed in this study is expected to help understand customers in more detail and assist in managing and improving customer experience.

호텔의 고객 경험 품질이 고객 감정가치, 고객만족, 고객옹호에 미치는 영향

박현정 ( Park Hyun-jung ),김수지 ( Kim Su-ji ),박득희 ( Park Deuk-hee ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2018 호텔리조트연구 Vol.17 No.3

The purpose of this study was to investigate the impact of hotel customer experience quality on customer emotive value, customer satisfaction and customer advocacy in a holistic approach. This study provided six dimensions of hotel customer experiences quality, which were peace of mind, outcome product, moment of truth, product experience, physical environment, and user experience. This study brings about comprehension of customer experience quality in hotel operations. The survey for this study was performed hotel customers who had 4 or 5 star hotel staying experience within a year in Korea. 228 valid responses were used for the empirical analysis by utilizing the statistical package programs SPSS 20.0 and AMOS 20.0. The findings of this research summarized as follows. First, all six dimensions of hotel customer experience quality impacted on the customer emotional value positively. Second, the customer emotional value impacted on the customer satisfaction positively. Third, the customer emotional value impacted on the customer advocacy positively. The better emotive value of hotel experience, the higher the satisfaction in the result. Hotel industry needs to manage their customer's experience with a holistic approach in order to maximize customer satisfaction and advocacy. This study extended the customer experience quality management to six dimensions specifically in order to understand hotel customer's experience in depth. The six dimension of hotel customer experience quality investigated by this study, which would be adopted as a scale to valuate and handle effectively in the hotel.

호텔의 고객 경험이 고객 감정 가치와 고객 만족에 미치는 영향

박현정(Hyun-Jung Park) 융합관광콘텐츠학회 2019 융합관광콘텐츠연구 (JCTC) Vol.5 No.2

The purpose of this study was to examine the impact of hotel customer experience quality on customer emotive value and customer satisfaction in the whole approach. This study divided three dimensions for hotel customer experience quality; hotel product & service experience, hotel physical environment experience, hotel technology user experience. The survey for this study was performed on hotel customers who had 4 or 5 star rating hotel experience in Korea within the last 12 months. 228 valid responses were used for the analysis that utilized the statistical package program SPSS 21.0. The results of this study could be summarized as follows. First, hotel customer experience quality impacted on customer emotive value positively. Second, hotel customer experience quality impacted on customer satisfaction positively. Specially, customer physical environment experience among the customer experience quality impacted on customer emotive value and customer satisfaction strongly.

IMPLICATIONS OF DESIGN INNOVATION AND DESIGN EXPERIENCE ON CUSTOMER VALUE

Kyeong Kook Jang,Sang Jin Kim,Sung Hwan Yeo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Supply and demand patterns have dynamically changed in recent years due to the increased global competition. Firms have selected quality and price as competition components and have accomplished corporate innovation in order to achieve competitive advantage. Innovation has been recognized as the way to enhance corporate competitiveness and to continuously grow in churning global competition (Homburg, Schwemmle, & Kuehnl, 2015; Moon, Miller, & Kim, 2013). Although innovation becomes a common means to improve a firm’s performance, it has the limitation of achieving a firm’s strategic goal as a long-term strategy. Thus, firms need to have more fine-grained strategies to survive in dynamically changing business environment, such as design innovation (Moon et al., 2015). For example, Apple has produced its products (e.g., iPhone, iPod and iPad) focusing on innovative product design to influence consumer purchase intention. Design can lead to a distinct competitive advantage (Bolch, 1995). Furthermore, product design can be used by firms to create amd enhance brand recognition, as well as to increase firms’ value (Mozota, 2002). Brand experience positively influences customer satisfaction and brand loyalty (Brakus, Schmitt, & Zarantonello, 2009). Thus, we assume that design experience and product innovation have a positive effect on consumers’ purchase behavior and customer value. However, while the importance of design innovation is recognized, it is not easy to apply the design innovation to marketing due to the lack of relevant research in the field. In fact, relevant research on the influence of innovative new product design and design experience on customer value is scarce. Therefore, the purpose of this study is to investigate how brand experiences and innovative product design affect customer value. Successful innovation is accomplished by identifying customer needs first and developing innovative products to satisfy their needs (Hauser et al., 2006). Design is seen as the core of innovation and the moment when a new object is conceived of, devised, and shaped in a prototype form (Landwehr, Wentzel, & Herrmann, 2013). Verganti (2008) studies the concept of user-centered design, which describes how companies can use design to improve their relationships with users and develop a better understanding of user needs. In this research, design innovation has three dimensions: aesthetic attributes, feature attributes, and emotional attributes. First, aesthetic attributes focus on the product design itself. The aesthetic appearance of a product has a large bearing on its potential market share (Liu, 2003). Second, feature attributes focus on the product features and functional aspects that are required to satisfy customer needs. Feature attributes enable performance that can give results in the operating process (Crawford & Di Benedetto, 2007). Third, emotional attributes focus on consumers’ feeling when they purchase a new product to satisfy their needs. Emotional attributes are generated by consumers’ experience when they purchase a new product in the store. The more the product design satisfies customer's emotional needs, the more customers’ attention is attracted to the purchase of a product (Mokarian, 2007). A product satisfying the aesthetic, feature, and emotional attributes through design innovation provides a new experience to customers (Desmet & Hekkert, 2007). A consumer’s purchase decision making is affected by both direct and indirect experience of using the product and the function of product (Brakus, Schmitt, & Zarantonello, 2009). Therefore, a designer comes to design the product, taking an interest in the experience that the product gives besides its shape and function. Product experiences occur when a customer interacts with the product ? for example, when customers search for, examine, and evaluate products (Hoch, 2002). The product experience can be direct, i.e. when there is physical contact with the product (Hoch & Ha 1986) or indirect, i.e. when a product is presented virtually or in an advertisement (Hoch & Ha 1986; Kempf and Smith 1998). Brand experience can be split into four dimensions (sensory, affective, intellectual, and behavioral), which are differentially evoked by various brands (Brakus, Schmitt, & Zarantonello, 2009). According to previous studies, these four experience dimensions (sensory, affective, intellectual, and behavioral experience dimensions) have an effect on customer satisfaction and customer loyalty. Customer value can be defined as the trade-off between the benefits and sacrifices as a customer purchases a product or service from a supplier (Ulaga & Chacour, 2001). Ulaga and Chacour presented three dimensions of customer value: product-related components, service-related components, and promotion-related components. The researchers argued that customer value could be an important strategic marketing tool to clarify a firm's proposition to customers. Product-related components are intrinsic product characteristics. Product quality is a key factor of relationship value (Ulaga, 2003). Customer value consists of product value and service value. Customer value can be enhanced by quality, diversity, payment, and service quality and decreased by price, convenience, and risk (Jarvenpaa & Todd, 2003). Service-related components include all aspects of service associated with the product. Various service components play an important role in differentiating a supplier's offering (Narus & Anderson, 1996). Promotion-related components include all items used to promote the product to the customer. For all purchasing processes, it is necessary to assess the perceived customer value, such as service quality and promotional quality (Qualls & Rosa, 1995). In the present study, we conducted a research survey with 300 subjects and analyzed the data. In order to test the reliability of questionnaire, Cronbach's alpha was used. In order to test the validity, an exploratory factor analysis was conducted. Measurement was made for 3 variables, i.e. design innovation, design experience, and customer value. Three variables (aesthetical attributes, feature attributes, and emotional attributes) were used for design innovation. Three types of attributes were introduced for a mobile phone design innovation. Four dimensions (sensory, affective, intellectual, behavioral) were measured using a technical design experience and a humanistic design experience. Three variables (product-related customer value, service-related customer value, and promotion-related customer value) were employed for customer value. The results of the analyses demonstrate that design innovation has a positive effect on design experience, while design experience has a positive effect on customer value. Aesthetic attributes of design innovation have a positive effect on technical design experience and humanistic design experience. Feature attributes have a positive effect on the technical design experience and the humanistic design experience. Emotional attributes have an effect on the technical design experience and the humanistic design experience. The technical design experience has a positive effect on product-related customer value, service-related customer value, and promotion-related customer value. The humanistic design experience has a positive effect on product-related customer value, service-related customer value and promotion-related customer value. This study will make it possible to empirically examine how customer's experience in design innovation affects customer value. Our results will provide a theoretical foundation for examining a relationship between variables regarding how design innovation influences customer value through design experience. It is intended to give a direction as to the design innovation of firms by clarifying and presenting antecedent factors having an effect that design innovation produces on customer value. The results of the present study will inspire designers to design in consideration of design experience. Finally, our study will provide marketers with guidelines as to how design experience can influence customer satisfaction and loyalty.

매장 내 리테일 테크가 고객경험과 고객인게이지먼트에 미치는 영향 : 소비자 디지털 디톡스 성향의 조절효과

정옥경 ( Ok-kyoung Jung ),박철 ( Cheol Park ) 한국고객만족경영학회 2022 고객만족경영연구 Vol.24 No.3

많은 리테일 기업들은 새로운 기술을 도입하여 매장 내 고객경험을 강화하고 있다. 새롭게 도입된 리테일 기술들은 고객의 접점 경험, 고객-기업의 관계를 빠르게 변화시키고 있으며, 쇼핑환경을 보다 편리하게 하여 고객여정 전반을 변화시키고 있다. 이에 본 연구에서는 Becker & Jaakkola(2020)의 고객경험 프레임워크를 바탕으로 고객경험의 선행요인과 고객경험 그리고 고객경험 결과 요인을 도출하고 실증모델을 검증하였다. 먼저 고객경험의 선행요인을 리테일 테크 변수로 환경 임베딩과 개인 맞춤 추천으로 도출하였고, 고객경험과 고객인게이지먼트에 어떠한 영향을 주는지 검증해 보고자 하였다. 이러한 관계에서 소비자 디지털 디톡스 성향에 따라 리테일 테크에 대한 고객경험이 어떻게 달라지는지 검증해 보고자 하였다. 연구결과는 리테일 테크 변수인 환경 임베딩과 개인 맞춤 추천은 인지적, 정서적 고객경험에 긍정적인 영향을 주는 것으로 나타났으며, 고객경험은 고객인게이지먼트에도 긍정적인 영향을 주는 것으로 나타났다. 또한 리테일 테크에 대한 고객경험은 소비자 디지털 디톡스 성향에 따라 달라지는 것으로 나타났다. 이를 바탕으로 마케팅 시사점과 한계점을 제시하고 향후 연구방안을 논의하였다. Many retailers are introducing new technologies to enhance the in-store customer experience. Newly introduced retail technologies are rapidly changing the customer contact experience and customer-company relationship, and are changing the overall customer journey by making the shopping environment more convenient(van Doorn et al., 2017). Therefore, in this study, based on the customer experience framework of Becker and Jaakkola(2020), the prior factors of customer experience, customer experience, and customer experience result factors were derived and the empirical model was verified. It was attempted to derive the leading factors of customer experience through environment embedding and personalized recommendations as retail tech variables, and to verify how they affect customer experience and customer engagement. As a result of the study, it was found that environment embedding and personalized recommendation, which are retail tech variables, have a positive effect on cognitive and emotional customer experience. And customer experience was found to have a positive effect on customer engagement. In addition, it was found that the customer experience for retail tech varies according to the consumer's digital detox tendency. Based on this, marketing implications and limitations were presented, and future research plans were discussed.

서비스 상품에 대한 고객체험의 측정: 동의정도 및 경험빈도 방식 간의 탐색적 비교

김동훈(Donghoon Kim),이루리(Luri Lee) 대한경영학회 2021 大韓經營學會誌 Vol.34 No.7

EFFECTS OF EXPERIENTIAL MOTIVATION AND CUSTOMER ENGAGEMENT ON CUSTOMER VALUE CREATION AND SHOPPING BEHAVIOR

Myoung-a An,Sang-Lin Han 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The retail environment, which is offering special experience to consumers based on customized consumer lifestyle, creates customer value from voluntary customer engagement. In recent study, it is shown that customer engagement is becoming an important factor which determines the characteristics of customer behavior in the retail and hospitality industries. However, the study of customer engagement has mainly focused on its performance in marketing field ( Hapsari, Clemes, and Dean, 2017; Kumar and Pansari, 2016) and most researches have handled the concept of customer engagement from the perspective of online environment(Shin and Byun, 2016; Jeon, 2016). Theoretical Development This study aims to investigate the psychological motivation for customer engagement and to examine the underlying factors of customer behavior in offline retail environment based on experience economy theory and Self-Determination Theory(SDT). First, this study investigates the relationship between perceived psychological benefits (autonomy, competence, and relatedness) and intrinsic motivation. Also, this study tried to analyze the relationship between intrinsic motivation and customer engagement (conscious participation, enthusiasm, and social interaction). Second, we tried to examine the relationship between customer engagement and customer creation value (functional value, hedonic value, and social value). Thirdly, we suggested the effect of customer creation value on customer purchasing behavior (shopping memories, customer satisfaction, word-of-mouth, and revisit intention). In addition, we attempted to find the mediating effect of the hedonic value between customer engagement and shopping memories; customer engagement and customer satisfaction. Futhermore, we investigated the mediating effect of shopping experience between hedonic value and customer satisfaction. Finally, We discussed the managerial implication for differentiated competitive advantage in the experience-based retail environment. Research Design and Model Testing To test the research hypotheses and our research model, we conducted questionnaire survey from the respondents who have ever been to the major experience-based shopping malls within 6 months. Through the confirmatory factor analysis, reliability and validity of the study constructs were verified. By using the structural equation model, research hypotheses were tested and most research hypotheses were statistically significant and accepted. The final research model also showed the statistical significance with the goodness-of-fit indices. Result and Conclusion As shown in the results of this study, the experience-based retail environment leads to higher customer engagement and increase the customer’s hedonic value and reinforce positive shopping memories. Specifically, the experience-based retail environment is offering psychological benefits and customers enjoy experience itself. During the shopping experience, the customers are motivated for customer engagement. The managerial implications of the study results for the corporate managers in the retail and/or hospitality industries were also discussed.

브랜드 리뉴얼을 위한 고객 경험디자인 프로세스에 관한 연구

이승영 한국디자인문화학회 2019 한국디자인문화학회지 Vol.25 No.2

This study was carried out in order to arrange a plan for the overall experience design process for brand renewal according to a change in customers’ consumption environment and purchase process at the point of time that is emphasized the importance of customer experience in branding. For this, the research scope was restricted to the development in process for brand renewal at each contact point that a customer meets with brand. A research was progressed by applying literature data at home and abroad and D/B search through internet based on the working-level process of the brand experience design. The findings are as follows. The contact point at which a customer meets brand in the engagement consumer period was divided into the previous contact point, the first contact point, the core contact point, the finishing contact point and the post contact point. The customer experiences in five contact points were explored and grasped. In order for brand to successfully achieve renewal, it is important to develop design through understanding each contact point and the experience scope that the encounter point will need to deliver focusing on elements of offering brand experience. The general experience design process was suggested for the brand experience design renewal project through classifying it into five stages such as the basic data survey, which is the stage of investigation and analysis in internal channel and external channel, as the stages of analysis and definition, which discover a problem that finds out new customer value and experience through arranging a customer’s every contact point and tracing & grasping customer experience by phase, and which come up with a customer’s expected value, elicit and define core value centering on experience, as the stage of design development for exploiting consistent brand identity at the customer encounter, and as the delivery of value and experience for providing the sustained and unified experience design. This study has a significance of research in offering the guideline for dividing and analyzing each contact point of purchasing and for implementing the customer experience brand renewal process at the point of time that was changed the buying path and environment in consumers of the 4.0 era. An in-depth research is expected to be conducted through an empirical case henceforth based on this study. 본 연구는 브랜딩에 있어서 고객 경험의 중요성이강조되고 있는 시점에서 고객의 소비환경과 구매과정변화에 따른 브랜드 리뉴얼을 위한 총체적 경험디자인 프로세스를 위한 방안을 마련하고자 진행되었다. 이를 위해 고객이 브랜드와 만나는 각 접점에서 브랜드 리뉴얼을 위한 프로세스를 개발하는데 연구의 범위를 한정하여 브랜드 경험디자인 실무 프로세스를기반으로 국내외 문헌적 자료, 인터넷을 통한 D/B 검색을 활용하여 연구를 진행하였다. 연구 결과는 다음과 같다. 인게이지먼트 소비자시대 고객이 브랜드를 만나는접점을 사전접점, 첫 번째 접점, 핵심 접점, 마무리 접점, 사후 접점으로 구분하여 다섯 접점의 고객 경험을탐색하고 파악하였다. 브랜드가 성공적으로 리뉴얼을이루어내기 위해서는 브랜드 경험을 제공하는 요소들을 중심으로 각 접점과 그 접점이 전달해야할 경험의범위를 파악하여 디자인을 개발하는 것이 중요하다. 내부채널과 외부채널의 조사와 분석의 단계인 기초자료조사, 고객의 모든 접점을 정리하고 고객의 경험을단계별로 탐색하고 파악하여 새로운 고객 가치와 경험을 발견하는 문제점 발견, 경험을 중심으로 고객이기대하는 가치를 찾아내고 핵심가치를 도출하고 정의하는 분석/ 정의의 단계, 고객 접점에서 일관성 있는브랜드 아이덴티티를 개발을 위한 디자인 개발 단계, 일관되고 통합된 경험디자인 제공을 위한 가치와 경험 전달의 다섯 단계로 구분하여 브랜드 경험디자인리뉴얼 프로젝트를 위한 총체적 경험디자인 프로세스를 제안하였다. 본 연구는 마켓 4.0시대 소비자의 구매경로와 환경이 변화 된 시점에서 구매의 각 접점의 구분과 분석, 고객 경험 브랜드 리뉴얼 프로세스 구축을 위한 가이드라인을 제공함에 연구의 의의가 있으며 본 연구를기반으로 향후 실증적 사례를 통한 심도 있는 연구가진행되기를 기대한다.