외식서비스접점에서의 고객경험관리(CEM)와 지각된 감정 및 브랜드태도, 관계지향성의 구조적관계에 관한 연구

In recent, it can be seen that customer experience management(CEM)is vitally used in various industries include food industry as differentiated marketing tool instead of customer relationship management(CRM). The main purpose of this research is to examine the structural relationship between customer experience in food service encounter and customer's perceived emotion, brand attitude and purchase intention. As results, firstly, customers value their experience in service encounter by aesthetics, playfulness, consumer return, service excellent that turned out to influence emotional positivity and brand attitude. Secondly, emotional positivity and brand attitude have effect on purchase intention which reconfirmed the previous studies and proposes the positive emotional response and the brand attitude are the determinants of customer purchase creation. Finally, the study has pioneered to designated restaurant industry as field research where the competitive edge was merely the 'price'.(where the competition was merely with the 'price'). The research proposes that encouraging customer experience can be crucial marketing strategy for the firms in restaurant industry.