와인전문점의 체험요소가 고객만족과 재구매의도에 미치는 영향 : 소매점과 대형할인마트의 차이를 중심으로

The purpose of this study is to investigate the effect of these experiential elements on customer satisfaction and repurchase intention. Specifically, the study investigated differences of the wine retail store and large discount mart. As consumers put more emphasis on psychological satisfaction and unique experience rather than cost-effectiveness, the wine industry has been pressured to focus on customer-oriented marketing that emphasizes experience. Therefore, this study examined the effects of experiential value, customer satisfaction and repurchase intention in wine shop on wine customers. A total of 216 questionnaires were distributed to customers who had visited wine shops between September 6th and September 27th, 2019; 206 were used for the analysis. The hypothesized relationships in the model were tested by using the structured equation model. The results of the study indicated that the experiential elements have a partial impact on customer satisfaction. Also, the customer satisfaction has a positive influence on repurchase intention. The results shown in the study help to secure the competitiveness of specialty wine shops through varied physical environments and specialized personal interaction that can enhance the experiential value for customers. Also, it would be necessary to map out marketing strategies tailored to raise the level of the knowledge and involvement among domestic wine consumers.