금융기관 매장의 복합문화공간이 소비자의 태도에 미치는 영향: 휴게공간형과 문화공간형 매장의 비교 연구

초록

Cultural complex is not the place where products are displayed and sold, but the place where brands are connecting with their customers. To adapt to this new environment, advanced companies have developed cultural complex type retail stores. To investigate the influence of cultural spaces in financial service stores on consumer's attitude, the study compared the difference between rest type space and cultural type space. The result of an empirical research showed that the cultural space type was higher than the rest space type in all variables including experience, service excellence, tangibles, and brand image at a statistically significant level. Based on this result, it can be said that corporate's cultural spaces provide customers with chances to enjoy culture and enhance brand image through customer's direct experiences.

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