| abstract |
| Background This study attempted to provide basic data on customer experience (CX) and brand experience (BX) according to a specific customer base through a brand experience (BX) study using Generation Z as a target. In addition, it was intended to present the strategic direction of brand marketing as well as the consumption experience and brand purchase factors desired by Generation Z as visualized evidence.
Methods Through literature review, Generation Z and consumption propensity, understanding of BX and CX, experience design and brand experience (BX) models were considered. In the empirical study, the consumption behavior and use experience of individuals experiencing the brand of mobile carriers were identified using the FGI survey method for people in their 10s and 20s, who are currently Generation Z.
Result In terms of brand experience through customer experience, Generation Z was found to be price-sensitive and value discount benefits. In addition, brand trust and quality are important, but if cost-effectiveness is not followed, they react negatively. It can be seen that this generation is more important to price and quality satisfaction than brand loyalty. Therefore, brands targeting Generation Z are expected to need a strategy to strengthen price and benefits and improve customer experience.
Conclusion Through this study, we were able to closely understand the consumption needs and characteristics of Generation Z customers according to the brand experience (BX) in terms of customer experience (CX), and suggest the direction of brand experience accordingly. It is expected to provide strategic implications for various industries centered on Generation Z, the target group that will lead the current trend. |
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| Key Words |
| Z세대, 브랜드 경험(BX), FGI, Generation Z, BX |
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