Consumer Importance/Satisfaction Analysis (IPA) based on Domestic Department Store Space Branding Strategies - Focused on the ‘The Hyundai Seoul’ B2F Creative Ground -

Abstract

As MZ generation, which has unique consumption characteristics different from the older generation, emerges as a major consumer power group in the future, department stores are also changing various strategies aimed at them. Among them, attention should be paid to spatial branding that unconsciously recognizes the business value of consumers and affects future purchasing activities. The purpose of this study is to empirically examine the effectiveness of modern Seoul B2 spatial strategy elements that introduced spatial branding strategies for generation mz. Based on literature review on department stores and space branding, the research method surveyed 100 visitors of the mz generation about space branding components implemented in Hyundai Seoul B2F and examined consumer importance/satisfaction through IPA techniques. The survey evaluation items are composed of two sub-items by space branding components (symbolism, interaction, experience, sensitivity, convenience) depending on the space composition (sales part, public space). As a result of the analysis, the two quadrants (low satisfaction compared to high importance), which are important areas among quadrants, belong to interaction 1 and symbolism 2 in common parts, and interaction 2 in sales parts. The component with the highest importance average was sensitivity, and the component with the highest satisfaction average was symbolism. Based on this, public spaces require more investment and management due to interaction and symbolism, and sales areas require more investment and management due to interaction. In addition, excessive efforts on interaction and convenience in public spaces and experience and symbolism in sales areas should be avoided.