중국 Z세대 고객의 비대면 서비스 경험이 고객 충성도에 미치는 영향: 영휘마트를 중심으로

초록

This study investigates how Yonghui Mart’s contactless services influence China’s Gen Z customer loyalty using the S-O-R framework. Focusing on efficiency experience and social fatigue reduction as environmental stimuli (S), the research examines their impacts on customer satisfaction and customer trust (O), which subsequently drive customer loyalty (R). Drawing on online survey data from 300 Chinese Gen Z consumers collected in May 2026, the structural model was analyzed using PLS-SEM via Smart-PLS 4.0. The empirical results reveal that both stimuli significantly and positively affect satisfaction and trust, which in turn enhance customer loyalty. Practically, traditional retailers should prioritize upgrading contactless technology and implementing “un-intrusive marketing” to effectively reduce social fatigue and secure Gen Z loyalty.

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