旅行業リアル店舗の対面接点における顧客知覚

「類似性」の構成要因と機能に関する質的研究

抄録

This study qualitatively clarifies the psychological value created by physical travel agencies from the customer's perspective under digital transformation. Based on semi-structured interviews with 15 users analyzed through GTA, this study identifies that Perceived Similarity between customers and sales staff is multidimensional - comprising cognitive, affective, and non-verbal cues. This perception mediates the formation of relational experience value, specifically trust, credibility, and conviction, which function to reduce online uncertainty and drive purchasing confidence. Furthermore, pre-visit cues such as the store manager's atmosphere and collective similarity with other customers enhance reassurance. These findings redefine the physical store as a relational trust-building platform, offering theoretical and managerial implications for OMO strategies.