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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제10호
발행연도
2015.1
수록면
101 - 108 (8page)

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Purpose – The convenience store business sector in South Korea has contributed to economic growth and job creation, and the growth potential of this market segment remains very high. In addition, service value is a more important factor than price in determining purchase intention. Research in the convenience store market is relatively very low compared to other retail sectors. In particular, research on service quality for the convenience of retailers who examine and analyze customer behavior and service quality factors used in the convenience store side of the situation is very inadequate. We have investigated the relationship of store service quality, service satisfaction, and store loyalty. In addition, we have examined the way service value moderates the relationship among these variables. Research design, data, and methodology – The questionnaire was developed using modified and supplementary questions based on the KD-SQS and RSQS models. The study suggested a theoretical model composed of 15 hypotheses on the relations between theoretic variables, and surveys conducted with consumers in discount stores in the Seoul and Gyunggi Metropolitan area in order to verify the hypotheses. We used the SPSS/PC statistical packages to analyze the results. The number of surveys used was 227. Moreover, a structural equating model was also used to analyze the reliability and validity ofthe composing elements and to verify the suggested hypotheses. Results – The overall results of this study are as follows. First, all service quality elements have a significant effect on service satisfaction. Second, all service quality elements have a significant effect on store loyalty. Third, service satisfaction has a significant effect on store loyalty. Finally, when the participants were divided into high and low service value the results of the multiple regression analyses showed that only the relationship between policy of service quality and satisfaction, and human interaction and policy of service quality and loyalty were significant. The implications are discussed based on the findings of the study. Conclusions – First, through direct hypotheses testing, we confirmed that the convenience service quality positively impacts the service satisfaction and loyalty of buyers. In particular, the reliability, origin benefit, and promotion were found to have more influence on satisfaction and loyalty of consumers of a convenience store. Further, for the service quality of the convenience for the consumer loyalty, greater human interaction was a high-value and statistically significantly higher than the degree of improvement in consumer loyalty. This underscores the importance of education and human services management of employees working in a convenience store. In particular, frequent changes in personnel generate results that negatively impact loyalty with customers. These results may lead to a serious problem in the economics of the store. Therefore, it should enhance the value of services through the establishment of training and compensation for employees. In addition, a certain educational level is required as well as a basis for compensation and retention.
#Service Quality #Service Satisfaction #Store Loyalty #Service Value #Convenience Store

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참고문헌 (24)

참고문헌 신청
Anderson, E. W. / 1994 / Customer Satisfaction, Market Share, and Profitability : Findings from Sweden / Journal of Marketing 58 (3) : 53 ~ 66 google schola Auh, S. / 2005 / Compatibility effects in evaluations of satisfaction and loyalty / Journal of Economic psychology 26 (1) : 35 ~ 57 google schola Baker, J. / 2002 / The influence of multiple store environment cues on perceived merchandise value and patronage intentions / Journal of Marketing 66 (2) : 120 ~ 141 google schola Bloemer, J. / 1998 / On the relationship between store image, store satisfaction and store loyalty / European Journal of marketing 32 (5/6) : 499 ~ 513 google schola Brady, M. K. / 2001 / Some new thoughts on conceptualizing perceived service quality : a hierarchical approach / Journal of Marketing 65 (3) : 34 ~ 49 google schola

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