한국콘텐츠학회논문지 (The Journal of the Korea Contents Association)

  • 제13권11호
  • /
  • Pages.366-381
  • /
  • 2013
  • /
  • 1598-4877(pISSN)
  • /
  • 2508-6723(eISSN)
한국콘텐츠학회 (The Korea Contents Association)
권호 표지
DOI QR코드

DOI QR Code

식품소매점 이미지 구성요인과 만족, 신뢰, 충성도 간 구조적 인과관계

Structural Causal Relationships between Store Image Components and Satisfaction, Trust, Loyalty in Grocery Retailing Stores

  • 투고 : 2013.08.21
  • 심사 : 2013.09.24
  • 발행 : 2013.11.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 식품소매점을 대상으로 브랜드다양성, 상품품질, 보증, 종업원서비스, 물리적환경 등 점포 이미지 구성요인과 만족, 신뢰 및 충성도 간의 구조적 인과관계를 확인하였다. 설문은 식품소매점에서 최근 1년 간 구매경험이 있는 소비자를 대상으로 표본을 추출하였다. 수집된 자료는 SPSS 19.0과 AMOS16.0 통계패키지를 이용하여 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 상품품질 및 종업원서비스는 만족과 신뢰에 영향을 미치었지만, 물리적환경은 만족에만 영향을 미치었다. 둘째, 어떠한 점포이미지 구성차원도 충성도에는 직접적인 영향을 미치지 않았다. 셋째, 만족은 신뢰 및 충성도에 영향을 미친 반면, 신뢰는 충성도에 영향을 미치지 않는 것으로 확인되었다. 따라서 점포이미지를 통해 고객의 충성도를 구축하기 위해서는 만족과 신뢰 등 관계품질을 향상시켜야 하며, 궁극적으로 충성도를 형성하는 변수들을 중심으로 점포이미지를 형성해야 할 것이다.

This paper is to identify how variety of products, product quality, guarantees, employee services and physical environment of store which is considered to store image components influence on satisfaction and loyalty, which in turn effects on loyalty in grocery retailing stores. A survey was conducted to collect the data with consumers who had the actual purchase experience within 1 years in grocery retailing stores. Analysis of structural equation modeling with SPSS 19.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, product quality and employee services influence on both satisfaction and trust, but physical environment of store are effects on satisfaction only. Second, no store image components influence on loyalty. Finally, satisfaction was effect on both trust and loyalty, whereas trust was not effect on loyalty. In order to build strong customer loyalty, marketer have to strengthen the relationship quality such as satisfaction and trust, and formed through store image components that is much stronger on loyalty.

키워드

참고문헌

  1. P. K. Sinha, A. Banerjee, and D. P. Uniyal, "Deciding Where to Buy: Store Choice Behaviour of Indian Consumers," Vikalpa, Vol.27, No.2, pp.13-27, 2002. https://doi.org/10.1177/0256090920020103
  2. P. K. Sinha and A. Banerjee, "Store Choice Behaviour in An Evolving Market," International J. of Retail and Distribution Management, Vol.32, No.10, pp.482-494, 2004. https://doi.org/10.1108/09590550410558626
  3. S. Kureshi, V. Sood, and A. Koshy, Comprehensive Analysis of Exclusive Brand Store Customer in Indian Market, Working Paper No.2007-08-02, Institute of Management, 2007.
  4. C. Jayasankaraprasad and P. V. V. Kumar, "Antecedents and Consequences of Customer Satisfaction in Food & Grocery Retailing: An Empirical Analysis," Decision, Vol.39, No.3, pp.101-140, 2012.
  5. K. G. Hemalatha, I. Jagannathan, and K. Ravichandran, "An Empirical Assessment of Service Quality Dimensions in the Indian Retail Sector," J. of Business and Retail Management Research, Vol.4, No.2, pp.9-20, 2010.
  6. B. Cornelius, M. Natter, and C. Faure, "How Storefront Displays Influence Retail Store Image", J. of Retail and Consumer Services, Vol.17, pp.143-151, 2010. https://doi.org/10.1016/j.jretconser.2009.11.004
  7. D. Mazursky and J. Jacoby, "Exploring the Development of Store Images," J. of Retailing, Vol.62, pp.145-165, 1986.
  8. K. B. Hartman and R. L. Spiro, "Recapturing Store Image in Customer-Based Store Equity: A Construct Conceptualization," J. of Business Research, Vol.58, pp.1112-1120, 2005. https://doi.org/10.1016/j.jbusres.2004.01.008
  9. Y. Pan and G. M. Zinkhan, "Determinants of Retail Patronage: A Meta-Analytical Perspective," J. of Retailing, Vol.82, pp.229-243, 2006. https://doi.org/10.1016/j.jretai.2005.11.008
  10. D. Grewal, M. Levy, and D.R. Lehmann, "Retail Branding and Customer Loyalty: An Overview Editorial," J. of Retailing, Vol.80, pp.9-12, 2004.
  11. A. Caruana, B. Ramasashan, and K.A. Krentler, "Corporate Reputation, Customer Satisfaction, and Customer Loyalty: What is the Relationship?," Development in Marketing Science, Vol.27, p.301, 2004.
  12. S. A. Taylor and T. L. Baker, "An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Customers Purchase Intentions," J. of Retailing, Vol.70, No.2, pp.63-179, 1994.
  13. U. R. Orth and M. T. Green, "Consumer Loyalty to Family versus Non-Family Business; The Roles of Store Image, Trust and Satisfaction," J. of Retailing and Consumer Services, Vol.16, pp.248-259, 2009. https://doi.org/10.1016/j.jretconser.2008.12.002
  14. J. Aaker, "The Malleable Self: The Role of Self-Expression in Persuasion," J. of Marketing Research, Vol.36, No.1, pp.45-57, 1999. https://doi.org/10.2307/3151914
  15. S. B. Sitkin and N. I. Roth, "Explaining the Limited Effectiveness of Legalistic Remedies for Trust/Distrust," Organization Science, Vol.4, No.3, pp.367-392, 1993. https://doi.org/10.1287/orsc.4.3.367
  16. S. Kaul, "Impact of Initial-Trust-Image on Shopper Trust and Patronage Intentions," International Journal of Retail &Distribution Management, Vol.38, No.4, pp.275-296, 2009.
  17. E. W. Anderson and B. Weitz, Determinants of Continuity in Conventional Imdustrial Channel Dyads," Marketing Science, Vol.8, No.4, pp.310-323, 1989. https://doi.org/10.1287/mksc.8.4.310
  18. J. Bloemer and K. de Ruyter, "On the Relationship between Store Image, Store Satisfaction and Store Loyalty," European J. of Marketing, Vol.32, No.4, pp.499-513, 1998. https://doi.org/10.1108/03090569810216118
  19. L. L. Berry, "The Components of Department Store Image: A Theoretical and Empirical Analysis," J. of Retailing, Vol.45, pp.3-20, 1969.
  20. P. Katerattanakul and K. Siau, "Creating A Virtual Store Image," Communication of the ACM, Vol.46, No.12, pp.226-232, 2003.
  21. K. S. Coulter and R. A. Coulter, "Determinants of Trust in a Service Provider: the Moderating Role of Length of Relationship," J.of Services Marketing, Vol.16, No.1, pp.35-50, 2002. https://doi.org/10.1108/08876040210419406
  22. 한상설, 최철재, "백화점 의류판매원의 서비스특성과 관계형성 과정에서 감정적 만족의 인과적 역할", 유통경영학회지, 제16권, 제3호, pp.89-103, 2013.
  23. A. Sharman and T. F. Stafford, "The Effects of Retail Atmospherics on Customers' Perception of Salespeople and Customer Persuasion: An Empirical Investigation," J. of Business Research, Vol.49, pp.183-191, 2000. https://doi.org/10.1016/S0148-2963(99)00004-1
  24. 최철재, "소매점 내 서비스환경과 점포충성도 간의 구조적 관계: 대형할인점과 기업형수퍼마켓의 비교", 유통경영학회지, 제15권, 제4호, pp.117- 128, 2012.
  25. N. Sirohi, E. W. McLaughlin, and D. R. Wittink, "A Model of Consumet Perceptions and Store Loyalty Intentions for a Supermarket Retailer," J. of Retailing, Vol.74, No.2, pp.223-245, 1998. https://doi.org/10.1016/S0022-4359(99)80094-3
  26. P. Hunnleeston, J. Whipple, and A. Vanauken, "Food Store Loyalty: Application of a Consumer Loyalty Framework," J. of Targeting, Measurement and Analysis for Marketing, Vol.12, No.3, pp.213-230, 2004. https://doi.org/10.1057/palgrave.jt.5740110
  27. S. E. Myrden and E. K. Kelloway, "Service Guarantee: the Impact of Playing" Hard to get" ON Perceptions of Firm Credibility and Repurchase Intention," American Marketing Association, Summer, pp.452-453, 2011.
  28. 최철재, "점포이미지와 충성도 관계에서 인지적 만족과 감정적 만족의 역할", 한국콘텐츠학회논문지, 제9권, 제10호, pp.292-304, 2009. https://doi.org/10.5392/JKCA.2009.9.10.292
  29. E. Dichter, "What's in an Image," The J. of Consumer Marketing, Vol.3, pp.75-81, 1985.
  30. W. R. Darden and B. I. Barbin, "Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality," J. of Business Research, Vol.29, pp.101-109, 1994. https://doi.org/10.1016/0148-2963(94)90014-0
  31. R. Martenson, "Corporate Brand Image, Satisfaction and Store Loyalty," International J. of Retail & Distribution Management, Vol.35, No.7, pp.544-555, 2007. https://doi.org/10.1108/09590550710755921
  32. D. C. L. Thang and B. I. B. Tan, "Liking Consumer Perception to Preference to Preference of Retail Stores: An Empirical Assessment of the Multi-Attributes of Store Image," J. of Retailing & Consumer Services, Vol.10, No.7, pp.193-201, 2003. https://doi.org/10.1016/S0969-6989(02)00006-1
  33. G. Armstrong and P. Kotler, Principles of Marketing, 7th eds., Prentice-Halls, 1996.
  34. R. Oliver, Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, 1997.
  35. M. J. Bitner and V. A. Zeithaml, Service Marketing 3rd eds., McGraw-Hill, 2003.
  36. C. Lovelock and J. Wirtz, Services Marketing: People, Technology, Strategy, 6ed., Prentice Hall, 2007.
  37. T. W. Andresson, "Antecedents to Satisfaction with Service Recovery," European J. of Marketing, Vol.34, No.1/2, pp.156-175, 2000. https://doi.org/10.1108/03090560010306269
  38. Y. Wang, H. P. Lo, and Y. H. Yang, "An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China's Telecommunication Industry," Information Systems Frontiers, Vol.6, No.4, pp.325-340, 2004. https://doi.org/10.1023/B:ISFI.0000046375.72726.67
  39. A. L. Baldinger and J. Rubinson, "Brand Loyalty: The Link Between Attitude and Behavior," J. of Advertising Research, Vol.36, No.6, pp.22-34, 1996.
  40. M. M. Akbar, "Drivers of Retail Shoppers' Loyalty in Bangladesh," Interdisciplinary J. of Contemporary Research In Business, Vol.4, No.10, pp.645-662, 2013.
  41. R. Morgan and S. Hunt, "The Commitment-Trust Theory of Relationship Marketing," J. of Marketing, Vol.58, No.3, pp..20-38, 1994.
  42. D. T. Wilson, "An Integrated Model of Buyer-Seller Relationships," J. of the Academy of Marketing Science, Vol.21, No.1, pp.1-12, 1995.
  43. C. Moorman, Z. Gerald, and D. Rohit, "Factors Affecting Trust in Marketing Relationships," J. of Marketing, Vol.57 No.1, pp.81-101, 1993. https://doi.org/10.2307/1252059
  44. S. E. Beatty, M. Mayer, J. E. Coleman, K. E. Reynolds, and J. Lee, "Customer Sales Associate Retail Relationships," J. of Retailing, Vol.72, No.3, pp.223-247, 1996. https://doi.org/10.1016/S0022-4359(96)90028-7
  45. P. Doney and J. Cannon, "An Examination of the Nature of Trust in Buyer-Seller Relationships," J. of Marketing, Vol.61, pp.35-51, 1997. https://doi.org/10.2307/1251829
  46. D. Sirdeshmukh, J. Singh, and B. Sabol, "Consumer Trust, Value and Loyalty in Relational Exchanges," J. of Marketing, Vol.66, No.1, pp.15-37, 2002. https://doi.org/10.1509/jmkg.66.1.15.18449
  47. J. Singh and D. Sirdeshmukh, "Agency and Trust Mechanisms in Customer Satisfaction and Loyalty Judgments," J. of the Academy of Marketing Science, Vol.28, No.1, pp.150-167, 2000. https://doi.org/10.1177/0092070300281014
  48. A. Lindgreen, "Trust as a Valuable Strategic Variable in the Food Industry: Different Types of Trust and their Implementation," British Food J., Vol.105, No.6, pp.310-327, 2003. https://doi.org/10.1108/00070700310481694
  49. M. J. Sanchez-Franco and F. J. Rondan-Cataluña, "Connection between Customer Emotions and Relationship Quality in Online Music Services," Behavior and Information Technology, Vol.29, No.6, pp.633-651, 2009.
  50. R. L. Oliver, "Whence Customer Loyalty?," J. of Marketing, Vol.63, pp.33-44, 1999.
  51. T. Jones and S.F. Taylor, "The Nature and Dimensionality of Service Quality: How Many Dimensions?," J.of Services Marketing, Vol.27, No.1, pp.36-51, 2007.
  52. A. Dick and K. Basu, "Customer Loyalty: toward An Integrated Conceptual Framework," J. of the Academy of Marketing Science, Vol.22, pp.99-113, 1994. https://doi.org/10.1177/0092070394222001
  53. 최철재, "서비스충성도 과정에서 이미지와 서비스제공자신뢰의 인과적 역할: 국내은행과 외국계 은행의 비교적 접근", 상품학연구, 제29권, 제1호, pp.127-138, 2011.
  54. R. Oliver, Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, 1997.
  55. T. Jones and S. F. Taylor, "Service Loyalty: Accounting for Social Capital," J. of Services Marketing, Vol.26, No.1, pp.60-74, 2012. https://doi.org/10.1108/08876041211199733
  56. P. Martineau, "The personality of the Retail Store Image," Harvard Business Review, Vol.36, No.1/2, pp.47-55, 1958.
  57. J. Bloemer and K. de Ruyter, "On the Relationship between Store Image, Store Satisfaction and Store Loyalty," European J. of Marketing, Vol.32, No.4, pp.499-513, 1998. https://doi.org/10.1108/03090569810216118
  58. W. Jinfeng and T. Zhilong, "The Impact of Selected Store Image Dimensions on Retailor Equity: Evidence from 10 Chinese Hyperarkets," J. of Retailing and Consumer Services, Vol.16, pp.486-494, 2009. https://doi.org/10.1016/j.jretconser.2009.08.002
  59. J. Eskildsen, K. Kristensen, H. J. Juhl, and P. Ostergaard, "The Drivers of Customer Satisfaction and Loyalty," Total Quality Management & Business Excellence, Vol.15, No.5/6, pp.859-868, 2004. https://doi.org/10.1080/14783360410001680297
  60. K. Kim, E. Hong, and S. Rho, "The Study of Defined Buying Factors Affecting Trust Building and Service Performance in Financial Management Systems," Mathematical and Computer Modelling, Vol.58, pp.38-48, 2013. https://doi.org/10.1016/j.mcm.2012.06.006
  61. J. Chowdhury, J. Reardon, and R. Srivastava, "Alternative Modes of Measuring Store Image: An Empirical Assessment of Structured versus Unstructured Measures," J. of Marketing Theory and Practice, Vol.6, No.2, pp.72-86, 1998. https://doi.org/10.1080/10696679.1998.11501797
  62. I. H. Kunkel and L. L. Berry, "A Behavioral Conception of Retail Image," J. of Marketing, Vol.32, No.10, pp.21-27, 1969.
  63. M. J. Bitner, "Evaluating Service Encounter-The Effects of Physical Surroundings and Employee Responses,", J. of Marketing, Vol.54, No.2, pp.69-82, 1990. https://doi.org/10.2307/1251871
  64. V. P. Lessig, "Consumer Store Images and Store Loyalties," J. of Marketing, Vol.38, No.10, pp.72-74, 1978.
  65. E. W. Anderson and B. Weitz, "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, Vol.8, No.4, pp.310-323, 1989. https://doi.org/10.1287/mksc.8.4.310
  66. J. J. Cronin and S. A. Taylor, "SERVPERF versus SERVQUAL: Reconciling Performance- Based and Perceptions-Minus- Expectations Measurement of Service Quality," J. of Marketing, Vol.59, No.1, pp.125-131, 1994.
  67. D. Koo, "Inter-relationship among Store Images, Store Satisfaction and Store Loyalty among Korea Discount Retail Patrons," Asia Pacific J. of Marketing and Logistics, Vol.15, No.4, pp.42-71, 2003. https://doi.org/10.1108/13555850310765033
  68. A. W. Allaway, D. Berkowitz, and G. Souza, "Spatial Diffusion of a New Loyalty Program through a Retail Market," J. of Retailing, Vol.79, No.3, pp.137-151, 2003. https://doi.org/10.1016/S0022-4359(03)00037-X
  69. R. Kumar and K. O. Nti, "Differential Learning and Interaction in Alliance Dynamics: A Process and Outcome Discrepancy Model," Organization Science, Vol.9, No.3, pp.356-367, 1998. https://doi.org/10.1287/orsc.9.3.356
  70. 박승환, 최철재, "소매 서비스기업에서 브랜드만족과 점포충성도 관계: 점포만족, 브랜드신뢰 및 점포신뢰의 인과적 역할", 한국콘텐츠학회논문지, 제8권, 제11호, pp.286-295, 2008.
  71. L. A. Williams and A. C. Burns, "Factors Affecting Children's Store Loyalty: An Empirical Examination of Two Store Types," The J. of Applied Business Research, Vol.17, pp.61-82, 2001.

피인용 문헌

  1. Effect of Buffet Restaurant's Physical Environment on Customer Satisfaction and Revisit Intention -Buffet restaurant located in the region of southern gyeonggi- vol.14, pp.6, 2014, https://doi.org/10.5392/JKCA.2014.14.06.407