The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
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Study on Influence of Korea's Selection Attributes of HMR on Trust, Customer Satisfaction, and Repurchase Intention

  • KIM, Hey-Sook (Department of Hotel Culinary Art, Suwon Women's University)
  • Received : 2021.11.04
  • Accepted : 2021.12.27
  • Published : 2021.12.30
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Abstract

Purpose - The current study conducted research on influential relationship of Korea's selected attributes of home replacement foods (HMR) with trust, customer satisfaction, and repurchase intention. Design, data, and methodology - This study was conducted on consumers in Seoul and the metropolitan area (Gyeonggi and Incheon) who have purchased home replacement foods (HMR). The survey was conducted for 30 days from March 1st, 2021 to March 30th, 2021. Among total of 300 surveys distributed, 250 surveys were collected, and 199 surveys, excluding ones with missing value and outliers (51 surveys), were used for analysis. Results - The results empirical analysis based on earlier studies are as follows. First, as a result of analyzing which variables of selection attribute factors of home replacement food (HMR) have an effect on trust, healthiness, reasonable price, and convenience had a positive effect, and quality of food and diversity did not have a significant effect. Second, as a result of analyzing whether trust has a significant effect on customer satisfaction, it was found that it had a positive effect on customer satisfaction. Third, as a result of analyzing whether trust has a significant effect on repurchase intention, it was found to have a positive effect. Fourth, as a result of analyzing whether customer satisfaction has a significant effect on repurchase intention, it was found that customer satisfaction had a positive effect. Conclusions - The current study aims to develop various new products of HMR and establish differentiated marketing techniques tailored to consumer needs.

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