Brand Image and VMD Strategy of Sports Stores in Korea (2017년 이후 스포츠매장의 브랜드이미지와 VMD 전략)
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- Journal of Distribution Science
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- v.15 no.11
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- pp.83-93
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- 2017
Purpose - The study aims to analyze the VMD(Visual Merchandising) perception factors in recent sporting goods store and clarify the effect of each VMD perception factors on brand image, satisfaction, and customer revisit intention. The VMD perception factors play an important role in attracting and actually inducing sales to the visiting customers. It has investigated the effect of VMD perception on customer satisfaction and revisit intention. It is expected that the company's marketing strategy with VMD will be differentiated and competitive in sports item stores, brand image enhancement, customer retention, and acquisition. Research design, data, and methodology - In order to verify the hypotheses of this study, a total of 380 questionnaires had been distributed. 360 respondents were used in the final analysis excluding 20 respondents' incomplete answers. The SPSS 18.0 program was used and the data analysis was conducted for the demographic characteristics and distribution behavior. Principal Components Analysis was used for the common factor extraction for validity analysis, and factor analysis was conducted to verify such as validity in brand image or brand attitude. As for Multiple regression analysis, was performed to verify
1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is
As the Korean rental car industry turned into a mature stage, the competition level has become stronger than ever. In 2006, AJ Rent a Car declared customer satisfaction management as its vision to make a breakthrough. Through various service innovation efforts, AJ has been successfully offering meaningful and differentiated values to the customers. As results, the complaints rate has decreased, while service quality index has significantly increased. These service quality indicators have led to improved customer satisfaction level which was measured by re-purchase intention and customer satisfaction index, and AJ outran its major competitors in these dimensions of competition. The first key success factor of AJ is its effective service system. AJ manages the VOC, ERP, and CRM system in a well organized manner. AJ's another key success factor is a effective service process, which helps the organization share and respond to customer complaints in an efficient way. Finally, the management communicates the clear vision and strategic direction not only with the customers but also with the entire organization. With these three factors combined, AJ has created the service oriented corporate culture. Based on the culture. AJ has been able to develop a strong and sustainable competitive advantage in customer satisfaction management.
Most people today search for information on the Internet about the goods or services they want to purchase and then assess the replies posted by other people who have experience with those goods or services. These replies serve as an important reference point that can affect purchase decisions. Replies are divided broadly into two types: first, market normative replies about whether a person experiences satisfaction with (or more than) the price paid for goods or services (positive) or not (negative); and the second is non-market normative replies about whether the goods or service provider morally deserves the profits gained from providing them (positive) or not (negative). Previous studies on replies have focused on market normative replies (whether the food is delicious), and there have only been some studies on the effect of non-market normative replies (the owner is morally good). This research was undertaken to re-examine the effect of market normative replies identified by previous studies in a restaurant visit intention evaluation (Experiment 1), to examine the effect of non-market normative replies not investigated in previous studies (Experiment 2), and to compare the effect of market normative replies and non-market normative replies (the meta-analysis) In conclusion, restaurant visit intention was stronger when market normative replies were positive (delicious) than when they were negative (not delicious) (Experiment 1). Furthermore, restaurant visit intention was stronger when non-market normative replies were positive (the owner is moral) than when they were negative (the owner is immoral) (Experiment 2). On the other hand, it was found that restaurant visit intention was stronger when non-market normative replies were positive than when market normative replies were positive, and restaurant visit intention was weaker when non-market normative replies were negative than when market normative replies were negative. This implies that people are more likely to be affected by non-market normative replies than market normative replies. In addition, this study suggested that the mood changed more before and after checking non-market normative replies than before and after checking market normative replies, and due to this difference, people could be affected more by non-market normative replies than market normative replies.
A geographical indication is a protected trade name or mark for a product that corresponds to a specific geographic location or origin. Geographical indications have been widely used in European countries over the last three decades, mainly for wine and food products. This study investigates the consumer perception of geographical indications for agricultural and processed products and purchase experiences of consumers. It also examines consumer intention to pay more for geographical indication products. The findings from the empirical investigation showed that only 24.0% of the respondents have purchased geographical indication products whereas 49.5% of the respondents have not. Meanwhile, 26.5% of the respondents reported that they were unaware of geographical indications. Main reasons of purchasing geographical indication products were trust in quality, safety, and better taste. On the other hand, main reasons of not purchasing geographical indication products were lack of knowledge and no distinctive quality. The respondents answered that they would pay more for geographical indication products especially for luxury items such as ginseng, wine, and beef.
The purpose of this study was to identify dietitians' perception and purchasing pattern of fruits in elementary school lunch program. This study was conducted using mail survey from September 15 to October 30, 2006. Survey questionnaire was developed based on in-depth interview with three school food service dietitians. A total of 100 school food service dietitians in Seoul were participated. Based on the frequency analysis results, over half of respondents(69%) provides fruits every week, and 23% of respondents provides them twice a week. Strawberry, watermelon, apple, and mandarin were identified as the most frequently served fruits in Spring, Summer, Fall, and Winter, respectively. Sixty two percent of respondents indicated they offered imported fruits, such as banana and pineapple, less than 10% of total fruits. Ninety three percent of respondents selected private contract when they purchase fruits, and forty four percent of dietitians decided fruits purchasing procedure by themselves. Respondents addressed "Apples and Pears were appropriate for a dessert." and "Apples and Pears supply nutrition such as calorie and vitamin." as the advantages of offering apples and pears in school lunch menu. They also indicated difficulty in preparation work and many leftovers as the disadvantages of offering apples and pears. When purchasing apples and pears, dietitians considered taste as the first criteria and price as the second. Respondents perceived that elementary school students preferred apples and pears in a neutral level. Respondents also had higher preference for an-sim apples which can be eaten without peeling for school lunch menu and higher intentions to provide in school lunch menu. The survey results also found that respondents' intention to offer apples in school lunch menu was higher than intentions to offer pears. The implications to increase the chance of fruits offering in school lunch menu were discussed.
One of the biggest recent issues in the communication market is the explosive distribution of smartphones. One of the reasons why a smartphone could have seen this rapid distribution in terms of the service management is because it enables the access to the Internet without getting restricted by place and time through customization by a user, unlike a feature phone which only has the existing functions mounted on that were already chosen by a suppler. The other reason is because of its applications. This study aimed to make an empirical investigation of the impact of each of the different convenience types of mobile applications on the usage and the use diversity, consider the process of use diffusion, and find out whether there is a difference in the effect of each convenience type on the use-diffusion. According to the findings of this study, it was firstly shown that the effect of each convenience type on the use-diffusion is different, and secondly, it appeared that the more various functions of the mobile applications are used, the more usage increases.
To grasp the current status of smart campus and look for future directions, this study investigated the usage rate and perceived usefulness of digital devices and services by conducting online survey of 580 university students. The main results are as follows. First, smartphones have the highest ownership rate, followed by laptops, desktops, and digital cameras. Purchase intention of virtual reality devices is highest followed by smart watches/bands, and tablets. Second, mobilization in campus life is almost realized, however the usage of desktops is still high in education and administration context. Digital devices have been perceived particularly useful when searching and sharing information. Third, students use digital services such as search engines, messengers, and online libraries in their learning, and they use messengers, music and video services in their lives. Service usage rate and perceived usefulness are not proportional.
This study intended to find out how the handicapped use medical aid, their satisfaction at using it and so on. First a preliminary survey(Apr. 20
In this paper, we propose the development of an eBook Service System based on VOD Broadcasting Contents(eBSS-VOD) which protects the illegal copy through the effective DRM strategy. Here, eBSS-VOD is composed of three sub-systems - eBook server management system, ePub Builder, and eBook App - according to the functional points of view. The eBook server management system operates to manage the eBooks, the encription keys, the VOD contents, the membership and the history of users' viewing log. The ePub Builder assists to produce eBooks by DRM strategy. The eBook App provides users with the utility services of VOD viewing and eBook purchase processing. The proposed eBSS-VOD, differently from the current eBook systems, helps to increase the users' interests in reading books and to motivate the users' purchasing needs and it also makes new distribution channel for eBooks based on VOD broadcasting contents through smart applications. We provides the differentiated eBook builder which are based on ePub3.0 and DRM strategy. Through empirical survey results on users' interests and purchase intention for eBooks, we show that the proposed eBSS-VOD has the comparative effects compared to the current systems.
shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient
shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient
AJ Rent a Car's Customer Satisfaction Management through Service Innovation
(AJ렌터카의 서비스 혁신을 통한 고객 만족 경영)
Market versus non-market normative replies: Why are non-market normative replies more influential?
(시장 대 비시장규범 댓글: 왜 비시장규범 댓글이 더 영향력 있는가?)
A Study on the Consumer Perception of Geographical Indications for Agricultural and Processed Products
(농산물 및 가공품의 지리적표시제에 대한 소비자 인식에 관한 연구)
Dietitian's Perception and Purchasing Pattern of Fruits in School Lunch Menu - Focus on Apples and Pears -
(학교급식에서의 과일 메뉴에 대한 영양사들의 인식과 구매 실태 연구 - 사과와 배를 중심으로 -)
The Effect of Benefits of Mobile Application Use-Diffusion and Purchase Intention in Service Management
(서비스경영에 있어 모바일 애플리케이션의 편익이 사용-확산과 이용의도에 미치는 영향에 관한 연구)
A Study on University Students' Use and Assesment with Digital Devices and Services for Realizing Smart Campus
(스마트 캠퍼스 실현을 위한 대학생의 디지털 기기/서비스 활용성 및 유용성 조사)
A Study on the How the Handicapped Use Orthosis and Their Satisfaction
(장애인의 보조기 사용에 대한 현황과 만족도에 관한 연구)
An eBook Service System based on VOD Broadcasting Contents of Smart TV
(스마트 TV의 VOD 방송 콘텐츠 기반 전자책 서비스 시스템 개발)
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