The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB (지각된 품질요인이 고객충성도에 미치는 영향: PB와 NB간의 차이분석)
- Ye, Jong-Suk;Jun, So-Yon
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- Journal of Distribution Research
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- v.15 no.2
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- pp.1-34
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- 2010
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Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as
, and moderating effects is shown as
. Results This study is designed with 16 research hypotheses, Results from analyzing their main effects show that 9 of 11 hypotheses were supported and other 2 hypotheses were rejected. On the other hand, results from analyzing their moderating effects show that 3 of 5 hypotheses were supported and other 2 hypotheses were rejected. H1-1: (SPC: Standardized Path Coefficient)=-0.04, t-value=-1.04, p>. 05). H1-2: (
${\Delta}\chi^2$ =1.10, df=1, p> 0.05). H1-1 and H1-2 are rejected, so it is prove that perceived price is not a significant decision variable having influence on perceived quality and there is no significant variable between PB and NB in terms of influence of perceived price on perceived quality. H2-1: (SPC=0.31, t-value=3.74, p<. 001). H2-2: (${\Delta}\chi^2$ =3.93, df=1, p< 0.05). H2-1 and H2-2 are supported, so it is proved that company reputation is a significant decision variable having influence on perceived quality and, in terms of influence of company reputation on perceived quality, PB has relatively stronger influence than NB. H3-1: (SPC=0.26, t-value=5.30, p< .001). H3-2: (${\Delta}\chi^2$ =16.81, df=1, p< 0.01). H3-1 and H3-2 are supported, so it is proved that brand reputation is a significant decision variable having influence on perceived quality and, in terms of influence of brand reputation on perceived quality, NB has relatively stronger influence than PB. H4-1: (SPC=0.31, t-value=2.65, p< .05). H4-2: (${\Delta}\chi^2$ =1.26, df=1, p> 0.05). H4-1 is supported, but H4-2 is rejected, Therefore, it is proved that product experience is a significant decision variable having influence on perceived quality and, on the other hand, there is no significant different between PB and NB in terms of influence of product experience on product quality. H5-1: (SPC=0.24, t-value=3.00, p<. 05). H5-2: (${\Delta}\chi^2$ =5.10, df=1, p< 0.05). H5-1 and H5-2 are supported, so it is proved that brand familiarity is a significant decision variable having influence on perceived quality and, in terms of influence of brand familiarity on perceived quality, NB has relatively stronger influence than PB. H6: (SPC=0.91, t-value=19.06, p< .001). H6 is supported, so a fact that customer satisfaction increases as perceived quality increases is proved. H7: (SPC=0.81, t-value=7.44, p<. 001). H7 is supported, so a fact that customer trust increases as perceived quality increases is proved. H8: (SPC=0.57, t-value=7.87, p< .001). H8 is supported, so a fact that customer loyalty increases as perceived quality increases is proved. H9: (SPC=0.08, t-value=0.76, p> .05). H9 is rejected, so it is proved influence of customer satisfaction on customer trust is not significant. H10: (SPC=0.21, t-value=4.34, p< .001). H10 is supported, so a fact that customer loyalty increases as customer satisfaction increases is proved. H11: (SPC=0.40, t-value=5.68, p< .001). H11 is supported, so a fact that customer loyalty increases as customer trust increases is proved. Implications Although most of existing studies have used function, price, brand, design, service, brand name, store name as antecedent variables for perceived quality, this study used different antecedent variables in order to analyze and distinguish purchase group PB and NB through preliminary research. Therefore, this study may be used as preliminary data for a empirical study that is designed to be helpful for practical jobs. Also, this study is made to be easily applied to any practical job because SEM(Structural Equation Modeling), most strongly explaining the relation between observed variable and latent variable, is used for this study. This study suggests a new strategic point that, in order to increase customer loyalty, customer's perceived quality level should satisfied for inducing customer satisfaction, customer trust, and customer loyalty. Therefore, after finding an effective differentiating factors in perceived quality in order to increase customer loyalty through increasing perceived quality, this factor was made to be applied to PB and NB. Because perceived quality factors which is recognized as being important by consumers is different between PB and NB, this study suggests how to efficiently establish marketing strategy by enhancing a factor. Companies have mostly focused on profitability in terms of analyzing customer loyalty, but this study included positive WOM(word of mouth). Hence, this study suggests that it would be helpful for establishing customer loyalty when consumers have cognitive satisfaction and emotional satisfaction together. Limitations This study used variables perceived price, company reputation, brand reputation, product experience, brand familiarity in order to determine whether each constituent factor has different influence on perceived quality between purchase group PB and NB. These characteristic variables are made up on the basis of the preliminary research, but it is expected that more precise research result would be obtained if additional various variables are included in study. This study selected a practical product that is non-durable, low-priced and bestselling product in a discount store through the preliminary research because it can be easily estimated by consumers. Therefore. generalization of study would be more easily obtained if more various product characteristics is included. Regarding a sample used in this study, it was only based on consumers who purchase products in a large-scale discount store located in Seoul and in the capital area. Accordingly, this sample has some geographical limitation, If a study is expanded by including more areas, more representative research results may be produced. Because this study is only designed to analyze consumers who purchase a product in a large-scale discount store, some difference may be found according to characteristics of each business type. In other words, there is certainly some application limitation, so research result from this study may not be applied to other business types. Future research may have fruitful results if it adjusts a variable to each business type.A Study on Open Innovation and Performance of New Product Development (음식점 콘셉트와 스토리텔링에 의한 고객의 재방문에 관한 연구)
- Park, Ji Soo
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- Journal of the Korea Academia-Industrial cooperation Society
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- v.17 no.7
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- pp.481-491
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- 2016
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This study analyzed the customer's revisit concepts and storytelling by restaurant customers to identify the elements that can attract the attention of customers. The restaurant concept or advertising, restaurant decor will also have to change to emphasize the comparative advantage of the features in the menu of a restaurant or other restaurants / service that tells a story. Membership cards or money, or the same convenience and use of the restaurant non-monetary 'transition cost' can compensate for the negative emotions and low satisfaction level of restaurant customers and help them choose to revisit the restaurant. Therefore, if such a transition takes full account of the effects of the cost to the customer, it can be used as an effective means. In class restaurants, such as the food and customer service, the increased levels of the restaurant atmosphere and empirical elements, such as store concept and physical environment, can improve the positive consumer sentiment, strengthen the customer satisfaction and have a positive effect on the customers' revisit intention. It is also important to improve the level of visual texture using light. In addition, positive consumer sentiment can be induced using the store concept, the physical environment, and experiential elements. In other words, membership cards, mileage points, and various financial and non-financial inducements as a marketing tool will have a positive impact on the customer's revisit intention.
An Analysis of the Relationship between the Port-Logistics Function and Port-Quality for the Competitiveness of Port (항만 경쟁력제고를 위한 항만물류기능과 항만품질수준간의 관련성 분석)
- 김성규;김기수;안기명
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- Journal of Korean Port Research
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- v.13 no.2
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- pp.267-278
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- 1999
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Since the mid 1980s, the concept of logistics has become more important to the enterprises in strategic sense because it had aggrandized itself to more comprehensive and integrative concept. Therefore study on the service organization of the logistics system for customer’s satisfaction from the management’s point has been focused as one of the major subject in order to improve the logistics quality which would ultimately increase the value of logistics service. This study has been focused on what the port logistics functions and the factors of the port logistics quality are those Korean port managers acknowledge as important factor. And examins these port logistics quality levels and the port logistics value (port productivity, service results) obtained by the results of these activities while reviewing the relation of the custom value which the port managers evaluate in order to evaluate and promote the competitiveness of the Korean port. According to the study results the port logistics function which the Pusan Container Terminal managers recognized as important were customer service management the flexibility of the port facilities and curtailment of the original operation cost of the port. It also indicated that the managers recognized the importance of the customer-oriented terminal management as it showed a close relationship with the port quality level.
An Application of PCSI Antecedent Model to Development of Library Organizational Performance Evaluation Method (PCSI 선행요인 모형에 기반한 도서관 조직성과 평가 방법론 개발에 관한 연구)
- Kwon, Nahyun;Lee, Jungyeoun;Pyo, Soon Hee
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- Journal of the Korean BIBLIA Society for library and Information Science
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- v.29 no.1
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- pp.369-391
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- 2018
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The purpose of this study was to develop a measurement scheme that assesses organizational performances in library department unit level by applying PCSI model, a Public-service Customer Satisfaction Index. Specifically, this study adopted the Antecedent Model, a component of the PCSI's three-part model, that consists of a total of 12 service quality indices. The study selected a large-scale library as a case to analyze and design a method. We analyzed the library's organizational missions and goals set by each of its six departments, and then mapped them with each of the 12 service quality indices. This mapping was further developed as a work analysis scheme of the library and as a measurement tool. A total of 341 library users participated in a survey that was designed to assess 12 service quality indices. As a result service quality was measured for each index, which in turn, calculated the library's service performance index for both entire and individual units of the library. The results reveled the measurement tool useful in assessing service performances for both individual unit and the entire library.
An Analysis of Quality Attributes and Service Satisfaction for Artificial Intelligence-based Guide Robot (인공지능 안내 로봇 서비스 만족도와 품질 속성 분석)
- Miyoung Cho;Jaehong Kim;Daeha Lee;Minsu Jang
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- The Journal of Korea Robotics Society
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- v.18 no.2
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- pp.216-224
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- 2023
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Guide robots that provide services in public places have recently emerged as a non-face-to-face solution with the spread of COVID-19 and are growing. However, most guide robots provide only the same level of intelligence and the same interaction in different and changing environments. Therefore, its usefulness is limited and customers' interest is quickly lost. To solve this problem, it is necessary to develop social intelligence that can improve the robot's environment and situational awareness performance, and to continuously maintain customer interest by providing personalized and situational services. In this study, we developed guide robot services based on social HRI components that provides multi-modal context-aware. We evaluated service usefulness by measuring user satisfaction and frequency of use of the service through the survey. We analyzed the service quality attributes to identify the differentiating factors of guide robot based on social HRI components.
A study on the Education Programs of Foodservice Employee′s, Service Delivery Level and Customer Satisfaction (외식업 종사원의 교육훈련 프로그램 개발이 고객만족에 미치는 영향에 관한 이론적 연구)
- 전영호;김신정
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- Culinary science and hospitality research
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- v.7 no.2
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- pp.71-98
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- 2001
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The heart service of a receptionist who receives customers in the front line of a business has a great effect on the management of Company. Considering of this, this study offers a view that high job satisfaction of an employee who works eating-out businesses raises the quality of service and has a great influence upon satisfaction of customers. To support this view, the only original study were made. and for the management of human resources in the eating-industry, satisfaction factors, that have a great effect upon the characteristics of job satisfaction by vital statistics factors, are human relations, advancement, working surrounding. And we should recognize that among these, especially, human relations have d considerable effect on service offering degree and they are important variables for customers' satisfaction. In conclusion, service offers have a need to know how service products differed to customers are selected and appraised. Until now our recognition has been confined mainly to products themselves, but when service can exert its value much more. accordingly, under the recognition that job contentment has an effect on service offering and works as important variables for customers' satisfaction, employers should have incessant on job education of employees.
A Study on the Foodservice Quality of Japanese Restaurants using the Importance-Performance Analysis (IPA) (중요도-만족도 분석을 활용한 일식 레스토랑의 품질특성에 관한 연구)
- Sohn, Jeong-Min;Kim, Hak-Seon
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- Culinary science and hospitality research
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- v.20 no.2
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- pp.199-213
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- 2014
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Japanese restaurant owners seek to secure their competitive advantage by implementing a unique competition strategy that may overcome hostile environment. Brand power, aggressive expansion and the partnership strategy with other businesses may be suggested. The present study is to find out the competitive advantages of Japanese restaurants, to compare the importance and satisfaction by different customer factors of choices and then, to identify what kinds of factors affect customer satisfaction. Total 205 copies of questionnaire, out of 230 distributed, were used for analyses. Cronbarch's alpha coefficient of all 20 items was 0.911. In terms of importance, Cronbarch's alpha coefficients were 0.887(food), 0.796(menu), 0.851(employee), 0.815(service), and 0.730(physical environment). For satisfaction, the coefficients were 0.876(food), 0.860(menu), 0.880(employee), 0.851(service), 0.730(physical environment). In addition, the exploratory factor analysis showed an acceptable factor loading, supporting 20 items' validity. The result showed that customers' perceptions of the importance of Japanese restaurant service quality was higher than their level of satisfaction in general. In particular, IPA analysis revealed that food and service factors were well operated as located in the first quadrant. However, service factor located in the second quadrant was perceived to be important yet perceived as being satisfied poorly. So this study suggests that Japanese restaurant owners should concentrate on the attributes included in this quadrant to improve the quality of foodservice. Lastly, menu and physical environment factors were located in the third quadrant showing low level of importance and satisfaction. On the basic of the IPA analysis, Japanese restaurant owners should identify their strengths and weaknesses and draw up a plan to improve service quality and to maximize their profits.
Influence of Economic Value and Information Quality on Repurchase Intention in Social Commerce based on Motivation Theory (소셜커머스의 경제적 가치와 정보품질이 재구매의도에 미치는 영향 : 동기이론을 기반으로)
- Kang, Ju-Hee;Moon, Tae-Soo
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- The Journal of Information Systems
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- v.26 no.2
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- pp.63-83
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- 2017
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Purpose: In Korea, market size of social commerce has been increased steadily and highly, but profits of social commerce companies have been decreased because of excessive marketing cost. To overcome this stagnant market environment, new marketing strategy that could attract customers and make customers continue to use social commerce is required instead of cost consuming marketing strategy. The purpose of this study is to investigate the relationship among characteristics of social commerce - that is, economic value and information quality - usefulness, enjoyment, satisfaction and repurchase intention by applying motivation theory to the area of social commerce. Design/Methodology/Approach: Previous researches have been studied by applying Expectation-Confirmation Model (ECM), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Stimulus-Organism-Response (S-O-R) Model, although there are many studies related with customer acceptance model in the field of e-commerce. However, there is not so many studies in applying motivation theory. So this study adopts new approach to examine why customers use social commerce based on motivation theory. Thus, this study adopts economic value and information quality as antecedents, and then customers will perceive extrinsic and intrinsic motivation; usefulness is extrinsic and enjoyment is intrinsic, and adopts satisfaction and repurchase intention as a dependent variable. The data of questionnaire were collected from customers who have experience to buy something in social commerce. 228 questionnaires as data unit of individual level were collected using random sampling. Findings: This study proved empirically that the relationship between antecedents and motivation factors has a positive influence, and motivation factors also have a positive influence on repurchase intention through satisfaction. This study provides the managers an insight that social commerce companies should pay more attention to improve customer satisfaction in order to increase higher performance in repurchase intention of social commerce.
Analysis of Consumer's Perception and Product Satisfaction·Dissatisfaction with Urban Outdoor Wear based on Kano Model: Focused on University Students (어반 아웃도어웨어에 대한 소비자 인식과 Kano 모델을 적용한 제품 만족·불만족에 대한 연구: 대학생을 중심으로)
- Jun, Daegeun;Kim, Heekyoung;Kim, Hyeran;Park, Soonjee
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- Fashion & Textile Research Journal
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- v.18 no.1
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- pp.103-112
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- 2016
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This research was designed to figure out the perception and attitude of university students toward urban outdoor wear and to provide the guidelines for product quality improvement using Kano model. A total of 270 responses were analyzed by SPSS 20.0 through frequency and factor analysis. Respondents' levels for outdoor activity & outdoor products possession being still low, steady growth in urban outdoor wear market is expected. A total of eight quality factors were identified through factor analysis; suitability, production quality, functionality, ease of care, fabric performance, portability, fashionability, and symbolism. Based on Kano model, quality factors of urban outdoor wear were categorized into three groups: one-dimensional; indifferent; and must-be quality factor. It was found that consumers were satisfied with urban outdoor wear only when it meets the needs for suitability for body types and ease of care, meaning that manufactures should be cautious not to lose these features. Being must-be quality factor, production quality(form stability, quality of subsidiary materials), and fabric performance such as colorfastness should be basically satisfied. The relative importance of each quality feature on satisfaction/dissatisfaction was investigated using CSC(customer satisfaction coefficient). Based on the CSC, every item was classified again. Attractive quality features with large CSC were shown in suitability factor. Must-be quality features with small CSC were mainly shown in functionality and fabric performance factors. These findings imply that manufactures of urban outdoor wear should not only maintain the production quality but also focus on suitability features to differentiate their product with previous products.
Influence of Emotional Experience at the Beauty Salon on Store Preference
- Heo, Sunyoung;Kim, Sungnam
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- Journal of Fashion Business
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- v.20 no.6
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- pp.19-31
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- 2016
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Identifying the factors of emotional experience that arouse emotional responses will contribute to determining the relationship between the visual attributes of a salon and the emotional responses of humans, as well as the relationship between service factors and the emotional response of humans. The aim of this study is to examine the effect of the various e motional responses of customers on store preference and to thereby propose marketing strategies for offering an insightful service. The emotionally expressed vocabulary used by customers during their visit is also explored. 300 customers with previous experience of beauty shop services were surveyed and their responses were analyzed using SPSS 20.0 to define the problems. All the emotional experiences at the beauty salon influence the service satisfaction and re-visitation intention. The results showed that, as the customer's level of satisfaction with a service experience increases, the re-visitation intention increases. Of these results, only the service experience influences the recommendation intention. As the effective delivery of positive emotional services influences customers' revisiting intentions, beauty industry workers should be aware of each phase of the customers' emotions and try to provide customer-oriented services to appease these emotions. In addition, workers should strive to create service systems that induce customers' positive emotional responses rather than to offer merely stereotyped services.
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