지각된 가치가 서비스품질, 고객만족과 점포충성도간 관계에 미치는 영향: 1-2인 가구를 중심으로 = The Effects of Perceived Value on the Relationships Between Service Quality, Customer Satisfaction, and Store Loyalty: Focus on One or Two-member Households

국문 초록 (Abstract)

국내 소매업체들은 급속한 성장 속에서 다양하게 변모하고 있고 시장에서 큰 영향력을 발휘하고 있다. 특히 대형할인점은 차별적 우위를 점하면서 다른 소매업체들을 위협할 정도로 급속하게 커져갔다. 하지만 최근 몇년 대형할인점의 성장률은 정체기에 있고 할인점과 온라인 쇼핑 등은 강세에 있다. 관련 연구들은 이러한 원인 중 하나로 가구당 평균 가구원 수의 감소로 1-2인 가구의 증가와 그들의 합리적인 소비성향으로 꼽고 있다. 따라서 본 연구는 대형할인점에 대해 1-2인 가구가 지각하는 가치와 서비스 품질 그리고 만족과 점포 충성도간 관계에 대해 조사해보고자 한다. 이를 위해 관련 연구들을 고찰해보고 연구 가설을 개발하고 대형할인점 1-2인 가구 소비자들을 대상으로 총 304의 사용가능한 설문응답을 수집하였다. 분석 결과, 소비자가 지각하는 금전적 시간적 가치는 서비스 품질에 의해 영향을 받았고 지각된 가치와 서비스 품질 모두 만족에 영향을 미쳤고, 지각된 가치와 만족은 점포 충성도에 직접적인 영향을 끼쳤다. 본 연구는 대형 할인점 1-2인 가구 소비자가 지각하는 금전적 및 시간적 가치에 대한 이해와 가치와 만족, 점포충성도와의 관계를 밝혀냄으로써 소매전략에 대한 이론적 실무적 시사점을 제공한다.

다국어 초록 (Multilingual Abstract)

The retail industry, in particular, large-scale discount store, has been rapidly developed in Korea but there is little research considering value that one or two-member households perceive and their characteristics on customer satisfaction and store loyalty in the context of discount store. Identification and measurement of service quality and perceived value as antecedents of satisfaction were conducted in the current paper which aims to identify the effects of perceived value on the relationships between service quality, customer satisfaction and store loyalty and focus on small number member households in discount store. The research model was tested using a self-completed questionnaire and several statistical techniques. As a result, perceived value (for money and time) and service quality were found to affect customer satisfaction which leads to store loyalty. Noticeably, perceived value was influenced by service quality and had a direct impact on store loyalty. Of perceived values, value for money had a stronger impact on customer satisfaction and store loyalty than value for time. The current research adds to the understanding of buying behavior of one or two-member households and perceived value construct, which suggests the need to consider such factors in developing a competitive distribution strategy and managing the channels in the dynamic environment.

목차 (Table of Contents)

• I. 서 론
• II 이론적 배경과 가설
• III. 연구방법
• IV. 분 석
• V. 결 론

참고문헌 (Reference)

1 성이용, "라이프스타일에 따른 1∼2인 가구 도시형 생활주택 단위평면의 제안" 대한건축학회 29 (29): 119-126, 2013

2 강종헌, "남해안 관광 지역 레스토랑의 음식서비스에 대한 고객의 지각된 가치와 만족이 충성도에 미치는 영향" 한국생활과학회 16 (16): 643-650, 2007

3 Bielen, Frederic, "Waiting Time Influence on the Satisfaction-Loyalty Relationship in Services" 17 (17): 174-193, 2007

4 Aagja, J. P., "Validating Service Convenience Scale and Profiling Customers: A Study in the Indian Retail Context" 36 (36): 26-49, 2011

5 Kozak, M., "Tourist Satisfaction with Mallorca, Spain, as an off-Season Holiday Destination" 38 (38): 260-269, 2000

6 Bruhn, M., "Theory, Development and Implementation of National Customer Satisfaction Indices - The Swiss Index of Customer Satisfaction" 11 (11): 1017-1028, 2000

7 Heskett, J. L., "The Service Profit Chain" The Free Press 1997

8 Kumar, Piyush, "The Impact of Waiting Time Guarantees on Customers’ Waiting Experiences" 16 (16): 295-314, 1997

9 Hui, M. K., "The Impact of Music on Consumers’ Reaction to Waiting for Services" 73 (73): 87-104, 1997

10 Bigné, J. E., "The Impact of Experiential Consumption Cognitions and Emotions on Behavioral Intentions" 22 (22): 303-315, 2008

11 Grewal, D., "The Effects of Wait Expectations and Store Atmosphere Evaluations on Patronage Intentions in Service-Intentions Retail Stores" 79 (79): 259-268, 2003

12 Yoon, namhee, "The Effects of Retail Area and Shopping Mall Images" 26 (26): 1005-1014, 2002

13 Zeithaml, V. A., "The Behavioral Consequences of Service Quality" 60 (60): 31-46, 1996

14 Anderson, E. W., "The Antecedents and Consequences of Customer Satisfaction for Firms" 12 (12): 125-143, 1993

15 Korea Chamber of Commerce & Industry, "Survey on the Opinion of Professionals on the Logistics Market in 2014" Korea Chamber of Commerce & Industry 1-3, 2014

16 Anderson, E. W., "Strengthening the Satisfaction-Profit Chain" 3 (3): 107-120, 2000

17 Brady M. K., "Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach" 65 (65): 34-49, 2001

18 Rust, R. T., "Service quality: insights and managerial implications from the frontier" Sage Publications 1994

19 Lee, Haksik, "Service Quality and Service Value" 1 (1): 77-99, 1999

20 Yang, Z., "Service Quality Dimensions of Internet Retailing: An Exploratory Analysis" 17 (17): 685-700, 2003

21 Gronroos, C, "Service Management and Marketing" Lexington Books 1988

22 Olsen, L. L., "Service Equity, Satisfaction, and Loyalty: from Transaction-Specific to Cumulative Evaluations" 5 (5): 184-195, 2003

23 Solvang, B. L., "Satisfaction, Loyalty and Repurchase: A Study of Norwegian Customers of furniture and Grocery Stores" 20 : 110-122, 2007

24 Oliver, R. L., "Satisfaction, A Behavioural Perspective on the Consumer" The McGraw-Hill Companies, Inc 1997

25 Boing, H., "Satisfaction and Loyalty to Suppliers within the Grocery Trade" 27 (27): 21-38, 1993

26 Parasuraman, A., "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality" 64 (64): 12-40, 1988

27 Cronin, J. J. Jr, "SERVPERF Versus SERVQUAL: Reconciling Performancebased and Perceptions-Minus-Expectations Measurement of Service Quality" 58 (58): 125-131, 1994

28 Seiders, Kathleen, "SERVCON: Development and Validation of a Multidimensional Service Convenience Scale" 35 (35): 144-156, 2007

29 Khare, Arpita, "Retail Service Quality in Small Retail Sector: the Indian Experience" 31 (31): 208-222, 2013

30 Berman, B., "Retail Management: A Strategic Approach" Pearson Education, Inc 2010

31 Levy, M, "Retail Management" McGraw-Hill 2008

32 Parasuraman, A., "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research" 46 (46): 80-97, 1994

33 Reichheld, F. F., "Profits and Lasting Value" Harvard Business School Press 1996

34 Chang, T. Z., "Price, Product Information, and Purchase Intention: An Empirical Study" 22 (22): 16-27, 1994

35 Madrigal, R., "Predicting Vacation Activity Preferences on the Basis of Value-System Segmentation" 32 (32): 22-32, 1994

36 Machleit, K. A., "Perceived Retail Crowding and Shopping Satisfaction: What Modifies This Relationship?" 9 (9): 29-42, 2000

37 Bloemer, J., "On the Relationship Between Store Image, Store Satisfaction and Store Loyalty" 32 (32): 499-513, 1998

38 Cronin, J. J .Jr, "Measuring Service Quality: A Reexamination and Extension" 56 : 55-68, 1992

39 Oliver, R. L., "Measurement and Evaluation of Satisfaction Process in Retail Settings" 57 (57): 25-48, 1981

40 Thang, D. C. L., "Linking Consumer Perception to Preference of Retail Stores: An Empirical Assessment of the Multi-Attributes of Store Image" 10 (10): 193-200, 2003

41 Koo, Dong Mo, "Inter‐Relationships Among Store Images, Store Satisfaction, and Store Loyalty Among Korea Discount Retail Patrons" 15 (15): 42-71, 2003

42 Patricio, L., "Improving Satisfaction with Bank Service Offerings: Measuring the Contribution of Each Delivery Channel" 13 (13): 471-482, 2003

43 Jones, M. A., "Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes" 59 : 974-981, 2006

44 Turner, J. J., "Grocery Loyalty: Tesco Clubcard and Its Impact on Loyalty" 108 (108): 958-964, 2006

45 Tuu, H. H., "Food Risk and Knowledge in the Satisfaction–Loyalty relationship" 21 (21): 521-536, 2009

46 Bitner, M. J., "Evaluating Service Encounters-The Effects of Physical Surroundings and Employee Responses" 54 (54): 69-82, 1990

47 Peppers, D., "Enterprise One-to-One Future" Doubleday 1997

48 San Martín, H., "El Proceso Global de Satisfacción bajo Múltiples Estándares de Comparación: El Papel Moderador de la Familiaridad, la Involucración y la Interacción Cliente-servicio" 12 (12): 65-95, 2008

49 Dodds, W. B., "Effect of Price, Brand and Store Information on Buyers’ Product Evaluations" 28 (28): 307-319, 1991

50 Sureshchandar, G. S., "Determinants of Customer-Perceived Service Quality: A Confirmatory Factor Analysis Approach" 16 (16): 9-34, 2002

51 Griffin, J., "Customer loyalty: How to earn it and how to keep it" Lexington Books 1996

52 Woodruff, Robert B., "Customer Value: The Next Source for Competitive Advantage" 25 (25): 139-153, 1997

53 Lam, S. Y., "Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context" 32 (32): 293-311, 2004

54 Ferguson, Ronald J, "Customer Sociability and the Total Service Experience: Antecedents of Positive Word-of-Mouth Intentions" 21 (21): 25-44, 2010

55 McDougall, G. H. G., "Customer Satisfaction with Services: Putting Perceived Value into the Equation" 14 (14): 392-405, 2000

56 Jamal, A., "Customer Satisfaction and Retail Banking: An Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking" 20 (20): 146-160, 2002

57 Macintosh G, "Customer Orientation, Relationship Quality and Relational Benefits to the Firm" 21 (21): 150-159, 2007

58 Lee, Moonkyu, "Consumer evaluations of fast‐food services: a cross‐national comparison" 11 (11): 39-52, 1997

59 Carpenter, J. M., "Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing" 15 (15): 358-363, 2008

60 Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence" 52 (52): 2-22, 1988

61 Chaudhuri, Arjun, "Consequences of Value in Retail Markets" 85 (85): 406-419, 2009

62 Kim, W. G., "Antecedents and Consequences of Relationship Quality in Hotel Industry" (21) : 321-328, 2002

63 Jayasankaraprasad, Cherukuri, "Antecedents and Consequences of Customer Satisfaction in Food & Grocery Retailing: An Empirical Analysis" 39 (39): 101-139, 2012

64 Sivadas, E., "An Examination of the Relationship Between Service Quality, Customer Satisfaction, and Store Loyalty" 28 (28): 73-82, 2000

65 Oh, H. C., "An Empirical Study of the Relationship Between Restaurant Image and Customer Loyalty" State University 1995

66 Homer, P., "A Structural Equation Test of the Value-Attitude Behaviour Hierarchy" 54 (54): 638-646, 1988

67 Fornell, C., "A National Customer Satisfaction Barometer: The Swedish Experience" 56 (56): 6-21, 1992

68 Arentze, T. A., "A Multipurpose Shopping Trip Model to Assess Retail Agglomeration Effects" 42 (42): 109-115, 2005

69 Bolton, Ruth N., "A Multi-Stage Model of Customers' Assessments of Service Quality and Value" 17 (17): 375-384, 1991

70 Sirohi, N., "A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer" 74 (74): 223-245, 1998

71 Boulding, W., "A Dynamic Process Model of Service Quality from Expectations to Behavioral Intentions" 30 : 7-27, 1993

72 Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research" 49 (49): 41-53, 1985

73 Bass, F. M., "A Comparative Analysis of Attitudinal Predictions of Brand Preferences" 10 : 262-269, 1973

74 Jung, Hoon, "2015’ Korean Credit Card Market" KB 1-16, 2014

75 Korea Chain Store Association, "2014’ 10 News for Retail Market"