점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구

다국어 초록 (Multilingual Abstract)

The extant study on store loyalty has not been comprehensive and has focused on identifying limited variables such as socio-economic characteristics, geographic factors, and store image, that have influence on stare loyalty. Their limited perspectives have frequently yielded empirical studies with fragmented results and contributed to the research model with low explaining power. Furthermore, they have not taken into account customer satisfaction and switching barriers which deter systematic research on store loyalty. This paper thus explores empirically the effects of customer satisfaction and switching barriers, in addition to stare image, an store loyalty. Also we try to answer the question, What is the major reason for the customer to show the store loyalty toward specific retail store? By introducing customer satisfaction and switching barriers as new determinants of store loyalty along with store image, we have introduced a conceptual model with parsimony and higher explanatory adequacy. The results Shaw that customer satisfaction and switching barrier, rather than store image, have direct effect on store loyalty as important factors. Customer satisfaction has been proved to be the most influential one when we regard the effect of the variables upon store loyalty. However, it should be emphasized that it is necessary to build switching barrier, as well as customer satisfaction, to increase store loyalty.