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    KCI등재

    PB제품의 브랜드네임, 지각된 품질 및 가격이 충성에 미치는 영향에 관한 연구  :  만족을 매개로 = A Study on the Effects of Brand Name, Perceived Price, Perceived Quality in PB on Intention of Loyalty - Mediating Roles of Satisfaction with PB

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    https://www.riss.kr/link?id=A82582385

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    다국어 초록 (Multilingual Abstract) kakao i 다국어 번역

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    한국어
    The purpose of this study is to investigate how brand name, perceived price, and perceived quality have an effect on intention of loyalty (switching intentions and WOM-intentions) to PB (private brand) via satisfaction with PB. The data for analysis was obtained from 319 customers who have experience to use PB in large discount stores.
    The results showed the following. First, brand name had a significant positive influence on overall satisfaction with PB. Second, perceived price had a significant positive influence overall satisfaction with PB. Third, perceived quality had a significant positive influence on overall satisfaction with PB. Finally, satisfaction with PB was found to have significant positive impacts on loyalty (switching intentions and WOM-intentions).
    According to the results of this research, large discount stores have to focus on PB. It is necessary to understand the role of PB as a customer's store loyalty-related item. Managerial implications and the limitations of this research are also discussed.
    번역하기

    The purpose of this study is to investigate how brand name, perceived price, and perceived quality have an effect on intention of loyalty (switching intentions and WOM-intentions) to PB (private brand) via satisfaction with PB. The data for analysis w...

    The purpose of this study is to investigate how brand name, perceived price, and perceived quality have an effect on intention of loyalty (switching intentions and WOM-intentions) to PB (private brand) via satisfaction with PB. The data for analysis was obtained from 319 customers who have experience to use PB in large discount stores.
    The results showed the following. First, brand name had a significant positive influence on overall satisfaction with PB. Second, perceived price had a significant positive influence overall satisfaction with PB. Third, perceived quality had a significant positive influence on overall satisfaction with PB. Finally, satisfaction with PB was found to have significant positive impacts on loyalty (switching intentions and WOM-intentions).
    According to the results of this research, large discount stores have to focus on PB. It is necessary to understand the role of PB as a customer's store loyalty-related item. Managerial implications and the limitations of this research are also discussed.

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    목차 (Table of Contents)

    • Ⅰ. 서론
    • Ⅱ. 이론적 배경
    • Ⅲ. 연구문제 및 연구가설 설정
    • Ⅳ. 실증연구
    • Ⅴ. 결론 및 한계점
    • Ⅰ. 서론
    • Ⅱ. 이론적 배경
    • Ⅲ. 연구문제 및 연구가설 설정
    • Ⅳ. 실증연구
    • Ⅴ. 결론 및 한계점
    • 참고문헌
    • 【논문초록】
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