親環境農食品의 顧客滿足 및 忠誠度에 關한 影響要因 硏究 = Influences of satisfaction and behavioral reaction of loyalty on environment- friendly products and processed food quality

다국어 초록 (Multilingual Abstract)

For the decades, there has been constant growth of environment-friendly food consumption with the consumer's income level and consumer's growing needs of high quality food. and it is expected that growth of the consumption of environment-friendly food will be a long-term trend in korea.
But the south korean agricultural food is facing turbulent market conditions. Under the changed market condition, The objectives of this study are to develop and test a research model specifying the relationship between customer loyalty and sale of environment-friendly food in korea.
The target population of this research is consumers in seoul and some major cities. they are judged to have bigger environment-friendly food buying power and represent the future environment-friendly food consumption trend in korea.
To set up a research model and find theoretical basis for the research, the literature study on the existing consumer's purchasing behavior was conducted. And through initial research based on environment-friendly food industry report and government reports, a number of important variables which are judged to influence environment-friendly food buying decision were selected.
The major factors identified in decision to buy environment-friendly food include the demographic variables, product attributes, and marketing factors.
Each of the three sets of factors is divided into more specific factors, which were used as independent variables in the statistical analysis.
The questionnaires were made based on the suggested research model. they were distributed to consumers in seoul and major citis on a random basis. After 519 questionnaires were collected, Frequency, percenage, T-test, One-way ANOVA, Factor analysis, and multiful regression were conducted with the use of the Statistical Package for Social Science.(SPSS 14.k)
Results acquired from statistical analysis can be summarized like the following.
The label-related components were important factors effecting the satisfaction and the loyalty.
Also this study indicate that the customer loyalty is positively related to producer, ingredient indication, advertisement, and negatively related to price.
Demographic characteristics can partially explain differences in the brand loyalty.
The satisfaction and the trust were factors effecting the costomer loyalty.
The relationship between satifaction and customer loyalty is recently argued by many scholars. the study revealed that customer loyalty was significantly depending on the customer satisfaction. customer satisfaction is also preceding variable to customer loyalty So it is natural for producers to build up customer satisfaction as a consumer management stratege.

목차 (Table of Contents)

• 제1장 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구목적과 기대효과 = 4
• 3. 선행연구의 검토 = 4
• 4. 연구방법 및 내용 = 7
• 제2장 친환경농식품관련 제도와 시장현황 = 8
• 1. 친환경농업의 정책과 현황 = 8
• 가. 친환경농업의 개념 = 8
• 나. 친환경농업 정책과 현황 = 10
• 2. 친환경농산물 인증제도 = 14
• 가. 친환경농산물 인증제도의 의의와 도입배경 = 14
• 나. 친환경농산물 관련 인증제도(증명제도)와 현황 = 16
• 3. 유기가공식품 인증제도 = 29
• 가. 유기가공식품 현황 = 29
• 나. 국내외 유기가공식품 인증제도 = 32
• 제3장 이론적 검토 = 37
• 1. 친환경농식품의 특성 = 37
• 가. 친환경농식품의 상품적 특성 = 37
• 나. 관여도와 불확실성 = 39
• 다. 친환경농식품과 안전성 = 42
• 2. 고객만족도와 고객신뢰 = 47
• 가. 고객만족도 = 47
• 나. 고객신뢰 = 49
• 3. 고객충성도 = 50
• 가. 고객충성도의 의의 = 50
• 나. 고객충성도의 측정 = 54
• 다. 고객충성도와 고객만족도의 관계 = 56
• 4. 고객충성도와 만족도 영향변수 = 57
• 가. 친환경농식품 구매선택기준 = 58
• 나. 인구통계학적 특성변수 = 61
• 제4장 실증연구 설계 및 연구방법 = 63
• 1. 연구모형과 가설 설정 = 63
• 2. 변수 및 측정척도의 개발 = 65
• 가. 독립변수 = 65
• 나. 종속변수와 매개변수 = 68
• 다. 설문의 구성 및 내용 = 68
• 3. 조사대상 및 조사 분석방법 = 74
• 가. 조사대상 및 방법 = 74
• 나. 표본추출의 방법 = 75
• 다. 분석방법 = 76
• 제5장 실증조사 분석 = 79
• 1. 표본의 특성 = 79
• 가. 조사응답자의 특성 = 79
• 나. 측정도구의 타당성분석과 신뢰성분석 = 81
• 2. 친환경농식품 구입에 관한 일반적 성향분석 = 84
• 3. 고객만족도 및 고객충성도 영향요인 = 92
• 가. 분산분석 = 92
• 나. 회귀분석 = 101
• 제6장 결론 = 108
• 1. 연구결과의 요약 = 108
• 2. 시사점과 고객만족도 및 충성도 제고방안 = 111
• 가. 시사점 = 111
• 나. 친환경농식품 고객만족도 및 충성도 제고방안 = 112
• 다. 연구의 한계와 과 =제116
• 참고문헌 = 118
• Abstract = 127
• 부록 = 130
• 감사의글 = 136