대형할인점 소비자의 점포선택기준이 고객만족과 점포애호도에 미치는 영향에 관한 연구 = (A) study on the effects of the choice criteria of discount store on customer satisfaction & store patronage

다국어 초록 (Multilingual Abstract)

This study is focus on leading a shift in consumer's behavior in order to maintain steady purchasing behavior with favorable attitude toward the discount stores by means of presented primary factors for them to chose the stores, When considering the effects in all these respects :
First, the image of store is to be taken a consideration. The variable of an image of the discount store is various such as a location of the store, price, assorting goods, advertisement, marketing promotions, environment and atmosphere of the store. To improve those factors mentioned above is not only to bring the positive effect for customer's satisfaction but also to improve the store patronage by going for shopping to the store once they have visited.
Second, To form a favorable recognition level for the discount store makes possible raise customer's satisfaction and the store patronage. That is, gaining good reputation in operating the store in accordance with its name value plus neighbor's high recommendation to visit is positively to be expected the customer's satisfaction and the store patronage.
Third, to secure integrated facilities for consumers will give a good deal of influence on customer's satisfaction and the store patronage. Especially, one-stop shopping system will provide consumers with convenient, enjoyable shopping activity. This might be one of important factors to encourage consumers to revisit the store.
Fourth, Better and quality service than other stores shall bring customers io a specified store. One way of promotion methods is to introduce the mileage point system that they can accumulate points accordance with suggested price at every time customers purchase goods. Another method is to help them to use facilities the store provided in order to go for a pleasant shopping. That is eventually reliable to gain customer's satisfaction and the store patronage.
Fifth, as mentioned from the first to fifth, if there is another factor to improve the store patronage and customer's satisfaction should come by a way as an essential prerequisite better services, reasonable price and controlled goods in quality which will eventually gain confidence. And the more contribution toward the community, the more devoted customers would visit the store to buy goods they trust in quality. Accordingly the number of their visiting to the store shall increase. In addition, this shall bring forth additional effect by which costs less per customer.
Ironically, I found that integrated facilities among other factors I have assumed , which I thought that was one of very important sources, were least influential to the customer's satisfaction and the store patronage. For that, it was because of inefficiency of reading consumer's status of mind in the course of the survey. In other words, consumers are subject to act differently in the actual buying unlike the answer there were asked.
Therefore, I suggest, under the unlimited competition, developing the unique program on integrated facilities by using customer's data base (DB) that others can't copy at easy is urgent. Precisely speaking, developing the program which gives more beneficial for the frequent customers. If so, it could be distinctive sales tactics to bring forth more devoted customers.
What is more, if a friendly atmosphere about the store prevails among customers, it is expected to get higher reputation about the store or customer's satisfaction and preference for the store coupling with halo effect., which is perception that customers put the store they go higher than other stores.
In the service promotion aspect, another way of having a good feeling with which eventually connect to customer's satisfaction is to build a swift and strong switching barrier against competitions with rival companies. The practical ways of its operation is, on the mileage point system basis, to give much higher points compare to other companies. And when the time to spend out of accumulated points comes, automatic notice system to the customers must be effective way from customer's viewpoint.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 제1절 연구의 필요성과 목적 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 제2절 연구의 방법과 구성 = 4
• 1. 연구의 방법 = 4
• 2. 연구의 구성 = 5
• Ⅱ. 이론적 고찰 = 8
• 제1절 할인점에 관한 고찰 = 8
• 1. 할인점의 개념 = 8
• 2. 할인점의 특성 = 10
• 3. 할인점의 유형 = 11
• 4. 국내 할인점 현황 = 14
• 5. 할인점에 관한 선행연구 = 16
• 제2절 점포선택에 관한 고찰 = 18
• 1. 점포선택의 개념 = 18
• 2. 점포선택기준 및 속성 = 18
• 3. 점포선택에 관한 선행연구 = 29
• 제3절 고객만족에 관한 고찰 = 33
• 1. 고객만족의 정의 = 33
• 2. 고객만족의 평가모델 = 34
• 3. 고객만족의 요소 = 35
• 4. 고객만족에 관한 선행연구 = 36
• 제4절 점포 애호도에 관한 고찰 = 38
• 1. 점포애호도의 개념 = 38
• 2. 점포 애호도의 특징 및 속성 = 39
• 3. 점포애호도의 유형 = 41
• 4. 점포애호도에 관한 선행연구 = 43
• 제5절 선행연구의 고찰 = 45
• 1. 할인점과 고객만족도에 관한 선행연구 = 45
• 2. 할인점과 점포애호도에 관한 선행연구 = 46
• Ⅲ. 연구설계 = 49
• 제1절 연구모형 = 49
• 제2절 가설설정 = 50
• 제3절 설문지의 구성 = 51
• Ⅳ. 실증분석 = 54
• 제1절 분석대상의 일반사항 = 54
• 1. 조사대상과 조사방법 = 54
• 2. 할인점 이용 소비자들의 일반적인 특성 = 54
• 제2절 신뢰성과 타당성 검증 = 60
• 1. 신뢰성 분석 = 60
• 2. 타당성 분석 = 60
• 제3절 가설검증 = 63
• 1. 점포선택기준과 고객만족도 = 63
• 2. 점포선택기준과 점포애호도 = 64
• 3. 고객만족도와 점포애호도 = 66
• 4. 연구가설의 검증결과 요약 = 67
• Ⅴ. 결론 = 69
• 제1절 연구결과 = 69
• 제2절 마케팅 시사점 = 72
• 제3절 연구의 한계 및 향후연구 = 75
• ◎ 참고문헌 = 77
• 설문지 = 83
• ABSTRACT = 89