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論文(논문) : 공항면세점 VMD 구성요인이 브랜드 인지도와 브랜드 이미지를 매개로 하여 고객충성도에 미치는 영향에 관한 연구
김택준 ( Taek Joon Kim ),김기웅 ( Ki Woong Kim ),이인환 ( In Hwan Lee ),장순자 ( Soon Ja Jang ),박성식 ( Sung Sik Park ) 한국항공운항학회 2013 한국항공운항학회지 Vol.21 No.2
A concession business at Incheon Int`l airport has achieved a huge success since its grand opening of 2001. However the duty-free market became matured due to downtown duty free stores and on-line stores. Thus this paper tried to research and suggest strategic planning of VMD at Incheon airport`s duty-free after analyzing the relationship among the components of duty-free store`s VMD, brand awareness, brand image and customer`s loyalty. Components of VMD are constructed in harmony, attractiveness, trendiness and Trust, which are independent variables. In addition, brand awareness and brand image are chosen as control variables. Customer loyalty is also designated as a dependant variable. Focusing those variables, this paper tried to find out the effect of VMD components to brand and consumer loyalty. According to the research result, it is proven attractiveness and harmony have a significant positive impact on brand awareness and brand image. It is also found out brand awareness and image have a positive impact on passenger`s loyalty on duty-free stores at Incheon airport