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휴대폰매장의 점포선택 속성이 점포만족, 점포신뢰, 점포충성도에 미치는 영향
전수성(Susung Jun),장형유(Hyeongyu Jang) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.1
The size of mobile communication has been emerging in accordance with the growth of IT convergence technology. This makes mobile retail encounter more important. It is no doubt considering that it is a crucially experiential place to feel, touch, and sense mobile phones. This study is to reveal not only the interrelationship among choice attributes of mobile retailer, user trust, satisfaction, and loyalty, but also the modulation effects the relationship between choice attributes and retail loyalty. Empirical results show that most relations between retail choice attributes and trust/satisfaction are significant except some sorts of factors. In while, the degree of influence concerned with hypothesized paths are scattered according to the consumption pattern. Retail operation strategy and marketing tactics will be driven by considering the effects and interrelationship among choice attributes, satisfaction, trust, and consumer consumption patterns, which result in boosting the comprehensive customer loyalty.
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점포속성에 부가된 개성이 점포신뢰에 미치는 영향 후, 점포충성도와의 관련성에 관한 연구
전수성(Susung Jun),장형유(Hyeongyu Jang) 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.4
Most of the recent studies related to the domestic service industry deal with the factors related to the store (service space). However, in the previous researches related to mobile phone retail market, most of the studies are related to products or additional services on mobile phone services that are dealt with in stores rather than the studies related to stores themselves. Therefore, this study aims to investigate the effect of store attributes and store personality on store trust and store loyalty in mobile phone retail market. Moreover. in order to investigate the effects of store attributes and store personality on store loyalty, this study conducted exploratory research on actual store employees and members. Based on these contexts, the research explores the key factors of retail store operation in the mobile phone retail market. For the purpose of empirical study, a survey was conducted from July 1, 2016 to August 31, 2016 for mobile telecommunication stores in the West Gyeongnam area, by convenience sampling on the purchasers of mobile phone and portable tablet PC. The result of this study shows that the factors of products and sails promotion in store attributes have a significant influence on store trust, and the factors of warmth and activeness in store personality have a significant influence on store trust. Therefore, it is necessary to emphasize the factors of products and sales promotion that can form the store trust in operating mobile phone retail store, and the result also shows the importance of emphasizing warmth and activeness.
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