편의점 도시락의 선택속성이 고객 충성도에 미치는 영향 = The effects of quality attributes of lunch box in convenience store on customer loyalty

다국어 초록 (Multilingual Abstract)

Since global economic crisis happened and elders, women who were working, single person households increased, food culture has been changed. Naturally, they wanted to eat their meals quickly or alone without cooking and Home Meal Replacement(HMR) market has been expanded. So there have been many various HMR products in many department stores, super stores and convenience stores.
Especially, people are interested in lunch boxes of convenience stores. The convenience stores are located in cities that anyone can find easily. Many customers try to find cheap instant food that they can eat anywhere in there and there are many kinds of food like gimbab, triangle gimbab, sandwiches, bread etc. Most importantly, they want to eat food that is likey that they eat at their homes. Lunch box solves this problem. Actually, The main convenience stores in korea are CU, GS25, Seven-Eleven. They have gotten much profit by selling many lunch boxes. And then they try to release healthy and nutritious lunch box product that can satisfy customer.
Because of expansion of convenience store lunch box market, it is important to know why customers buy lunch boxes in convenience store and whether or not they will buy or recommend them again in the future. So the purpose of this research is to study the effects of Quality attributes of lunch box in convenience store on customer loyalty.
After giving questionnaires to people aged more than 15 years old who had bought lunch box in convenience store, only 207 people wrote them well. There were four Quality attributes on lunch box in convenience store like 'Product characteristics', 'Health', 'Appearance', 'Economical efficiency' by using cronbach's alpha, exploratory and confirmatory factor analysis in SPSS 22.0. And as a result of structural equation model in Amos 22.0, product characteristics and economical efficiency affect satisfaction of customer on lunch box in convenience store. And also appearance and product characteristics affect repurchase intention of customer and appearance affects recommendation intention positively.
In general, most university students have bought lunch box in convenience store more than one time and their income is lower than 1 million won. And appearance of lunch box in convenience store affects customer loyalty or desire to buy very much.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경 및 목적 1
• 제2절 연구의 방법 2
• 제3절 연구의 체계 3
• 제2장 이론적 배경 5
• 제1절 가정대체식품(HMR)의 소비현황 및 분류 5
• 1.HMR 시장의 현황 5
• 2.HMR의 개념 7
• 3.HMR의 분류 10
• 제2절 편의점 도시락의 시장 현황 13
• 1.국내 편의점 시장의 현황 13
• 2.편의점 도시락 시장의 현황 16
• 제3절 측정변수의 개념 20
• 1.선택속성 20
• 2.고객 만족 21
• 3.재구매의도 24
• 4.고객 충성도 25
• 제4절 선행연구 고찰 28
• 1.선택속성 28
• 2.선택속성과 고객 만족, 재구매의도 및 고객 충성도의 관계 32
• 제3장 연구설계 및 분석방법 35
• 제1절 연구모형의 설계 35
• 제2절 변수의 정의 및 측정방법 36
• 1.변수의 조작적 정의 36
• 2.측정도구의 설계 38
• 제3절 자료수집 및 분석방법 40
• 1.연구대상 및 자료수집 40
• 2.자료의 분석방법 41
• 제4장 실증분석 43
• 제1절 조사대상자의 일반적 특성 43
• 1.인구통계학적 특성 43
• 2.인구통계학적 특성에 따른 편의점 도시락 월평균 구매 46
• 제2절 측정도구의 타당성과 신뢰성 검증 52
• 1.측정도구의 탐색적 요인분석과 신뢰도 분석 52
• 2.측정도구의 확인적 요인분석 62
• 3.구성 개념 간의 상관관계 분석과 판별타당성 68
• 제3절 변수들 간 인과관계 분석 71
• 1.편의점 도시락의 선택속성과 만족도의 관계 73
• 2.만족도와 고객 충성도의 관계 73
• 3.편의점 도시락의 선택속성과 고객 충성도의 관계 74
• 제4절 인과관계 결과분석 76
• 제5장 결론 77
• 제1절 연구결과의 요약 77
• 제2절 시사점 81
• 제3절 연구의 한계 82
• 참고문헌 84
• 부록:설문지 95