할인점 의류매장 점포충성도에 대한 점포이미지와 전환장벽의 영향력에 관한 연구
An Empirical Study of the Store Image and Switching Barrier on Store Loyalty
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Abstract
The goal of this study was to investigate the impacts of customer satisfaction, store image, and switching bar-rier on store loyalty of the clothes shops at a large-scale discount store. The subjects were 357 female adults living indata were factor and reliability analyzed using the SPS program. And LISREL was used to test and evaluate the rela-tionships between the constructs through confirmatory factor analysis and covariance structure analysis. Among the sixhypotheses set in the research model, total four were selected through empirical analysis and the rest two were rejected.The analysis results were useful in making a conceptual model that could keep the simplicity about store loyalty and hadincreased explanatory power. Thus it turned out the deciding factors of store loyalty for the clothes shop at a discountstore were customer satisfaction and switching barrier rather than store image. Customer satisfaction had the biggestinfluences on store loyalty among the expected variables. Considering the direct impacts of switching barrier on store loy-alty, it's important to work on switching barrier along with customer satisfaction in order to maintain the customers' storeloyalty. The efforts to identify the various factors of store loyalty in addition to switching barrier, customer satisfaction,
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