대형할인점에서의 와인구매시 선택속성과 고객만족에 미치는 영향
The effect of wine purchasing at major hyper markets attributes on customer satisfaction
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This study was investigated wine purchasing at major hyper markets attributes of customers : analyzing how the selection attributions of purchasing wines in hyper markets, through factor analysis and regression analysis, authors identified 6 factors of selection attributes of purchasing in hyper markets (professional service, variety of physical service, spatiality of atmosphere, special sales promotions, and diversity of wine selection) and "special sales promotions" had the most positive influence on customer satisfaction and behavior intentions (revisit, recommendation). The paper provides marketers of wine importers, wine related industry specialists, and people in a wine business industry with the useful clues to understand consumers' choice behavior of wine purchasing in major hyper markets in Korea.
Abstract
This study was investigated wine purchasing at major hyper markets attributes of customers : analyzing how the selection attributions of purchasing wines in hyper markets, through factor analysis and regression analysis, authors identified 6 factors of selection attributes of purchasing in hyper markets (professional service, variety of physical service, spatiality of atmosphere, special sales promotions, and diversity of wine selection) and "special sales promotions" had the most positive influence on customer satisfaction and behavior intentions (revisit, recommendation). The paper provides marketers of wine importers, wine related industry specialists, and people in a wine business industry with the useful clues to understand consumers' choice behavior of wine purchasing in major hyper markets in Korea.