국내 면세점 점포속성 중요도에 대한 내국인 소비자 평가가 만족에 미치는 영향 연구
Influence on the Importance of Store Attributions on Korean Consumer Satisfaction in Duty Free Stores
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
Purpose - The purpose of this study is to clarify the difference of store attributes of Korean consumers and to analyze it’s influence on consumer satisfaction in duty free stores which gain ground inch by inch in the distribution chanel. And it is to find discriminative result as compared with foreign consumer. Research design, data, and methodology - Subjects for the quantitative study, quota sampling was adopted in the Lotte, Shilla downtown and airport duty free stores from the first to 15th December 2016 and 177 questionnaires from Koreans who had purchasing experience in off line duty free store were analyzed. The data was analyzed by using factor and reliability analysis, descriptive statistics analysis, the independent sample t-test and multiple regression analysis. To test consistency, Cronbach’s alpha was used. Results - The result were as follows; 1. Korean consumers consider the importance of store attributes in duty free stores in order Product, Economic Feasibility, Convenience, Promotion, and Accessibility. 2. The meaningful impactive factors of duty free store attributes on consumer satisfaction turned out Product and Promotion. 3. These results show meaningful distinction between Koreans and foreigners in terms of consumer satisfaction in duty free stores. Conclusions – A marketer who is working for duty free store consider now that price benefit can not give strong impact to Korean consumers more and should concentrate on various brand assortment even including private brand. In terms of promotion, most duty free shops put special stress on foreign consumer’s wants now as highly increasing of Chinese travelers but Korean consumer’s sales portion and number of visitor also are steadily increasing. Therefore, a duty free marketer should prepare the Korean-oriented services with more enhanced promotion strategies for individual and group travellers, for example, a mileage service, VIP room and social network system to satisfy Korean consumers. In order to get satisfaction from Korean consumers, it makes effort on product and promotion than accessibility, price and convenience. Due to high level influence, further study is needed to enlarge to on-line market and to develop private brands for duty free stores.
Abstract
Purpose - The purpose of this study is to clarify the difference of store attributes of Korean consumers and to analyze it’s influence on consumer satisfaction in duty free stores which gain ground inch by inch in the distribution chanel. And it is to find discriminative result as compared with foreign consumer. Research design, data, and methodology - Subjects for the quantitative study, quota sampling was adopted in the Lotte, Shilla downtown and airport duty free stores from the first to 15th December 2016 and 177 questionnaires from Koreans who had purchasing experience in off line duty free store were analyzed. The data was analyzed by using factor and reliability analysis, descriptive statistics analysis, the independent sample t-test and multiple regression analysis. To test consistency, Cronbach’s alpha was used. Results - The result were as follows; 1. Korean consumers consider the importance of store attributes in duty free stores in order Product, Economic Feasibility, Convenience, Promotion, and Accessibility. 2. The meaningful impactive factors of duty free store attributes on consumer satisfaction turned out Product and Promotion. 3. These results show meaningful distinction between Koreans and foreigners in terms of consumer satisfaction in duty free stores. Conclusions – A marketer who is working for duty free store consider now that price benefit can not give strong impact to Korean consumers more and should concentrate on various brand assortment even including private brand. In terms of promotion, most duty free shops put special stress on foreign consumer’s wants now as highly increasing of Chinese travelers but Korean consumer’s sales portion and number of visitor also are steadily increasing. Therefore, a duty free marketer should prepare the Korean-oriented services with more enhanced promotion strategies for individual and group travellers, for example, a mileage service, VIP room and social network system to satisfy Korean consumers. In order to get satisfaction from Korean consumers, it makes effort on product and promotion than accessibility, price and convenience. Due to high level influence, further study is needed to enlarge to on-line market and to develop private brands for duty free stores.
참고문헌 (27)
- 최유진, "면세점 이용객들의 목표지향적 행동에 관한 연구", 한국항공운항학회지, 23(4), pp.73~81 (2015), 한국항공운항학회[DOI]
- Choi, Y. S., "Duty Free Shop story" (2013), Seoul Library
- 정재완, "국내외여행객의 시내면세점 활용과 그 시사점에 관한 연구", 무역학회지, 37(4), pp.73~95 (2012), 한국무역학회
- 부위륜, "시내 면세점 이미지가 쇼핑몰입과 면세점 만족에 미치는 영향 - 중국인 관광객을 대상으로 -", 관광레저연구, 28(8), pp.45~64 (2016), (사)한국관광레저학회
- 정갑연, "시내면세점의 물리적 환경이 중국관광객의 감정적 반응을 통한 행동의도에 미치는영향에 관한 연구", 무역통상학회지, 16(3), pp.159~196 (2016), 한국무역통상학회
- 김가령, "부산지역 면세점의 물리적 특성과 선택속성이 고객만족에 미치는 영향", 관광레저연구, 20(4), pp.87~102 (2008), (사)한국관광레저학회
- 김희진, "혼잡지각에 따른 면세점 쇼핑가치가 해외 면세점 방문의도에 미치는 영향", 관광경영연구, 21(1), pp.1~19 (2017), 관광경영학회
- 김지선, "CITを利用した、韓国免税店の人的サービスに関する考察", 관광연구, 28(1), pp.233~245 (2013), 대한관광경영학회
- Kim, S. H., "Study of utility characteristic & satisfaction of duty free shop of our country: Case of L duty free shop", Master, pp.2004
- "2016 Annual Report of Duty Free Market" (2017)[URL]
- Ko, H. S., "A study on the choice attributes for Duty Free Shops among foreign tourists in Korea", Journal of Korea Tourism Research Association, 16(2), pp.113~130 (2001)
- 고미영, "면세점 쇼핑 관광객의 중요도-만족도(IPA)에 관한 연구 - 제주방문 중국인 관광객을 중심으로 -", 관광연구, 26(2), pp.1~20 (2011), 대한관광경영학회
- Lee. G. H., "Study of the analysis on Korean Duty Free Shop's situation and develop for international competitiveness: Focus on Duty Free Shop in Seoul", Master, pp.1996
- 이현진, "면세점 이용 소비자의 점포 추구혜택 및 패션제품 쇼핑성향이 점포 만족도에 미치는 영향", 한국의류산업학회지, 13(4), pp.572~581 (2011), 한국의류산업학회
- 이상학, "면세점 사업에 대한 최적 경쟁정책의 연구", 제도와 경제, 11(1), pp.11~30 (2017), 한국제도∙경제학회
- 이량, "면세점의 지각된 서비스품질이 관계품질과 고객충성도에 미치는 영향", 유통과학연구, 15(4), pp.41~57 (2017), 한국유통과학회[DOI]
- 류문상, "국내 면세점 점포속성에 대한 질적 연구", 한국패션디자인학회지, 13(3), pp.19~37 (2013), 한국패션디자인학회
- 류문상, "국내 면세점 점포속성에 대한 중국, 일본 소비자 중요도 평가가 쇼핑만족에 미치는 영향 연구", 한국패션디자인학회지, 17(2), pp.55~71 (2017), 한국패션디자인학회[DOI]
- Moon, S. I., "Review on the economic trends of Duty-Free Shop regulations and its improvement", Journal of Korea Distribution Law Association, 3(2), pp.63~92 (2016)
- Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, 17(3), pp.460~469 (1980)
- Park, K. S., "Consumer satisfaction", dissatisfaction factors for internet fashion shopping malls, 2007, 76~88
- Reichheld, F. F., "Zero defections: Quality comes to service", Harvard Business Review, pp.105~111 (1990)
- Seo, C. H., "A study on the post occupancy evaluation of user's on Duty-Free Shop: Applied I-P Analysis", Journal of The tourism Science Society of Korea, 7, pp.443~455 (2004)
- 손해경, "아웃바운드 쇼핑관광객 구매행위의 영향 요인에 관한 연구:면세점의 충동구매를 중심으로", 관광레저연구, 19(3), pp.303~322 (2007), (사)한국관광레저학회
- Sohn, H. K., "Effects of choice attributes of Duty free shops on satisfaction Revisit intention and recommendation: The case of Japanese tourists", Journal of Korea Tourism Research Association, 4(1), pp.57~78 (2007)
- Spreng, R. A., "A reexamination of the determinants of consumer satisfaction", Journal of Marketing, 60(3), pp.15~33 (1996)
- Turner, L. W., "Shopping satisfaction for domestic tourists", Journal of Retailing and Consumer Service, 8(1), pp.15~27 (2001)