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지각된 가치가 서비스품질, 고객만족과 점포충성도간 관계에 미치는 영향: 1-2인 가구를 중심으로

The Effects of Perceived Value on the Relationships Between Service Quality, Customer Satisfaction, and Store Loyalty: Focus on One or Two-member Households

김혜란
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2015.04|상품학연구 (Journal of Product Research)|제33권 제2호|pp. 19-29|DOI 10.36345/kacst.2015.33.2.003

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참고문헌

키워드

서비스 품질지각된 가치satisfaction만족service qualityperceived valuediscount storestore loyalty할인점점포 충성도1-2인 가구 소비자one or two-member households
주제분류경영학

초록

국내 소매업체들은 급속한 성장 속에서 다양하게 변모하고 있고 시장에서 큰 영향력을 발휘하고 있다. 특히 대형할인점은 차별적 우위를 점하면서 다른 소매업체들을 위협할 정도로 급속하게 커져갔다. 하지만 최근 몇 년 대형할인점의 성장률은 정체기에 있고 할인점과 온라인 쇼핑 등은 강세에 있다. 관련 연구들은 이러한 원인 중 하나로 가구당 평균 가구원 수의 감소로 1-2인 가구의 증가와 그들의 합리적인 소비성향으로 꼽고 있다. 따라서 본 연구는 대형할인점에 대해 1-2인 가구가 지각하는 가치와 서비스 품질 그리고 만족과 점포 충성도간 관계에 대해 조사해보고자 한다. 이를 위해 관련 연구들을 고찰해보고 연구 가설을 개발하고 대형할인점 1-2인 가구 소비자들을 대상으로 총 304의 사용가능한 설문응답을 수집하였다. 분석 결과, 소비자가 지각하는 금전적 시간적 가치는 서비스 품질에 의해 영향을 받았고 지각된 가치와 서비스 품질 모두 만족에 영향을 미쳤고, 지각된 가치와 만족은 점포 충성도에 직접적인 영향을 끼쳤다. 본 연구는 대형 할인점 1-2인 가구 소비자가 지각하는 금전적 및 시간적 가치에 대한 이해와 가치와 만족, 점포충성도와의 관계를 밝혀냄으로써 소매전략에 대한 이론적 실무적 시사점을 제공한다.

Abstract

The retail industry, in particular, large-scale discount store, has been rapidly developed in Korea but there is little research considering value that one or two-member households perceive and their characteristics on customer satisfaction and store loyalty in the context of discount store. Identification and measurement of service quality and perceived value as antecedents of satisfaction were conducted in the current paper which aims to identify the effects of perceived value on the relationships between service quality, customer satisfaction and store loyalty and focus on small number member households in discount store. The research model was tested using a self-completed questionnaire and several statistical techniques. As a result, perceived value (for money and time) and service quality were found to affect customer satisfaction which leads to store loyalty. Noticeably, perceived value was influenced by service quality and had a direct impact on store loyalty. Of perceived values, value for money had a stronger impact on customer satisfaction and store loyalty than value for time. The current research adds to the understanding of buying behavior of one or two-member households and perceived value construct, which suggests the need to consider such factors in developing a competitive distribution strategy and managing the channels in the dynamic environment.

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