본문 바로가기
KERD
논문KCI 등재

Positioning customer-based convenience store image: a multidimensional scaling approach via perceptual map

Truc Vi HO|Trong Nhan PHAN|Viet Phuong LE-HOANG
한국유통과학회 (Korea Distribution Science Association)|2021.02|유통과학연구 (Journal of Distribution Science)|제19권 제2호|pp. 15-24

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

Convenience StorePerceptual MapImage PositioningC – Store ImagePerception Of Consumers

초록

Purpose: The research is to find out the perception of consumers for the convenience store (c – store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c – stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c – store image. Results: The results point out that consumers’ perception of a different c – store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

Abstract

Purpose: The research is to find out the perception of consumers for the convenience store (c – store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c – stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c – store image. Results: The results point out that consumers’ perception of a different c – store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

참고문헌 (72)

  1. Aagja, J. P., "Validating Service Convenience Scale and Profiling Customers : A Study in the Indian Retail Context", Vikalpa : The Journal for Decision Makers, 36(4), pp.25~49 (2011)
  2. Begoña Alvarez Alvarez, "Consumer evaluations of sales promotion: the effect on brand choice", European Journal of Marketing, 39(1, pp.2) (2005), 54~70[DOI]
  3. Ailawadi, K. L., "Understanding retail branding : conceptual insights and research priorities", Journal of Retailing, 80(4), pp.331~342 (2004)[DOI]
  4. Amirani, S., "An attribute-anchored conjoint approach to measuring store image", International Journal of Retail and Distribution Management, 21(5), pp.30~39 (1993)
  5. Babakus, E., "Linking perceived quality and customer satisfaction to store traffic and revenue growth", Decision Sciences, 35(4), pp.713~737 (2004)[DOI]
  6. Barr, V., "Stores : Retail Display and Design" (1997), PBC International
  7. Bearden, W. O., "Determinant Attributes of Store Patronage : Downtown versus Outlying Shopping Areas", Journal of Retailing, 53, pp.15~22 (1977)
  8. Berry, L. J., "The Components of Department Store Image : A Theoretical and Empirical Analysis", Journal of Retailing, 45, pp.3~20 (1969)
  9. Berry, L. L., "Understanding Service Convenience", Journal of Marketing, 66(3), pp.1~17 (2002)[DOI]
  10. Bradford, K. D., "Salespersons’Management of Conflict in Buyer–Seller Relationships", Journal of Personal Selling & Sales Management, 29(1), pp.25~42 (2009)[DOI]
  11. Burt, S., "The role of store image in retail internationalization", International Marketing Review, 17(4, pp.5) (2000), 433~453
  12. "Cambridge dictionaries online" (2019)[URL]
  13. Carroll, J., "Knowledge and Beliefs About Health Promotion and Preventive Health Care Among Somali Women in the United States", Health Care for Women International, 28(4), pp.360~380 (2007)[DOI]
  14. Chen, K. -J., "The study of Chain Department Stores Service Quality in Taipe", The Journal of Human Resource and Adult Learning, 3(2), pp.243~254 (2007)
  15. 정락채, "The effects of store image components on consumers purchasing retailer brands in Korea", 유통과학연구, 9(4), pp.15~27 (2011), 한국유통과학회[DOI]
  16. 조준상, "VMD에 대한 소비자태도가 브랜드자산과 브랜드태도에 미치는 영향 :베이커리전문점을 중심으로", 유통과학연구, 11(6), pp.67~80 (2013), 한국유통과학회[DOI]
  17. Connett, B., "The integrated marketing communication mix" (2004), Indian, Juta Publishers
  18. Darden, W. R., "A Comparison and Test of Three Causal Models of Patronage Intentions" (1983), Patronage Behavior and Retail Management
  19. De Klerk, H. M., "A qualitative study of the influence of aspects of the clothing store and the salesperson's appearance on the women's clothing consumer's decision-making process", Journal of Family Ecology and Consumer Sciences, 26(1), pp.15~26 (1993)
  20. "Retail in Vietnam - Navigating the digital retail landscape" (2019)[URL]
  21. Dunne, P. M., "Retailing" (1995), Southwestern Publishing
  22. Du Preez, R., "Store Image : Toward a Conceptual Model Part 1", Journal of Industrial Psychology, 34(2), pp.50~58 (2008)
  23. Engel, J. F., "Consumer Behavior" (1995), Harcourt Brace College Publishers
  24. Fisk, G., "A Conceptual Model for Studying Customer Image", Journal of Retailing, 37, pp.1~8 (1961)
  25. "Number of supermarkets as of annual December 31st by province" (2019)[URL]
  26. Giraldi, J. M. E., "Retail Store Image : A Comparison Among Theoretical And Empirical Dimensions In A Brazilian Study", Revista Gestão. Org, 6(1), pp.123~137 (2007)
  27. Greenberg, C. J., "Patronage Behavior and Retail Management" (1983), Elsevier Science
  28. Gundala, R. R. R., "Retail store image : a study of the cyprus clothing industry", International journal of management and marketing research, 3(3), pp.67~81 (2010)[DOI]
  29. Hair, J. F., "A Primer on Partial Least Squares Structural Equation Modeling" (2014), Sage Publishing
  30. Homburg, C., "Exploring the Conditions Under Which Salesperson Work Satisfaction Can Lead to Customer Satisfaction", Psychology & Marketing, 22(5), pp.393~420 (2005)[DOI]
  31. Hu, H., "Social cues in the store environment and their impact on store image", International Journal of Retail and Distribution Management, 34(1), pp.25~18 (2006)[DOI]
  32. Ibrahim, M. F., "Disaggregating the travel components in shopping centre choice; an agenda for valuation practices", Journal of Property Investment and Finance, 20(3), pp.277~294 (2002)[DOI]
  33. James, D. L., "The use of a multi-attribute model in a store image study", Journal of Retailing, 52(2), pp.23~32 (1976)
  34. Habibollah Javanmard, "Relationship between Store Image, Customer Satisfaction, Behavioral Intention and Fast Distribution in Retails", 유통과학연구, 14(1), pp.7~15 (2016), 한국유통과학회[DOI]
  35. Jin, B., "A typology of Korean discount shoppers : shopping motives, store attributes, and outcomes", International Journal of Service Industry Management, 14(4), pp.396~419 (2003)[DOI]
  36. Jinfeng, W., "The impact of selected store image dimensions on retailer equity : Evidence from 10Chinese hypermarkets", Journal of Retailing and Consumer Services, 16(6), pp.486~494 (2009)
  37. "Vietnam's retail market: Future growth" (2018)[URL]
  38. Kaufman, C. F., "A new look at one-stop shopping : a TIMES model approach to matching store hours and shopper schedules", Journal of Consumer Marketing, 13(1), pp.4~25 (1996)
  39. Kaura, V., "Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction", International Journal of Bank Marketing, 33(4), pp.404~422 (2015)[DOI]
  40. Kerfoot, S., "Visual merchandising and the creation of discernible retail brands", International Journal of Retail & Distribution Management, 31(3), pp.143~152 (2003)[DOI]
  41. Khan, S., "Framework of Retail Store Image and Its Overall Impact on Consumer Behaviour", Journal of Advances and Scholarly Researches in Allied Education, 15(6), pp.140~149 (2018)
  42. Kotler, P., "Atmospherics as a marketing tool", Journal of Retailing, 49(4), pp.48~55 (1973)
  43. Koo, D. M., "Inter-relationships among store images, store satisfaction, and store loyalty among Korea Discount Retail patrons", Asia Pacific Journal of Marketing and Logistics, 15(4), pp.42~71 (2003)[DOI]
  44. Kunkel, J. H., "A Behavioral Conception of Retail Image", Journal of Marketing, 32, pp.21~27 (1968)
  45. Liang, C. J., "The Behavioural Sequence of the Financial Services Industry in Taiwan : Service Quality, Relationship Quality and Behavioural Loyalty", Service Industries Journal, 26, pp.119~145 (2006)[DOI]
  46. Lindquist, J. D., "Meaning of image", Journal of Retailing, 50(4), pp.29~38 (1974)[DOI]
  47. Lockshin, L., "Consumer Evaluation of retail wine stores", Journal of wine research, 9(3), pp.173~184 (1998)[DOI]
  48. Malhotra, N., "A Threshold Model of Store Choice", Journal of Retailing, 59(2), pp.3~21 (1983)
  49. Mathur, M., "The effect of retail Store Image Dimensions on Consumer’s Purchase Intention of Private Label Brands", International Journal of Research in Finance and Marketing, 6(11), pp.89~102 (2016)
  50. Martineau, P., "The personality of the retail store", Harvard Business Review, 36, pp.47~55 (1958)
  51. "What’s next in South East Asia – Seizing untapped oppoturnities in Asia’s next growth frontier" (2019)[URL]
  52. Nunnally, J. C., "Psychometric theory" (1994), US, McGraw-Hill
  53. Nzuve, S. N. M., "Management of Human Resources: A Kenyan Perspective" (2010), Kenya, Basic Modern Management Consultants
  54. O’Guinn, C. T., "Advertising & Integrated Brand Promotion" (2009), Ohio, SouthWestern Cengage Learning
  55. Omar, O., "Retail Marketing" (1999), England, Pitman Publishing House
  56. Osman, M. Z., "A Conceptual Model of Retail Image Influences on Loyalty Patronage Behavior", International Review of Retail Distribution and Consumer Research, 2, pp.138~148 (1993)
  57. Rosenbloom, B., "Patronage Behavior and Retail Management" (1983), Elsevier Science Publishing
  58. Saraswat, A., "Building store brands using store image differentiation", Journal of Indian Business Research, 2(3), pp.166~180 (2010)
  59. Schiffman, L. G., "Consumer behavior" (1997), Prentice Hall
  60. Sen, S., "Window displays and consumer shopping decisions", Journal of Retailing and Consumer Services, 9(5), pp.277~290 (2002)
  61. Stevens, C. W., "K-Mart Stores Try New Look to Invite More Spending", The Wall Street Journal, 26, pp.29~35 (1980)
  62. Stoltman, J. J., "An investigation of retail shopping situations", International Journal of Retail and Distribution Management, 27(4), pp.145~152 (1999)[DOI]
  63. Suresh, A. S., "Factors of store attributes and image and its impact on consumer purchase intention in organized grocery retail stores in the city of Bangalore", PIMT Journal of Research, 12(1), pp.146~149 (2019)
  64. Taylor, S. L., "Profiling later aged female teens : mall shopping behaviour and clothing choice", Journal of Consumer Marketing, 19(5), pp.393~408 (2002)[DOI]
  65. Thang, D. C. L., "Linking consumer perception to preference of retail stores : an empirical assessment of the multi-attributes of store image", Journal of Retailing and Consumer Services, 10(4), pp.193~200 (2003)[DOI]
  66. "IGD: Vietnam tipped to be Asia’s fastest-growing convenience market" (2017)[URL]
  67. Vahie, A., "Private label brand image : its relationship with store image and national brand", International Journal of Retail & Distribution Management, 34(1), pp.67~84 (2006)[DOI]
  68. Varley R., "Store image as the key differentiator", Eur Retail Digest, 46(1), pp.18~21 (2005)
  69. Verma, H., "Factor Analyzing The Store Attributes To Identify Key Components Of Store Image : A Study On Some Selected Apparel Stores In India", Sri Krishna International Research & Educational Consortium, 2(1), pp.1~21 (2011)
  70. Visser, E. M., "Importance of apparel store image attributes : perceptions of female consumers", SA Journal of Industrial Psychology, 32(3), pp.49~62 (2006)[DOI]
  71. Zeithaml, V. A., "Services Marketing:Integrating Customer Focus across the Firm" (2000), US, McGraw-Hill
  72. Zimmer, M. R., "Impressions of retail stores : A content analysis of consumer images", Journal of Retailing, 64(3), pp.265~293 (1988)

관련 논문AI추천

베트남 편의점의 선택속성이 소비자 만족 및 소비자 충성도에 미치는 영향유이매, 이성호, 응웬티퀸한국기업경영학회 · 기업경영연구2024 · 제31권 제1호Measuring Service Convenience for Korean Retail Stores: Scale Development and Empirical Testing김미정, 박철주한국유통과학회 · 유통과학연구2014 · 제12권 제9호The Impact of Service Quality on Customer Satisfaction, Service Value, and Store Loyalty in a University-Based Convenience Store김종락, 이영철, 임수지, 한상호한국유통과학회 · 유통과학연구2013 · 제11권 제5호The Determinants of Customer Loyalty: The Case Study of Saigon Co.op Supermarkets in VietnamCuong Quoc NGUYEN, Ngan PHAM한국유통과학회 · 유통과학연구2021 · 제19권 제5호Factors affecting the competitive advantage of supermarkets: Evidence from VietnamCuong Hung Pham사람과세계경영학회 · Global Business and Finance Review2019 · 제24권 제1호The effects of store image components on consumers purchasing retailer brands in Korea정락채, 조영상한국유통과학회 · 유통과학연구2011 · 제9권 제4호

이 간행물의 다른 논문 (7건)

Informational Justice, Cognitive Trust, and Satisfaction: Purchasers’ Perspective of Healthcare Distribution MarketChangjoon LEEpp. 5-14Posttraumatic Growth in the Distribution of Negative Interpersonal Relationship: A Christian PerspectiveChoong-Ik Choi, Eunsung LEEpp. 25-36A Study on the Mediating Effect of Customer Orientation between O2O Service Quality and Customers’ Perceived Service SatisfactionMin-Jung Kang, Hee-Joong Hwang, Zhuolun WUpp. 37-44How to Utilize Sports Psychology for Better Customer Experience in Sports Retail Store as a Distribution Content PerspectiveDong-Ho SEONGpp. 45-52Spatial Distance Effect in Shaping Perceived Similarity of Products in the Online StoreJung Min JANGpp. 53-64
원문 보기