The Impact of Traditional Market Properties and Relationship Quality on Customer Value : Approach from the viewpoint of the Means-end Chain Theory
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Purpose- This study investigated relationship quality and/orloyalty, from the viewpoint that merchants and consumers coulddevelop the traditional market. It reorganized variables to findthe conditions of values that could stimulate consumers' motivesto revive the traditional market. Research Design, data, and methodology- This study employed 202 copies of effective questionnaires, based on the data of Yang & Ju (2012), to conduct correlation, regression, andstructured equation modeling (SEM). Results- The results emphasized product and store atmosphere as store selection attributes to consider in the minimumerror correction (MEC) model; service factor was not significant. Further, consumers valued relationship quality in the test ofmediated effects of the sub-factors of store selection attributes,including consumers' social and emotional value. The relationship quality significantly influenced consumers' value in traditional markets that needed to improve and develop using several variables. Conclusions- This study revealed connections between attributes, consequences, and values using the causal relation model,to generate an optimal model based on a practical and theoretical background and proposed ways to obtain consumer-relatedinformation easily.
Abstract
Purpose- This study investigated relationship quality and/orloyalty, from the viewpoint that merchants and consumers coulddevelop the traditional market. It reorganized variables to findthe conditions of values that could stimulate consumers' motivesto revive the traditional market. Research Design, data, and methodology- This study employed 202 copies of effective questionnaires, based on the data of Yang & Ju (2012), to conduct correlation, regression, andstructured equation modeling (SEM). Results- The results emphasized product and store atmosphere as store selection attributes to consider in the minimumerror correction (MEC) model; service factor was not significant. Further, consumers valued relationship quality in the test ofmediated effects of the sub-factors of store selection attributes,including consumers' social and emotional value. The relationship quality significantly influenced consumers' value in traditional markets that needed to improve and develop using several variables. Conclusions- This study revealed connections between attributes, consequences, and values using the causal relation model,to generate an optimal model based on a practical and theoretical background and proposed ways to obtain consumer-relatedinformation easily.
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