Kim, Jong-Lak
(Department of Distribution Management, Jangan University)
,
Lee, Young-Chul
(Department of Distribution Management, Jangan University)
,
Han, Sang-Ho
(Department of Distribution Management, Jangan University)
,
Lim, Su-Ji
(Department of Distribution Management, Jangan University)
Purpose - The purpose of this study is to investigate the impact of the service quality of a university-based convenience store on consumer satisfaction, service value, and customer loyalty. Research design, data, and methodology - The questionnaire was developed by using the modified and supplement...
Purpose - The purpose of this study is to investigate the impact of the service quality of a university-based convenience store on consumer satisfaction, service value, and customer loyalty. Research design, data, and methodology - The questionnaire was developed by using the modified and supplementary questions based on the KD-SQS model. We used the SPSS/PC 18.0 and AMOS 18.0 statistical packages to analyze the results. For validating the research hypothesis and the structural relationship of the research model, path analysis was used. Results - The overall results of this study are as follows. We found that benefits, promotion, and convenience had a significant impact on two variables: customer satisfaction and service value. Conclusions - The basic benefits, promotions, and convenient facilities in the university-based convenience store have already received favorable reviews. Therefore, for improving customer satisfaction, it is important to improve the reliability of service, quality of human interaction, and customer service.
Purpose - The purpose of this study is to investigate the impact of the service quality of a university-based convenience store on consumer satisfaction, service value, and customer loyalty. Research design, data, and methodology - The questionnaire was developed by using the modified and supplementary questions based on the KD-SQS model. We used the SPSS/PC 18.0 and AMOS 18.0 statistical packages to analyze the results. For validating the research hypothesis and the structural relationship of the research model, path analysis was used. Results - The overall results of this study are as follows. We found that benefits, promotion, and convenience had a significant impact on two variables: customer satisfaction and service value. Conclusions - The basic benefits, promotions, and convenient facilities in the university-based convenience store have already received favorable reviews. Therefore, for improving customer satisfaction, it is important to improve the reliability of service, quality of human interaction, and customer service.
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문제 정의
This study thinks that this research has a significant in that it attempted to integrate the service quality concept into the intramural CVS, and particularly, it raised the necessity of revitalizing the intramural CVS. Further, this study, for the first time in the research on CVS in Korea, did analysis of service quality on the basis of KD-SQS which was developed on the retail business service quality evaluation scale-RSQS, by getting away from the research on the existing service quality.
가설 설정
H1: CVS Store Service Quality will have a positive influence on Service Satisfaction.
H2: CVS store Service Quality will have a positive effect on Service Value.
H4: Service Satisfaction will have a positive effect on Store Loyalty.
H3 explain the relationship between service value, service satisfaction. As a result of analysis, it was found that service value had a significant influence on service satisfaction (path coefficient=.
제안 방법
The measuring tool used by this study is a questionnaire which was created by modifying some to meet each variable based on the existing research, and consists of question itemsrequiring respondents to fill it in a self-administrated method. The composition of the questionnaire includes the items for measuring demographic variables (age, gender, school year, etc.
The measuring tool used by this study is a questionnaire which was created by modifying some to meet each variable based on the existing research, and consists of question itemsrequiring respondents to fill it in a self-administrated method. The composition of the questionnaire includes the items for measuring demographic variables (age, gender, school year, etc.), CVS service quality (primary benefit, promotion, reliability, personal interaction, physical aspects, policy and additional convenience, etc.), service value, service satisfaction, degree of store openings.
In an effort to verify the validity and reliability of the research units, this study verified the convergent validity and discriminant validity between individual research units through confirmatory factor analysis. As a result of conducting analysis of the primary benefit, promotion, reliability, personal interaction, physical aspects, policy and service value in the process of confirmatory factor analysis after eradicating the variables whose standardized regression weights were low, it was found that χ2 = 494.
In order to confirm the predictive validity and construct validity, this study confirmed the relationship between correlation matrix and AVE. The value of multiple correlation coefficient (r2) in each factor's AVE value is small, which explains the securement of discriminant validity between factors.
On the basis of the above results, this study is making suggestions for intramural CVS's developmental direction as follows the intramural CVS's exist in great number already, signaling an intense competitive aspectfrom now on.
This study, targeting the intramural CVS, empirically analyzed the influence of CVS service quality on service value, service satisfaction, and store loyalty. The results of the major research through empirical analysis are as follows:
This study thinks that this research has a significant in that it attempted to integrate the service quality concept into the intramural CVS, and particularly, it raised the necessity of revitalizing the intramural CVS. Further, this study, for the first time in the research on CVS in Korea, did analysis of service quality on the basis of KD-SQS which was developed on the retail business service quality evaluation scale-RSQS, by getting away from the research on the existing service quality. In addition, it also has a significance in that this study, together with service quality, did research on the relationship between service satisfaction, service value and store loyalty, and established the relationshipof more minute, multi-dimensional loyalty path model.
Further, this study, for the first time in the research on CVS in Korea, did analysis of service quality on the basis of KD-SQS which was developed on the retail business service quality evaluation scale-RSQS, by getting away from the research on the existing service quality. In addition, it also has a significance in that this study, together with service quality, did research on the relationship between service satisfaction, service value and store loyalty, and established the relationshipof more minute, multi-dimensional loyalty path model. However, somewhat insufficient numbers of samples are pointed out as the limit of this research.
대상 데이터
This study conducted a survey of 240 male and female college students attending the university located in Gyeonggi-do and Seoul, and confined the customers who spent more than 10 thousand won at CVS recently for a month as its subjects and got them to respond to the structured questionnaire.
데이터처리
In order to test the research model suggested by this research, the study conducted the path analysis using AMOS 18.0. For the path analysis, this study used simple average value due to too many variables comprising each research unit.
성능/효과
Third, convenience of commodities means a wide assortment of products to meet people's smooth life as a consumer.
As a result of analysis, it was found that service value had a significant influence on service satisfaction (path coefficient=.496, t-value=9.056, p<.01), service satisfaction value (path coefficient=.268, t-value=4.886, p<.01) and loyalty.
Second,benefits (.154, P<.05), promotion (.144, P<.05), and convenience (.302, P<.01) were found to have a significant influence on service value.
First, it was found that benefits (427, p<.01), promotion (075, p<.01), and convenience (120, p<.05)had a significant influence on service satisfaction.
As a result of conducting analysis of the primary benefit, promotion, reliability, personal interaction, physical aspects, policy and service value in the process of confirmatory factor analysis after eradicating the variables whose standardized regression weights were low, it was found that χ2 = 494.915, df = 358, p =.000, χ2/DF = 1.382, NFI = .830, IFI = .933, CFI =.945, RMSEA = .051, indicating no problem in judging fit index in general.
As a result of doing analysis, it was found that benefit had a significant influence on service satisfaction(path coefficient=.427, t-value=7.374, p<.01) and service value(path coefficient=.154, t-value=2.590, p<.05); promotion had a significant influence on service satisfaction(path coefficient=.075, t-value=1.709, p<.1) and service value(path coefficient=.120, t-value=2.093, p<.05); inaddition, convenience had a significant influence on service satisfaction (path coefficient=.144, t-value=2.414, p<.05) and service value(path coefficient=.302, t-value 4.905, p<.01).
후속연구
Hereupon, this study is going to draw the development direction of the CVS, which found a store location in the college campus by grasping how the consumers evaluate the service provided by the CVSs which found a store location in school premises, and what sort of service quality factor the consumers think of as important to help the ever-increasing intramural CVSs since the middle of the 2000s to do effective management through the analysis of service quality evaluation of and satisfaction with the service of the intramural CVS.
Moreover, this study failed to consider regional deviation. It is hoped that should the relevant research be expanded into the one on a college and general CVS by making up for the above mentioned shortcomings, there will be a more meaningful result regarding CVS service quality.
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