초록

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Abstract ▼ AI-Helper

Visual merchandising(VMD) that shops pursue for influences efficiency and images of shops. Therefore, it is suggested that customer satisfaction and behaviors will vary according to perceptions of customers on VMD which is expected to play an important role in strategic aspects of marketing. This st...

Visual merchandising(VMD) that shops pursue for influences efficiency and images of shops. Therefore, it is suggested that customer satisfaction and behaviors will vary according to perceptions of customers on VMD which is expected to play an important role in strategic aspects of marketing. This study aims to analyse what influence customers" perceptions on VMD have on customers" satisfaction and behaviors. In particular, it focused on medication effect of customers" satisfaction in an influence of customers" perception on their behaviors. For the purpose, it targeted a total of 160 customers who use take-out coffee shops in Gwangju. That VMD had an influence on customers" satisfaction and behaviors, and mediation effect is expected according to customers" satisfaction was partially demonstrated. In particular, harmony in customers" perception in works as an important factor. It indicates that VMD of shops is important for efficient merchandising. So differentiated and high-quality environments for shops should continuously considered.

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