국내 대형할인점의 고객만족 향상 방안에 관한 연구 - 서울지역 E마트와 까르푸를 중심으로 -

• 영문명: A Study on a Plan for Enhancing Customer Satisfaction of Domestically Large Discount Stores - Centering on E Mart and Carrefour in Seoul Area -
• 발행기관: 인하대학교 산업경제연구소
• 저자명: 김본수(Bon-Su Kim) 배무언(Mu-Eun Bae)
• 간행물 정보: 『경상논집』경상논집 제19집 제1호, 1~36쪽, 전체 36쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2005.12.01

영문 초록

This study classified domestically large discount stores that are rapidly growing, into the home large discount store and the foreign large discount store, tried to examine which significant difference each large discount store has in customer satisfaction, through empirical study as to the service quality and physical environment, and also researched on a plan to enhance customer satisfaction of home large discount store that can cope with foreign large discount store. In terms of the service quality, it divided into 5 types depending on a study of Parasuraman, Zeithaml ＆ Berry, and as to the physical environment, classified on the basis of Bitner's model, thus it established a study model and a hypothesis in order to examine whether there is significant difference in customer satisfaction between the home large discount store and the foreign large discount store. For the purpose of hypothesis test, it widely distributed and collected questionnaires, limiting to adult men and women who use a large discount store located in Seoul area. It widely distributed questionnaires of 300 sheets and used questionnaires of 233 sheets with effectiveness for the final analysis. Given seeing major results of this study, those are as follows. First, in terms of customer satisfaction with the service quality, it did not wholly show significant difference between the foreign large discount store and the home large discount store, but it could be seen that the satisfaction at service quality being offered by the home large discount store is being a little highly recognized. Second, given seeing that customers recognize the service quality of the home large discount store a little higher than the foreign large discount store, but there is no significant difference, it was shown that the home large discount store needs to improve the service quality aiming at keeping the continuously competitive advantage in the competition with the foreign large discount store. Third, in terms of physical environment, the customer satisfaction with the foreign large discount store was shown to be higher than the home large discount store. The results of the above empirical analysis suggest a plan to enhance customer satisfaction as follows, in which the home large discount store can cope with the foreign large discount store. First, in the aspect of service quality, the home large discount store gains an advantage more or less over the foreign large discount store, but it is judged that enhancing the customer satisfaction will be important, by offering customer service on the basis of customer respect, not the undifferentiated service shouting out only a slogan with the attribute of a campaign. Second, because, in terms of physical environment, the home large discount store has customer satisfaction lower than the foreign large discount store, it is judged to require to escape from the strategy of indiscriminately expanding stores to a market that is turning to a state of saturation, and to carry out, side by side, the strategy for being able to give more meanings to customer satisfaction in case of offering physical environment through communication and feedback with customers, in relation to the expansion of a store, and the strategy for being capable of enhancing customer satisfaction, by grasping to supplement a demerit of physical environment and offering the differentiated service of physical environment to the existing customers, as to the established stores.

목차

Ⅰ. 서론

Ⅱ. 대형할인점에 대한 이론적 고찰

Ⅲ. 연구모형과 가설의 설정

Ⅳ. 연구방법

Ⅴ. 결과분석

Ⅵ. 결론

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ABSTRACT