SPA 매장의 판매원 서비스 만족도와 매장환경 만족도에 따른 재구매 의도 분석

• 영문명: The effect of SPA Store Salesperson's Service Satisfaction and Store Environment Satisfaction on Repurchase Intention
• 발행기관: 한국소비문화학회
• 저자명: 이영주(Rhee, Young-Ju)
• 간행물 정보: 『소비문화연구』제12권 제3호, 125~144쪽, 전체 20쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2009.09.30

국문 초록

본 연구의 목적은 SPA형 매장의 판매원 서비스 만족도와 매장환경에 만족도에 따른 재구매 의도를 분석하는데 있다. 설문조사를 위해 400부의 설문지가 4개의 SPA 매장에 배부되었고 그 결과 395부의 설문지가 사용되었다. 요인분석 결과 판매원 서비스 만족도 하위요인은 고객지향성, 인적호감도, 전문성, 윤리성, 신뢰성으로 분류되었으며 매장환경 만족도 하위요인은 매장내 밀집도, 분위기, 매장의 편의시설, 쾌적함, 조명, 향기로 분류되는 것으로 나타났다. 회귀분석 결과 판매원 서비스 만족도 요인중 고객지향성, 인적호감도, 신뢰성, 윤리성이 소비자의 재구매의도에 영향을 미치는 것으로 나타났으며, 매장환경 만족도 요인으로는 매장내 밀집도, 매장의 편의시설, 쾌적함, 향기가 소비자의 재구매의도에 유의한 영향을 미치는 것으로 나타났다.

영문 초록

The objective of this study was to find out the effect of salesperson's service satisfaction and store environment satisfaction on repurchase intention of a SPA brand. 400 surveys were distributed to consumers at 4 different SPA stores and 395 responses were used for the data analysis. After the factor analysis, salesperson's service satisfaction factor was consisted of customer orientation, favorable impression, professionality, morality, reliability. Store environment satisfaction factor was consisted of crowdedness, atmosphere, facilities, pleasant environment, lighting, fragrance. In case of male consumers, salesperson's professionality, morality, reliability, and customer orientation had a positive relationship with repurchase intention. For female consumers, salesperson's favorable impression, customer orientation, reliability, and professionality had a positive relationship with repurchase intention. Also for male consumers, crowdedness, facilities, and pleasant environment had a positive relationship with repurchase intention. Whereas for female consumers, atmosphere, pleasant environment, facilities, and fragrance had a positive relationship with repurchase intention. The result of regression analysis showed that customer orientation, morality, favorable impression, reliability of a salesperson had a positive effect on repurchase intention. The result also showed that facilities, crowdedness, fragrance, pleasant environment, of a store had a positive effect on repurchase intention.

키워드

SPA 매장 판매원 서비스 매장환경 SPA store salesperson's service store environment