Effects of Product Value of Outlet Stores on Customer Satisfaction and Loyalty

• 발행기관: 한국유통과학회
• 저자명: Soon-Hwa Choi(최순화) Yeon-Sung Jung(정연승) Moon-Seop Kim(김문섭)
• 간행물 정보: 『유통과학연구(JDS)』제14권 제4호, 93~101쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.04.30

영문 초록

Purpose 󰡈 As more consumers pursue high quality products at reasonable prices, Korean retail companies are increasing investment in expanding their outlet stores. Despite the growing importance of the outlet business, there has been very little empirical research on consumers’ outlet shopping behaviors. This study aimed to investigate the relationships between consumers’ perceived product value (performance quality, value for money, and social value) of outlet stores and overall shopping satisfaction and the effect of shopping satisfaction on outlet store loyalty. Research design, data and methodology 󰡈 The authors developed a structural model in which performance quality, value for money, and social value of products are proposed to affect overall outlet shopping satisfaction, thus increasing customer loyalty. To analyze the research model, data were collected from 88 shoppers at suburban outlets. SPSS 21.0 and AMOS 21.0 were utilized to test the hypotheses. The unidimensionality of each construct was supported from the results of the reliability test with Cronbach’s α and confirmatory factor analyses. Correlation analysis was performed and the results warranted the nomological validity of the measures. The fit statistics of the overall model analysis demonstrated an acceptable fit(X2(161)=171.651, p=.000; X2/df=1.546; GFI=.821, NFI=.879, TLI=.942, CFI=.953, RMR=.035, RMSEA=.079). Results 󰡈 The findings are as follows. First, consumers’ perceived value of product performance quality had a significant positive effect on overall outlet shopping satisfaction. Consumers, who evaluate performance quality of the product more positively, tend to express stronger satisfaction and happiness about outlet shopping experience. Second, consumers’ perceived social value of outlet products influenced their overall satisfaction significantly. Consumers who believe that products of outlet stores enhance self-concepts are more likely to satisfy wi

목차

1. 서론

2. 선행 연구 고찰

3. 연구가설 및 연구모형

4. 연구방법론 및 실증분석

5. 결론 및 시사점

키워드

Outlet Stores Product Value Shopping Satisfaction Loyalty