Study on the Effect of Corporate Association of the Hypermarket on Relationship Quality and Customer Loyalty

• 영문명: Study on the Effect of Corporate Association of the Hypermarket on Relationship Quality and Customer Loyalty
• 발행기관: 한국유통과학회
• 저자명: Youn-Chul JANG Min-Jung KANG
• 간행물 정보: 『유통과학연구(JDS)』제22권 제2호, 115~123쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.02.29

영문 초록

Purpose: Using the association concept as a basis, businesses offer association cues—trademarks and logos, for example—to support consumers’ associative memories. These stimuli can be connected to anything, including a product’s unique personality or the advantages it offers the company that made it. The purpose of this study is to comprehend how hypermarkets’ business affiliation, relationship commitment, and trust affect consumers’ attitudes and behaviors. Data, methodology, and research design: Regression analysis was used in this study to confirm the relationship between the independent and dependent variables, as well as to forecast how the changes in the independent variable would affect the changes in the dependent variable. Results: These are the findings of the research. First, it was discovered that trust and relationship commitment were significantly impacted by the hypermarket product association, corporate management-related associations, and social responsibility associations. Second, it was discovered that both behavioral and attitudinal loyalty were impacted by hypermarkets’ level of trust. Third, it was discovered that both behavioral and attitudinal loyalty were impacted by a hypermarket’s relationship commitment. Conclusions: Corporate associations with the hypermarket play an important role in shaping and maintaining consumers’ awareness of the company or brand. Since this is affected by various factors such quality of products and services, and corporate social activities, companies need to positively induce awareness of products or services.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Empirical Analysis Results

4. Conclusion

References

키워드

Hypermarket Association Corporate ability Social responsibility Attitudinal loyalty Behavioral loyalty