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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제17권 제4호
발행연도
2019.1
수록면
69 - 76 (8page)

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Purpose - The purpose of this study is to examine the effect of basic value satisfaction on service quality evaluation and customer loyalty and the moderating effect of Bargain-proneness in this process. Specifically, I analyzed the influence of basic value satisfaction, the mediating effect of service quality evaluation, and the moderated mediation effect of Bargain-proneness. Research design, data, and methodology - Data collection for this study was conducted for adults over 18 years of age with shopping experiences in traditional market within a month around the traditional market in the metropolitan area. A total of 250 questionnaire response data was obtained. Hypotheses were tested using SPSS. The PROCESS macro method was used to verify the mediating effect of the service quality evaluation on the relationship between basic value satisfaction and customer loyalty. Hierarchical regression analysis was performed to analyze the moderated mediation effect of the bargain-proneness tendency. Results - Empirical results showed that the basic value satisfaction affected service quality evaluation and customer loyalty. Specifically, it has been found that it directly affects customer loyalty and indirectly influences through service quality evaluation. The moderated mediation effect of the bargain-proneness tendency in the process of basic value satisfaction affecting customer loyalty through service quality evaluation has been verified. In other words, the higher the bargain-proneness tendency, the more influence the basic value satisfaction has on the favorable service quality evaluation. Conclusions - This study contributed to the distribution literature in that it attempted a new empirical study considering the variable 'bargain-proneness tendency', which had not received much academic attention in the past. Furthermore, this study contributed academically in that it presented important moderating variables that should be paid attention in the field of distribution studies. In this study, bargain-proneness was used with a focus on traditional markets, but this variable could play an significant role in future offline distribution studies that should pay attention to meet hedonic needs of shopping. These results suggested that traditional market practitioners should focus on the basic value and that the bargain-prone consumer segment should be considered as a target.

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참고문헌 (38)

참고문헌 신청
Andreassen, T. W. / 1998 / Customer loyalty and complex services : The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise / International Journal of Service Industry Management 9(1):7~23 google schola Arnold, M. J. / 2003 / Hedonic shopping motivations / Journal of Retailing 79(2):77~95 google schola Arnould, E. J. / 2005 / Consumer culture theory(CCT) : Twenty years of research / Journal of Consumer Research 31(4):868~882 google schola Babakus, E. / 1992 / Adapting the SERVQUAL scale to hospital services : An empirical investigation / Health Services Research 26(6):767~787 google schola Baker, J. / 1994 / The influence of store environment on quality inferences and store image / Journal of the Academy of Marketing Science 4(22):328~339 google schola

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