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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
김판진 (초당대학교)
저널정보
한국유통과학회 산경연구논집 산경연구논집 제8권 제7호
발행연도
2017.12
수록면
71 - 81 (11page)

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Purpose ? The purpose of this study is to investigate the relationship between customer trust and intention to return to the traditional market by using empirical analysis. Research design, data, and methodology ? For the empirical analysis of this study, questionnaires were conducted for adults and over 20s. A total of 200 questionnaires were distributed to consumers with experience in traditional markets, and 163 of them were used for empirical analysis. In order to analyze the relationship between customer trust and return visit intention by consumers visiting the traditional market, variables were selected through 10 constructive concepts and revised based on previous studies. The SPSS for win 18.0 was used for data analysis. Results ? In order to clarify the relationship between consumer's visit to traditional market and customer's trust, it was found that the tolerance values of both the visiting factors and the consumers' perceptions of traditional markets were higher than .01. In the relationship between visitor's visit to traditional market and customer's trust, price was positively related to customer trust at 0.1% level. Image, product quality and freshness of traditional market were 5% Positive effects were found. These results show that consumers who visit traditional markets gain customer's trust in price, image, product quality and reliability of traditional market. Conclusions ? In this study, the results of this study are as follows: First, the effect of customer trust on customer satisfaction is affected by the image (emotion) consumers feel about traditional market, the trust level about the price of goods offered by the market, The confidence level of freshness, the reliability of consumers' connection with the local economy, the consumer's traditional marketplace, and the level of awareness of the service (kindness) of the variables on the independent variables. As a result of the analysis, it was found that among the influence variables of customer trust used in this study, consumers had a high level of confidence about the price of commodities offered by the market, quality of goods, and freshness, The same relationship, market environment such as hygiene or cleanliness, connection with a local economy, service (kindness) of traditional market did not affect consumers' trust in traditional markets.
#Traditional Market #Customer trust #Return Visit intention #Customer Service #Relationship #Satisfaction.

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참고문헌 (40)

참고문헌 신청
Aaker, D. A. / 1991 / Managing brand equity : Capitalizing on the value of a brand name / The Free Press google schola Arnett, D. B. / 2003 / The identity salience model of relationship marketing / Journal of Marketing 67:89~105 google schola Clark, M. C. / 1997 / The nature and structure of workers' trust in management / Journal of Organizational Behavior 18(3):205~224 google schola Doney, P. / 1997 / An examination of nature of trust in buyer-seller relationships / Journal of Marketing 61(2):35~51 google schola Eisingerich, A. B. / 2008 / Perceived service quality and customer trust : Does enhancing customers' service knowledge matter / Journal of Service Research 10(3):256~268 google schola

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