The purpose of this study is to investigate the effect of HMR selection attributes on customer satisfaction and repurchase intention by identifying significant differences in HMR selection attributes according to various family types and to provide the academic basis for HMR. And to provide effective basic data.
To do this, we conducted both literature and empirical studies. In the literature review, the theoretical concepts necessary for the present study were set up, and the research models and hypotheses were set up by organizing and analyzing the articles, domestic and foreign specialized books, journals, and literature data. The questionnaires were prepared based on the data of the domestic and international journals and related papers related to the HMR related and consumer choice attribute influences. For the empirical study, 100 customers in the Homeplus 140 stores in Korea visited the store for about 60 days from July 1, 2018 to August 30, 2018. The subjects were surveyed. The statistical significance of the data collected in this study was analyzed using the SPSS 21.0 for windows statistical package and the hypotheses were verified based on the processed results. In order to clarify the statistical parameters of the sample, reliability analysis, factor analysis, and correlation analysis were conducted to verify the reliability and validity of the items, and regression analysis was conducted to verify the hypothesis.
The results of the study are summarized as follows.
First, in this study, there was no difference in HMR selection attributes according to the type of family composition. The results of this analysis indicate that the factors of quality, price, convenience, and diversity according to the type of family composition are not different when choosing HMR. This means that the customer chooses the HMR without having to worry about the family structure, so the company has to develop the marketing strategy of the HMR with various customer groups in mind.
Second, only the quality, price, and diversity except convenience are influenced positively by the influence of HMR selection attributes on customer satisfaction. It can be seen that when choosing HMR, the quality of the HMR is good, the price is reasonable, the product composition is various, and convenience is not taken into consideration. It seems to be convenient to choose the HMR by itself.
Third, only the quality, price, and diversity except convenience were found to have a positive (+) effect on the influence of HMR selection attributes on repurchase intention. This means that product developers and marketers must provide consumers with a variety of HMR products with consistent quality and reasonable prices.
Fourth, customer satisfaction showed a positive (+) influence on repurchase intention. The more people perceive customer satisfaction, the higher the repurchase intention.
Fifth, as a result of verifying the moderating effect of trust on the relationship between HMR selection attributes and customer satisfaction, quality of HMR selection attributes has a positive effect on customer satisfaction, The level of customer satisfaction is higher. In other words, the higher the perceived quality of HMR products, the more satisfied group of product is satisfied than the not satisfied group. In addition, diversity among HMR selection attributes has a positive effect on customer satisfaction, and the group with high confidence in product showed higher customer satisfaction level than the group with low trust. In other words, the higher the trust of the product, the more satisfied the HMR products are.
Sixth, as a result of verifying the moderating effect of trust on the relationship between HMR selection attributes and customer satisfaction, quality of HMR selection attributes has positive (+) effect on customer satisfaction, The level of customer satisfaction is higher. In other words, the higher the perceived quality of HMR products, the more satisfied group of product is satisfied than the not satisfied group. In addition, diversity among HMR selection attributes has a positive effect on customer satisfaction, and the group with high confidence in product showed higher customer satisfaction level than the group with low trust. In other words, the higher the trust of the product, the more satisfied the HMR products are.