중국 백화점 고객만족이 점포애호도에 미치는 영향에 관한 연구

A Study on the Effect of Chinese Customer Satisfaction on Retail Store Loyalty

In this study, focusing on entering a new transition stage, which follows the complete opening of the distribution market of China, We have introduced customer satisfaction and perceived service value which have an influence upon store loyalty. Customer satisfaction, among the predicted variables, has been proved to be the most influential one when we regard the effect of the variables upon store loyalty. The finding of this study can suggest, to marketing researchers and management of retail store in China, the implications as follows. First, these findings support empirically the influence of perceived service value upon store loyalty, which has not appeared yet, though it has been suggested by marketing researchers. Therefore, We hope that these findings can be of help to understand the role of perceived service value. Second, by introducing customer satisfaction and perceived service value as new determinants of store loyalty except symbolic store image which crystallized store image, We have brought out a conceptual model in which parsimony maintains and explanatory adequacy becomes higher. Therefore, the result of this study can be helpful in investigating the determinants of store loyalty. In case of retail marketer, the interdependent importance of customer satisfaction and perceived service value should be consistently emphasized. It will be more effective to accomplish the satisfying sales and profit to increase store loyalty.