The Effect of Marketing Communication upon Store Loyalty at Traditional Market

This study examined marketing communication at traditional market that consumers cognized. Customers who had brand loyalty liked to buy the brand again despite another businesses' active marketing(Oliver, 1999), and the brand did not lose customers at competition with other businesses (Barsky, 1994; Reichheld & Sasser, 1990) owing to marketing communication. This study examined effects of marketing communication factors at traditional market upon consumers' store loyalty to give consumers marketing communication messages and to find out consumers' practical value and hedonic value that were moderating variables. The study investigated that experienced consumers and unexperienced ones at traditional market could cognize the market at same level, and it examined outcome of traditional market development as well as future strategies. The results of this study are as follows: The ones who experienced traditional market thought much of either physical environment or word-of-mouth marketing more than the ones who did not experience the market. In other words, consumers who made use of traditional market did not think of physical environment in affirmative way, and the ones who did not make use of traditional market that traditional market had poor physical environment. However, consumers who did word-of-mouth marketing experienced traditional market in affirmative way. The consumers who made use of traditional market had significantly high hedonic value and/or practical use value so that strategies should be made to let consumers make use of traditional market more. The consumers who experienced use of traditional market had high market loyalty: So, the findings were found to be significant. Other factors than advertising had significantly positive influence upon marketing communication sub-factors and store loyalty. The word-of-mouth marketing was found to be more important than other factors were, so that affirmative word-of-mouth marketing was needed from v