The Impact of Traditional Market Properties and Relationship Quality on Customer Value

This study investigated relationship quality and/or loyalty from another point of view that merchants and consumers could develop traditional market. An approach to the value was likely to stimulate consumers' motives that could revive traditional market. This study reorganized variables to find out conditions of values that could be consumers' motive to revive traditional market. In this study, 202 copies of effective questionnaires were used by Yang & Ju(2012)’s data. There are at least three important managerial or theoretical implications from this study. First, product and store atmosphere that were store selection attributes should be considered, and service factor that was not significant at correction model of MEC needed to increase service factors. Second, consumers thought much of relationship quality at test of mediated effects of sub factors of store selection attributes, and consumers' social value and emotional value. The relationship quality had much influence upon consumers' value on traditional market so that it needed to improve and develop by other variables. Third, This study suggested connection of attributes, consequences and values by causal relation model to give optimum model based on phenomenal and theoretical background and to obtain information on consumer related information easily.