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The impact of service quality on service satisfaction and store loyalty in a CVS – Focused on the moderating service value

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Convenience store businesses in South Korea have contributed to economic growth and job creation, and its growth potential remains very high. Also service value is more important facts than price determining purchasing factor. This research purports to investigate the impact of service quality on service satisfaction and store loyalty with the moderating service value are investigated. The questionnaire was developed by using the modified and supplementary questions based on the KD-SQS model and RSQS model. We used the SPSS/PC statistical packages to analyze the results. The overall results of this study are as follows. First, all service quality elements have a significant effect on service satisfaction. Second, all service quality elements have a significant effect on store loyalty. Third, service satisfaction has a significant effect on store loyalty. Finally, when participants divided into high and low service value has results of multiple regression analyses showed that only the relationship between policy of service quality and satisfaction, and human interaction and policy of service quality and loyalty were significant. Implications are discussed based on the findings of the study. The basic benefits, promotions, and convenient facilities in the convenience store have been already assessed with good reviews. Therefore, the satisfaction of the consumer will be improved with supplementing the reliability, human interaction and consumer policy area.

1. Introduction

2. Theoretical Background

3. Research Design

4. Research Result

5. Conclusion & Suggestions

References

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