Effect of service quality to the service value, satisfaction and store loyalty in convenience store: focusing on the convenience store in university

Purpose - The purpose of this study is to investigate the impacts of service quality of convenience store located at university on Service Value, Service Satisfaction and Store Loyalty. Approximately 20,000 convenience stores operate in the domestic market and the competition among the stores is becoming increasingly keen, causing the aggressive expansion into the existing home and office areas in addition to the subway station, park and university in the special business districts. In particular, the number of the convenience store located at university has been increasing in spite of the exclusiveness and distinctiveness that the consumers limited to the university students, the products in a narrow range, vacation period and non 24-hour operating. Notwithstanding the trend of the increasing market, the number of the existing literature related to the research on the convenience store within the retail industry is relatively smaller compared to the other retail business status. also An empirical study, especially on the convenience store at university, has hardly been analyzed. Accordingly this study is to evaluate the service quality for the convenience store at university and find various ways to its improvement. Research design/data/methodology - The research subjects of this study is the students who have experience through a visit to a convenience store on a university campus located in Seoul and Gyeonggi-do. The questionnaire was carried out by utilizing the modified and supplement questions based on the KD-SQS model which is the SERVQUAL-based application. focusing on the service quality element of the convenience store. The study is analyzed by using the SPSS/PC 18.0 and AMOS 18.0 statistical package program. And the path analysis is executed for the validation of the research hypothesis and structural relationship of research model. Results - Overall results of this study are as follows:(1)the basic benefit, promotion, and additional convenien