대형할인점 서비스품질에 따른 지각된 가치가 만족도 및 점포 충성도에 미치는 영향

The Effect of the Perceived Value on Satisfaction and Store Loyalty According to the Service Quality of Discount Stores

Purpose The Retail Apocalypse phenomenon is intensifying and has a significant impact on large companies. Accordingly, distribution companies have recently begun to turn to customer-oriented marketing strategies. It can be said that it is a strategy to strengthen discriminatory service quality to strengthen customer-centered competitiveness. Design/Methodology/Approach Data processing was analyzed using SPSS 25.0 Version, and statistical techniques used for data analysis were frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and simple and multiple regression analysis. Findings In terms of the effect of service quality on perceived value, it was found that it had a significant effect in the order of responsiveness, empathy, confidence, reliability, and tangibility among service quality. It was found that perceived value had a significant effect on satisfaction. It was found that perceived value had a significant effect on store loyalty. Satisfaction was found to have a significant effect on store loyalty. Research Implications Among the sub-factors of service quality, it will provide basic data and practical implications for establishing effective marketing strategies for discount store in that it identifies which factors have the most influence on perceived value and store loyalty