Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Study on the Effects of Consumer Satisfaction on Loyalty According to Involvement - Focused on the Gas Station Service -

서비스 관여도에 따른 소비자 만족이 충성도에 미치는 영향 - 주유소 서비스를 중심으로 -

  • 이아름 (울산대학교 대학원 아동가정복지학전공) ;
  • 허은정 (울산대학교 대학원 아동가정복지학전공) ;
  • 전향란 (울산대학교 아동가정복지학과)
  • Received : 2012.02.09
  • Accepted : 2012.04.16
  • Published : 2012.04.30
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Abstract

Gas station consumers have become increasingly conscious of expanding choices and service options available at retail outlets. The purpose of this study was to determine key factors in customer choice of gas / service stations. This study seeks to identify key the relationship between socio-demographical variables and consumer choice, and consumer satisfaction and loyalty associated with gas / service station usage. The research instrument comprised of a questionnaire in the form of an on-line survey that was administered during November, 2010. A Total of 1,000 questionnaires were used in the final analysis. The collected data were treated with SPSS Windows 18.0 and analyzed in for frequency, percentage, mean, standard deviation, pearson's correlation analysis, and multiple regression analysis. The results of were as following: First, there was a strong positive relationship between involvement, satisfaction, loyalty of gas station service. Second, satisfaction was significantly affected by involvement, the frequency of gasoline purchases, the information route and customer's occupation. Third, loyalty was significantly affected by consumer satisfaction, involvement, frequency of gasoline purchases, information route and customer's occupation.

Keywords

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