한국안광학회지 (Journal of Korean Ophthalmic Optics Society)

한국안광학회 (The Korean Ophthalmic Optics Society)
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가치관이 점포선택과 만족도에 미치는 영향에 관한 연구 - 안경원을 중심으로 -

A Study of the Impact of Sense of Values on Select Stores and Satisfaction - Centered on Eyeglasses Stores -

  • 이정규 (신한대학교 글로벌관광경영학과) ;
  • 차정원 (신한대학교 뷰티헬스사이언스학부 안경광학전공)
  • Lee, Jung-Kyu (Dept. of Global Tourism Management, Shinhan University) ;
  • Cha, Jung-Won (The Faculty of Beauty Health Sciences, Major in Ophthalmic Optics, Shinhan University)
  • 투고 : 2014.10.22
  • 심사 : 2014.12.13
  • 발행 : 2014.12.31
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초록

목적: 안경원을 방문하는 고객들의 가치관이 안경원 선택에 미치는 영향과 만족도에 미치는 영향, 그리고 안경원 선택 속성이 만족도에 미치는 영향을 분석하여 안경원의 효과적인 마케팅 전략을 제공하고자 한다. 방법: 2014년 1월 1일부터 6월 30일 사이에 서울 및 경기북부지역의 안경원을 방문한 고객 245명을 대상으로 설문조사를 실시하였고, SPSS v.20.0 통계 패키지 프로그램을 활용하여 분석하였다. 결과: 고객들의 안경원 선택에 영향을 미치는 가치관 요인들의 순서는 '사회지향', '능력지향', '자유지향', '행복지향' 등의 순으로 나타났으며, 만족도에 영향을 미치는 가치관 요인의 순서는 '사회지향', '능력지향' 등의 순으로 나타났고, 안경원 선택 요인들 중에서는 '서비스'의 항목이 만족도에 영향을 주는 것으로 나타났다. 결론: 다양해진 고객의 가치관 유형별 마케팅 활동을 전개해야 한다. "사회지향" 요인을 통해서 고객에게 다가가는 것이 가장 좋은 반응을 이끌어내는 방법이며, 그 다음으로 "능력지향" 요인을 통하여 고객에게 다가가는 것이 긍정적 효과를 이끌어내는 방법인 것으로 나타났다. 고객의 재방문을 유도할 수 있는 만족도를 높이는 방법은 서비스요인을 잘 관리해야하는 것으로 나타났다.

Purpose: We propose an effective marketing strategy for eyeglasses stores on the basis of surveys about the relationships between customers' social values, customer satisfaction and selecting glasses store. Methods: All 245 surveys were conducted about customers had visited the eyeglasses store located in Seoul and Northern Gyeonggi-do regions from January 1 to June 30, 2014, and it were analyzed by SPSS v.20.0 statistical package program. Results: The order of customers' social values factors which have an influence on 'Selecting Store' is "Society oriented", "Ability oriented", "Freedom oriented" and "Happiness oriented". Also, the order of customers' social values factors which have an influence on satisfaction is "Society oriented", "Ability oriented". In addition, Customer Satisfaction is affected by Service, one of the factor of 'Selecting Store' factors. Conclusions: Each type of marketing activities should be conducted for customers by their various values. The best plan to elicit good reactions from customers is meeting them through "Society-oriented" factors. Meeting with customers through the "Ability-oriented" factors is second only to the best option. It is shown that the method to increase the satisfaction for customers' return visit is to manage 'Service factors' well.

키워드

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피인용 문헌

  1. Influences on Store Selection and Recommendation Intention According to Lifestyles - Centered on Optical Shops - vol.20, pp.2, 2015, https://doi.org/10.14479/jkoos.2015.20.2.83
  2. A Study of Market Segmentation of Optical Shop Based on Customer's Values vol.20, pp.4, 2015, https://doi.org/10.14479/jkoos.2015.20.4.405
  3. A Study on Selection Attributes and Information Sources of Optical Shop vol.21, pp.3, 2016, https://doi.org/10.14479/jkoos.2016.21.3.173
  4. A Difference Analysis of Selection Attributes Based on a Purchasing Behavior of Sunglasses Buyer vol.21, pp.4, 2016, https://doi.org/10.14479/jkoos.2016.21.4.289
  5. A Difference Analysis of Sunglasses Selection Attributes Based on Demographic Characteristics vol.22, pp.4, 2017, https://doi.org/10.14479/jkoos.2017.22.4.271
  6. An Analysis on the Characteristics of Market Segments according to Attributes of Tourists’ Selection of Sunglasses vol.22, pp.4, 2017, https://doi.org/10.14479/jkoos.2017.22.4.351
  7. A Study on the Main Screen Layout Features of Optical Shop Websites: Focusing on Franchise Optical Shops vol.26, pp.2, 2014, https://doi.org/10.14479/jkoos.2021.26.2.81