Journal of Korean Ophthalmic Optics Society (한국안광학회지)

The Korean Ophthalmic Optics Society (한국안광학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Selection Attributes and Information Sources of Optical Shop

안경원 선택속성과 정보원천에 관한 연구

  • Cha, Jung-Won (The Faculty of Beauty Health Sciences, Major in Ophthalmic Optics, Shinhan University)
  • 차정원 (신한대학교 뷰티헬스사이언스학부 안경광학전공)
  • Received : 2016.08.02
  • Accepted : 2016.08.30
  • Published : 2016.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: This study is to help assist in the management of optical shops by using the importance sequence of optical shop selection attributes, which is related to the consumer's selection method of consumer, and by using the importance sequence of optical shop information sources which is related to a route for optical shop selection. Methods: Customer surveys were conducted from March 10 to March 31, 2015 targeting customers who have visited an optical shop in Seoul and Northern Gyeonggi-do regions. The analys method was descriptive statistics and data were analyzed by utilizing SPSS v.10.0 statistical package program. Results: The highest ranking five attributes among the importance of optical shop selection are "friendliness and politeness of staff", "cleanliness of an optical shop", "quick resolution of customer's complaints by staff", "eyes examination and glasses dispensing skill of staff", "customer's complaints and claims handling". The lowest ranking five attributes among the importance of optical shop selection are "provide free gifts", "scale or size of an optical shop", "opening time and closing time", "convenient parking facilities", "favorable countenance of staff". The two highestr ranking criteria among the importance of optical shop information sources are "previous utilization experience", "recommendation by a relative, a friend and a family etc". The two lowest ranking criteria among the importance of optical shop information sources are "advertisement" and "spatial exterior view of optical shop". Conclusions: It is shown that the important thing in management of an optical shop is an inner caliber like ability of ophthalmic optician, interaction with customers, and previous utilization experience rather than external factors like advertisement, exterior view, and bonus gift.

목적: 소비자들이 안경원을 어떻게 선택하는지에 관한 안경원 선택속성에 관한 중요도 순서와 안경원을 어떤 경로로 선택하게 되는지를 알 수 있는 정보원천에 관한 중요도의 순서를 매겨 안경원 경영에 도움이 되는 연구를 하고자 한다. 방법: 2015년 3월 10일부터 3월 31일 사이에 서울과 경기북부지역의 안경원을 방문한 고객을 대상으로 조사를 실시하였다. 분석방법은 기술통계를 사용하였으며 SPSS v.10.0 통계 패키지 프로그램을 이용하여 분석하였다. 결과: 안경원 선택속성 중요도 상위 5개는 "직원의 친절과 예의", "안경원의 청결", "고객 불만에 직원의 신속한 해결", "직원의 시력검사 및 조제가공실력", "고객 불만과 요구 처리"로 나타났다. 안경원 선택속성 중요도 하위 5개는 "사은품제공", "안경원의 규모나 크기", "개점시간 및 폐점시간", "편리한 주차시설", "호감 있는 직원 용모"인 것으로 나타났다. 안경원 정보원천 중요도 상위 2가지는 "과거의 이용경험", "가족, 친구, 친척 등의 추천으로"인 것으로 나타났다. 안경원 정보원천 중요도 하위 2가지는 "광고 등을 보고"와 "안경원의 특별한 외장을 보고"로 나타났다. 결론: 안경원 경영에서 중요한 점은 광고, 외관, 사은품과 같은 외적인 면보다는 안경사의 실력, 진심어린 고객응대, 과거의 이용경험 등의 내적역량인 것으로 나타났다.

Keywords

References

  1. Lim CH. Business and Management, 2nd Ed. Paju: Hakhyunsa, 2013;271.
  2. Kim IK, Lee JH, Park SH, Ryu GC, Lee SJ. Comparison of purchasing decision factors for eyeglasses buyer according to demographic characteristics. J Korean Ophthalmic Opt Soc. 2012;17(2):107-117.
  3. Kim MH. A study on the experiential shopping value with store environment of spectacle shop for university students, Gyeong-buk. Korean J Vis Sci. 2016;18(1):17-30. https://doi.org/10.17337/JMBI.2016.18.1.17
  4. Kim MH, Park SB. Analysis of customer satisfaction and purchase form in spectacle shop. Korean J Vis Sci. 2001;3(2):95-103.
  5. Kim MH, Park SB, Kim JS, Lee CH, Lee SD. Study of market segmentation in dispensing optical shop. Korean J Vis Sci. 2004;6(1):113-121.
  6. Ha HG, Oh SH. Analysis of airline choice factors with AHP(analytic hierarchy process) (Focus on Domestic Airline). J Korean Soc Transp. 2006;24(3):133-142.
  7. Her YR. A study on selection attributes of coastal cruise tourists. Tourism Research. 2015;40(2):357-378.
  8. Choi JY, Ahn YY. The study on the visiting characteristics of Korean traditional accommodation facility visitors and the degree of importance, satisfaction and gap of selection attributes: including the comparison of generations. Korea Journal of Business Administration. 2011;24(2):789-815.
  9. Shin DS. Study of a selection characteristic on optical clinic franchise. Master Thesis. Chung-Ang University, Seoul. 2009;1-83.
  10. Lee JK, Cha JW. A study of the impact of sense of values on select stores and satisfaction: centered on eyeglasses stores. J Korean Ophthalmic Opt Soc. 2014;19(4):419-427. https://doi.org/10.14479/jkoos.2014.19.4.419
  11. Kim SB, Park JW. A study on the relative importance of airline choice factors: concentrating on the differences by types of airlines. Journal of the Aviation Management Society of Korea. 2015;13(1):45-61.
  12. Lee JS. An analysis on priority of hotel restaurants' selection attributes using AHP. Korean Journal of Tourism Research. 2006;21(3):81-95.
  13. Klein LR. Evaluating the potential of interactive media through a new lens: search versus experience goods. J Bus Res. 1998;41(3):195-203. https://doi.org/10.1016/S0148-2963(97)00062-3
  14. Yoo JH, Choi SS, Choi MK. Use of external information sources by potential adopters of IT convergence products: focusing on potential adopters of smartphone. The Journal of the Korea Contents Association. 2011;11(10):217-233. https://doi.org/10.5392/JKCA.2011.11.10.217
  15. Park JH, Lee EH, Koo EH, Kim HA, Song DH, Hyun JH et al. A plan to improve consumer satisfaction and reliability of opticians by analyzing consumers' spectacles purchasing behavior. J Korean Ophthalmic Opt Soc. 2010;15(1):1-7.

Cited by

  1. Vision Correction Glasses Use Status in Korea(2013~2019) vol.21, pp.4, 2016, https://doi.org/10.17337/jmbi.2019.21.4.509