Browse > Article
http://dx.doi.org/10.20909/kopast.2021.27.2.71

A Study on the Effect of Retail Ready Packaging (RRP) in Discount Stores on Customer Satisfaction and Repurchase Intention  

Jung, Sung-Tae (Department of Distribution and Logistics, Sejong Cyber University)
Publication Information
KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY / v.27, no.2, 2021 , pp. 71-84 More about this Journal
Abstract
The purpose of this study is to establish a new management strategy to meet customer needs of discount stores as customers demand higher and more diverse services in addition to low prices. An empirical analysis on consumers to explore the structural relationships between the quality, environmentally friendliness, consumer perception, service value, and emotional response of retail ready packaging (RRP) in discount stores in order to find out how they affect customer satisfaction and repurchase intention. First, it was confirmed that the RRP quality of discount stores that affects customer satisfaction is mediated by the emotional response. Second, it was found that RRP in discount stores should continue to devise strategies to improve service quality along with efforts to provide more benefits perceived by customers to increase customer satisfaction and repurchase intention. Third, it was confirmed that the RRP image of discount stores has a positive (+) effect on service value, emotional response, customer satisfaction, and repurchase intention.
Keywords
RRP; Discount store; Environment friendly; Customer satisfaction; Repurchase;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Lapierre, J. 2000. Customer-perceived value in industrial contexts, Journal of Business and Industrial Marketing. 15(2): 122-140.   DOI
2 Gronroos, C. 1984. A service Quality model and its marketing implication, European Journal of Marketing. 18(4): 36-44.   DOI
3 Zeithaml, V. A. 1988. Consumer Perceptions of price, quality and value: A means-end model and synthesis of evidence, Journal of Marketing. 52(7): 2-22.   DOI
4 Lee, H.S. and Kim, Y. 1999. Service quality and service value, Korea Marketing Journal. 1(2): 77-99.
5 Reimer, A. and Kuhen, R. 2005. The impact of service scape on quality perception, European Journal of Marketing. 39(7): 785-808.   DOI
6 Gotsi, M. and Wilson, A. M. 2001. Corporate reputation: seeking a definition, Corporate Communication: An International Journal. 6(1): 24-30.   DOI
7 Kang, M. J. and Cha, H. W. 2007. The Effect of Corporate Reputation and Public Issue Frame on the Perceived Corporate Legitimacy: Focused on the issue about the succession to the right of management of Samsung", Korean Journal of Journalism and Communication Studies. 51(2): 479-507.
8 Argenti, P. A. and Druckenmiller, B. 2004. Reputation and the Corporate Brand, Corporate Reputation Review. 6(4): 368-374.   DOI
9 Bolton, R.N., and Drew, J. H. 1991. A Multistage model of customer's assessments of service quality and value, Journal of Consumer Research. 17(4): 375-384.   DOI
10 Choi, J.Y., Lee, H. S. 2021. Trend Analysis and Implications of Eco Package for Revitalizing the Circular Economy, Brand Design Studies, 19(1): 1-10.
11 Park, J. O., and Hwang, Y. C. 2007. The effect of service situation factors on service quality, service value, customer satisfaction and repurchase intention, Journal of Korea Service Management Society. 8(1):79-110.   DOI
12 Cronin, J. J., and Taylor, S. A. 1992. Measuring Service Quality: A Re-examination and Extension, Journal of Marketing. 56(7): 55-68.   DOI
13 Lee, Y. G., Park, K. H., Kim, W. G., and Kwon, Y. J. 1999. The Impact of Service Quality, Store Image, and Service Value on Customer Satisfaction-Focused on Korean Restaurant, Korea Hospitality and Tourism Academe. 8(2): 59-276.
14 Zeithaml, A. and Bitner, M. J. 1996. Services Marketing, New York: McGraw-Hill. 1(1): 201-207.
15 Cronin, J. J. Jr., Michael, K. B., Richard, R. B., Roscoe, H. T. Jr., and Donald, J. S. 1997. A Cross-sectional Test of the Test of the Effect and Conceptualization of Service Value, The Journal of Service Marketing. 11(6): 375-391.   DOI
16 Perkins, W. S. and Reynolds, T. J. 1988. The Explanatory Power of Values in Preference Judgement: Validation of the Means-End Perspective, Advances Consumer Research. 15(1): 122-126.   DOI
17 Sheth, J. N. and Parvatiyar, A. 1995. The evolution of relationship marketing, International Business Review. 4(4): 397-418.   DOI
18 Gardner, M. P. 1985. Mood States and Consumer Behavior: Critical Review, Journal of Consumer Research. 12(3): 281-300.   DOI
19 Kim, M. H. 2008. A Study on Effects of Customer Orientation Factors in Relation to Medical Services on the Values of the Services and Customer Satisfaction, The Korean Journal of Health Service Management. 2(1): 1-26.
20 Frijda N. H. 1993. Relations among emotion, appraisal, and emotional action readiness, Journal of Personality and Social Psychology. 57(2): 212-228.   DOI
21 Parkinson, B., and Manstead, A. S. R. 1992. Appraisal as a cause of emotion. In M. S. Clark (Ed.)", Emotion(Review of Personality and Social Psychology. 13(1): 122-149.
22 Hesktt, J. I., Sasser J. W. E. and Schlesinger, L. A. 1997. The Service-Profit Chain, Free Press. New York, NY.
23 Oliver, R. L. 1993. Cognitive, affective, and attribute bases of the satisfaction response, Journal of Consumer Research. 20(1): 418-430.   DOI
24 Bearden, W. O., and Teel, J. E. 1983. Selected determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research. 20(1):.21-28.   DOI
25 Yi, Y. 1990. A Critical Review of Consumer Satisfaction, in Review of Marketing, Valarie A. Zeithaml, ed., Chicago, IL: AMA. 1(1): 68-123.
26 Rho, J. O. 2002. An Empirical Study on the Effect of Medical Service Value on the Medical Customer Satisfaction, (Doctoral Dissertation), Busan: Kyungsung University. 1(1): 41-50.
27 Reichheld, F. 1993. Loyalty-based management, Harvard Business Review. 71(2): 64-73.
28 Oliver R. L. 1980. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research. 17(11): 46-49.   DOI
29 Seo, C. J. and Kim, Y. H. 2002. A study on the relationship between reputation and service quality of medical institutions, Journal of Korean Society for Production Management, 12(3): 125-152.
30 Fornell, C., and Wernerfelt, B. 1988. Defensive Marketing Strategy by Consumer Complaint Management: A Theoretical Analysis, Journal of Marketing Research. 24(11): 337-346.   DOI
31 Zimmer, M. R., and Golden, L.L. 1988. Impressions of retail stores: a content analysis of consumer images, Journal of Retailing. 64(3): 265-293.
32 Kang, K. H. 2005. Effects of Perceived Service Quality on Service Value and Service Image of Swimming Pool Customer, Korea Sport Research. 16(4): 743-752.
33 Kim, S.S. 2010. A Study on the Effects of Service Quality, Service Value, Emotional Response and Reputation on Customer Satisfaction and Repurchase Intention in Accordance with Service Relationship in Healthcare Services", (Doctoral Dissertation), Seoul: Hanyang University. 1(1): 1-169.
34 Jo, M. N. 2005. The effect of restaurant customers' cognitive and emotional responses to service encounters on service loyalty formation", (Doctoral Dissertation), Seoul: Yonsei University. 1(1): 51-60.
35 Roh, Y. M. 2004. Influence of Physical Environment Perception on Restaurant Patrons Attitude Formation: The Mediating Role of Psychological Responses, International Journal of Tourism and Hospitality Research. 18(2): 249-264.
36 Ok, S.J. and Kim, W.J. 2000. Introduction to Distribution, Hyungseol publishing. 1(1): 60-66.
37 Woodside, A. G., Frey, L. L. and Daly, R. T. 1989. Linking Service Quality, Customer Satisfaction, and Behavioral Intention, Journal of Health Care Marketing, 9(4): 5-17.
38 Lee, M. Y. and Ulgado, F. M. 1997. Customer evaluation of fast-food sevices: a cross national comparison, The Journal of Service Marketing, 11(1): 39-52.   DOI
39 Shim, J.K. 2020. Eco-friendly Smart Packaging Trend 2020, Abstract collection of research papers of the Korea Industrial Chemical Society. 2020(0): 118-118.
40 Westbrook, R. A.. and Michel, D. R. 1983. Value-Percept Disparity: An Alternative to the Disconfirmations of Expectations Theory of Consumer Satisfaction, In Advances in Consumer Research. 10(2): 256-261.
41 Howard, J. A. 1974. The Structure of Buyer Behavior In Consumer Behavior: Theory and Application, John, U.Farley, John, A. Howard, and L. Winston Ring, eds., Boston: Allyn & Bacon. 1(1): 1-11.
42 Jung, H.K., Choi, S.Y., and Kwon, M.Y. 2007. A Study on the Medical Service MOT Control and Service Performance on the Small and Medium Hospital, Journal of Korea Service Management Society. 8(1): 161-186.   DOI
43 Kim, S. B., and Yoon, S. W. 2007. Antecedents and Consequences of the Types of Waiting Times in Medical Services, Korea Journal of Hospital Management. 12(2): 69-92.
44 Dodds, W. B., Monroeand, K. B., and Grew, A. D. 1991. Effect of price, brand and store information on subjective product evaluations, Advances in Consumer Research. 12(1): 85-90.
45 Fornell, C., and Larker D. F. 1981. Evaluation Structural Models with Unobservable Variables and Measurement Error, Journal of Marketing Research. 18(1): 39-50.   DOI
46 Seo, G.W. 2004. The great counterattack of department store, The Weekly Economist. 1(1): 14.
47 Woo, T. H., and Kim, B, C. 2018. Cost Rationalization of Corporate Logistics based on the Use of EnvironmentFriendly Packing Materials : With a focus on home appliances, Journal of the Korean Society of Management Engineering, 23(3): 111-123.   DOI
48 Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing. 56(1): 1-21.   DOI
49 Anderson, E. W., Claes , F., and Donald, R. L. 1994. Customer Satisfaction, Market Share, and Profitability: Findings From Sweden, Journal of Marketing, 58(7): 53-66.   DOI
50 Doo, K. J. 2004. Consumers store Satisfaction and Utilizing Behavior: on the Department and Discount stores, Journal of Social Sciences. 17(1): 1-12.   DOI
51 Markwick, N. and Fill, C. 1997. Towards a framework for managing corporate identity, European Journal of Marketing. 31(5): 396-410.   DOI
52 Hir, J.D. 2008. The Effects of Service Quality and the Corporate Image on Customer Satisfaction and Loyalty, Incheon, Korea: Thesis for Doctorate in Inha University.
53 Lee, I. G., Kim, J. B., and Lee, M. K. 2000. A Causal Model of Perceived Service Quality, Consumer Attitude, and Intention to Repatronize, Asia Marketing Journal. 2(3): 44-61.
54 Zimmer, M. R. and Golden, L. L. 1988 Impressions of Retail Stores: A Content Analysis of Consumer Images, Journal of Retailing. 64(3): 265-293.
55 Jo, M. N., and Yang, I. S. 2006. The Analysis of the Differences of Evaluation Level of Service Encounter Quality, Emotional Responses, Customer Satisfaction and Service Loyalty by Types of Restaurants, Korean Journal Dietary Culture. 21(5): 524-535.
56 Kim, J. Y. 2007. The Influence of Physical Surroundings and Human Services on Emotional Responses and Behavioral Intentions of Theme Restaurant Customers, International Journal of Tourism and Hospitality Research. 21(2): 91-107.
57 Reichheld, F. F. 1996. The Loyalty Effect, Harvard Business School Press. Boston. MA.
58 Kim, H.A., Lee, L.K., Chae, N.B., and Park, J.Y. 2020. Loyalty Structure of Private Label Brand: Applying Panel and Survey Data, Journal of Channel and Retailing. 25(4): 91-118.   DOI
59 Jung, S.T. 2021. A Study on the Analysis of Influence According to Service Relationship in Discount Store. Journal of Distribution and Logistics. 8(1): 109-134.   DOI
60 Kotler, P. 2016. Service Quality Experience and Customers' Behavioural Intentions in Active Sport Tourism, Journal of Modern Economy. 7(12); 1361-1384.   DOI
61 Seo, Y.G. and Lee, J.H. 2007. Distribution Management Learned in 100 Days, Seoul Economics & Business. 1(1): 1-100.
62 Lee, L.K., and Park, J.Y. 2020. The Relationship between Private Label Brand Share and Store Loyalty by Applying Panel Data, Journal of Channel and Retailing. 25(2): 25-52.   DOI
63 Kotler, P. and Amstrong, G. 1997. Principles of Marketing, 6th ed. Prentice-Hall. 1(1): 640.
64 Oh, S.J. and Park, J.Y. 2001. Distribution Management, Seoul: Pakyoung publishing. 1(1): 94.
65 Ryu, C. J. 1996. Experiential Aspects of Shopping Behavior: Study on the Effects of In Store Emotions on Store Attitudes and Visit Intentions, Journal of Consumer Studies. 7(1): 51-73.
66 Bitner, M. J. 1990. Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, Journal of Marketing. 54(1): 69-82.   DOI
67 Johnes, T. O., and Sassers, W. E. 1995. Why Satisfied Customers Defect, Harvard Business Review. 1(1): 11-12.
68 Oh, S. J. 2001. Discount Store management, Seoul: Pakyoung publishing. 1(1): 126.
69 Park, M. J., and Lee, J. S. 2005. The Relationship Among Servicescape, Emotional Response and Behavior Intention in Hotel Restaurant, Journal of Korea Service Management Society. 16(2): 105-128.
70 Donovan, R. J., and Rossiter, J. R. 1982. Store Atmosphere: An Environmental Psychology Approach, Journal of Retailing. 58(1):34-57.
71 Williamson, O.E. 1997. Transaction Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics. 22(1): 233-261.   DOI
72 Kwon, I. H. and Yoo, C. J. 1997. A Study on Stimulus and Response Factors of Consumers Emotional Responses in a Ski - Resort Encounter, Journal of Consumer Studies. 8(1): 59-78.
73 Wakefield, K. L., and Blodgett, J. G. 1999. Customer response to intangible and tangible service factors, Psychology and Marketing. 16(1): 51-69.   DOI
74 Choi, H.G. and Yoon, J.G. 2008. Development of Traditional Marketplaces in the New Distribution Market: with Emphasis on Daejeon Metropolitan City, Journal of Distribution Science. 6(1): 32-45.
75 Byun, M.S., Lee, Y.C., and Kim, Y. I. 2010. Understanding of distribution, Seoul: Academic Publishing House. 1(1): 192.
76 Della, A.J., Monroe, K.B., and Mcginnis, J.M. 1981. Consumer Perception of Comparative Price Advertisement, Journal of Retailing. 1(1): 1-10.
77 Han, S.L. 2004. Effects of Restaurant Service Quality on Customer Retention and Word-of- Mouth, Korea Marketing Journal. 9(1): 29-46.
78 Parasuraman, A., Zeithaml, V.A., and Berry, L.L. 1988. SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality, Journal of Retailing. 64(1): 12-40.
79 Parasuraman, A., Zeithaml, V. A. and Berry, L. L. 1985. A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing. 49(3): 41-50.   DOI
80 Fombrun, C., and Riel, C.V. 1997. The reputation landscape, Corporate Reputation Review. 8(1): 5-13.   DOI
81 Boulding, W., Kalra, A. Stealing, R. and Zeithaml, V. A. 1993. A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions, Journal of Marketing Research, 30(2): 7-27.   DOI