• 유통과학연구
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• 제22권7호
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• pp.107-117
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• 2024

Purpose: Consumers have become more interested in eating organic food in recent decades because of the effect of merchants' advertising. Eating organic food is also shown to strengthen immunity, especially during the recent COVID-19 pandemic. However, consumers may find it more difficult to choose organic food retailers than to purchase conventional goods. This is because of the uncertainty characterizing the process of selecting organic food retailers, despite the growing rivalry across supermarket chains that sell organic goods. This study explores how consumers' perceived image (social responsibility and ability image) of organic food stores affects consumer loyalty. Research design, data and methodology: The data for the analysis were collected using Macromill Embrain, an online research service agency. The data were analyzed using SPSS 26 and Smart PLS 4.0. Results: Based on structural equation modeling, the findings of the study demonstrate that store image positively impactsstore loyalty, and that the mediator (perceived value) affects the relationship between the two variables. Conclusions: Organic food stores must understand consumers to improve store loyalty. Efforts such as providing a user community that enables joint behavior by sharing experiences among customers or launching campaigns to improve consumers' perceived brand identity can increase store loyalty.

• 한국식품조리과학회지
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• 제22권4호통권94호
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• pp.495-503
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• 2006

본 연구에서는 패밀리 레스토랑에 있어서 소비자-브랜드 관계의 질이 고객의 브랜드 충성도에 영향 미치는 지를 알아보고자 마산 지역에 위치한 K 대학의 대학생들을 대상으로 설문조사를 실시하였다. 설문조사내용으로는 인구통계학적 자료, 패밀리 레스토랑 이용실태, 소비자-브랜드 관계의 질 그리고 브랜드 충성도에 관한 문항으로 구성하였다. 2005년 11월 20일부터 24일까지 총 320부의 설문지를 배포하여 272부가 회수되어 85.0%의 회수율을 보였다. 본 조사를 위한 측정도구의 신뢰도 검증 결과 Cronbach's alpha 계수가 0.7이상으로 높은 신뢰도를 나타내었으며 타당도 검증 결과 60%이상의 설명력을 나타내 높은 타당성을 나타내었다. 패밀리 레스토랑의 소비자-브랜드 관계의 질(독립변수)이 브랜드 충성도(종속변수)에 영향 미치는 지분석하기 위하여 다중회귀분석을 실시한 결과 독립변수가 종속변수에 미치는 영향력은 36.1%의 설명력을 보였으며, 소비자-브랜드 관계의 질의 5개 구성 요소(자아연계적 애착, 만족도, 신뢰, 몰입, 친밀감) 중에서 만족도와 친밀감의 2개 구성요소가 유의수준 p<0.01에서 유의적으로 브랜드 충성도에 정(+)의 영향을 미치는 것을 알 수 있었다. 결론적으로 소비자-브랜드 관계의 질이 강하게 형성될수록 소비자의 브랜드 충성도가 높아지는 것임이 입증되었다 따라서 향후 패밀리레스토랑 운영자들은 궁극적으로 소비자의 브랜드 충성도 형성을 통한 꾸준한 매출과 성장을 위하여서는 기존의 브랜드에 대한 홍보보다는 소비자-브랜드 관계의 질을 강하게 형성할 수 있는 마케팅 전략을 강화하도록 하여야 할 것이다.

• 산경연구논집
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• 제8권4호
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• pp.37-46
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• 2017

Purpose - The purpose of this study is to investigate the factors that cause consumers to frequently visit large - Super Store and goods for large - scale retailers using Super Store. Research design, data, and methodology - The purpose of this study is to present the empirical analysis of 53 adult males and females living in the Mokpo area on the relationship between perceived level of satisfaction and loyalty of the large - scale marts. The results were analyzed. The statistical data of the questionnaire were verified by the SPSS. Results - In the empirical analysis of this study, four variables were found to be the main loyalty factors, which were found to affect the satisfaction of Super Store and the decision to return again. Therefore, in this study, the quality of goods, price, diversity, and image were analyzed as loyalty factors, and it was analyzed as factors influencing satisfaction. It was confirmed that loyalty factors were important. In particular, consumers' perception of behaviors such as local specialties and community service that can be distinctly differentiated from other distribution agencies was very low. Conclusions - It is necessary to construct a comprehensive systematic system to analyze the detailed factors influencing the satisfaction and loyalty of users of Mokpo ticket consumers and to systematically manage and evaluate them. In order to raise awareness of consumer loyalty factors, consumer satisfaction and loyalty survey should be regularly conducted. Consumers should look for ways to improve them and develop improvement plans. The various direct and indirect services provided by Super Store to consumers include price, quality, assortment, customer service, accessibility, and feelings for large marts. However, since the services provided by the Super Store are different from those of the consumers, the loyalty factors for the different factors can be different. Therefore, in order to differentiate them from traditional markets or other distribution centers, it It should be used as a weapon of competition. In this study, it is generally recognized that the services provided by Super Store are very simple and inexpensive, so that consumers are not aware of the difference of particular stores.

• 디지털융복합연구
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• 제14권4호
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• pp.185-192
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• 2016

본 연구목적을 달성하기 위해 라이프스타일, 브랜드태도, 브랜드애착, 행동유형에 따른 관계를 파악하고 하고자 하였다. 지역의 외식업체의 이용경험이 있는 고객을 모집단으로 편의표본추출 하였고 광주지역 외식업체 이용고객을 대상으로 설문조사를 실시하였다. 연구목적에 따라서 연구모형과 가설을 설정하여 분석하였다. 첫째, 라이프스타일과 브랜드태도간의 관계는 라이프스타일은 개인적인 성향과 습관적인 행동으로서 브랜드 태도인 인지, 편안함, 친숙한 특징들은 라이프스타일의 유형과 상관없이 유의한 관계를 형성하고 있다. 둘째, 라이프스타일과 애착간의 관계는 고객의 라이프스타일은 브랜드 애착이 현실추구형, 가치지향형, 유행추구형 순으로 유의한 관계가 형성이 되었으나 사교지향성은 브랜드애착에 유의한 관계를 형성하지 않았다. 셋째, 고객의 브랜드태도와 브랜드충성도 관계와 고객의 브랜드애착과 브랜드충성도간의 영향관계에 있어 유의한 관계가 형성이 되었다.

• 유통과학연구
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• 제16권11호
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• 한국산업정보학회논문지
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• 제24권1호
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• pp.109-123
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• 2019

최근 소비자의 욕구가 복잡해지고 까다로워지면서 점차 기업환경이 고객중심으로 빠르게 변화하고 있다. 이에 기업은 시장 및 고객의 욕구변화를 포함하는 무한경쟁 시대에 생존하기 위해, 고객 지향적이며 기업의 지속성을 강조하고 있다. 고객의 다양한 욕구를 충족시키기 위해서는 고객의 만족에서 머무는 것이 아니라 고객감동을 제공해야 한다. 고객감동의 증대가 고객충성도에 미치는 영향을 알아보고자 하였다. 본 연구에서는 첫째, 고객만족과 고객감동의 영향을 받고 있는 고객충성도는 재구매의도에 영향을 미치고 있으며, 둘째, 고객만족 수준이 기대이상이면 고객감동에 영향을 주는 것으로 나타났으며, 고객감동의 중요한 요인으로는 고객의 기쁨을 확인하였다. 셋째, 고객충성도는 고객 유지를 강화시키는 것으로 고객감동 요인 중 관심에 영향을 받는 것으로 나타났다. 마지막으로, 고객만족과 고객감동이 고객충성도의 재구매와 고객유지를 향상시키는 것으로 나타났다.

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.157-166
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• 2021

In the past four decades, corporate social responsibility (CSR) issues have grown substantially due to the increasing demand for transparency and growing expectations that corporations should manage and improve their social, environmental, and economic performance. As a result, most organizations, companies, and governments provide CSR reports, while a large number of companies are still engaged in defining and integrating CSR into several aspects of their business. CSR is an obligation to society (Lee, 2020). The linkage between CSR and consumer-company identification (CCI) is important under company stakeholders. Consumers who care about those issues often change their shopping habits to bring greater value to the community. They will avoid buying environmentally or socially harmful products, and actively seek the products and services of the companies that carry out social responsibility. Companies conducting CSR activities such as charity works or environmental activities will be easy to associate as a responsible organization for always meeting the necessity of society. Therefore, companies must consider CSR a long-term strategy. The strategic approach to CSR plays an increasingly significant part in the business competitiveness - which helps create companies' values while gains trust and respect from the consumers, partners in particular, and the social community in general. This study is conducted to show evidence from project-based organizations about the CSR factors that influence consumer loyalty and the impact level of those factors on customer loyalty.

• Journal of Information Technology Applications and Management
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• 제24권4호
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• pp.171-185
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• 2017

This paper tried to examine the effect of the policy on companies' CSR activities and what kind of a role does CSR have in determining Customer Loyalty in Indonesia. This paper is divided into two parts, the first part is designed to find out whether the Indonesian government law has successfully made the companies perform better CSRs. We do this by using the ICGC Index of the companies registered and comparing their scores before and after the implementation of the policy. We will then use the paired sample t-test to find out if there is an increase in the overall scores of the companies and/or only the natural resource-related companies. The result showed an upward trend in the ICGC scores for all the companies which the Indonesian government law is intended to. In the second part, Manfred Schwaiger's components and parameters of corporate reputation was referred and used on Indonesian customers. We asked participants whether they think natural resource-related companies perform better CSRs and then we also tried to find out what factors really affect their loyalty towards companies or brands by conducting Multiple Regression Analysis. From the 4 factors that we have prepared, which consist of Performance, CSR, Quality and Attractiveness, Quality is the most influential towards determining our survey participants' Customer Loyalty. Surprisingly, CSR is insignificant in directly influencing Customer Loyalty. But, our research did find out that CSR does moderate Quality and Performance in their relationship with Customer Loyalty. Meaning that CSR has no effect in a direct relationship but it can increase the effect of Quality and Performance in determining Customer Loyalty. Unfortunately, CSR has no moderating effect in increasing the effect of Attractiveness towards Customer Loyalty.

• 유통과학연구
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• 제12권5호
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• pp.5-13
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• 2014

Purpose - We seek feasible strategies to draw customers into a state of attitudinal/behavioral loyalty through perceived quality and perceived risk in the experienced food industry. Research design, data, and methodology - We utilize the LISREL model to examine the cause and effect relationships between customer loyalty, perceived quality, perceived risk, and three marketing proposals (brand image, store image, and promotion). We employed the quota sampling method to conduct the survey questionnaires, collecting365 effective customer samples in coffee shops/stores in Taipei City. Results - We find that store image substantially benefits consumer loyalty through perceived quality. Marketing managers can enhance store environment and atmosphere to elicit both attitudinal and behavioral aspects of customer-perceived quality and loyalty. Conclusions - This is the first paper to investigate simultaneously customer loyalty across brand image, store image, and promotion/marketing proposals in the food industry. Managers can promote brand image and store image at the same time to enhance customer-perceived quality.

• 한국의상디자인학회지
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• 제18권1호
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• pp.105-120
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• 2016

The purpose of this study is to verify the effects of brand experience on Brand Loyalty according to Emotional Responses. For this study, data were collected through Google questionnaires site. The survey ran from March to May, 2015, the total of 329 respondents was used in analysis. The subject consisted of adults living in domestic region, and convenience sampling. For statistical analysis, AMOS were used to verify the study model. The major results of the research are as follows. First, as to the relation between brand experiences and affectional responses, all of experience dimensions positively affect affectional responses. Second, regarding the relation between brand experience and brand attitude, partially experience dimensions affect brand attitude. Third, affectional responses affect positively brand attachment. Forth, brand attitude affect positively brand attachment. Fifth, brand attachment positively affect attitudinal brand loyalty and behavioral brand loyalty. Finally, with regard to the relation between brand experiences and brand attitude, consumer need for uniqueness has partially moderating effects when behavior experience affect brand attitude.