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기업형 수퍼마켓과 개인 대형수퍼마켓에 대하여 점포이미지 와 점포만족, 점포신뢰 및 점포충성도 관계 및 알맞은 전략은 다음과 같다. 1. 기업형 수퍼마켓은 브랜드점포이미지가 점포만족에 영향 을 주어 점포신뢰를 형성한 반면, 개인 대형수퍼마켓은 브랜 드점포이미지가 점포만족, 점포신뢰 및 점포충성도 각각에게 영향을 주었고, 또한 점포만족은 점포충성도에 영향을 주었다. 2. 기업형 수퍼마켓은 매장직원들의 서비스개선을 통해 고 객과의 관계형성에 노력함으로써 점포충성도를 유도해야할 것 이고, 개인 대형 수퍼마켓은 저가제품이나 점포할인행사 등을 통해 점포충성도를 확보해야 할 것이다.


The purpose of this study is to identify the impacts of store image as a brand on store satisfaction,store trust and store loyalty by types of super supermarket. The data for testing the proposed hypotheses were collected from convenience samples of 200 customers of grocery retailing store(super supermarket). The hypotheses were tested using structural equation modeling. The research results showed as follows: First, According to types of super supermarket, there is a significant disparity on relations between store image as a brand, store satisfaction, store trust and store loyalty. Second, store trust have not influence on store loyalty in all cases. The findings of survey suggest that marketers of national branding SSM have to bring store satisfaction to their customer by improve store circumstance and customization that receiving the product or service in a manner tailored to an individual customer's circumstance, and marketers of individual branding SSM need to strengthen store loyalty through store promotion to their customer.