The Effects of Private Brand Product Attributes and Convenience Store Image on Customer Satisfaction and Repurchase Intention

• 발행기관: 한국유통과학회
• 저자명: Wanki Kim Ho-Mum Jeong Myoung-Kil Youn
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 275~281쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

The purpose of this study was to examine the effects of convenience store (CVS) private brand (PB) product attributes and CVS image on customer repurchase intention and thereby to provide retailers with information that could influence their marketing strategy. There have not been enough studies on CVS PB products in South Korea. The subjects of this studywere 350 college students in Seoul and Gyeonggi-do. The authors performed aquestionnaire survey over three weeks, from May 1, 2012 to May 21, 2012, and gathered 301 survey responses. The findings were: Customers bought CVS PB products because of the price advantage involved. Differences in perceived quality, perceived risk, and store image influenced product satisfaction, and customers were satisfied with products that had low perceived risks. However, differences in perceived price had no influence on product satisfaction. Besides differences in perceived quality, store image also influenced satisfaction with a store and its services, whereas price and perceived risk had no such impact. PB products should be put through quality control systems to lessen quality differencesbetween products through monitoring and to develop better PB product quality and technology. This would allow CVSs to develop well-known brands and to differentiate themselves from their competitors, creating a greater level of CVS competitiveness.

목차

Abstract

1. Introduction

2. Literature review

3. Proposed research model

4. Experimental study

References

키워드

Customer Satisfaction Customer Repurchase Intention Private Brand (PB) Product Attributes Convenience Store (CVS) Image