A Study on Discount Stores Brand Images upon Consumer Satisfaction

• 발행기관: 한국유통과학회
• 저자명: Youngchul Lee Heeyoung Cho
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 253~257쪽, 전체 5쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

Consumers to the brand image of the Discount Stores having a major impact on customer satisfaction, according to the trust to check whether the results of this study. Brand image is very important for marketing strategies such as market entry and competitive strategies, domestic Discount Stores are branded, identified by the empirical. According to the study, it is necessary to make the brand image that may have a discriminatory advantage to pursue advanced Discount Stores, large discount factors of brand image perception, the higher the quality and dignity may increase your level of confidence in the brand whether the reliability factor on the brand image of the Discount Stores can have a positive impact on customer satisfaction, brand trust is equally important in terms of advertising or promoting the image because the, corporate appropriate action may be necessary. Discount Stores brand image perception, the more highly the dignity of the high customer satisfaction, so can the urgent need for Discount Stores for the creation of customer satisfaction, brand image strategy development and implementation. As well as to promote customer satisfaction as well as high quality and environmental factors, customer satisfaction and highly perceptive and can not be therefore considered that a strategic response is required.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Hypotheses and Study Models

Ⅳ. Empirical Analysis

Ⅴ. Discussions and Summary

References

키워드

Brand image Trust Customer Satisfaction