점포속성에 부가된 개성이 점포신뢰에 미치는 영향 후, 점포충성도와의 관련성에 관한 연구

Abstract

Most of the recent studies related to the domestic service industry deal with the factors related to the store (service space). However, in the previous researches related to mobile phone retail market, most of the studies are related to products or additional services on mobile phone services that are dealt with in stores rather than the studies related to stores themselves. Therefore, this study aims to investigate the effect of store attributes and store personality on store trust and store loyalty in mobile phone retail market. Moreover. in order to investigate the effects of store attributes and store personality on store loyalty, this study conducted exploratory research on actual store employees and members. Based on these contexts, the research explores the key factors of retail store operation in the mobile phone retail market. For the purpose of empirical study, a survey was conducted from July 1, 2016 to August 31, 2016 for mobile telecommunication stores in the West Gyeongnam area, by convenience sampling on the purchasers of mobile phone and portable tablet PC. The result of this study shows that the factors of products and sails promotion in store attributes have a significant influence on store trust, and the factors of warmth and activeness in store personality have a significant influence on store trust. Therefore, it is necessary to emphasize the factors of products and sales promotion that can form the store trust in operating mobile phone retail store, and the result also shows the importance of emphasizing warmth and activeness.