거래특성요인, 점포이미지, 고객만족, 신뢰, 몰입, 고객충성도 간의 관계: 한국의 청년몰 중심으로

Abstract

This study focuses on investigating the relationships among transaction characteristics, store image, customer satisfaction, trust, commitment, and customer loyalty for the survival and growth of youth malls in traditional markets of Korea and on presenting theoretical and practical implications of the study based on the analysis results. The results of testing the research hypothesis are as follows. Transaction characteristics factors are evaluated as secondary factors in the following order: customer service (0.851), taste (0.766), price (0.570), store atmosphere (0.542), and location (0.268). Transaction characteristic factors such as location, taste, customer service, store atmosphere, and price play a significant role in store image and customer satisfaction. Store image does not affect customer satisfaction. Store image positively affects trust and commitment. Customer satisfaction positively affects trust and commitment. Trust positively affects commitment and customer loyalty. Commitment positively affects customer loyalty.