전통시장 내 청년몰 음식점에 대한 고객의 인지평가가 고객만족, 신뢰, 고객충성도에 미치는 영향

초록

The purpose of this study is to analyze how consumers' cognitive evaluations of flavor, quality and hygiene, and customer service in traditional market youth malls influence customer satisfaction, trust, and ultimately, customer loyalty. Additionally, the study aims to provide relevant implications based on the findings. A total of 209 survey responses were used for the final analysis, and structural equation modeling(SEM) was conducted using AMOS 18.0 to test the research hypotheses. The results of the analysis are as follows. First, flavor, quality and hygiene, and customer service were found to have a positive effect on customer satisfaction, with customer service having the strongest influence. Second, while quality and hygiene, customer service, and customer satisfaction positively influenced trust, flavor did not show a significant effect. Among these factors, customer satisfaction had the greatest impact on trust. Third, both customer satisfaction and trust positively influenced customer loyalty, with customer satisfaction exerting a stronger effect. The study’s implications and limitations are discussed in the conclusion.

키워드