백화점의 본원적 · 보완적 서비스요소가 고객만족 및 재방문의도에 미치는 영향

Abstract

This study examined the effects of servicescape, products, and contact employees on customer satisfaction, which is the main service of department stores. Also, we analyzed the effects of the complex cultural space and loyalty program, which are complementary services of department store, on customer satisfaction and revisit intention In this study, a research model and a hypothesis were set up based on the theoretical study of previous research, and a total of 359 respondents were surveyed using domestic department store customers and analyzed using PLS-SEM (partial least squares-structural equation modeling) . The results of the analysis showed that satisfaction with servicescape, products, contact employees and loyalty programs had a positive (+) effect on satisfaction. However, the complex cultural space did not have a significant effect on satisfaction. On the other hand, the loyalty program, complex culture and satisfaction all had a positive effect on the revisit intention.BR In this study, we added the ability to solve the problems that occurred besides reliability, confident, tangibility, empathy, and responsiveness as one of the service quality evaluation factors limited to contact employees. Second, It is significant that departmental store service quality factors are separated and verified separately. In other words, the satisfaction of the complex cultural space and loyalty program established for the marketing and service execution of the department store and the revisit intention of the rediscovery were confirmed.