Abstract
Purpose - The purpose of this study is to explore the effect of relational benefits, customer satisfaction of natural wine store and switching intention. Design, data, and methodology -The survey for customers of natural wine store in Seoul was progressed. And relational benefit was divided into Four main components: ‘social benefits’, ‘psychological benefits’, ‘customization benefits’ and ''economic benefits''. Based on previous studies. Result -Among the relational benefits of natural wine store, ‘social benefits’ and ‘psychological benefits’ had a significant impact on customer satisfaction. ‘social benefits’, ‘psychological benefits’, and ''customerization benefits'' affected the intent of switching intention. In addition, Customer satisfaction affected switching intention. Conclusions -In many previous studies, most relational benefits had a positive impact on customer satisfaction and had a negative impact on transition intent, but ‘customization benefits’ and ‘economic benefits’ did not affect customer satisfaction in this study. ''customization benefits'' had a positive effect on switching intention. Natural wine stores need to focus more on a comfortable and friendly atmosphere and trust in wine quality and stores than on small economic benefits to maintain existing customers, the results showed.
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