편의점 PB 도시락 선택속성이 충성도에 미치는 영향

Abstract

The purpose of this study was to examine the impact of convenience store PB lunch box selection attributes on loyalty based on prior research and to verify the mediating effect between brand value's PB lunch box selection attributes and loyalty through empirical analysis. The analysis results are summarized as follows. The analysis results are as follows. First, it was found that price and taste among the convenience store PB lunch box selection attributes had a significant effect on loyalty. Second, it was found that taste and price among the selection attributes of convenience store PB lunch boxes had a significant effect on brand value. Next, it was found that taste and price among the selection attributes of convenience store PB lunch boxes had a significant effect on loyalty. Finally, it was found that brand value had a significant effect on loyalty. On the other hand, among the selection attributes of convenience store PB lunch boxes, brand value between physical environment and loyalty, and between packaging and loyalty were found to have no mediating effect.