초록 열기/닫기 버튼
This study is conducted to test the relationships among select attirbutes, brand image, perceived value, customer satisfaction and repurchase intention of convenience store visitors who have experiences buying convenient foods in the store within 3 months. The survey was performed from May to August, 2018 by using online survey method tool. Total 400 questionnaires were distributed and 352 questionnaires were used for final analysis. SPSS 21.0 program was used to derive the following: factor analysis, reliability analysis, correlation, and multiple regression analysis. Results of factor analysis shown that total 5 elements were identified from this study which are convenience, appearance, food quality, familiarity, sanitation and reliability. In results, the all of select attributes were significant predictors of brand image and perceived value. The convenience factor was the most important predictor of brand image, and the food quality has been identified the most significant factor of perceived value. Additionally, all factors of choice attributes except the appearance, have shown that critical factors of customer satisfaction in current study. At the last, this study confirmed the relationships among brand image, perceived value, and customer satisfaction have significantly influence on repurchase intention. In conclusion, present study confirmed the relationships among choice attributes, brand image, perceived value, customer satisfaction and repurchase intention in context of convenience store products. These results will contribute to develop the convenience store products as well as to establish an efficient business plan in the related industry.
