초록 열기/닫기 버튼
The purpose of this study is to verify the relationship between brand image and customer satisfaction as perceived by 20th convenience store lunch box consumers. This study conducted a questionnaire survey using convenience sampling of 20 consumers in Seoul and Gyeonggi area. The survey period was from April 2, 2019 to April 10, 2013, and 315 copies of valid data were used for the analysis except for the questionnaires. The results of this study were as follows: First, taste, menu variety, cleanliness had significant influence on brand image and price did not have a significant effect. Second, all four variables of convenience store lunch box choice attributes had a significant effect on customer satisfaction. Third, brand image had a significant effect on customer satisfaction. It is meaningful that it can present efficient management strategy and marketing plan for strengthening the quality of the lunch box of convenience store and improving competitiveness. In addition, based on the various elements of the optional attributes, it can form a positive image for the convenience store business, and it can be expected to generate profit based on this.
