earticle

영어

The accessory service facilities of department store has received much attention in recent years as a result of rapid econmic growth and elevation of standards of living. The focus of this study is upon the accessory service facilities of department store by which firms generate customer satisfaction and long-run customer well-being. The purpose of this study is to propose a scheme which is necessary to arouse customer satisfaction through the attitude test concerning accessory service facilities of department store. A field survey was conducted to study the attitude of customers in Dae-Baek Plaza, the largest department store in Daegu area, toward accessory service facilities. Its result reveals that the customers interviewed responded negatively and in a lukewarm manner toward accessory service facilities. A major reason for this negative result was traced to lack of knowledge, and indifference prevalent among customers. The following measures are propose to arouse active interest in accessory service facilities : 1. Establisment of marketing research concerning customer needs and wants and expansion of accessory service facilities for customer satisfaction. 2. Increase of advertisement and publicity for tasks and roles of the accessory service facilities in department store.