earticle

영어

The purpose of this study is to investigate the relationship among store image, charity image, customer orientation, customer satisfaction, and customer loyalty in a non-profit store and to provide the implications of marketing strategies to improve its management performance for survival and sustainable growth. The results of data analysis show that store image, charity image, and customer orientation affect positively customer satisfaction and customer loyalty in a non-profit store. Also, customer satisfaction affects positively customer loyalty. The implications mean that a non-profit store can survive and grow through providing high quality of products and customer service and building positive store image and charity image which lead to higher customer satisfaction and loyalty as like profit organization does. The result also propose NPOs to develop marketing communication strategies to promote NPOs' roles such as social warfare, recycling of resources, consideration of the poverty.