earticle

영어

This study is to examine the effect of large discount store characteristics(product value, product assortment, in-store atmosphere, and service) and positive emotion on customer satisfaction and loyalty which represent customer-based productivity at store level. The data were collected 475 customers and analyzed using LISREL. The results are as follows. First, product value has a positive effect on positive emotion and satisfaction directly, and in turn, increases loyalty indirectly. Second,product assortment and in-store atmosphere have a positive effect on positive emotion directly, and in turn, increases customer satisfaction and loyalty indirectly. Third, service has a significant effect on customer satisfaction directly, and in turn, increases loyalty indirectly. Fourth, positive emotion has a positive effect on customer satisfaction, but does not have a significant effect on loyalty. Finally, customer satisfaction has a positive effect on loyalty.