농협 하나로마트 점포속성과 점포개성이 만족도와 신뢰 및 충성도에 미치는 영향:창원지역을 중심으로

초록

This study surveyed customers who have consistently visited the Nonghyup Hanaro Mart to analyze how the store’s attributes, which include the quality and prices of the goods, the assortment of goods, store accessibility, convenience of shopping, and the service of the salespeople, and the store’s personality, including the warmth, refinement, progressiveness, activation, and sincerity, affected their satisfaction, trust, and loyalty. Based on the results, an appropriate marketing strategy was developed. For this study, we surveyed 375 customers visiting the Nonghyup Hanaro Mart in Changwon. In terms of the store’s attributes, both the quality and prices of the goods had a significant influence on store satisfaction. In terms of the store’s personality, the warmth and sincerity had a significant influence on store satisfaction. Finally, store satisfaction had a significant effect on store trust, while trust had a significant impact on loyalty. The results showed that, to positively affect and retain customers who have store loyalty, the Nonghyup Hanaro Mart needs to diversify the prices of the commodities and sell fresh agricultural products and private brands. In addition, a consistent effort must be made to create a store environment that is warm. This can be accomplished by offering quality services and training employees about ethical management to build trust and confidence.

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