소매서비스만족도와 사회적 연결감이 점포충성도에 미치는 구조적 영향 분석:소비자생활협동조합을 중심으로

초록

The purpose of this study is to analyze the influencing relationship between service satisfaction, marketing mix satisfaction, customer satisfaction, social connectedness and store loyalty targeting the members in consumer cooperative and to identify its unique characteristics. The research model is composed of the effects of service factors and marketing mix factors to store loyalty through customer satisfaction and of social connectedness to store loyalty. The major results of this study can be summarized as follows. At first, 4 factors in 5 service satisfaction factors (physicality, reliability, human interaction, problem solving) and marketing mix factors (place, price, promotion) positively affect customer satisfaction. Second, customer satisfaction and social connectedness positively affect store loyalty, and path coefficient of social connectedness is higher than that of store loyalty. Third, moderating effect of environmental commitment is not significant. Analysis results of this study provide the implication that social connectedness between consumer cooperative and its members is important to store loyalty of consumer cooperative. This study is differentiated from preceding studies which analyzed consumer cooperative just with environment friendly agricultural product specialty stores in the point that latent variables reflecting the characteristics of consumer cooperative which are regarded as social connectedness were included as well as service factors and marketing mix factors.

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