Journal of the Korean Home Economics Association 2005;43(10):115-124.
서비스품질과 쇼핑가치가 소비자 만족 및 재구매의도에 미치는 영향 - 50,60대 여성 소비자를 중심으로 -
Impacts of Service Quality and Shopping Value on Consumers' Satisfaction for Women in their 50's and 60's
Eun Mi Kang
Division of Clothing and Textile, Dong-A University
ABSTRACT
The purposes of this study were, 1) to examine the conceptual structure of shopping value and service quality as perceived by women in their 50's and 60's, and 2) to investigate the effects of shopping value and service quality on consumer satisfaction of these women. The results mal provide insights related to the silver market in South Korea. Data were obtained for 286 women in their 50's and 60's living in metropolitan areas in South Korea, and analyzed using factor analysis, Cronbach's alpha, and regression. The results showed that service quality was composed of Facilities Service, Product Service, Salespersons' Service and Policy Service. Shopping values perceived by elderly consumers consisted of two factors: Hedonic Shopping Value, and Utility Shopping Value. Elderly consumers perceived Hedonic Value by Salespersons' Service and Utility Value by Policy Service. Salespersons' Service of a store was the most important variable for elderly consumers' satisfaction. The finding suggest that a store's Salespersons' Service is important in predicting elderlv corlsumers' purchase behavior, and they give insight into the development of strategies to be utilized in promotion planning. Implications and drawn for the information useful to consumer behavior researchers and retailers of the silver market.
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