- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
KD-SQS Service Quality in Discount-Based Retail: Service Guarantee Adjustment Effect, Service Value, and Store Loyalty
Kim, Jong-Lak
Abstract
Purpose - This study focuses on "large-scale marts," which is a typical discount-based retail channel (hereinafter, DRC), and provides practical managerial implications by applying the KD-SQS service quality factor based on customers' experiential perspective by developing and applying existing service measures. Research design, data, and methodology - The research subjects include adults who have experienced "large-scale marts." The research involved SPSS 20.0 and AMOS 19.0 packages; path analysis is used to analyze structural relationships. Results - First, physical aspects, human interaction, and additional convenience aspects of service quality have statistically significant influence on service value. Second, physical aspects, human interaction, and policy have statistically influence on store loyalty. Third, service value influences store loyalty. Fourth, service guarantee adjusts the relationship between service quality, service value, and store loyalty in terms of human interaction and policy. Conclusion - Among service quality measures, improving service value through personal service needs to be prioritized, while we need to develop different methods for the service guarantee system to effectively influence service value and store loyalty.
- keywords
- Retail Channel, Service Quality, Service Value, Service Guarantee, Store Loyalty
Reference
Ahn, Kwang-ho, & Lee, Ha-neol (2011). The Effect of Perceived Shopping Value Dimensions on Attitude toward Store, Emotional Response to Store Shopping, and Store Loyalty. Asian Journal of Marketing, 12(4), 137-164.
Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic psychology, 26, 35-57.
Bolton, R. N., & Drew, J. H. (1991). A Multistage model of customer's assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Choi, Ja-young, & Lee, Ji-eun (2005). The Role of Cognitive Cost and Service Quality in Store Loyalty: with a Focus on Comparison of Purchsing Customer and Potential Customer in Retail Distribution of Electronics. Study of Distribution, 10(4), 89-111.
Cronin, J. J. Jr., Michael, K. B., Richard, R. B., Roscoe, H. Jr., & Donald, J. S. (1997). A Cross-sectional Test of the Test of the Effect and Conceptualization of Service Value. The Journal of Service Marketing, 11(6), 375-391.
Dick, A., & Basu, K. (1994). Customer loyalty: towards an integrated framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Dodds, W. B., Monroe, K. B., & Grewal. (1996). Effects of price, brand and store information on buyers. Journal of Marketing Research, 28(3), 307-319.
Evans, M. R., Clark, J. D., & Knutson, B. J. (1996). The 100percent, unconditional money-back service guarantee. Cornell Hotel and Restaurant Administration Quarterly, 37(6), 56-61.
Hart, C. W. L. (1993). Extraordinary gurantees-A new way to built quality throughout your company and ensure satisfaction for your consumer, NY, USA: Amacom.
Hays, J. M., & Hill, A. V. (2001). A longitudinal empirical study of the effect of a service guarantee on employee motivation/vision, service learning, and perceived service quality. Production and Operations Management, 10(4), 405-424.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5th). NY, USA:Prentice Hall.
Hellier, P. K., Geurse, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchasing intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Ji, Seong-gu, & Lee, In-gu (2009). The Double-Path Model for Service Loyalty. Study of Distribution, 15(1), 1-25.
Jo, Gwang-haeng, & Im Chae-un (1999). A Study on the Effect that Customer Satisfaction and Switching Barrier Have on Store Loyalty. Marketing Study, 14(1), 47-74.
Kim. Gyeong-Cho (2013). A Study on the Effects of Super-Supermarket Service Quality on Satisfaction in Store Selection. Journal of Industrial Distribution &Business, 4(2), 41-49.
Kim. Jong-lak (2014). The Effects of Awareness of KD-SQS Service Quality and Service Guarantee on Service Value and Store Loyalty in Distribution Channels: Focusing on Discount Retailing. Seoul, Korea: Thesis for Doctorate in Kyung-hee University.
Kim, Seong-Soo, Kim, Seung-Mi, Jung, Myung-Hee, Youn, Myoung-Kil, & Kim, Dong-Ho (2014). Teukyakmeip System and Department Stores in Korea. East Asian Journal of Business Management, 4(2), 23-29.
Korea Chamber of Commerce and Industry (2007). Estimated Growth of Retail Business and Future Management Strategy. Seoul, Korea: KCCI.
Lee, Hak-sik, & Kim, Young (1999). Service Quality and Service Value. Korea Marketing Journal, 1(2), 77-99.
Lee, In-gu, Kim, Jong-bae, & Lee, Moon-gyu (2000). Model of Causality among Perceived Service Quality, Consumer Attitude, and Intention to Reuse. Korea Marketing Journal, 2(3), 44-63.
Lee Yu-jae, & Ra Seon-ah (2003). A Study on the Relatve Influence that Different Dimensions of Service Quality Exert on Customer Support. Marketing Study, 18(4), 67-96.
McDougall, G. H., Leveque, T. J., & Plaat, P. V. (1998). Designing the service guarantee: unconditional or specific?. The Journal of Services Marketing, 12(4), 278-293.
Noh, Eun-jeong, & Seo, Yong-gu (2008). A Study on the Measurement of Service Quality at Korean-Style Discount Stores. Study of Distribution, 13(3), 127-54.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(3), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
Seo, Chang-jeok, Jeon, Hee-jun, & Im, Chung-hyeok (2004). The Influence that Service Warranty Exercises on Service Quality and Service Value: with a Focus on Parcel Service. Journal of Service Management Society, 5(1), 51-76.
Sirohi, N., Edward, W. M., & Dick R. W. (1998). A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket. Journal of Retailing, 74(2), 223-245.
Wagner, G. (1994). Satisfaction guaranteed? Lodging Hospitality. 50(6), 46-47.
Yang, Hoe-chang, Jeon, Jun-ho, & Ju, Yoon-hwang (2013). A Study on the Impact of Perceived Regulations for Sales at Super-Supermarket and Discount Store on Consumers’ Shopping Value and Subjective Well-Being. Journal of Distribution Science, 11(11), 83-88.
Zeithaml, V. A. (1987). Defining and relating price, perceived quality, and perceived value. Cambridge, Mass, Report:Marketing Science Institute (pp87-101). Retrieved August 30, 2012, from http://www.msi.org/reports/defining-and-relating-price-perceived-quality-and-perceived-value/
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(1), 2-22.
Zeithaml, V. A., & Bitner, M. J. (1996). Service Marketing. NY, USA: McGraw-Hill Ryerson.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations