| Title |
The Effects on Consumer Satisfaction and Loyalty in Renewed Traditional Retail Market Renewal in Small and Mid-sized Cities - The Case of Yeongchun Public Retail Market in Yeongchun - |
| Keywords |
A Renewed Traditional Retail Market ; Customer Satisfaction ; Customer Loyalty ; Structural Equation Model |
| Abstract |
Traditional retail markets in Korea are unique public places as well as trade space of goods. These facilities are in decay because of the emerging of big-box retailer and changing of consumer's tastes. So, it is important to find out what gives consumers satisfaction and loyalty in Renewed Traditional retail Market Renewal as well as government investments to revitalize these places. The purpose of this study was to examine the relationship between the quality of service, customer satisfaction and customer loyalty at renewed traditional markets. To do so, we investigated the quality of the physical environment, the interaction between vendors and customers, customer satisfaction with the merchandise at the Youngchun Public Market. One hundred and ninety two customers at the Youngchun Public Market were and surveyed using a questionnaire. Regression analysis of the structural equation model was conducted to test the research hypotheses. The results of this study can be summarized as follows: First, quality of service at a traditional market is properly modeled on the physical environment, the interaction between customers and vendors and customer satisfaction with the merchandise the same as a big discount store. Second, taken together, the quality of the physical environment, the customer-vendor relationship and the sales transaction affected consumer satisfaction and loyalty. In particular, the quality of the merchandise affects consumer satisfaction and loyalty more than the physical environment and the customer-vendor interaction. |