The Role of Cognitive Satisfaction and Emotionally Based Satisfaction in Explaining Relationships between Store Image and Loyalty

점포이미지와 충성도 관계에서 인지적 만족과 감정적 만족의 역할

  • 최철재 (백석문화대학 경상학부)
  • Published : 2009.10.28


This paper is to identify how merchandise quality, store environment, personnel service, sales promotion, store amenities and supporting service which is considered to store image components influence on satisfaction and loyalty and examine the role of satisfaction in explaining relationships between store image and loyalty. The results of the study are as follows: (1) each components of store image influence on cognitive satisfaction or emotionally based satisfaction or loyalty. (2) merchandise quality and store amenities have influence on cognitive satisfaction and emotionally based satisfaction is affected by personnel service and supporting service, but store environment has directly influence on loyalty. (3) store image components that is concerned with service in the store e.g. personnel service, supporting service build customer loyalty by mediating emotionally based satisfaction. In order to build strong customer loyalty, marketer have to formed through store image components that is much stronger on loyalty.


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