그림 1. 연구모형
표 1. 인구통계학적 특성
표 2. HMR 선택속성의 신뢰도와 측정도구의 타당도 분석
표 3. 고객만족의 신뢰도 및 측정도구의 타당도 분석
표 4. 상관관계분석
표 5. 가족구성에 따른 HMR 선택속성의 차이 검증 결과
표 6. 고객만족에 대한 HMR 선택속성의 회귀분석 결과
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The purpose of this study is to provide effective basic data necessary for marketing strategy of HMR products by identifying the effect of HMR selection attributes on customer satisfaction according to family Composition. To this end, the research subjects conducted a survey with employees dispatched to 100 of 140 HOMEPLUS nationwide and surveyed customers who purchased HMR products from stores for about 60 days from July 1, 2018 to August 30, 2018. The data collected were analyzed for statistical significance using SPSS 21.0 for windows, and the hypothesis was verified based on the results processed. Research shows that the four factors, quality, price, convenience and variety, which are the sub-factors of HMR selection attributes, were not different according to family composition, the quality, price, and variety among the sub-factors of HMR selection attributes affected customer satisfaction, but the convenience factors did not affect customer satisfaction. The purpose of this study was to identify the effect of HMR selection attributes on customer satisfaction and to compare the differences according to the general characteristics of survey subjects, The present invention has been made in view of the above problems.
HMR;Family Composition;Selection Attributes;Customer Satisfaction
그림 1. 연구모형
표 1. 인구통계학적 특성
표 2. HMR 선택속성의 신뢰도와 측정도구의 타당도 분석
표 3. 고객만족의 신뢰도 및 측정도구의 타당도 분석
표 4. 상관관계분석
표 5. 가족구성에 따른 HMR 선택속성의 차이 검증 결과
표 6. 고객만족에 대한 HMR 선택속성의 회귀분석 결과