International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Effect of Service Quality of Convenience Stores on Customer Loyalty Through the Emotional Response of Customers - Focusing on GS Convenience Stores-

  • Yeong-Ae, Ku (Department of Tax Accounting, Suwon Women's University)
  • Received : 2022.11.18
  • Accepted : 2022.11.27
  • Published : 2023.02.28
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Abstract

Currently, convenience stores, which are naturally located within a 1-minute walk, are easily accessible, so customers can easily purchase the items they need, and now they are indispensable places for people. In line with modern society that focuses on buying and selling goods quickly and easily, such as 'convenience' and 'quickness', convenience stores also have been changing by marketing such as home-delivery service and storage of fresh products, not just simply selling goods. In addition, by utilizing application software, we can use everything with one smartphone that we use a lot, in order to provide reservation delivery, pickup, and subscription services. In this study, we conducted experiments focusing on the factors of convenience store service quality and users using convenience stores, and examined how these experiments affect behavioral intentions of customers through their emotional responses. As a result, it was confirmed that empathy had a positive (+) effect on the pleasure of customers, and reliability had a negative (-) effect on arousal. In addition, it was found that empathy had a positive (+) effect on arousal, and responsiveness and empathy had a positive (+) effect on dominance. Finally, it was found that pleasure and dominance had a positive (+) effect on the loyalty of customers. In this study, we intend to provide basic data on existing or future convenience stores.

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References

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