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KMID : 0366519960160010239
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Annual Bulletin Seoul Health
1996 Volume.16 No. 1 p.239 ~ p.253
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The Study on the Development of Measuring Instrument for Department Store Customer Satisfaction
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Kim kyu-Dong
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Abstract
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According to the rapidly changing business environment, many companies are recognizing customer satisfaction as a new standard for measuring business performance and attempting to measure this quantitatively. Customer satisfaction is the major result of marketing activities itself and an important process for linking product purchase and/or use to post-purchase behavior such as favorable word-of-mouth, attitude change, repeat purchase, and brand loyalty. So companies can offer important information to process for planning and implementing marketing strategies through measuring customer satisfaction. Thus, this study was accomplished in order to develop measuring instrument for department store customer satisfaction and establish effective marketing strategies for improving customer satisfaction based on the results of the study. Through the results of this study, it was revealed that 19 critical performance attributes can become good measuring instruments for specific department store customer satisfaction and explain customer satisfaction well. Therefore department stores can improve the level of total customer satisfaction by raising these 19 critical performance attributes ratings. Especially because performance attributes related to service have a great effect on total customer satisfaction, department stores must improve the level of service of the sales people, delivery, and exchange or refund as well as the quality and assortment of goods. Finally, department stores basically must plan and implement marketing strategies within the customer-oriented marketing concept and do their best for satisfying the customers` increasingly demanding needs and wants.
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KEYWORD
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customer satisfaction, critical performance attributes
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