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KMID : 1011420140190040419
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Journal of Korean Ophthalmic Optics Society
2014 Volume.19 No. 4 p.419 ~ p.427
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A Study of the Impact of Sense of Values on Select Stores and Satisfaction ? Centered on Eyeglasses Stores ?
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Lee Jung-Kyu
Cha Jung-Won
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Abstract
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Purpose: We propose an effective marketing strategy for eyeglasses stores on the basis of surveys about the relationships between customers’ social values, customer satisfaction and selecting glasses store.
Methods: All 245 surveys were conducted about customers had visited the eyeglasses store located in Seoul and Northern
Gyeonggi-do regions from January 1 to June 30, 2014, and it were analyzed by SPSS v.20.0 statistical package program.
Results: The order of customers’ social values factors which have an influence on ‘Selecting Store’ is “Society oriented”, “Ability oriented”, “Freedom oriented” and “Happiness oriented”. Also, the order of customers’ social values factors which have an influence on satisfaction is “Society oriented”, “Ability oriented”. In addition, Customer Satisfaction is affected by Service, one of the factor of ‘Selecting Store’ factors.
Conclusions: Each type of marketing activities should be conducted for customers by their various values. The best plan to elicit good reactions from customers is meeting them through “Society-oriented” factors. Meeting with customers through the “Ability-oriented” factors is second only to the best option. It is shown that the method to increase the satisfaction for customers’ return visit is to manage ‘Service factors’ well.
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KEYWORD
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Sense of value, Select store, Satisfaction, Eyeglasses store
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