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KMID : 1145120180160020267
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Asian Journal of Beauty and Cosmetology
2018 Volume.16 No. 2 p.267 ~ p.276
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Effects of Drugstore Experience Factors on Customers’ Satisfaction with their Shop-Visit Experience
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Lee Sang-Eun
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Abstract
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Purpose: This study investigated the effects of drugstore experience factors on customers’ satisfaction with shop-visit experience, with regard to the environmental stimuli provided by a Korean drugstore, which reflects the changing state of the beauty market.
Method: Convenience sampling was conducted with women in their 20s who had visited drugstores. Cronbach’s α coefficient determined the reliability of their satisfaction. Furthermore, correlation analysis and multiple regression analysis were conducted to investigate the influence of drugstore experience factors on customers’ satisfaction with shop-visit experience.
Results: Regarding the correlation between the drugstore experience factors and customers’ satisfaction with their shop-visit experience, the following factors can be ranked in the order of a high correlation: brand act, think, sense, relate, and feel. It was found that the higher the brand act factor, brand sense factor, brand relate factor, and brand think factor, the higher was the customers’ satisfaction level of shopvisit experience.
Conclusion: The results of this study suggest that the drugstore experience factors affect customers’ satisfaction with their visits to drugstores and the overall experience factors are important factors in satisfaction. Particularly, act factors had the greatest influence on customers’ satisfaction with their shop-visit experience, which suggests that direct consumer experience would have a greater influence on their purchasing act.
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KEYWORD
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Experience factor, Drugstore, Cosmetics, Satisfaction, Experience marketing
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