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KMID : 1159320160180020197
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Korean Journal of Vision Science
2016 Volume.18 No. 2 p.197 ~ p.213
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A Study on relationship benefits and customer value in Spectacle Shop For University Students, Gyeong-buk
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Kim Min-Hyuk
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Abstract
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Purpose: The objective of the study is to identify relational benefits of spectacle shops in the business environment where various types of shops have been emerged and the relationship between them and customer value of university students in their 20s in Gyeong-buk , based on the recent vision tests, manufacturing process and product differentiation.
Methods: The study surveyed 217 university students in their 20s who have purchased frames, lenses and C/L at spectacle shops and analyzed the data. SPSS 18.0 statistics program was used for data analysis; frequency analysis, factor analysis, and regression analysis were conducted to verify the research hypothesis on relational benefits of optical shops and the customer value.
Results: First, economic benefit out of relational benefits had positive impact on the price value. Second, all the 4 factors of relational benefits - economic benefit, customization benefit, social benefit, and emotional benefit ? had minor but positive influence on the quality value. Third, economic benefit had positive impact on the social value. Fourth, social benefit influenced the emotional value positively.
Conclusions: The study revealed that economic benefit of spectacle shops’ relational benefits played an important role in the price value and social value, and the 4 factors of relational benefits had slight but balanced impact on the quality value of customers. Also, as social benefit impacted emotional value, spectacle shop owners seem to need to strive to develop economic benefit for customers, improve social benefit that is acquired by continuously using the spectacle shops, and
develop different values recognized by customers.
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KEYWORD
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relationship marketing, relationship benefit, customer value
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