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KMID : 1159320190210020271
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Korean Journal of Vision Science
2019 Volume.21 No. 2 p.271 ~ p.280
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A Study on the Influence of Consumer Perception of Optical Shop’s Servicescape on Satisfaction and Loyalty
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Sim Jae-Hu
Seo Chae-Youn
Ryu Geun-Chang
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Abstract
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Purpose : Today, Korean optical shops are degenerating into a low-growth industry due to economic crisis resulting from profitability deterioration of large enterprises and development of medical industry. In order to find out the measures for the survival of the opticians, we want to identify the factors influencing the optician's management, which is one of the important factors in the consumer' s direct experience.
Methods : The structured research model and hypotheses were developed based on literature reviews, and the data collected from 208 effective questionnaire acquired by administering them to customers visiting optical shops located in Kwangju city were analyzed. The statistical methods were performed using frequency analysis and descriptive statistics analysis with SPSS 24.0 and AMOS 24.0 statistic packages. The internal consistency and validity tests were determined by Cronbach's αand confirmatory factor analysis (CFA), respectively. The relationship and the directionality among variables were determined using association analysis, and simple, multiple, and hierarchical moderating regression analyses were also performed.
Results : The results of analyses showed that the subfactors of servicescape are important factors contributing to the increase of g consumers' satisfaction as well as their loyalty.
Conclusion : The implications of this study are as follows: Firstly, this is the first study to apply servicescape to the optical shop, which has been considered in food service industry such as hotel and restaurant as well as various service industries. Secondly, each subfactor of servicescape was demonstrated to be the important factors in increasing satisfaction and loyalty, indicating that it is necessary to provide customers visiting optical shop with positive experience by creating aesthetics, convenience, clean environment, proper space arrangement , and suitable surrounding for them in order to increase their satisfaction and loyalty.
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KEYWORD
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Loyalty, Optical Shop, Satisfaction, Servicescape
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