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KMID : 1159320200220040425
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Korean Journal of Vision Science
2020 Volume.22 No. 4 p.425 ~ p.434
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Effects of the Customer Response Attitude, Customer Satisfaction and the Change Seeking Tendency of Customers on the Switching Intentions of Customers at Optical Shops
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Kim Se-Jin
Kim Hyo-Jin
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Abstract
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Purpose : The purpose of this study was to investigate the customer response attitude, customer satisfaction, change seeking tendencies and switching intentions that customers experienced optical shops to understand the cause that influences the switching intentions of customers.
Methods : The online survey was conducted from September to November 2019, and 209 participants who answered the questions were involved in this study. The survey was constructed with 20 questions including the customer response attitude, customer satisfaction, the change seeking tendencies of customers and the switching intentions.
Results : The customer response attitude was an average of 3.76 while the customer satisfaction was 3.18, change seeking tendencies of customers was 2.95 and the switching intentions were 2.63. When the optical shop’s customer response attitude improved, the customer satisfaction increased and the switching intentions of customers decreased. When the change of seeking tendencies were high, the switching intentions of customers increased and when the customer satisfaction was high, the switching intentions of customers lowered. It was confirmed that the customer response attitude, change of seeking tendencies of customers and customer satisfaction influenced the switching intentions.
Conclusion : The customer response attitude was good with high levels of customer satisfaction, which confirmed that switching intentions of customers was low. The results of this study could be applied as the baseline data in research to reduce the switching intentions of optical shop customers.
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KEYWORD
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Change Seeking Tendency, Customer Response Attitude, Customer Satisfaction, Optometrist, Switching Intentions
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