매장 만족도에서 소비자 거래비용의 역할 분석:구매고객과 잠재고객 모델 비교

초록

The purpose of the study was to examine the role of transaction costs in the relationship between service quality and store satisfaction using structural equation modeling. This study showed that physical environment service quality only affected search costs, while personal interaction service quality affected both evaluation costs and psychic costs. This study also found out that there were differences between customer model and prospect model using multigroup analysis. The findings revealed that psychic cost was stronger impact on store satisfaction for customers than for prospects. It also appeared that search costs had more important role in store satisfaction for prospects than for customers.

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