An Exploratory Study on A Service Marketing Strategy of Price Discount Store Types

Lee, Yeong-Cheol(Dept. of Business Admin. The Graduate School of Business Administration, Yonsei University)

The objective of this study is to empirically examine what factors influence on the customer satisfaction of the determinants of service quality under the retail store types.

The service quality is categorized into five dimension: tangibility, reliability, responsiveness, assurance, empathy.

In the exploractory stage, 313 subjects were surveyed for questionnaire sets and were asked to describe their perceptions about the variables on relationship.

For data analysis one-way ANOVA and multiple regression analysis were employed and utilized to identify the relationships among the various independent variables.

The results of the study indicate partial support for hypothesis. That is, the determinants of service quality differs according to the retail store types.

Key Words: Types of Retail Stores, Service Quality