소비자의 라이프스타일이 서비스품질 인식에 미치는 영향에 관한 연구 = The Effect of Consumer's Lifestyle on Service Quality Perception

다국어 초록 (Multilingual Abstract)

As the lifestyles of the consumers are getting westernized, their consumption pattern has been also changed. Further, due to the advent of new- type distribution businesses and the price competition stemming from the businesses, the consumption trend shows both extreme ends and becomes luxurious as well as rational consumption culture is expanded. Under such circumstances, changes in the domestic distribution industry are made throughout the society. The business, leading such change in the domestic market, is Large Discount Stores that they make inroads into the department store items with their price competitiveness.
According to the Vision 2010 Korean Economy Report by McKinsey, it is stressed that the most important issue in the prediction of Korean economy is to ease up the regulations for the service industry and enhance the productivity in order to solve the both, growth and employment, problems simultaneously. The most important thing regarding such improvement of the productivity in the service industry is the service quality and since it is difficult to improve productivity without improvement of the service quality, it is essential to stress on the service quality in the service industry.
Also, as the modern society pursues the improvement of the quality of life, various lifestyles appear according to the individuality and differentiation awareness to express themselves, and since such life styles can be used as variances to make market segmentation to distinguish the purchasers who have different purchasing desires and necessary conditions, they are used to obtain important marketing strategies, like product strategy, advertisement and promotion strategy related to the life styles etc. The analysis of the life style is an effort to grasp the consumers in new vision in the area of life as a large concept to contain economic, cultural and social aspects, and it aims to develop the product that the target consumers desire instead of stressing the consumption of the products to the target consumers.
Under such circumstances, the marketers in the Large Discount Stores need to clearly segment the target groups among the consumers visit large Large Discount Stores and understand the life style of the target groups in order to actively respond to the market environment and consistently grow. However, among the previous studies related to the Large Discount Stores, the number of studies that segmented the market according to various lifestyles of the consumers who visit Large Discount Stores and revealed the difference in the purchase behavior of the segmented consumer groups is very small.
Therefore, this study aims to find out the difference in the service quality awareness for the Large Discount Stores according to the life styles of the consumers who visit Large Discount Stores and the purchase behaviors and demographic characteristics of the consumers who use Large Discount Stores. For this, it executed questionnaire survey subject to employees of Nonghyup who experienced to use a Large Discount Store once a month within a month from the standard date of the survey and analyzed the users of the Large Discount Stores based on this.
Through it, this study aims to contribute for the Large Discount Store marketers to establish effective marketing strategies for their target consumers.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 및 구성 = 3
• 제2장 이론적 배경 = 7
• 제1절 대형할인점에 관한 고찰 = 7
• 제2절 라이프스타일에 관한 고찰 = 14
• 제3절 서비스 품질에 관한 고찰 = 19
• 제3장 연구 문제 및 조사설계 = 35
• 제1절 연구문제 = 35
• 제2절 연구방법 = 36
• 제4장 실증 분석 = 39
• 제1절 표본특성 = 39
• 제2절 대형할인점 이용 고객의 라이프스타일 유형화 = 40
• 제3절 라이프스타일 유형별 서비스품질 인식차이 분석 = 44
• 제5장 결론 = 59
• 제1절 연구의 요약 및 결론 = 59
• 제2절 연구의 한계점 및 미래연구 방향 = 63
• <참고문헌> = 64
• 부록 = 74