재래시장의 서비스 품질과 소비자 만족과의관계에 관한 연구

This nation's traditional markets are losing their competitive power, due to factors such as the expansion of the opening of circulation market. This study attempted to analyze the service quality and consumer’s satisfaction of the traditional markets, which, in the midst of the fast-changing circulation industry, maintain to hold a large place in regional economy. Furthermore, the study attempted to deduce the causes dealing with the related changes. Seeing that it is appropriate to design a measurement of service quality based on the characteristics of the traditional markets researched, this study developed and demonstrated a rather concrete and detailed set of evaluative criteria that enables the service quality assessment of traditional markets based on the opinions of its customers. The resulting, extracted, set of evaluative criteria consists of 3 causes and 18 items. The causes designated are convenience of use, market specialty, and merchant reliability. As a result of regression analysis performed to inspect the relationships among the factors affecting overall consumer’s satisfaction and service quality, the listed three causes appeared to influence customer’s satisfaction. Furthermore, the degree of influence was shown to be in the order of specialty, reliability, and then convenience.