비영리 점포의 기업가적 성공을 위한 마케팅 전략 활용에 관한 연구

The success and sustainability of an organization depends on the dynamic entrepreneurial innovation, whether it is profit making or non profit organization. This kind of entrepreneurial activities can booster the other managerial functionㄴ like marketing and customer relations. The purpose of this study is to investigate the relationship among store image,product image, charity factor, purchase behavior, customer satisfaction, and customer loyalty in a charity store and to provide the implications for marketing strategies. In recent days, many consumers are increasingly interested in charity stores and their importance has been widely perceived. The results of the field survey show that store image and product image affect positively purchase behavior but charity factor does not. Charity factor is still not important to consider when Korean consumers purchase a product from charity store. Purchase behavior affects positively customer satisfaction and customer satisfaction affects positively customer loyalty. Therefore, customer loyalty of charity store can be enhanced through purchase behavior and customer satisfaction.