먹는샘물 브랜드 이미지와 로하스 이미지가 지각된 품질과 만족도, 충성도에 미치는 영향관계 분석

The purpose of this study is to investigate the effect of brand image and LOHAS image on perceived quality, satisfaction, and bottled water consumers’ loyalty in order to provide important data for the development of domestic bottled water marketing strategies. We surveyed consumers who had purchased bottled water within the past month and limited to consumers who purchased 500ml bottles of water for personal consumption. Factor analysis and reliability analysis were conducted to verify the validity and reliability of the variables. In addition, confirmatory factor analysis was conducted to confirm convergence validity and discriminant validity, and the hypothesis was verified using structural equation. In the relationship between brand image and perceived quality, familiarity, sensory, and eco-friendly brand image had significant influence on perceived quality. The effect of perceived quality on satisfaction was significant, and satisfaction showed a high influence on loyalty. This study suggests that the study of the brand image and the perceived quality of water in the consumer's side reflects the relationship between satisfaction and loyalty. Also, when purchasing 500ml of bottled water, which is widely consumed in real life, the basic data can be used to establish concrete marketing strategies based off of the influential relationship of image on satisfaction and loyalty.