A Study on the Relationship among Location Characteristics, Customer Satisfaction, and Revisit Intention of Small Business Stores

Abstract

This study subdivided the relationship between location characteristics and satisfaction of small business stores. For this purpose, it is necessary to understand small business owners and approach the study purpose from their viewpoints by combining the location characteristics of real estate. The purpose of this study is to classify the location characteristics of small business stores as the main factors of sales increase and to confirm whether each factor has a significant effect on customer satisfaction and intention to revisit. In addition, emphasizing the importance of customer satisfaction visiting small business stores will contribute to the income increase and development of small business stores in the future. Furthermore, this study was conducted to identify the differences in the impact of the location characteristics on customer satisfaction and revisit intention, and to suggest ways to secure the competitiveness of store operation by grasping customer satisfaction, customer's revisit intention, and the important matters necessary for preparing the opening and operation of the store. The empirical study confirmed the suitability of the questionnaire through previous studies and distributed 400 questionnaires to customers who are using small business stores in major cities in Korea recently, and 345 of them were used as the final analysis data. The collected questionnaire data was used as basic data for empirical analysis, and demographic analysis, descriptive statistical analysis, validity and reliability analysis, correlation analysis, and regression analysis were conducted using the statistical program SPSS. In addition, the analysis was conducted using Soble-Test to verify the mediating effect of customer satisfaction. Based on the results of the empirical statistical analysis, the study set the direction of the research of the follow-up studies along with the real meaning of the research results. As a result of hypothesis verification through regression analysis, location characteristics (conformability, accessibility, visibility) had a significantly positive (+) effect on revisit intention. Location characteristics (suitability, accessibility, and visibility) have a significant positive effect on customer satisfaction. Customer satisfaction had a significant positive effect on the intention to revisit. Customer satisfaction had a mediating effect on the relationship between location characteristics (conformability, accessibility, visibility) and revisit intention. The implications of this study are that suitability, accessibility, and visibility among location characteristics are very important factors for customers to open or transfer stores. Therefore, it is suggested that, in the process of opening a store, simple access to selling only goods should be avoided. Rather, prior knowledge of customer-oriented movement plans, product display, and sales items should be acquired. In addition, it means that the consideration of location characteristics and customer satisfaction should be done at the...