유통업체 상표의 충성도 구조: 패널 및 설문 데이터를 활용한 점포 및 상품 충성도 = Loyalty Structure of Private Label Brand: Applying Panel and Survey Data

다국어 초록 (Multilingual Abstract)

It is no exaggeration to say that the current retailing environment is an infinite battle field where the retailers compete without boundaries among channel types due to advances in new technology, advent of new retail formats, and changes in consumption patterns. Under these circumstances, retailers are investing in the development and expansion of PB, believing that the PB is a strategic weapon that can simultaneously differentiate stores and enhance profitability, and is an effective way to ultimately lead to loyalty of customers to stores.
However, is PB really helping to enhance store loyalty of customer? And if it helps, can it be generalized to all companies and customers? And what factors can further strengthen this relationship? This study began from these questions. In attempt to find the answer, this study systematically classified users based on three years of FMCG purchase data of the panels managed and accumulated by Nielsen Korea. The Various loyalty-related questions were asked through surveys and integrated with panel data to enhance the integrity of the data structure.
The research model based on customer responses was proposed to identify the structural causal relationship of these variables. This was to determine the various mutual causal effects to loyalty to the PB itself, PB loyalty at a particular store, and PB loyalty at a particular product within a particular store. In addition, the respondent classification was reflected in the panel data to examine the moderating effect of the customer's price orientation and quality orientation and to explain the basic structural equation model in abundance.
Specifically, the focus of this study is to hierarchically distinguish customers’ loyalty to PB and identify their relationships. In other words, the structural causal relationship of three types of loyalty: The structural causal relationship between loyalty to the PB itself (A) and PB loyalty at a particular store (B), PB loyalty within a particular store (B) and PB loyalty to a particular product (C), and loyalty to the PB itself (A) and PB loyalty to a particular product (C) was presented as a basic research model (Alpha, Beta and Gamma). Add to this the moderating effect of customer price orientation (D) and quality orientation (E) on the basic research model.
The basic structural equation model and customer classification were reflected in the panel data to explain the moderating effect in abundance. In other words, four panel customers were distinguished by the distinction between heavy users vs. light users and steady users vs. erratic user (2×2) and the variance analysis of the above five components(A to E), differences in causal relationships (Alpha, Beta, and Gamma), and changes in the moderation effects (a1 to b3) were included in the model as shown in Figure 1. The different outcome prediction outcome for the four groups is presented in Figure 2 after the hypothesis was derived.
The analysis was conducted with a structural equation model to verify hypotheses 1, 2, and 3 assumed in this study. Among the loyalty, general loyalty to PB itself was included as an exogenous variable, and the in-store PB loyalty and loyalty to specific PB products were included as endogenous variables. The coefficient of relationship between general PB loyalty and in-store PB loyalty is .794 (t=52.211), the coefficient of relationship between in-store PB loyalty and loyalty to a particular PB product is .660 (t=35.079), and the coefficient of the relationship between general PB loyalty and loyalty to a particular PB product is .612 (t=29.532) are identified as statistically significant results.
In addition, this study analyzed how the relationships between different types of loyalty depend on price orientation and quality orientation to investigate the moderating effects of hypotheses 4 and 5. The relationship between general PB loyalty and in-store PB loyalty based on price orientation (.028) was statistical...

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