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Asian J Beauty Cosmetol > Accepted Articles

doi: https://doi.org/10.20402/ajbc.2018.0207    [Accepted]
Effects of Drugstore Experience Factors on Customers’ Satisfaction with their Shop-Visit Experience
Sangeun Lee
Department of Beauty Arts, Suwon Women’s University, Suwon-si, Gyeonggi-do, Korea
Corresponding author:  Sangeun Lee ,Tel: +82 31 290 8374, Email: make-up1004@swc.ac.kr
Received: January 24, 2018;  Accepted: April 23, 2018.  Published online: June 30, 2018.
ABSTRACT
Purpose:
This study investigated the effects of drugstore experience factors on customers’ satisfaction with shop-visit experience, with regard to the environmental stimuli provided by a Korean drugstore, which reflects the changing state of the beauty market.
Method:
Convenience sampling was conducted with women in their 20s who had visited drugstores. Cronbach’s α coefficient determined the reliability of their satisfaction. Furthermore, correlation analysis and multiple regression analysis were conducted to investigate the influence of drugstore experience factors on customers’ satisfaction with shop-visit experience.
Results:
Regarding the correlation between the drugstore experience factors and customers’ satisfaction with their shop-visit experience, the following factors can be ranked in the order of a high correlation: brand act, think, sense, relate, and feel. It was found that the higher the brand act factor, brand sense factor, brand relate factor, and brand think factor, the higher was the customers’ satisfaction level of shop-visit experience.
Conclusion:
The results of this study suggest that the drugstore experience factors affect customers’ satisfaction with their visits to drugstores and the overall experience factors are important factors in satisfaction. Particularly, act factors had the greatest influence on customers’ satisfaction with their shop-visit experience, which suggests that direct consumer experience would have a greater influence on their purchasing act.
Key words: Experience factor, Drugstore, Cosmetics, Satisfaction, Experience marketing
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