부산대학교 도서관

This study investigated the structural relationship among the selection attributes, trust, satisfaction, and loyalty among Chinese customers who shop in unmanned stores. Questionnaire survey was conducted on Chinese customers who had experience using unmanned stores in the Republic of Korea. The questionnaire was distributed to 165 respondents who came to use the service of unmanned ice cream shops, unmanned print shops, and unmanned laundry shops which were places with a general size of about 20 square meters. After screening of the data, 142 of the answers were used for data analysis. In this study, a research model was presented focusing on the impact of the selection attributes (convenience and product quality), trust, and satisfaction on customers’ loyalty. SPSS 26.0 and Smart PLS 3.0 were employed to analyze the collected data. As a result, all 7 presented hypotheses were significant, particularly the influence of product quality on trust, and the influence of trust on loyalty was found to be the greatest. Based on the findings, the unmanned store operators are supposed to consider product quality as the top priority, and once trust and customer satisfaction are given to consumers, the operators can apply practical implications to obtain long-term loyal customers. Finally, it is expected to provide data in this regard for future studies.