Earticle

초록

영어

The success and sustainability of an organization depends on the dynamic entrepreneurial innovation, whether it is profit making or non profit organization. This kind of entrepreneurial activities can booster the other managerial functionㄴ like marketing and customer relations. The purpose of this study is to investigate the relationship among store image, product image, charity factor, purchase behavior, customer satisfaction, and customer loyalty in a charity store and to provide the implications for marketing strategies. In recent days, many consumers are increasingly interested in charity stores and their importance has been widely perceived. The results of the field survey show that store image and product image affect positively purchase behavior but charity factor does not. Charity factor is still not important to consider when Korean consumers purchase a product from charity store. Purchase behavior affects positively customer satisfaction and customer satisfaction affects positively customer loyalty. Therefore, customer loyalty of charity store can be enhanced through purchase behavior and customer satisfaction.

목차

I. 서론
 II. 기업가적 성공을 위한 비영리조직 마케팅
 III. 기업가적 성공을 위한 마케팅 전략요소의 연구설계
 IV. 기업가적 성공을 위한 마케팅 전략요소의 실증분석
 V. 결론
 참고문헌
 Abstract

키워드

저자

• 최덕재 [ Deok-Jae Choi | 경상대학교 경영대학 경영학과 박사수료 ] 제1저자
• 정기한 [ Ki-Han Chung | 경상대학교 경영대학 경영학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국창업학회지 [Journal of the Korean Entrepreneurship Socieity]

• 간기

  격월간

• pISSN

  2092-8068

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658