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

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 25권 / 4호 / 91 ~ 118페이지
· 저자명 : 김현아, 이라경, 채단비, 박진용

초록

최근 경제적, 문화적, 사회적 요인에 따른 새로운 소비 트렌드가 형성되면서 기술의 발달, 다양한 채널의 진입, 소비 패턴의 변화 등으로 인해 유통 환경은 채널 간 경계가 없는 무한 경쟁 시대에 접어들었다. 이러한 경쟁 환경 하에서 변화되고 있는 소비자의 라이프스타일에 맞는 상품을 제공하기 위해 유통업체들은 유통업체 상표(PB)가 타 유통업체와의 차별화 및 수익성 확보, 품질 및 다양성 측면에서의 독자적인 전략, 가격 경쟁력 제고를 실현시킬 수 있는 전략임을 강조하고 있다. 이를 통해 궁극적으로 소비자의 점포에 대한 충성도를 유도할 수 있다는 점에서 효과적인 브랜드 전략이라는 것에 초점을 두고 PB상품 개발 및 확대에 중점을 두고 있다.
본 연구는 과연 PB는 소비자의 점포 충성도 형성 및 제고에 도움이 되는 것일까? 그리고 어떠한 요인들이 이러한 관계를 더욱 강화시킬 수 있을까? 하는 질문에서부터 시작하였으며, 이를 확인하기 위해 기존 연구와의 차별성을 두기 위해 패널 데이터를 활용하였다. 닐슨코리아에서 관리 및 축적하고 있는 패널들의 3년간 FMCG 실제 구매 데이터를 기반으로 사용자들을 체계적으로 분류하였으며, 다양한 충성도 관련 질문을 설문조사를 병합하여 데이터의 구조와 완성도를 제고하였다.
PB 자체에 대한 충성도와 특정 점포에서의 PB 충성도 그리고 특정 점포 내에서의 특정 상품에서의 PB 충성도는 상호 간 영향이 존재하므로 이들 변수 간 구조적인 인과 관계를 확인하기 위해 고객 응답에 기초하여 구조방정식 모형을 제안하고 검증하였다. 추가로 고객의 가격지향성과 품질지향성에 따른 조절효과를 살펴보고 기본 구조방정식 모형과 조절효과를 풍성하게 설명하기 위해서 패널 데이터를 통해 추출된 고객 분류를 반영하였다. 즉, 고사용자와 저사용자 및 지속사용자와 비지속사용자를 그룹별로 구분하여 연구결과를 도출하였다.
대형마트를 이용하는 패널을 중심으로 한 본 연구의 분석결과, PB와 관련된 다양한 충성도는 예상과 같이 위계적인 인과성을 가지고 있었다. 가격지향성과 품질지향성의 조절효과가 확인되었으며, 시간이 경과함에 따른 조절효과는 반대의 양상을 나타내었다. 또한, 패널 자료로부터 분류된 네 가지의 고객 분류에서 변수의 평균차이, 인과의 차이, 조절효과의 변화가 다채롭게 확인되었다. 마지막으로 본 연구로부터 도출된 연구결과에 대한 학문적, 실무적 시사점에 대한 논의와 본 연구의 한계점 및 향후 연구 과제를 제안하였다.

영어초록

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 statistically significant, and the relationship between the remaining general PB loyalty and loyalty to a particular PB product and in-store PB loyalty and loyalty to a particular PB product was not statistically significant and the increase in the value of the regression equation was also insignificant.
The analysis results from quality orientation indicated that the interaction term was not statistically significant in the relationship between general PB loyalty and in-store PB loyalty. On the other hand, in the relationship between general PB loyalty and loyalty to a particular PB product, the price orientation interaction term was shown to be statistically significant at .040. The relationship between in-store PB loyalty and loyalty to a particular PB product is also statistically significant.
As a result of the analysis focusing on panels using discount store, various loyalty related to PB had a hierarchical causality as expected. The moderation effect of price orientation and quality orientation was confirmed, and the moderation effect over time was the opposite. In addition, the four customer types classified from the panel data showed a variety of changes in the mean difference, causal-effect difference, and moderating effect of variables. Finally, discussions on academic and practical implications of the findings derived from this study, and the limitations of this study and future research direction were proposed.

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