Today, Dosirak(lunch box) has become a meal culture that makes eating easy in the busy daily lives of modem people. As the demand for lunch boxes grew, the market grew significantly, selling Dosirak not only at franchise stores but also at convenience stores. There are nearly 40,000 convenience stores in Korea. The market grew to the extent that the lunch boxes sold by convenience stores were among the top selling items. In the case of franchises, demand has increased, creating many brands and the market is growing.
The main reason for the growth in the lunch box market is the increase in the number of single households. According to a survey by the National Statistical Office(2016), In 2015, the number of single-person households exceeded 5 million, exceeding the rate of four-person households in 2016, and the trend is expected to continue. Besides the increase in single-person households, the changing lunch culture of office workers also supports the growth of the Dosirak market. After IMF crisis, companies have reduced their workforce. As a result, the number of restaurants in companies also have reduced so workers needed easy to eat like as Dosirak.
This study was analyzed based on empirical methods to investigate the impact of perceived value on customer satisfaction, brand loyalty, and actual purchase behavior: focusing on Dosirak customer
The results of the empirical study are summarized as follows:
First, the study found that the hedonistic and functional values of perceived values had a positive (+) effect on customer satisfaction.
Second, customer satisfaction has shown a positive (+) effect on customer loyalty. The results of the analysis showed that quality, price, packaging container, exchange and refund had a significant impact on customer loyalty.
Third, customer satisfaction has had a positive (+) effect on actual purchasing behavior. In particular, the customer satisfaction factors of quality, menu configuration, packaging containers, exchanges and refunds have been found to have a significant impact on the actual purchasing behavior.
Fourth, customer satisfaction was analyzed to be a parameter between customer loyalty and actual purchasing behavior.