The purpose of study is first to identify the impact of selection attributes of CVS Dosirak on the job satisfaction and to verify the moderating effect of type of household and brand image of CVS Dosirak. A research model was developed from the previous literatures review to test proposed hypotheses. A questionnaire survey was conducted on a sample of 516 customers at the Capital area from Dosirak internet community at the Capital area. Statistical method such as frequency analysis, descriptive statistics, correlation coefficient regression analysis, and hierarchical regression analysis was conducted using statistical package SPSS 20.0. The results are as follows.
First, result of the analysis shows that while safety of CVS Dosirak gets comparatively high score among selection attributes, healthy gets the lowest score.
Second, while tastes, economics and convenience among selection attributes of CVS Dosirak has a significant and positive effect on customer satisfaction, but safety and healthy do not have any significant effect on.
Third, type of household has a significant and negative moderating effect between economics and healthy among selection attributes and customer satisfaction. That means households living together than one-person household has higher customer satisfaction as economics or health of Dosirak increases.
Forth, brand image has a significant and positive moderating effect between taste and safety among selection attributes and customer satisfaction. That means higher brand image group than lower brand image group has higher job satisfaction as taste or safety of CVS Dosirak increases.