The Research Of Lottery Station Image To The Lottery-buyer's Satisfaction And Loyalty

With the vigorous development of the lottery industry, the number and size of the station also expand rapidly. According to incomplete statistics, there are about 20 million lottery sites nationwide, and they compete with each other. In order to gain competitive advantage, the lottery station must highlight the unique image which can improve customets'satisfaction and loyalty. Although store image has been closely studied and researched by the retail field, but empirical studies for the lottery industry are less. In the background, this research has been a subject with practical and academic significance.In this paper, some relevant literatures about store image, perceived value, the customer satisfaction and loyalty were collected and analysised. On the basis of literatures and field observations, we found the formation of perceived value is influenced by the involvement of consumers, therefore the involvement will act as a regulatory factor to improve the sore image and loyalty relationship model. Through the pre-research and formal research,298 valid datas were collected from twenty Dalian lottery station. Then we use SPSS and LISREL software to analyze the collected data, and the conclusions are showed as following:First, the lotter station image is consisited of geographical position, convenient facilities, store atmosphere, service image, and store reputation. Convenient facilities, store reputation and service image affects the buyers'perceived value and loyalty positively and significantly.Second, the lottery-buyers'perceived value has positive effect on buyer satisfaction, and the lottery-buyers'satisfaction also has positive effct on loyalty.Last, the involvment enhance the positive relationship between the store reputation and the perceived value. In other words, the more cost and energy are paid, the easier reputation promotes the buyers'desired expectations.According to the results, some recommendations about convenient facility, service image and store reputation are brought up, which is a value reference for the future image buliding.