In SMRT(Seoul Metropolitan Rapid Transit) stations, there are 48 GS25 convenience store in business currently. The average sales and total sales profit rate are in the course of increasing. But average sales of 8 GS25 in BGL(Busan Gimhae Light Rail Transit) stations is lower than average sales of GS25 in SMRT stations. So I look for ways to revitalize BGL’s convenience store from this thesis.
Firstly, to have a good understanding of convenience store’s operation in the Republic of Korea, this paper deals with the franchise system.
For theoretical consideration for revitalizing convenience stores, this study presents a few marketing theories as well. Firstly a theory for favorable location for the business is dealt.
The study goes on to find out about relationship marketing to derive re-buys and to make loyal customers for the stores.
After theoretical consideration, this study demonstrates actual problems of products and services provided by convenience stores within the BGL’s subway stations and their conditions of location by analyzing satisfaction factors and surveys from their customers. After considering theories from earlier studies and related references about factors effecting the customer’s decision to choose a convenience store, a survey was conducted from 107 customers in 8 subway stations based on the research model came out from the reference study. After this survey, the collected materials were analyzed by using the SPSS 18.0 software.
Finally a sale revitalizing strategy was produced by results from goods assortment, customer service , cleanliness and location side.
If collected and analyed outcomes are applicable GS25 in BGL, it would be help to Revitalize BGL＇s (Busan Gimhae Light Rail Transit) Convenience Stores.