Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Relational Benefits Between Fashion Retail Stores and Customers on Relationship Quality and Customer Satisfaction

패션점포와 고객간의 관계효익이 관계의 질과 고객만족에 미치는 영향

  • 주성래 (전남대학교 생활과학대학 의류학과) ;
  • 정명선 (전남대학교 생활과학대학 의류학과)
  • Published : 2002.07.01
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Abstract

The purposes of this study were to empirically examine the effect of relational benefits and relationship quality in the core variables of relationship marketing on customer satisfaction, to investigate the causal relationships among these variables. The questionnaires was administered to 417 women shopped in a fashion retail store in Gwang-ju city during January 14-18, 2002. For analysis of data, frequency, factor analysis, regression analysis, and path analysis were applied. The results were as follows: 1. The customers' perceived relational benefits were categorized as follow: 1) special treatment,2) social, and 3) psychological benefits. Relationship quality was categorized into two factors: trust and commitment 2. The relational benefits significantly influenced customer satisfaction. 3. The relational benefits significantly influenced relationship quality. 4. The relationship quality significantly influenced customer satisfaction. 5. The relational benefits had both direct and indirect effects on customer satisfaction mediated by relationship quality. The results indicated that causal relationship was existed among these three variables.

Keywords

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