Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on Service Quality and Satisfaction of Fashion Retail Stores -Focusing on departmentstore, discountstore, East & South gate fashion shopping mall-

패션점포의 서비스품질과 만족에 관한 연구 -백화점, 할인점, 동대문과 남대문 패션쇼핑몰을 중심으로-

  • Published : 2003.03.01
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Abstract

The purpose of this study was to determine dimension of service quality, there by to analyze difference of service quality according to the types of fashion retail stores. and to investigate consumer variables (demographic characteristics, purchase behavior) and service quality which affect consumer satisfaction. The subject were 451 women in the age of twenty to forty years old who live in Seoul and the suburban of Seoul. The results of the study were as follows : First, it was found that fashion retail store's service quality was classified 5 factors: (1)salesperson. (2)convenience of shopping, (3)variety of product and facility. (4)store policy, (5)efficiency of movement. Second, departmentstore was evaluated the highest in terms of all factors. Discountstore was evaluated highly in terms of store policy and lowly in terms of variety of production and facility. East & South gate fashion shopping mall was evaluated the lowest in terms of all factors except variety of product and facility. Third, service quality and satisfaction showed significant differences in demographic characteristics. Purchase behavior of each fashion retail stores showed significant differences. The difference of service quality and satisfaction depending on purchase behavior showed a significant positive relation. Forth, service quality of discountstore and East & South gate fashion shopping mall were affected by purchase behavior partially. Departmentstore users were affected by salesperson and store policy. Discountstore users were affected by all factors except convenience of shopping. East & South fate fashion shopping mall users were affected by all factors.

Keywords

References

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