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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지

A Study on the Relationship Benefit Perception and Long-term Relationship Intention Among Fashion Product Consumers

관계혜택지각과 장기적 관계지향성에 관한 연구 -패션상품 소비자를 중심으로-

  • 김지연 (호남대학교 의상디자인학과) ;
  • 이은영 (서울대학교 생활과학대학 의류학과)
  • Published : 2006.01.01
Download PDF
⟨ Previous Next ⟩

Abstract

The Purposes of this study are to examine the relationship benefit perception of fashion product consumers and how their benefit perception influences oil long-term relationship intention, and to construct a model of long-term relationship intention. The data was obtained from a survey of 540 females over 20years old living in seoul, Gyeonggi-do, and Gwangju-city during June in 2004. It was analyzed by frequency, reliability, factor analyses. The results of the survey were: 1 , Relationship benefits perceived by fashion product consumers were informational benefit, psychological benefit, special treatment benefit, economical benefit, and social benefit. 2. Relationship benefit influenced on satisfaction, trust, commitment, and commitment influenced on long-term relationship intention finally The findings of this study are expected to strengthen the necessity of applying customer relationship management for the fashion market.

Keywords

References

  1. 김용정. (1998). 대고객 관계마케팅에 관한 실증적 연구-관계의지와 신뢰 매개변수 효과를 중심으로-. 마케팅과학연구, 1,21-42
  2. 김은정,이선재. (2001). 의류점포의 대고객 관계마케팅에 관한 연구-백화점을 중심으로-. 한국의류학회지, 25(6), 1097-1090
  3. 박종무, 이상철, 오상현. (2002). 서비스기업이 제공하는 관계효익이 관계몰입과 고객충성도에 미치는 영향. 경영연구, 17(2), 1-29
  4. 백수경. (1999). 관계효익이 관계 질에 미치는 영향에 관한 연구-서비스 유형과 고객의 관계지향성을 중심으로-. 부산대학교 경영대학원 석사학위 논문
  5. 안소현, 이경희. (2000). 판매원과 고객간의 장기적 관계발전에 관한 고찰. 한국의류학회지. 24(8), 1230-1241
  6. 안우규, 이용기, 하한국. (2002). 호텔레스토랑의 관계혜택이 고객충성도에 미치는 영향-전환비용과 대안매력도의 조절역할에 대한 탐색적 연구. 한국마케팅과학 추계논문집, 117-142
  7. 이용기, 최병호, 문병남. (2002). 관계혜택이 고객의 종업원과 식음료업장에 대한 만족, 그리고 고객충성도에 미치는 영향. 경영학 연구, 31(2),373-404
  8. 이학식, 임지훈. (2003). CRM이 고객의 행동의도에 미치는 영향-고객의 지각된 관계적 편익과 관계몰입의 매개적 역할-.경영학 연구, 32(5), 1317-1347
  9. 정인희, 김순칠: (2003) 패션기업의 CRM에 대한 고객반응 연구. 한국의류학회지, 27(9-10), 1060-1071
  10. 조은영, 구양숙. (2002). 의류제품 판매원에 대한 고개만족과 판매원충성도에 관한 연구. 한국의류학회지, 26(3/4), 433-442
  11. 주성래. (2003). 의류점포와 고객간의 장기적 관계발달 과정 모델. 전남대학교 가정대학원 박사학위 논문
  12. 최정환,이유재. (2001). 죽은 CRM 살아있는 CRM. 서울: 한언 출판사
  13. 홍금희. (2002). 쇼핑동기와 서비스 품질 지각이 고객의 감정적 반웅과 패션점포 만족도에 미치는 영향,한국의류학회지, 26(2),216-226
  14. Alhasan, A. G. (2003). Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial markets. Journal of Business Research, 20, 1017
  15. Anderson, J. C, & Narus, J. A. (1990). A Model of Distributor's Perspective of Distributor-manufacturer working Relationship. Journal of Marketing, 54, 42-48 https://doi.org/10.2307/1252172
  16. Bendapudi, N., & Leonard, L. B. (1997). Customer's Motivations for Mainataing Relationships with Service Providers. Journal of Retailing, 73, 15-37 https://doi.org/10.1016/S0022-4359(97)90013-0
  17. Berry, L. L. (1995). Relationship Marketing of ServicesGrowing Interest, Emerging Perspectives. Journal of Academy of Marketing Science. 23, 236-245 https://doi.org/10.1177/009207039502300402
  18. Christopher, J. M., Jacques-Marie, A., & Pascale G. Q. (2002). A Collaborative interest model of relational coordination and empirical results. Journal of Business Research, 55(1),1-9 https://doi.org/10.1016/S0148-2963(01)00217-X
  19. Dwyer, R, F., Schurr, P. H., & Oh, S. (1986). Developing buyer-seller relationship. Journal of Marketing. 14, 339-354 https://doi.org/10.2307/1247912
  20. Ellen, G., & Johnson, S. M. (1999). The different roles of Satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87 https://doi.org/10.2307/1251946
  21. Gaby, O., Kristof, D. W., & Patrick, S. (2003). Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56, 177-190 https://doi.org/10.1016/S0148-2963(01)00219-3
  22. Ganesan, S. (1994). Determinant of Long-Term Orientation in Buyer-Seller Relationship. Journal of Marketing. 58, 1-10
  23. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in service industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101-114 https://doi.org/10.1177/0092070398262002
  24. Macintosh, G. A., & Lawrence, S. L. (1997). Retail relationship and store loyalty: a multi-level perspective. International journal of research in marketing, 14, 489-497
  25. Mercedes, M., Marta, P., & Ma, P. P. T. (2004). The benefits of relationship and marketing for the consumer and for the fashion retailers. Journal of Fashion Marketing and Management, 8(4),425-436 https://doi.org/10.1108/13612020410560018
  26. Morgan, R. M., & Hunt, S. D. (1994), The CommitmentTrust Theory of Relationship Marketing, Journal of Marketing, 58(July), 20-38
  27. Oliver. R. L. (1999). 'Whence consumer Loyalty?'. Journal of Marketing, 63(special issue), 33-44
  28. Peterson, R. A. (1995). Relationship marketing and the customer. Journal of the Academy of Marketing Sciences, 23, 278-281 https://doi.org/10.1177/009207039502300407
  29. Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of salesperson relationship in retailing. Journal of Retailing, 75, 11-31 https://doi.org/10.1016/S0022-4359(99)80002-5
  30. Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing in Consumer markets: antecedents and consequences. Journal of the academy of marketing science, 23(4), 255-271 https://doi.org/10.1177/009207039502300405
  31. Sirohi, N., Mclaughlin, E. W., & Wittnik, D. R. (1998). A Model of consumer perception and store loyalty intention for supermarket retailer. Journal of Retailing, 74(2), 223-245 https://doi.org/10.1016/S0022-4359(99)80094-3
  32. Smith, J. B., & Donald, W. B. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationship. Journal of marketing. 61(January), 3-21 https://doi.org/10.2307/1252186