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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Priority Evaluation in Clothes Stores' Selection Attributes

AHP(Analytic Hierarchy Process)를 이용한 의류점포선택기준에 관한 연구

  • Cho, Youn-Joo (Dept. of Practical Arts Education, Chinju National University of Education)
  • 조윤주 (진주교육대학교 실과교육학과)
  • Published : 2007.04.30
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Abstract

This study aimed to construct an effective decision-making model on selection of cloth stores using AHP technique. The proposed AHP structure consists of three levels. The highest level includes the cloth stores alternative which are department store, specialty store, and a clothes store. The second level consists of the key performance measurements for evaluating the optimal selection of cloth stores, such as location, facilities, product, service, and promotion. The lowest level consists of items which affects the performance measurements in the upper level. The items are convenience location, courteous service, decor/ambience, availability of parking, etc. The data for this research were collected from questionnaires of 132 in Busan. Data were analyzed by frequency and AHP. As the result of this study, 'product' was decided as a most important item in department store, while 'location' was decided as a most important item in specialty store and a clothes store. And 'variety goods' evaluated as that of first priority in the totality evaluation items in department store, but 'convenience location' evaluated as that of first priority in the totality evaluation items specialty store and a clothes store.

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References

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