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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Types of Relationship Quality and Multi-loyal Relations of Department Store Fashion Consumers

백화점 패션상품 구매고객 관계본질 유형과 충성대상

  • Published : 2008.10.31
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Abstract

The objective of this study is to identify the types of relationship quality of department store fashion consumers. This study also aims to look at if consumers form different type of relationship quality with various relation partners. In this study, qualitative research was conducted on 25 female consumers to come to a comprehensive and in-depth understanding of fashion consumers' diverse loyal relationships. Fashion consumer's relationship quality consisted of 'self attachment', 'symbolic', 'trust', 'intimacy', 'compensational bind', and 'habitual alternative'. 6 relationship quality dimensions were distinguished according to each dimension's emotional involvement level and conscious activeness level of consumers. While self attachment was classified as emotional and active relationship quality, compensational bind and habitual alternative were typical relationship quality types of fashion store loyalty such as department store loyalty, thus classified as inertial and cognitive relationship quality type. This study might provide a useful direction to apparel brands and retailers in finding out which relationship quality type is more effective for differentiated marketing strategies.

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References

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