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 Relationship between Customer Equity and Customer Satisfaction of Sports Fashion Brands

스포츠 의류브랜드의 고객자산과 고객만족과의 관계연구

  • Ko, Eun-Ju (Dept. of Clothing & Textiles, Yonsei University) ;
  • Lee, Hyun-Ju (Dept. of Clothing & Textiles, Yonsei University)
  • 고은주 (연세대학교 의류환경학과) ;
  • 이현주 (연세대학교 의류환경학과)
  • Published : 2009.05.31
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Abstract

The purpose of this research were 1) to identify the distribution of customer equity about sports fashion brands, 2) to identify the dimensions of fashion brand attributes influencing customer satisfaction and customer equity, and 3) to investigate relationships among sports fashion attributes, customer satisfaction and customer equity. Survey questionnaire was used to collect data and 900 responses were used for the data analysis. Descriptive statistics(i.e., frequency, percentage), factor analysis and multiple regression analysis were used for the data analysis. The results of this study were as following. First, 67.4%(i.e., outdoor sports brands) of customer equity distributes under 1 million won while 61.3%(i.e., general sports brand) and 54.3%(i.e., golf brands) distributes. Second, the sportswear brand dimensions consist of 6 factors, product quality value, convenience value, perceived value, unique brand image, trust relationship, and personalized relationship. Third, the higher the product quality value, perceived value, unique brand image, and trust relationship were, the higher customer satisfaction was. Fourth, the higher customer satisfaction was, the higher customer equity was.

Keywords

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