백화점의 점포 개성과 서비스 품질이 재방문의도와 추천의도에 미치는 영향

Effect of Store Personality and Service Quality on Department Store Revisiting Intention and Recommendation Intention

This research aims to examine the impact of store personality and service quality on the customers' intention of revisiting the department store and their intention of recommendation to others. The participants were women in their 20s to 50s with experiences of purchasing apparel from major department stores. A total of 324 survey responses were used for the final analysis. The data were analyzed using factors analysis, reliability analysis, and multiple regression analysis with PASW 18.0. The results were as follows. First, the department store personality was composed of 3 factors; prestige, passion, sincerity. Service quality factors were defined as tangibility, responsiveness, and empathy. Second, the three dimensions of brand personality-prestige, passion and sincerity turned out to be influential factors affecting the customers' revisiting intention and recommendation intention. Also, tangibility and responsiveness of service quality factors had a significant influence on their revisiting intention, whereas tangibility, responsiveness and empathy factors had a significant influence on their recommendation intention. Third, the sub-dimensions of store personality and service quality had a different influence on the customers' revisiting intention and recommendation intention according to the department store brand.