The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Effects of College Students' Perceived Value of and Satisfaction with Loyalty Programs on Customer Loyalty in Fashion Firms

패션업체 로열티 프로그램에 대한 대학생의 지각된 가치와 만족이 충성도에 미치는 영향

  • Ju, Seong-Rae (Dept. of Clothing & Textiles, Chonnam National University/Human Ecology Research Institute, Chonnam National University) ;
  • Chung, Myung-Sun (Dept. of Clothing & Textiles, Chonnam National University/Human Ecology Research Institute, Chonnam National University)
  • 주성래 (전남대학교 의류학과 및 생활과학연구소) ;
  • 정명선 (전남대학교 의류학과 및 생활과학연구소)
  • Received : 2012.03.09
  • Accepted : 2012.06.04
  • Published : 2012.06.30
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Abstract

Loyalty programs are used by many fashion firms as marketing tools for reducing customer switching and increasing customer loyalty in keen market competition conditions. The purpose of this study is to explore and propose an effective implementation of a loyalty program for a targeted fashion firm's customers by grasping their perceived value of and satisfaction with the loyalty program. Questionnaires were administered to 329 college students in Gwangju. For data analysis, factor analysis, Chronbach's ${\alpha}$, correlation analysis, and a Structural Equation Model using the LISREL 8.30 program were applied. The results were as follows. First, the degree of perceived value of the loyalty program was classified according to cash value, convenience of use, aspirational value, and suitability of use. The aspirational value and cash value significantly affected the students' satisfaction with the loyalty program, but the convenience of use and suitability of use were not significant. Second, higher satisfaction with the loyalty program was related to higher overall customer satisfaction but did not affect customer trust and loyalty. Finally, higher overall satisfaction was related to customer trust but did not affect customer loyalty, and higher trust affected customer loyalty.

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References

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