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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Physical Environment Influence of Chinese Department Stores and Consumer's Internal Responses on Store Loyalty

중국 백화점의 물리적 환경에 따른 소비자의 내적반응이 점포충성도에 미치는 영향

  • Zhang, Ting-Ting (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Jun, Ji-Hyun (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Rhee, Young-Sun (Dept. of Clothing & Textiles, Chungnam National University)
  • 장정정 (충남대학교 생활과학대학 의류학과) ;
  • 전지현 (충남대학교 생활과학대학 의류학과) ;
  • 이영선 (충남대학교 생활과학대학 의류학과)
  • Received : 2012.10.26
  • Accepted : 2013.01.30
  • Published : 2013.02.28
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Abstract

Outstanding service quality is a crucial factor to increase customer revisits, to increase customer revisits, to create new customers through positive word-of-mouth marketing and increase profits; in conjunction, the physical environment of department stores have a firsthand impact on customer purchasing behavior. This study examines the physical environment dimensions of department stores in China and the causal relationship with the physical environment, service environment, internal responses and store loyalty. The subjects in this study were male and female adults who finished the shopping the Lotte and Wangfujing Department Store located in Beijing. All participants were over the age of 20 and a one-on-one survey was conducted to gather data from October to November 2011. Data from 424 respondents were analyzed: in addition, AMOS factor analysis and path analysis were used. The results were as follows. First, physical environment factors consist of exterior aesthetic attraction, convenience, cleanliness and an interior aesthetic attraction. Second, exterior aesthetic attraction, convenience and cleanliness affect the overall service environment perception. Third, the service environment exercised an influence on internal responses, and internal responses impacted store loyalty. Fourth, a comparative analysis was made over Korean and Chinese department stores in China to check the research model. In Wangfujing Department Store, exterior aesthetic attraction, cleanliness and convenience had a statistically significant impact on service environment perceptions. In Lotte Department Store, the perception of service environment was under the statistically significant influence of all physical factors (exterior aesthetic attraction, interior aesthetic attraction, convenience and cleanliness). The findings of this study are helpful for Korean Department stores that plan to make inroads into China to formulate efficient service environment strategies tailored to local consumer characteristics.

Keywords

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