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A Study on Service Quality and Satisfaction of Fashion Retail Stores -Focusing on departmentstore, discountstore, East & South gate fashion shopping mall-  

이주영 (성균관대학교)
Publication Information
Journal of the Korean Society of Costume / v.53, no.2, 2003 , pp. 171-182 More about this Journal
Abstract
The purpose of this study was to determine dimension of service quality, there by to analyze difference of service quality according to the types of fashion retail stores. and to investigate consumer variables (demographic characteristics, purchase behavior) and service quality which affect consumer satisfaction. The subject were 451 women in the age of twenty to forty years old who live in Seoul and the suburban of Seoul. The results of the study were as follows : First, it was found that fashion retail store's service quality was classified 5 factors: (1)salesperson. (2)convenience of shopping, (3)variety of product and facility. (4)store policy, (5)efficiency of movement. Second, departmentstore was evaluated the highest in terms of all factors. Discountstore was evaluated highly in terms of store policy and lowly in terms of variety of production and facility. East & South gate fashion shopping mall was evaluated the lowest in terms of all factors except variety of product and facility. Third, service quality and satisfaction showed significant differences in demographic characteristics. Purchase behavior of each fashion retail stores showed significant differences. The difference of service quality and satisfaction depending on purchase behavior showed a significant positive relation. Forth, service quality of discountstore and East & South gate fashion shopping mall were affected by purchase behavior partially. Departmentstore users were affected by salesperson and store policy. Discountstore users were affected by all factors except convenience of shopping. East & South fate fashion shopping mall users were affected by all factors.
Keywords
Service quality; Satisfaction;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
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