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The Effects of Relational Benefits Between Fashion Retail Stores and Customers on Relationship Quality and Customer Satisfaction  

주성래 (전남대학교 생활과학대학 의류학과)
정명선 (전남대학교 생활과학대학 의류학과)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.26, no.7, 2002 , pp. 1043-1054 More about this Journal
Abstract
The purposes of this study were to empirically examine the effect of relational benefits and relationship quality in the core variables of relationship marketing on customer satisfaction, to investigate the causal relationships among these variables. The questionnaires was administered to 417 women shopped in a fashion retail store in Gwang-ju city during January 14-18, 2002. For analysis of data, frequency, factor analysis, regression analysis, and path analysis were applied. The results were as follows: 1. The customers' perceived relational benefits were categorized as follow: 1) special treatment,2) social, and 3) psychological benefits. Relationship quality was categorized into two factors: trust and commitment 2. The relational benefits significantly influenced customer satisfaction. 3. The relational benefits significantly influenced relationship quality. 4. The relationship quality significantly influenced customer satisfaction. 5. The relational benefits had both direct and indirect effects on customer satisfaction mediated by relationship quality. The results indicated that causal relationship was existed among these three variables.
Keywords
relational benefit; relationship quality; customer satisfaction;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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