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The Effect of Perceived Service Quality and Symbolic Store Image on Store Loyalty in Apparel Product Purchasing -Focusing on the Moderating Effect of Hedonic Shopping Orientation-  

Kim Soo-Jin (Dept. of Clothing & Textiles, Chonnam National University)
Chung Myung-Sun (Human Ecology Research Institute, Chonnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.1, 2006 , pp. 48-58 More about this Journal
Abstract
The purposes of this study were to examine the effect of perceived service quality and symbolic store image on store loyalty in apparel product purchasing and the moderating effect of hedonic shopping orientation. The questionnaire was administered to 450 women shopped in a department store in Gwang-ju during September, 12-26, 2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN Program. The results were as follows. First, consumers' perceived service quality was composed of three factors; product & environment service, sales person's customer oriented service, store policy service factor. Consumers' symbolic store image was composed of three factors; status symbol, favorability. credibility (actor. Second, the perceived service quality significantly influenced store loyalty. Third, the symbolic store image significantly influenced store loyalty. Fourth, interaction effect between perceived service quality and hedonic shopping orientation was found out to be meaningful at store loyalty. Fifth, interaction effect between perceived store image and hedonic shopping orientation was found out to be meaningful at store loyalty.
Keywords
Perceived service quality; Symbolic store image; Store loyalty; Hedonic shopping orientation;
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