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http://dx.doi.org/10.5850/JKSCT.2008.32.10.1497

The Types of Relationship Quality and Multi-loyal Relations of Department Store Fashion Consumers  

Moon, Hee-Kang (Dept. of Home Economics, Pai Chai University)
Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.10, 2008 , pp. 1497-1508 More about this Journal
Abstract
The objective of this study is to identify the types of relationship quality of department store fashion consumers. This study also aims to look at if consumers form different type of relationship quality with various relation partners. In this study, qualitative research was conducted on 25 female consumers to come to a comprehensive and in-depth understanding of fashion consumers' diverse loyal relationships. Fashion consumer's relationship quality consisted of 'self attachment', 'symbolic', 'trust', 'intimacy', 'compensational bind', and 'habitual alternative'. 6 relationship quality dimensions were distinguished according to each dimension's emotional involvement level and conscious activeness level of consumers. While self attachment was classified as emotional and active relationship quality, compensational bind and habitual alternative were typical relationship quality types of fashion store loyalty such as department store loyalty, thus classified as inertial and cognitive relationship quality type. This study might provide a useful direction to apparel brands and retailers in finding out which relationship quality type is more effective for differentiated marketing strategies.
Keywords
Relationship quality; Loyal relations;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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