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http://dx.doi.org/10.5850/JKSCT.2008.32.12.1927

The Influence of Perceived Relational Benefits on Relational Commitment and Customer Loyalty in Internet Clothing Purchase  

Ji, Hye-Kyung (Dept. of Fashion Design, College of Arts, Hansung University)
Kim, Yong-Ju (Dept. of Fashion Design, College of Arts, Hansung University)
Son, Mi-Young (Dept. of Home Economics, Korea National Open University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.12, 2008 , pp. 1927-1938 More about this Journal
Abstract
Companies can build a close relationship by providing benefits that consumers want. As long relationships between consumer and company are stressed these days, it is very important for the growth and development of companies to assess what benefits consumers perceive and how they reflect them to their buying behaviors. Thus, this study aims to examine the relational benefits that consumers perceive in internet clothing purchase and how these perceived relational benefits affects relational commitment and customer loyalty. This study surveyed 343 male and female in their 20s and 30s for empirical analysis who have ever purchased clothing through internet shopping malls. Descriptive statistics, factor analysis, ANOVA analysis, Duncan test, and ${\chi}^2$-test are carried out using SPSS for Windows 12.0 for statistical analysis. The results are as follows. First, the dimensions of relational benefits perceived by consumers in internet clothing purchase are found 6 including customization, economic, psychological, social, shopping convenience, and informational. Second, consumers' perception of relational benefits significantly affect on relational commitment and loyalty, thus consumers with greater recognition of relational benefits have higher relational commitment and loyalty. Third, based on the dimensions of consumer's perceived relational benefit, consumers are categorized into 6 types: group perceiving social benefit, group perceiving economic/shopping convenience benefit, group perceiving shopping convenience benefit, group perceiving customization benefit, group perceiving informational benefit, and group perceiving psychological benefit. The group perceiving customization benefits have higher relational commitment and loyalty than the others. It is expected that this study will help internet companies establish customer relationship management strategies, which are needed to promote relationships with customers and to enhance customers' loyalty to internet shopping malls.
Keywords
Perceived relational benefits; Relational commitment; Customer loyalty; Internet clothing purchase;
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Times Cited By KSCI : 3  (Citation Analysis)
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