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The Impacts of Service Quality and Customer Satisfaction on Re-purchase and Word of Mouth  

Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University)
Kang, Young-Eui (Dept. of Fashion Design, Sunchon National University)
Publication Information
Journal of Fashion Business / v.13, no.5, 2009 , pp. 110-120 More about this Journal
Abstract
The goal of this study was to investigate the influence of customer service quality on customer satisfaction. Also the object of this study is to indicate the influence on word of mouth and intention of repurchase which is a variable of customer satisfaction. The subjects were 357 female adults living in Suncheon City, Jeollanam Province. The questionnaires were conveniently sampled from June 1 to 30, 2006. The collected data was analyzed by percentage, frequency, mean, factor analysis, reliability, regression using the SPSS program. The five hypotheses set in the research model, all were selected through empirical analysis. Main findings are as follows: As a result of factor analysis, customer service quality of discount store verified four items, that is, personal service, VMD of stores/atmosphere, store policy, product assortment. As a result of regression analysis, customer service quality influenced customer satisfaction. The intention of repurchase and word of mouth received a positive influence from customer satisfaction. The intention of repurchase influenced the word of mouth, and it received a positive influence from the word of mouth.
Keywords
discount store; service quality; customer satisfaction; repurchase;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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