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An Empirical Study of the Store Image and Switching Barrier on Store Loyalty  

Lee, Ok-Hee (Dept. Clothing & Textiles, Sunchon National University)
Kim, Ji-Soo (Dept. Clothing & Textiles, Sunchon National University)
Publication Information
Fashion & Textile Research Journal / v.9, no.4, 2007 , pp. 409-417 More about this Journal
Abstract
The goal of this study was to investigate the impacts of customer satisfaction, store image, and switching barrier on store loyalty of the clothes shops at a large-scale discount store. 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 were factor and reliability analyzed using the SPS program. And LISREL was used to test and evaluate the relationships between the constructs through confirmatory factor analysis and covariance structure analysis. Among the six hypotheses set in the research model, total four were selected through empirical analysis and the rest two were rejected. The analysis results were useful in making a conceptual model that could keep the simplicity about store loyalty and had increased explanatory power. Thus it turned out the deciding factors of store loyalty for the clothes shop at a discount store were customer satisfaction and switching barrier rather than store image. Customer satisfaction had the biggest influences on store loyalty among the expected variables. Considering the direct impacts of switching barrier on store loyalty, it's important to work on switching barrier along with customer satisfaction in order to maintain the customers' store loyalty. The efforts to identify the various factors of store loyalty in addition to switching barrier, customer satisfaction, and store image will lead to such marketing strategies as can vitalize the clothes shops at a large discount store.
Keywords
discount store; switching barrier; store loyalty; customer satisfaction;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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