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http://dx.doi.org/10.5805/SFTI.2013.15.5.753

The Effects of Department Store Customers' Satisfaction and Commitment on Relationship Switching Intention and Multi-channel Use Intention  

Kim, Do Yeon (Dept. Clothing and Textiles, Seoul National University)
Choo, Ho Jung (Dept. Clothing and Textiles, Seoul National University)
Publication Information
Fashion & Textile Research Journal / v.15, no.5, 2013 , pp. 753-762 More about this Journal
Abstract
This study identifies meaningful factors that influence relationship switching intention and multi-channel use intention for department store customers. Two types of commitment (affective and calculative commitment) are proposed as mediators between satisfaction and behavioral intention. A web-based survey collected fashion product data from consumers who had a relationship with a department store. A total of 150 responses were analyzed by frequency analysis and reliability analysis, CFA, and SEM analysis with SPSS 18.0 and AMOS 18.0. Department store attributes were composed of four factors (product, salespersons, facilities and place, and price and promotion). Department store satisfaction was specified as a second order latent construct which was reflected in the satisfaction with the four department store attributes. Department store satisfaction had a significant negative influence on calculative commitment and a positive effect on affective commitment. Calculative commitment affected switching intention and affective commitment determined multichannel use intention. This study has implications for retail marketers that target fashion consumers and academics who research consumer behavior in retail settings. The most important result is that the affective commitment and the calculative commitment serve different functions. Department store managers need to make an increased effort to instigate an affective customer commitment in order to reduce switching intention.
Keywords
relationship switching intention; multi-channel use intention; commitment; satisfaction; department store;
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Times Cited By KSCI : 10  (Citation Analysis)
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