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http://dx.doi.org/10.5805/SFTI.2016.18.4.438

The Effects of Store Attributes on Customer Equity of Dongdaemun Shopping Malls - Focusing on Dongdaemun Shopping Mall Types -  

Zhang, Ting (Dept. of Clothing & Textiles, Yonsei University)
Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
Chae, Heeju (Culture and Design Management, Underwood International College, Yonsei University)
Publication Information
Fashion & Textile Research Journal / v.18, no.4, 2016 , pp. 438-449 More about this Journal
Abstract
Domestic and foreign tourism authorities show that the most favorite tourist activity is shopping. Tourism income in Korea set a record in 2014 due to a large influx of Chinese tourists. Dongdaemun fashion market was selected as the most preferred destination for Chinese tourists shopping in Korea. This study examines the effect of store attributes on customer equity at Dongdaemun shopping malls. This study adopted a survey; subsequently, 637 questionnaires were used in the final analysis. Collected data were analyzed using SPSS 21.0 and AMOS 18.0 statistics program. The main findings of this study are as follows. Among the three store attributes of Dongdaemun shopping malls, service and environment attributes appeared to influence the three drivers of consumer equity. In addition, value equity was identified to provide a positive impact on Customer Lifetime Value (CLV), brand equity, and relationship equity were identified as having a positive impact on revisit intention. Second, the relationships between the variables were significantly different in two types of the Dongdaemun fashion shopping mall (Doota vs Lotte Fitin). In addition, this study offers a valuable implication for brand marketers to maintain and develop customer equity in Dongdaemun fashion markets.
Keywords
tourist shopping; Dongdaemun; store attributes; customer equity; revisit intention;
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Times Cited By KSCI : 10  (Citation Analysis)
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