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http://dx.doi.org/10.15722/jds.18.2.202002.17

Factors affecting Customer Relationship and the Repurchase Intention of Designed Fashion Products  

KHOA, Bui Thanh (Faculty of Business Administration, Industrial University of Ho Chi Minh City)
NGUYEN, Truong Duy (Faculty of Garment Technology and Fashion Design, Industrial University of Ho Chi Minh City)
NGUYEN, Van Thanh-Truong (Faculty of Business Administration, Industrial University of Ho Chi Minh City)
Publication Information
Journal of Distribution Science / v.18, no.2, 2020 , pp. 17-28 More about this Journal
Abstract
Purpose: Human life is increasingly improved, so human needs are also growing more and more. One of the increasingly demanding industries is the fashion market. Fashion is an industry that produces essential items for human life, so manufacturers always need to know how to improve the relationship with customers, and make them repurchase. The study aims to discover the relationship between the factors that create a relationship with customers and the repurchase intention of designed fashion products. Research design, data, and methodology: The mix research method is applied to achieve research objectives. The qualitative research via the in-depth interview with 11 experts, and the quantitative research via the survey with 467 respondents was done in Ho Chi Minh city, the most developed city in Vietnam. Results: The research results point out that the fashion designer reputation, social media marketing, and the fashion store atmosphere have the positive impact on the relationship between the customer and fashion store, as well as the intention to repurchase of designed fashion products. In particular, customer relationship also affects the repurchase intention of designed fashion products positively. Conclusions: The study also proposed some managerial implications to develop a relationship with the customer and repurchase behavior of the customer in the fashion industry.
Keywords
fashion designer reputation; social media marketing; fashion store atmosphere; percieved customer relationship; repurchase intention of a designed fashion products;
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Times Cited By KSCI : 6  (Citation Analysis)
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