• Journal of Fashion Business
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• v.1 no.4
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• pp.67-78
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• 1997

Fashion store patronage behavior can be observed when consumer's desires and expectations are fulfilled. Thus, in order to achieve successful business in sales, a retailer must continually analyze why target consumers choose particular stores and patronize them. This study identified the relevant factors of the patronage behavior of female college students residing in Seoul. Thus, this study can achieve Its goal of enabling retailers to predict shopping orientations and emphasis on store attributes, so that help retailer to establish new positions of their shops to differentiate them from others and, also, to reposition existing stores. The aims of this study were as follows; First, identify the classification of stores that female college students in Seoul patronize. Second, classify the female students' shopping orientations, emphasizing store attributes, and identify relationships between them and fashion store patronage behavior. Relationships between the factors of shopping orientations and store attributes, and patronage behavior were identified by use of Tukey's test, Duncan test, and ANOVA. As a result, it showed significant differences among patronage groups according to nearly every factor of shopping orientations and store attributes. As based on the results, this study is expected to assist that retailers can establish effective marketing strategies in order to make continuously consumers' partronage behavior of a store.

• International Journal of Human Ecology
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• v.11 no.1
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• pp.11-22
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• 2010

The purpose of this study was to examine how congruity between self-image and store image affects a customer's satisfaction with the retailer, loyalty towards that retailer, and patronage behavior toward that retailer in a fashion retailing context. In addition to the direct effects of selfcongruity on consumer responses, the mediating roles of satisfaction and retailer loyalty were also examined. A convenience sample of 137 college students participated in an online survey. Path analysis showed that self-congruity had a direct effect on satisfaction, but not on retailer loyalty and patronage behavior. However, the effect of self-congruity on retailer loyalty and patronage behavior was fully mediated by satisfaction. Satisfaction had a positive effect on both retailer loyalty and patronage behavior. The effect of satisfaction on patronage behavior was partially mediated by retailer loyalty. As supported in the study, self-congruity can induce retailer loyalty. Given that retailers have direct control over developing a certain store image that affects perceptions of self-congruity of their target market, the findings of the study provide useful information for fashion retailers. The findings of the study add to current selfcongruity literature by extending to fashion retailing and also by examining the mediating roles of satisfaction and retailer loyalty on the effects of self-congruity.

• Journal of Distribution Science
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• v.19 no.12
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• pp.23-32
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• 2021

Purpose: By integrating multiple separate online, offline distribution channels, omnichannel distribution has modernized and revolutionized the retailing sector. Omnichannel distribution supports firms by delivering seamless shopping experiences for customers throughout all touchpoints of the shopping journey. This paper aims at exploring the impact of channel integration quality on customer experience and patronage intentions in the omnichannel distribution context. Research design, data and methodology: An online survey was taken with 351 omnichannel experienced shoppers by utilizing the structured questionnaire. The partial least square-structural equation modeling (PLS-SEM) and Smart PLS software were employed to analyze and test proposed hypotheses. Results: The findings reveal that channel integration quality dimensions including breadth of channel-service choice, transparency of channel-service configuration, content consistency, and process consistency, play crucial roles in the customer shopping experience. The perceived compatibility has been influenced by the integrated interactions in which content consistency and process consistency. The findings also demonstrate the positive and direct impact of perceived compatibility on customer experience, and both factors have substantial effects on customers' patronage intentions. Conclusions: This study sheds light on the literature on channel integration quality, omnichannel retailing experience and customer patronage. In addition, this study provides practical implications for omnichannel retailers in enhancing customer experience and patronage.

• Journal of Distribution Science
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• v.20 no.8
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• pp.21-31
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• 2022

Purpose: This study aims to enrich the literature related on Patronage intention in the context of omnichannel in Tunisia. It reveals the determinants of Patronage intention in the fashion retailer context by examining the roles of omnichannel integration quality (IQ), omnichannel perceived value (PV), flexibility, operational logistics service quality (OLSQ) and customer satisfaction. Research design and methodology: A quantitative online survey with 400 customers of fashion retailers was executed. A structural equation modeling approach was applied to test the research hypotheses using AMOS 25 and SPSS 25 software. Results: The findings show that the omnichannel integration quality, omnichannel perceived value, and operational logistics service quality affect play crucial roles in customer satisfaction. A positive relationship between flexibility and operational logistics service quality was also highlighted. And it is also found that a higher omnichannel integration quality led to a higher omnichannel perceived value in the omnichannel retailing context. Furthermore, customer satisfaction within omnichannel retailing can enhance patronage intention. Conclusions: This research adds to the body of knowledge in omnichannel retailing and presents a comprehension of the omnichannel system from the customer's point of view. In addition, this study provides practical implications for omnichannel retailers to improve customer satisfaction and patronage intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.9
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• pp.1354-1365
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• 2002

With the appearance of many new types of fashion stores in Korea, competitions among fashion store types art fiercer than ever before. As consumers alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type, and analyzing competitive structures among fashion stores are important to retailers and marketers for building a successful merchandising and marketing strategies. An empirical study was conducted to analyze the competitive structure among the store types by consumers' patronage mix behavior. A questionnaire was developed and data were collected from 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVL Duncan test, and discriminant analysis were employed to analyze the data. Data regarding patronage mix behavior by product type proved that certain store types had ‘natural dominance’ in a particular product type as Hirschman(l978) pointed out. Also, a new analytic method of the competitive structures among fashion store types was suggested in the study, by which a specific store type retailer can analyze his/her own customers' patronage mix behavior by product type. The analysis will enable retailers to distinguish which of their competitors are substitutive, selling same product types, and which are complementary, selling different product types. Retailers have to concentrate on the strategies for the substitutive competitors rather than complementary competitors because their marketing abilities and resources are limited.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.282-295
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• 2018

Hair style allows consumers to express their aesthetic sense and individual beauty. However, due to the attributes of hairdressing services and the high expectations of consumers, complaints are increasing rapidly. This study examined the complaint behavior, compensation and hair salon patronage of consumers. Then, a model is presented that explains the complaint behavior for hairstyling, forms of compensation, and hair salon patronage through empirical analysis. This study was conducted by a survey method. A total of 399 questionnaires were used for the analysis. The data were analyzed using SPSS 23.0 and AMOS 23.0 statistical software. The dimension of complaint behavior for hair style included verbal complaints, non-verbal complaints in the salon and private complaints outside the salon. The forms of compensation included re-procedure, psychological, and material compensation. Hair salon patronage was one-dimensional. These results were obtained through exploratory and confirmatory factor analysis. Then the conceptual model was empirically analyzed by covariance structure analysis and obtained in final form through model modification. Verbal complaint behavior positively influenced re-procedure compensation. In addition, non-verbal complaint behavior had positive effects on psychological and material compensation. Hair salon patronage was positively affected by re-procedure and psychological compensation. However, private complaint behavior had a negative effect on hair salon patronage. The direct and indirect effects of the paths among variables were verified by analyzing the mediating effects of different forms of compensations. It is possible to establish differentiated marketing strategies with these findings for consumers with complaint behaviors by considering the forms of compensation.

• Fashion & Textile Research Journal
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• v.7 no.5
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• pp.509-518
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• 2005

In recent years retail competition has intensified, generally as a consequence of technologies, more sophisticated management practices and industry consolidation. An understanding of current customers' loyalty intentions and their determinants is an important basis for the identification of optimal retailer actions. The focus of this study is to examine the links between patronage intention and the effects of various antecedents of current customers' store loyalty intentions in fashion store. 340 female universities students living in Seoul were analyzed by utilizing multiple regressions to investigate the predictability of each of the 4 different sets of variables(consumer value, source of information, clothing benefits, importance of store attributes) on four patronage intentions of apparel shopping(discount store, speciality store, conventional market, Fashion shopping mall). Four factors were significant in predicting conventional market patronage intention. Brand had a negative coefficient, while price, social affiliation, store fashion service/promotion had positive coefficients. Fashion shopping mall were predicted by five factors:brand had a negative coefficient, while media, social affiliation, price, uniqueness had positive coefficients. For specialty store, four factors were significant: brand had a negative coefficient, while store fashion service/promotion, personal sources, uniqueness had positive coefficients. Four factors were significant in predicting discount store patronage intention :price, store fashion service/promotion, social affiliation, variety of price & product had positive coefficients. Despite the relatively low $r^2s$, all four variables appeared to have, to some degree, predictability of choosing among four different types of store for apparel shopping. Based on the results, patronage intention profiles for four retail stores were developed. Marketing implications are discussed.

• Journal of the Korean Home Economics Association
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• v.43 no.4 s.206
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• pp.65-78
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• 2005

The purpose of this research was to investigate the effect of the desired sportswear benefits on the sportswear image preferences and store patronage according to store type. The subjects were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and t-test. The results showed that there were five desired sportswear benefits: figure compensation, status ostentation, comfort, individuality, and youth-orientation. Sportswear image preferences consisted of four factors: innovative, luxurious, simple, and active. Store patronage encompassed department store, franchise store, discount store, wholesale store, internet, TV home shopping, and catalogue. Statistical analysis showed that there were significant effects of desired sportswear benefits on sportswear image preferences and store patronage. For example, the more consumers desired figure compensation/sex appeal benefits from sportswear, the more they preferred innovative, luxurious, and active sportswear images and the stronger was their patronage of department stores. The study also showed differences between male and female consumers in regard to sportwear benefits sought and store image preferences. The implications of the research were discussed.

• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.35-45
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• 2013

The purposes of this study were to segment the women's plus-size market by the types of store patronage, profile the segments, and examine the differences in satisfaction with clothing attributes and variety of plus-size apparels according to different segments. The questionnaires included the 7-point likert scales on store patronage, satisfaction, clothing involvement and body cathexis. Five body measurements were recorded by sales people, and the respondents also provided information on their weight, height and garment size in addition to demographic characteristics. Questionnaires were collected from 7 franchise stores in Seoul, Anyang, Daegu, and Cheonan during the months of February, 2011 to April, 2011. 210 questionnaires were distributed and 160 were returned. Excluding incomplete questionnaires, a total of 149 questionnaires were used in the final analysis. The cluster analysis based on store patronage identified four segments- major patrons of specialty stores, multi-channel users, regular store users, and internet shopping mall users. Significant differences were found among the four segments of women's plus-size consumers in terms of clothing involvement, age, occupation, education and clothing expenditures. Internet shopping mall user group were in overall less satisfied with several clothing attributes and variety compared to other groups.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.4
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• pp.571-582
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• 2000

The purposes of this study were to segment department store customers based on patronage orientations of service facilities in a department store and to develop a profile of each segment using store visit behaviors, clothing purchase behaviors and demographics. A total of 453 responses collected from an on-site questionnaire survey to female department store customers was analyzed. Cluster analysis on patronage orientations of department store service facilities identified four groups including: Active patrons(27.3%); Comparison patrons(27.6%); Convenience seekers(27.3%); and Minimum patrons(17.8%). ANOVA and $\chi$$^2$ analyses revealed significant differences among the four groups on store visit behaviors(the extent of store visits and the extent of service facility visits), clothing purchase behaviors(6 store choice criteria and the extent of clothing purchase), and 5 demographic characteristics. The study developed a profile of each segment and provided marketing implications.