A Study on the Effects of the Factors of Relationship marketing on the Loyalty to Department Store

관계마케팅 요인이 백화점 애호도에 미치는 영향

  • 최영화 (송원대학 엔터테인먼트과) ;
  • 정진도 (호서대학교 벤처전문대학원)
  • Published : 2007.12.31

Abstract

Focusing on the relationship marketing between the Department Store and customers, this study presents the following variables: three influential variables such as characteristics of the persons who serve, image property of the shop, and relationship-oriented property; mediation variables such as trust and satisfaction, relationship quality to maintain consistent relationship with customers; and achievement variable such as Loyalty to Department Store. And it examines and analyses the relations between the variables to present suggestions on marketing strategies of the Loyalty to Department Store through relationship marketing.

Keywords

Loyalty to Department Store;relationship marketing