Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Service Quality and Store Satisfaction according to Apparel Store Types

의류점포 유형에 따른 서비스품질과 점포만족도

  • 홍금희 (신라대학교 자연대학 패션디자인산업학과)
  • Published : 2000.07.01
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Abstract

The main objective of this study were to develop the scale for measuring service quality and to identify the differences of service quality among apparel store types(department store, fashion specialty store and national brand independent store). Data were collected from 463 subjects who finished their shopping with a self-administered questionnaire. The results were as follows; 1. As a result of factor analysis, seven dimensions were identified for service quality: VMD, store atmosphere, pleasant enviornment, product assortment, store policy, salesperson's assurance, and salesperson's responsiveness dimensions. The first five dimensions and the last two dimensions were corresponded to store service and sales service respectively. Those dimensions explained 56.56% of service quality. Especially the salesperson's assurance had the most explaining power. 2. The fashion specially store was evaluated as the highest in five dimensions of store service, whereas the department store was evaluated as the lowest in the pleasant environment dimension. 3. Store policy, salesperson's assurance, store atmosphere, and VMD dimensions explained 38% of store satisfaction.

Keywords

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