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

The Korean Society of Clothing and Textiles (한국의류학회)
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CRM Marketing of Shopmasters in Designer Brand Products

디자이너 브랜드 샵마스터의 CRM에 관한 연구

  • 이승희 (성신여자 대학교 의류학과) ;
  • 이병화 (성신여자 대학교 의류학과)
  • Published : 2003.02.01
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Abstract

The purpose of this research was to investigate influential factors for shopmaster's CRM (Customer Relationship Management) in the designer brand products, and to indicate the future fashion marketing strategies. The questionnaires were distributed to 74 shopmasters of the Designer shop in domestic L. S and H Department stores. Descriptive statistics, factor analysis, and path analysis from Lisrel program were used to analyze the data. The results were as follows; Firstly. for shopmaster's CRM variables, four factors of customer management variables were found and labeled as interest, DB construction, contact opportunity, and materials. Also, four (actors of shopmaster's knowledge regarding apparel materials were found and labeled as professionalism, manner, sense, and persuasion. For service variables, four factors such as precision, variety, rapidity, positiveness, and convenience of shopping were found. Secondly, for the results of hypothesis, all of the independent variables had direct influences on forming the relationship with customers. Therefore, it is concluded that the main elements of Shopmaster's CRM are highly important variables in customer relationship marketing strategy.

Keywords

References

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