Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Effects of Fashion Goods Promotion Strategy to CRM (Customer Relationship Management)

  • Lee, Byoung-Hwa (Dept. of Fashion Design and Textile, Seoil College) ;
  • Shim, Hwa-Jin (Dept. of Clothing and Textiles, Sungshin Women's University)
  • Published : 2004.07.30
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Abstract

This study aims to determine any possible causation between identifying which major factors affect CRM(Customer Relationship Management) in terms of promotion strategies for fashion goods and classifying customers into several categories, so that it can seek reasonable strategic measures based on CRM. This study suggested a model by selecting several variables meeting its goals, and used total 672 sheets of questionnaire for final analysis. In addition, a structural equation model was analyzed As a result, it was found that pricing flexibility had more or less influential relationships with trust, satisfaction and commitment in CRM, although having a negative relationship with commitment. Salesperson's role was also significantly correlated with trust, satisfaction and commitment in CRM, and especially, there were more influential relationships with satisfaction than any other factor. Service quality had relatively high influential relationships with trust, satisfaction and commitment in CRM. Retained customers showed more or less influential relationships with trust, satisfaction and commitment, while loyal customers did so with satisfaction and commitment, except for trust.

Keywords

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