The Effect of Perceived Service Quality and Symbolic Store Image on Store Loyalty in Apparel Product Purchasing -Focusing on the Moderating Effect of Hedonic Shopping Orientation-

의류제품 구매 시 지각된 서비스품질과 상징적 점포이미지가 점포충성도에 미치는 영향 -쾌락적 쇼핑성향의 조절효과를 중심으로-

  • Kim Soo-Jin (Dept. of Clothing & Textiles, Chonnam National University) ;
  • Chung Myung-Sun (Human Ecology Research Institute, Chonnam National University)
  • Published : 2006.01.01

Abstract

The purposes of this study were to examine the effect of perceived service quality and symbolic store image on store loyalty in apparel product purchasing and the moderating effect of hedonic shopping orientation. The questionnaire was administered to 450 women shopped in a department store in Gwang-ju during September, 12-26, 2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN Program. The results were as follows. First, consumers' perceived service quality was composed of three factors; product & environment service, sales person's customer oriented service, store policy service factor. Consumers' symbolic store image was composed of three factors; status symbol, favorability. credibility (actor. Second, the perceived service quality significantly influenced store loyalty. Third, the symbolic store image significantly influenced store loyalty. Fourth, interaction effect between perceived service quality and hedonic shopping orientation was found out to be meaningful at store loyalty. Fifth, interaction effect between perceived store image and hedonic shopping orientation was found out to be meaningful at store loyalty.

Keywords

References

  1. 강미연, 홍금희. (2003). 의류점포의 서비스품질이 지각된 전환장벽과 점포충성도에 미치는 영향. 한국의류학회지, 27(8), 935-945
  2. 김윤희, 김미영. (2001). 의류점포의 서비스개념체계와 쇼핑 유형과의 관련성. 한국의류학회지, 25(1), 183-194
  3. 김성희, 김가영, 이선재. (1999). 의류점포의 서비스개념체계와 쇼핑유형과의 관련성. 한국의류학회지, 23(3), 435-446
  4. 김소영. (1994). 소비자의 의복쇼핑성향과 점포애고행동에 관한 연구. 서울대학교 대학원 석사학위 논문
  5. 김지연, 이은영. (2004). 의류점포의 서비스품질, 제품품질과 가격이 점포애고에 미치는 영향. 한국의류학회지, 28(1), 12-21
  6. 백종현, 윤영진, 지성구. (2000). 소매업에서 서비스품질이 고객만족 및 고객애호도에 미치는 영향. 품질경영학회지, 28(8), 211-241
  7. 서창석, 지성구. (2001).서비스품질평가와 향상전략-패밀리 레스토랑의 점포충성도 결정요인-. 한국서비스경영학회 춘계학술대회 논문집, 187-207
  8. 안광호, 김미라. (1991). 점포이미지/자아이미지와 점포선호도와의 관계에 관한 연구. 소비자학연구, 11, 1-17
  9. 이영선, 전지현. (2001). 의류점포의 서비스품질지각과 관련 변인 연구 . 한국의류학회지,25(6), 1057-1068
  10. 이준엽. (1994). 서비스품질에 대한 소비자의 인식차이에 관한 연구,서울대학교 대학원 석사학위 논문
  11. 임채운, 편해수. (2000). 소매점의 서비스유형이 소비자의 쇼핑가치지각과 쇼핑만족에 미치는 영향. 소비자학연구, 11(3), 169-192
  12. 조광행, 박봉규. (1999). 점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구. 경영학연구, 28(1), 127-149
  13. 차인숙, 안소현, 이경희. (1999). 백화점 소비자의 의복쇼핑성향과 점포선택기준에 관한 연구. 한국의류학회지, 23(2), 284-295
  14. 최낙환, 김종호. (1996). 백화점 이용도에 영향을 미치는 요인에 관한 연구. 한국마케팅학회지, 11(1), 63-76
  15. 최선형. (1993). 의류제품에 대한 감정적 반응이 태도형성에 미치는 영향. 서울대학교 대학원 박사학위 논문
  16. 한지혜,고애란. (2001). 청소년기 여학생의 쾌락적 쇼핑성향과 상점이미지에 따른 상점애고행동. 한국의류학회지, 25(5) ,833-844
  17. 황선진,황경순,이종남. (2000). 패션점포의 서비스품질차원이 소비자 만족에 미치는 영향. 한국의류학회지,24(3), 323-334
  18. 홍금희(2000). 의류점포유형에 따른 서비스품질과 점포만족도. 한국의류학회지, 24(5),760-771
  19. Barry, J. B., William, R. D.& Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339 https://doi.org/10.1177/0092070394224002
  20. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-91
  21. Chang, E. Y. (2001). Hedonic shopping value as a determinant of brand loyalty in apparel shopping. The International Journal of Costume Culture, 4(3), 217-228
  22. Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(July), 55-68
  23. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113 https://doi.org/10.1177/0092070394222001
  24. Ditchter, E. (1985). What's and image. Journal of Consumer Marketing, 2(Winter), 75-81 https://doi.org/10.1108/eb038824
  25. Dornoff R. J., & Tatham, R. L. (1972). Congruence between personal image and store image. Journal of Market Research Society, 14,45-52
  26. Forsythe, Sandra M., & Bailey, A. W. (1996). Shopping enjoyment, perceived time poverty, and time spent shopping. Clothing and Textiles Research Journal, 14(3), 185-191 https://doi.org/10.1177/0887302X9601400303
  27. Griffin, J. (1995). Customer Loyalty: How to Earn It, How to Keep It. San Francisco: Jossey-Bass Publishers
  28. Higie, R. A., Feick, L. F., & Linda, L. P. (1987). Types and amount of word-of- mouth communications about retailers. Journal of Retailing. 63(3), 260-278
  29. Hirshman, E. (1981). Retail Research and Theory, Review of Marketing. Chicago: American Marketing Association
  30. Howell, R. D. (1979). A Multivariate Examination of a Patronage Model: The Impact of Values and Life Styles on Shopping Orientaitons. Doctoral Dissertation, University of Arkansas
  31. Jacoby, J., & Mazursky, D. (1984). Linking brand and retailer images do the potential risks outweigh the potential benefits? Journal of Retailing, 60, 105-122
  32. Jain, A K., & Elgar, M. (1976). Measuring store image through multidimensional scaling of free response data. Journal of Retailing, 52(4), 61-70
  33. Keller, K. L. (1993). Conceptualizing, measuring, and management customer- based equity. Journal of Marketing. 57(Jan), 1-22 https://doi.org/10.2307/1252054
  34. Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36, 47-55
  35. Parasuraman, A, Zeithaml, V. A, & Berry, L. L. (1985). A conceptual model of service quality and its implications for further research. Journal of Marketing, 49(Fall), 4150
  36. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple consumer perceptions of service qualtiy. Journal of Retailing, 64(Spring), 12-40
  37. Samli, A. C. (1989). Retail Marketing Strategy. New York: Quorum
  38. Sirgy, M. J., & Samli, A C. (1985). A Path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13(Summer), 265-291 https://doi.org/10.1007/BF02729950
  39. Reichheld, F. F., & W. E. S. (1990). Zero defections: Quality come to services. Harvard Business Review, 68(Sep-Oct), 105-111
  40. Zeithaml, V. A., & Bitner, M. J. (1996). Services Marketing. New York: McGraw-Hill