Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Influence of Service Quality and Relationship Benefit on Customer Voluntary Performance in Apparel store

의류점포(衣類店鋪)의 서비스품질(品質) 및 관계효익(關係效益)이 고객(顧客) 자발성(自發性)에 미치는 영향(影響) 연구(硏究)

  • 정영주 (동서울대학 패션디자인과) ;
  • 장은영 (동서울대학 패션디자인과) ;
  • 이선재 (숙명여자대학교 의류학과)
  • Published : 2007.06.30
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Abstract

The purpose of this study is to confirm Customer Voluntary Performance as a new strategy that contributes to Service Quality and maintains customer Relationship, and to understand how Service Quality and Relationship Benefits on Customer Voluntary Performance. To pursue the above purposes, the experimental model showing the working process was designed like this: Service quality - Relationship Benefits - Customer Satisfaction - Relationship Quality - Customer Voluntary Performance. To accomplish the experimental study, questionnaire method was chosen and targeted women living seoul. 721 questionnaires were used in last analysis. SPSS 8.0 was used in analysis of data. The results show that (1)Customer satisfaction was affected by Service Quality and Relationship Benefits affirmatively; (2)Relationship Quality was affected by Customer Satisfaction, Service Quality, Relationship Benefit; (3)Customer Voluntary Performance was affected by Relationship Quality and Customer Satisfaction; (4)Service Quality and Relationship Benefits influenced on Customer Voluntary Performance. This study has a important meaning that it provides marketing strategy on satisfied relationship maintenance and customer satisfaction creation.

Keywords

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