Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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An Empirical Study of the Store Image and Switching Barrier on Store Loyalty

할인점 의류매장 점포충성도에 대한 점포이미지와 전화장벽의 영향력에 관한 연구

  • Lee, Ok-Hee (Dept. Clothing & Textiles, Sunchon National University) ;
  • Kim, Ji-Soo (Dept. Clothing & Textiles, Sunchon National University)
  • 이옥희 (순천대학교 패션디자인전공) ;
  • 김지수 (순천대학교 패션디자인전공)
  • Received : 2007.02.20
  • Published : 2007.08.31
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Abstract

The goal of this study was to investigate the impacts of customer satisfaction, store image, and switching barrier on store loyalty of the clothes shops at a large-scale discount store. The subjects were 357 female adults living in Suncheon City, Jeollanam Province. The questionnaires were conveniently sampled from June 1 to 30, 2006. The collected data were factor and reliability analyzed using the SPS program. And LISREL was used to test and evaluate the relationships between the constructs through confirmatory factor analysis and covariance structure analysis. Among the six hypotheses set in the research model, total four were selected through empirical analysis and the rest two were rejected. The analysis results were useful in making a conceptual model that could keep the simplicity about store loyalty and had increased explanatory power. Thus it turned out the deciding factors of store loyalty for the clothes shop at a discount store were customer satisfaction and switching barrier rather than store image. Customer satisfaction had the biggest influences on store loyalty among the expected variables. Considering the direct impacts of switching barrier on store loyalty, it's important to work on switching barrier along with customer satisfaction in order to maintain the customers' store loyalty. The efforts to identify the various factors of store loyalty in addition to switching barrier, customer satisfaction, and store image will lead to such marketing strategies as can vitalize the clothes shops at a large discount store.

Keywords

References

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