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

  • 제32권9호
  • /
  • Pages.1450-1460
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  • 2008
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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대형할인점 의류매장의 점포애호도에 대한 서비스 품질과 전환장벽 및 고객만족 영향력에 관한 연구

An Empirical Study of the Service Quality, Customer Satisfaction, and Switching Barrier on Store Loyalty

  • 이옥희 (순천대학교 자연과학대학 패션디자인) ;
  • 김지수 (순천대학교 자연과학대학 패션디자인)
  • Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University) ;
  • Kim, Ji-Soo (Dept. of Fashion Design, Sunchon National University)
  • 발행 : 2008.09.30
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초록

The goal of this study was to investigate the impacts of service quality, customer satisfaction, and switching burier on store loyalty of the clothes shops at large-scale discount stores. 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 SPSS program. And Regression was used to verify the relationships between the variables. Among the six hypotheses set in the research model, total three were accepted through empirical analysis and the rest three were accepted partially. The empirical results showed the following managerial implications. First, consumer' perceived service quality has relationship with customer satisfaction and store loyalty. Second, service quality has a positive relationship with switch barrier. Third, customer satisfaction has significantly related with switch barrier. Fourth, switch barrier has positively related with store loyalty. Finally, 'sales people', 'VMD/atmosphere', and 'assortment' of the service quality factors have positive relationships with store loyalty, but 'policy' has a negative relationship with store loyalty.

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