Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지

The Impacts of Service Quality and Customer Satisfaction on Re-purchase and Word of Mouth

할인점 의류매장의 서비스품질과 고객만족이 재구매의도와 구전의도에 미치는 영향

  • Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University) ;
  • Kang, Young-Eui (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 인문예술대학 패션디자인학과) ;
  • 강영의 (순천대학교 인문예술대학 패션디자인학과)
  • Published : 2009.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

The goal of this study was to investigate the influence of customer service quality on customer satisfaction. Also the object of this study is to indicate the influence on word of mouth and intention of repurchase which is a variable of customer satisfaction. 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 was analyzed by percentage, frequency, mean, factor analysis, reliability, regression using the SPSS program. The five hypotheses set in the research model, all were selected through empirical analysis. Main findings are as follows: As a result of factor analysis, customer service quality of discount store verified four items, that is, personal service, VMD of stores/atmosphere, store policy, product assortment. As a result of regression analysis, customer service quality influenced customer satisfaction. The intention of repurchase and word of mouth received a positive influence from customer satisfaction. The intention of repurchase influenced the word of mouth, and it received a positive influence from the word of mouth.

Keywords

References

  1. 서문식 . 김상희(2002), "판매원의 감정부조화와 감정적 고갈이 고객지향성 및 고객의 서비스품질 평가에 미치는 영향", 마케팅연구, 17(4), p.47-45
  2. Browen, Steven P., Peterson, A.(1994), The effect of effect on sales performance and job satisfaction," Journal of marketing, 58(April), p.70-80 https://doi.org/10.2307/1252270
  3. 이유재(1995), "고객만족의 영향에 관한 연구", 한국소비자학회 학술발표논문, p.1-18
  4. 이옥희(2008), "대형할인점 의류매장의 서비스 품질, 가격과 퓸질지각 및 점포이미지가 점포애호도에 미치는 영향', 한구의류학회지, 32(10), p.1548-1558
  5. "할인점 이용률", (2009.4.16), 조이뉴스, 자료검색일 2009. 5. 1, 자료출처 http://www.retailnews.co.kr
  6. "2007년 3/4분기 소매유통업 경기전망조사", (2007). 대한상공회의소. 자료검색일 2007.7.3, 자료출처 http://www.retailnews.co.kr
  7. "백화점과 대형할인점 이용고객의 구매행동과 의식, 만족정도 조사", (2001) 한국소비자연맹 대구광역시지회, 자료검색일 2001.11.11, 자료출처 http://www.consumersunion.or.kr
  8. Rosenberg, L. J., Czepiel, J. A.(1984), "A marketing approach to customer retention", Journal of consumer marketing, 1(Spring), p.45-51 https://doi.org/10.1108/eb008094
  9. Browen, Steven P., Peterson, A.(1994), The effect of effect on sales performance and job satisfaction," Journal of marketing, 58(April), p.70-80 https://doi.org/10.2307/1252270
  10. Parasuraman, A., Zeithaml, V. A., Berry, L. L.(1985), 'A Conceptual Model of Service Quality and Its Implications for Future Research', Journal of Marketing Research, 49, p.41-50 https://doi.org/10.2307/1251430
  11. Cronin, J. Joseph, Jr., Steven A. Taylor (1994), "SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality", Journal of Marketing, 58(January), p.125-131 https://doi.org/10.2307/1252256
  12. Parasuraman, A., Zeithaml, V. A., Berry, L. L.(1985), 'A Conceptual Model of Service Quality and Its Implications for Future Research', Journal of Marketing Research, 49, p.41-50 https://doi.org/10.2307/1251430
  13. Zeithaml, V. A., (1985), 'A Conceptual Model of Service Quality and Its Implications for Future Research', Journal of Marketing Research, 49, p.12-18
  14. 김수진 . 정명선(2006), "의류제품 구매 시 지각 된 서비스품질과 상징적 점포이미지가 점포충성도에 미치는 영향-쾌락적 쇼핑성향의 조절효과를 중심으로-", 한국의류학회지, 30(1), 48-58
  15. 이영선 . 전지현(2001), "의류점포의 서비스품질 지각과 관련변인 연구", 한국의류학회지, 25(6), p.1057-1068
  16. 홍금희(2000), "의류점포 유형에 따른 서비스품질과 점포 만족도", 한국의류학회지, 24(5), p.760-771
  17. Chuchill, G. A. Jr., Surprenant, C.(1982), "An investigation into the determinants of customer satisfaction", Journal of Marketing research, 19(november), p.491-504 https://doi.org/10.2307/3151722
  18. Cronin, J. Joseph, Jr., Steven A. Taylor (1994), "SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality", Journal of Marketing, 58(January), p.125-131 https://doi.org/10.2307/1252256
  19. Woodside, Arch G., Lisa L. Frey, Robert Timothy Daly(1989), 'Linking service quality, customer satisfaction, and behavioral intention", Journal of Health Care Marketing, 9(December), p.5-17
  20. 홍주빈(1998), "서비스품질과 고객만족이 재구매의사와 구전의도에 미치는 영향에 관한 실증적 연구", 동국대학교 대학원 박사학위논문, p.104
  21. 김웅진.배일현(2008), "재래시장 소비자의 지각된 서비스 품질이 고객만족, 고객충성도, 재방 문의도에 미치는 영향", 유통정보학회지, 11(1), 151-174
  22. 이유재(1995), "고객만족의 영향에 관한 연구", 한국소비자학회 학술발표논문, p.1-18
  23. 윤종원(2008), "세무대리서비스 품질과 고객지향성이 고객만족도와 재이용의도에 미치는 영향", 세무회계연구, 23(0), p.193-205
  24. Richins, Marsha, L.(1983), "Negative word-to-mouth by dissatisfied consumers: a pilot study", Journal of marketing, 47(Winter), p.68-78 https://doi.org/10.2307/3203428
  25. Oliver, R. L., J. E. Swan(1989), "Consumer perceptions of interpersonal equity and satisfaction in transactions : A field survey approach", Journal of Marketing, 53(April), p.21-35 https://doi.org/10.2307/1251411
  26. Oliver, R. L.(1980), "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, 17(September), p.46-54 https://doi.org/10.2307/3150499
  27. Higie, R. A., L. F. Feick,, L. L. Price(1987), "Types and Amount of Word-of -Mouth Communications About Retailers", Journal of Retailing, 63(3), p.260-278
  28. Kasper, Hans(1988), "On problem perception, dissatisfaction and brand loyalty", Journal of Economic Psychology, 9(September), p.387-397 https://doi.org/10.1016/0167-4870(88)90042-6
  29. Oliver, R. L., J. E. Swan(1989), "Consumer perceptions of interpersonal equity and satisfaction in transactions : A field survey approach", Journal of Marketing, 53(April), p.21-35 https://doi.org/10.2307/1251411
  30. 최지선(2003), "대형할인점 의류상품 구매자의 매장 및 상품 만족 연구", 서울대학교 대학원 석사학위논문, p.50-52
  31. Samli, A. C., Sirgy, M. J. 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), p.265-291 https://doi.org/10.1007/BF02729950
  32. 홍금희(2000), "의류점포 유형에 따른 서비스품질과 점포 만족도", 한국의류학회지, 24(5), p.760-771
  33. 최지선(2003), "대형할인점 의류상품 구매자의 매장 및 상품 만족 연구", 서울대학교 대학원 석사학위논문, p.68-70
  34. 홍금희(2000), "의류점포 유형에 따른 서비스품질과 점포 만족도", 한국의류학회지, 24(5), p.760-771
  35. 김웅진 . 배일현(2008), "재래시장 소비자의 지각된 서비스 품질이 고객만족, 고객충성도, 재방 문의도에 미치는 영향", 유통정보학회지, 11(1), 151-174
  36. Oliver, Richard L.,(1980), "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, 17(September), p.46-54 https://doi.org/10.2307/3150499
  37. Higie, R. A., L. F. Feick,, L. L. Price(1987), "Types and Amount of Word-of -Mouth Communications About Retailers", Journal of Retailing, 63(3), p.260-278
  38. Oliver, R. L., J. E. Swan(1989), "Consumer perceptions of interpersonal equity and satisfaction in transactions : A field survey approach", Journal of Marketing, 53(April), p.21-35 https://doi.org/10.2307/1251411
  39. 최지선(2003), "대형할인점 의류상품 구매자의 매장 및 상품 만족 연구", 서울대학교 대학원 석사학위논문, p.68-70
  40. 김웅진, . 배일현(2008), "재래시장 소비자의 지각된 서비스 품질이 고객만족, 고객충성도, 재방 문의도에 미치는 영향", 유통정보학회지, 11(1), 151-174
  41. Bolton, Ruth N.(1998), "A dynamic Model of the duration of the customer's relationship with a continuous service provider :the role of satisfaction", Marketing Science, 17(1), p.45-65 https://doi.org/10.1287/mksc.17.1.45
  42. Spreng, R. A., Harrell, G. D., Mackoy R. D.(1995), "Service recovery : impact on satisfaction and intentions", Journal of Services Marketing, 9(1), p.15-23 https://doi.org/10.1108/08876049510079853
  43. 송소진 . 황진숙(2007), "온라인 패션 구전에 따른 패션제품 관여와 인터넷 구매행동", 한국의류학회, 31(3), p.410-419 https://doi.org/10.5850/JKSCT.2007.31.3.410
  44. 박철 . 이태민(2006), "온라인 구전효과에 영향을 미치는 요인에 관한 비교문화적 실증연구", 경영학연구 35(6), p.1617-1647
  45. 윤종원(2008), "세무대리서비스 품질과 고객지향성이 고객만족도와 재이용의도에 미치는 영향", 세무회계연구, 23(0), p.193-205
  46. Parasuraman, A., Zeithaml, V. A., Berry, L. L.(1985), 'A Conceptual Model of Service Quality and Its Implications for Future Research', Journal of Marketing Research, 49, p.41-50 https://doi.org/10.2307/1251430