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

The Korean Society of Clothing and Textiles (한국의류학회)
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Building Fashion Customer Loyalty by Service Recovery and the Effect of Explanations on It

서비스 복구를 통한 패션고객의 충성 형성과정과 설명의 효과

  • Ahn, Soo-Kyoung (School of Merchandising & Hospitality Management, University of North Texas)
  • Received : 2011.04.12
  • Accepted : 2011.06.15
  • Published : 2011.07.31
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Abstract

This study examines the structured model of building fashion customer loyalty by service recovery and scrutinizes the effect of explanations on perceived justice and the proposed model. The data of a total of 300 women were collected through an online survey. Employing structural equation modeling, this study demonstrated that both distributive and interactional justice had a positive impact on customers' satisfaction with service encounter that subsequently led to overall satisfaction with the brand. Overall satisfaction influenced the attitudinal loyalty of customers that induced their behavioral loyalty. To examine the effect of explanations on perceived justice and the process of building fashion customer loyalty by service recovery, t-test and multi-group SEM were employed. The result displayed that the group who received explanations after service failure perceived higher level of justice than the one who did not. There was a significant difference between two groups on the direct path from interactional justice to overall satisfaction with the brand. This study clarifies how perceived justice influences fashion customer loyalty mediating by satisfaction in and confirms the critical role of explanations in service recovery context. By implying the understanding of the important role of explanations in service recovery context, this study provides fashion marketers with insight for delivering more successful service recovery strategies that enhance customer loyalty.

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