Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Relationship Marketing Process Model for Fashion Stores

패션점포의 관계마케팅 형성과정모형에 관한 이론적 고찰

  • 김지연 (호남대학교 의상디자인학과)
  • Received : 2005.09.21
  • Published : 2005.12.31
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Abstract

The purposes of this study were to investigate relationship marketing in fashion retail setting through literatures and were to set up a relationship marketing model which is suitable for fashion stores. In order to achieve the purposes of this study, concepts and properties of relationship marketing were studied through the previous studies. Relationship marketing research tendency in retail setting was examined and relationship marketing strategies of fashion stores were examined. As a results, relationship marketing process model for fashion stores was developed. The variables influenced on long-term relationship intention of fashion consumers may be relationship benefits, satisfaction, trust, and commitment. Relationship benefits might have an influence on satisfaction, trust, and commitment. Finally commitment might have an influence on long-term relationship intention. Also, Consumer buying characteristics and consumer relationship disposition might have an influence on relationship marketing process model for fashion stores.

Keywords

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