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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study of the Service Quality, Perceived Price and Product Quality, and Store Image on Store Loyalty

대형할인점 의류매장의 서비스품질, 가격과 품질지각, 및 점포이미지가 점포애호도에 미치는 영향

  • Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University) ;
  • Kim, Ji-Soo (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 자연과학대학 패션디자인) ;
  • 김지수 (순천대학교 자연과학대학 패션디자인)
  • Published : 2008.10.31
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Abstract

The goal of this study was to investigate the impacts of service quality, product quality, and perceived price 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 SPSS program. And Regression was used to verified the relationships between the constructs. Among the five hypotheses set in the research model, total four were selected through empirical analysis and the rest one were rejected. The empirical results showed the following managerial implications. First, consumer' perceived service quality has a positive relationship with store image and store loyalty. Second, product quality has a positive relationship with store image. Third, store image has positively related with store loyalty. Fourth, perceived price has not significantly related with store loyalty. Finally, store image in large-scale discount store is 'sales people', 'VMD/atmosphere', and 'assortment' on forming the store image. Especially, 'assortment', 'oust and friendship', and 'symbol' have significantly related with store loyalty.

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References

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