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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Relational Benefits on Relationship Quality and CRM Effects in Fashion Retail Stores

관계편익이 관계품질과 패션 소매업체의 CRM 성과에 미치는 영향

  • 황성진 (성균관대학교 의상학과)
  • Received : 2010.11.25
  • Accepted : 2011.01.06
  • Published : 2011.02.28
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Abstract

This study investigates how the relational benefits of fashion retail stores influence the relationship quality (trust, satisfaction, and commitment) and CRM effects (revisit intention and word of mouth intention). This study also analyzes the moderating effect of consumer characteristics between relational benefits and relationship quality. The subjects of this study consisted of 340 female consumers whose age ranged from 20 to 50s and the results were analyzed using AMOS 18.0 and SPSS 12.0. The results of the study were as follows: First, there were three types of relational benefits of psychological, social and economic relational benefits in the CRM activities of fashion retail stores. In addition, it was found that the psychological and economic relational benefits had positive effects on the relational qualities of fashion retail stores; however, the social relational benefits did not have any effects on the relational qualities of fashion retail stores. Second, the relationship quality had a positive influence on CRM effects such as revisit intention and word of mouth intention. Third, it was confirmed that the consumer characteristics variables were effective mediators linking the relational benefits and relational qualities of fashion retail stores.

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  1. Importance of Store Service Quality and Relationship Benefits according to Clothing Consumption Values of Consumers of Fashion Products vol.64, pp.3, 2014, https://doi.org/10.7233/jksc.2014.64.3.093