Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지

The Relationship Among Relationship Quality, Loyalty for Perceived Service Quality on Department Stores

백화점 의류매장의 지각된 서비스품질, 관계품질, 충성도와의 관계

  • Received : 2006.08.24
  • Published : 2007.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, relationship model of relationship quality and loyalty for perceived service quality on department store is proposed and empirically tested. Service quality factors were defined as Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Relationship quality were defined as customers' overall satisfaction and customer trust. A LISREL model was used to develop dimensions of service quality and to investigate the structural relationship among perceived service quality, relationship quality(customer satisfaction and trust) and loyalty on department stores. The empirical results were as follows; First, Tangible, Responsiveness, Assurance and Empathy of service quality factors have a positive effect on customers' overall satisfaction. Second, customers' overall satisfaction have a positive effect on customer trust. Third, relationship quality have a positive effect on loyalty of customer; customers' overall satisfaction and customer trust have a positive effect on loyalty of customer. At the end of this paper, discussion, managerial implications, limitations and future research directions were suggested.

Keywords

References

  1. 김상우 (2002) 인터넷쇼핑몰 특성과 관계품질 및 고객애호도의 관계. Journal of Business Research, 17(4), 247-273
  2. 김성희 . 김가영 . 이선재 (1999) 의류점포의 서비스 품질 차원. 한국의류학회지, 23(3), 435-446
  3. 박은주 . 강은미 (2000) 의류점포 내 상황요인과 제품의 소비가치가 충동구매에 미치는 영향. 한국의류학회지, 24(6), 873-883
  4. 유세준. 박노현 (2005) 쇼핑몰 웹사이트에 대한 인지적 특성과 관계 품질, 구매의도와의 관계에 관한 연구, 중소기업연구, 27(1), 195-218
  5. 이수광 (1997) 호텔 서비스 품질과 고객만족구매의도의 상관성에 관한 연구. 관광학연구, 21(1), 102-118
  6. 이학식 (1996) 지각된 서비스품질의 결정과정 : 판단이론적 시각. 경영학연구, 26(1), 139-154
  7. 차인숙 . 안소현 . 이경희 (1999) 백화점 소비자의 의복쇼핑성향과 점 포선택 기준에 관한 연구. 한국의류학회지, 23(2), 284-295
  8. 홍금희 (2000) 의류점포 유형에 따른 서비스 품질과 점포 만족도. 한국의류학회지, 24(5), 760-771
  9. Abdul-Muhmin, A.G. (2005) Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial market. Journal of Business Research, 58(5), 619-628 https://doi.org/10.1016/j.jbusres.2003.08.004
  10. Anderson, E.W. (1994) Cross-category variation in customer satisfaction and retention. Marketing Letters, 5(1), 19-30 https://doi.org/10.1007/BF00993955
  11. Anderson, E.W and Weitz, B. (1989) Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(3), 310-323 https://doi.org/10.1287/mksc.8.4.310
  12. Anderson, J.C. and Gerbing, D.W (1988) Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423 https://doi.org/10.1037/0033-2909.103.3.411
  13. Anderson, J.C. and Narus, J.A (1990) A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58
  14. Bagozzi, R.P. and Yi, Y. (1988) On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94 https://doi.org/10.1007/BF02723327
  15. Bauer, H.H., Grether, M. and Leach, M. (2002) Building consumer relations over the internet. Journal of Marketing Management, 31 (2), 155-163 https://doi.org/10.1016/S0019-8501(01)00186-9
  16. Beardon, W.O. and Teel, J.E. (1983) Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28 https://doi.org/10.2307/3151408
  17. Berry, L. (1995) Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245 https://doi.org/10.1177/009207039502300402
  18. Bitner, M.J. (1990) Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82 https://doi.org/10.2307/1251871
  19. Bolton, R.N. and Drew, J.H. (1991) A longitudinal analysis of the impact of service changes of customer attitudes. Journal of Marketing, 55 (1), 1-9 https://doi.org/10.2307/1252238
  20. Bowen, J.T. and Chen, S.L. (2001) The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 201-217
  21. Brown, T.J., Mowen, J.C., Donavan, D.T. and Licata, J.W (2002) The customer orientation of service workers: personality trait determinants and effects on self-and supervisor performance ratings. Journal of Marketing Research, 39(1), 110-119 https://doi.org/10.1509/jmkr.39.1.110.18928
  22. Churchill, G.A. and Surprenant, C. (1982) An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504 https://doi.org/10.2307/3151722
  23. Cronin, J Joseph, Jr. and Taylor, S.A. (1992) Measuring service quality: a reexamination and extension. Journal of Marketing, 56 (3), 55-68
  24. Cronin, J. Joseph, Jr. and Taylor, S.A (1994) SERVPERF versus SERVQUAL: reconciling performance-based and perceptionsminus-expectation measurement of service quality. Journal of Marketing, 58(1), 125-131
  25. Crosby, L.A., Evans, K.R. and Cowles, D. (1990) Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54(3), 68-81 https://doi.org/10.2307/1251817
  26. Crosby, L.A (1989) Building and maintaining quality in the service relationship. in Quality in Services, Stephen, W.B. & Gummesson, E., eds. Lexington MA: Lexington books
  27. Dick, A.S. and Basu, K. (1994) How tolerable is delay?: consumers' evaluations of internet web sites after waiting. Journal of Interactive Marketing, 13(1), 41-54 https://doi.org/10.1002/(SICI)1520-6653(199924)13:1<41::AID-DIR4>3.0.CO;2-S
  28. Dillon,W.R. and Goldstein, M. (1984) 'Multivariate Analysis: Methods and Applications'. John Wildey & Sons, New York
  29. Gagliano, K.B. and Hathcote, J. (1994) Customer expectations and perceptions of service quality in retail apparel speciality store. Journal of Service Marketing, 8(1), 60-69 https://doi.org/10.1108/08876049410053311
  30. Ganesan, S. (1994) Determinants of long-term orientation in buyer relationships. Journal of Marketing, 58(2), 1-19
  31. Garbarino, E. and Johnson, M.S. (1999) The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87 https://doi.org/10.2307/1251946
  32. Gronroos, C. (1990) 'Service Management and Marketing: Managing the Moments of Truth in Service Competition'. Lexington Books, Massachusetts
  33. Johns, T.O. and Sasser, E.W.Jr. (1995) Why dissatisfield customer defect. Harvard Business Review(November/December), 88-89
  34. Jreskog, Karl G. and Srborm, D. (1993) 'Structural Equation Modeling with the SIMPLIS Command Language'. Scientific Software International Inc., Chicago
  35. Kim, W.G. and Cha, Y.M. (2002), Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21(4), 321-338 https://doi.org/10.1016/S0278-4319(02)00011-7
  36. Lagace, R.R., Dalstrom, K and Ggassenheimer, J.N. (1991) The relevance of ethical salesperson behavior on relationships quality: the pharmaceutical industry. Journal of Personal Selling and Sales Management, 11(4), 39-46
  37. Lewis, R.C. and Booms, B.H. (1983) The marketing of service quality. In Emerging Perspectives on Service Marketing, eds., Shostack, B.G. & Upah, G., American Marketing, Chicago
  38. Lilijander V. and Strandvick, T. (1995) The natnre of customer relationships in service. Advances in Service Marketing and Management, 4, 141-167 https://doi.org/10.1016/S1067-5671(95)04022-6
  39. Moorman, C.D., Zaltman, G. and Deshpande, K (1992) Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328 https://doi.org/10.2307/3172742
  40. Morgan, R.M. and Hunt, S.D. (1994) The commitment-trust theory of relationship and organization. Journal of Marketing, 58(3), 20-38
  41. Oliver, R.L. (1999) Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33-44
  42. Oliver, R.R. (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 18-34
  43. Oliver, R.R. (1993) Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(4), 418430 https://doi.org/10.1086/209358
  44. Parasuraman, A.., Zeithaml, V.A. and Berry, L.L. (1985) A conceptual model of service quality & its implications for futnre research. Journal of Marketing, 49(3), 41-50
  45. Parasuraman, A., Zeithaml, V.A and Berry, L.L. (1988) SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40
  46. Parasuraman, A., Zeithaml, V.A and Berry, L.L. (1994) A reassessment of expectations as a comparative standard in measuring service quality: implications for future research. Journal of Marketing, 58(1), 111-124 https://doi.org/10.2307/1252255
  47. Prus, R.C. (1989) 'Making Sales: Influence as Interpersonal Accomplishment'. Sage publications, Inc., Newbury Park, CA
  48. Reichheld, F.F. (1996) 'The Loyalty Effect'. Bain and Company
  49. Reynolds, K.E. and Beatty, S.E. (1999) Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, forthcoming
  50. Schurr, D.H. and Ozanne, J.L. (1985) Influences of exchange process: buyer's preconception of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 1(4), 939-953
  51. Stanforth, N.F. and Lennon, S.J. (1997) The effects of customer expectations and store policies on Sales person service, satisfaction, and patronage. Clothing and Textiles Research Journal, 15(2), 115-124 https://doi.org/10.1177/0887302X9701500206
  52. Swan, J.E. and Oliver, R.L. (1989) Postpnrchase communications by consumers. Journal of Retailing, 65(4), 516-533
  53. Wulf, K. De, Gaby, O.S. and Dawn, I. (2001) Investments in consumer relationships: a cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50 https://doi.org/10.1509/jmkg.65.4.33.18386
  54. Yin, J. (2002) Interactivity of internet-based communications: impacts on e-business consumer decisions. Georgia State University, Ph. D. Dissertation
  55. Zeithaml, V.A., Berry, L.L. and Parasnraman, A. (1996) The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46