Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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Study on the Determinants of Customer Satisfaction for Jewelry Brands

주얼리 브랜드에 대한 고객만족의 결정요인에 관한 연구

  • Yoon, Sung-Joon (Department of Business Administration, Kyonggi University)
  • Received : 2019.05.30
  • Accepted : 2019.06.18
  • Published : 2019.06.30
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Abstract

Same as other product brands, it is very important for jewelry brands to correctly identify customer characteristics, and seek high level service quality, and develop products that can set apart from competitions in order to increase customer satisfaction and strengthen repurchase intention. This study, in consideration of these pruduct characteristics, aims to verify whether service quality and/or product traits impact customer satisfaction. In addition, the study investigates whether customer trait plays a role of moderator in its effect on customer satisfaction. Finally, the study provides useful theoretical and practical implications on customer segmentation strategies that are contingent upon customer characteristics.

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