대형할인점에서의 패션 제품 CRM에 관한 연구 (제2보)- 연령대의 차이를 중심으로 -

Abstract

The purpose of this study was to examine the relationship structure in discount store focusing on age. Subjects for this study were 360 customers who had purchased fashion products in discount stores. For date analysis, x²-test and regression analysis were used. As the result, when comparing groups by the age, women in their 20s, 30s and 40s had 'relationship maintenance intention' through satisfaction, trust and commitment. In the case of women in their 20s group, the information, reputation, product salesperson and price variables had the effects on satisfaction. The information, location, salesperson variable had direct effect on relationship maintenance. In the case of women in their 30s group, the benefits, information, reputation and price variables had the effects on satisfaction. And the information, salesperson variable had direct effect on relationship maintenance. In the case of women in their 40s group, the information, location and price variables had the effects on satisfaction. The reputation variable had direct effect on relationship maintenance. Based on these results, fashion marketing strategies of discount store would be suggested.