한복제품의 점포내 서비스가 고객관계와 점포충성도에 미치는 영향 연구
A Study on the Effects of Hanbok Store Services on Customer Relationship and Store Royalty
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Abstract
The purpose of this study was to examine how services provided by Hanbok stores affected customer relationship and customer store royalty in an effort to help Hanbok stores offer better services.After relevant theories were reviewed, hypotheses were formulated. The subjects in this study were male and female adults who were in their 20s and up. An online survey was conducted with questionnaires prepared in this study, and the answer sheets from 672 people were analyzed.For data handling, SPSSWIN 10.0 and AMOS 4.0 were utilized, and reliability analysis and structural equation model were employed. Besides, exploratory and confirmatory factor analysis was implemented.The findings of the study were as follows:The characteristics of sales persons and service quality exercised an influence on the confidence, satisfaction and commitment of the customers, which belonged to customer relationship. Specifically, service quality had a bigger impact than the characteristics of sales associates. Those who put more confidence in service offered by Hanbok stores, who were more satisfied with it or who were more committed to it expressed a stronger store royalty. Accordingly, all the hypotheses formulated in this study were accepted, which attached importance to store services.
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