패션상품 고객충성 대상의 다면적 구조에 관한 연구
The Structure of Fashion Consumers’ Multi-loyal Relations
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패션상품을 구매하는 소비자는 패션상품을 제조하고 유통에 참여하는 다양한 마케팅 주체와 접촉하게 되며, 이에따라 충성하는 대상 또한 다양하게 존재하게 된다. 본 연구는 패션상품 구매 시 소비자가 충성관계를 형성하고 유지하는 충성대상들을 포괄적으로 파악하고 대상간의 구조적 관계를 밝히기 위해 관계본질 개념을 도입하였으며, 질적 연구를 통해 패션상품 소비자가 충성하는 대상들의 다면적 구조를 제안하였다. 또한, 질적 연구 결과 제안된 충성대상의 다면적 구조에 포함된 충성대상유형들의 특징과 충성대상유형들 간의 관련성을 살펴보기 위해 대량조사를시행하였다. 연구결과, 패션상품 고객충성에서 충성대상은 관계형성 과정과 영향력 측면에서 ‘핵심충성대상’, ‘심화충성대상’, ‘조절충성대상’으로 분류할 수 있었으며, 백화점과 같은 패션점포와 패션상표는 핵심충성대상에, 패션상표와의 충성관계가 발전되어 형성되는 패션기업충성은 심화충성대상에, 판매원 충성은 조절충성대상에 포함되었다. 심화충성대상인 패션기업과의 충성관계를 형성하는 소비자는 패션상표와 같은 핵심충성대상과 보다 높은 관계본질을 형성하고 있었으며, 판매원과의 충성관계는 핵심충성대상과의 충성관계를 조절하는 역할을 하고 있음이 검증되었다. 핵심충성대상인 백화점 충성과 패션상표 충성의 상호영향관계 또한 살펴보았으며, 이를 바탕으로 패션상품을 제조하고 상표를 소유하는 기업이나 유통 과정에 참여하는 기업 모두 패션상품 소비자가 충성 관계를 형성하는 다양한 대상간의 상호 영향관계를 파악하여 상호 보완적인 전략을 수립해야 함을 제안하였다.
Abstract
Previous studies on loyalty have been conducted separately in accordance with researchers’ specific interest, not as a whole. The results were only about consumers’ brand loyal behavior, service loyal behavior, or store loyal behavior, not consumers’ overall loyal behavior. However, fashion consumers go through various and complex choices such as fashion brands and stores in the decision making process, resulting in having interrelationship among multi-loyal relations. Thus, the objective of this study is to identify the multi-loyal relations of fashion consumers and the structure of these relations based on the concept of relationship quality. A qualitative study as well as quantitative study was carried out, to come to a comprehensive understanding of fashion consumers’ diverse loyal relationships. For qualitative research, in-depth interview of 23 female was performed for the purpose of proposing the structure of fashion consumers’ multi-loyal relations. Result from in-depth interview was analyzed and consumers’ multi-loyal relations were classified into differentiated relation groups. Hypotheses were formed based on the literature review and the result of qualitative study analysis. Subsequently, quantitative research using questionnaire survey was performed in order to test the hypotheses and to investigate the properties of relation groups and their interrelationship. Questionnaire survey data from 507 female department store customers was used for statistical analysis. A large number of interviewees were identified as having more than one loyal relationship. Fashion consumers’ multi-loyal relations were classified into three relation groups based on relationship formation process and interaction among the three relations. The three relation groups were ‘essential loyal relation’, ‘intensified loyal relation’, and ‘moderating loyal relation’. Typical loyal relations such as apparel brand loyalty and store loyalty were categorized as essential loyal relations. Apparel company loyalty was characterized as a fortified loyal relation of apparel brand loyalty, thus categorized as intensified loyal relation. Fashion consumers’ loyal relationship with salespeople was rather limited, in that fashion consumers may not maintain loyal relationship with salespeople if their loyal relationship with fashion brand is damaged. However, consumers’ loyal relationship with salespeople has an tendency to promote essential loyal relations as a moderating loyal relation. Interrelationship among three loyal relation groups are as follows. Apparel company loyal consumers formed higher relationship quality with essential relations such as fashion brand, suggesting the causal relationship between essential loyal relations and intensified loyal relations in a roundabout way. Salespeople loyalty was found to influence on essential loyal relations as a moderating loyal relation. The interrelationship between apparel brand loyalty and store loyalty was also examined. The effect of store loyalty such as department store loyalty on apparel brand loyalty was not significant, while apparel brand loyalty had a positive effect on store loyalty. This study is meaningful in that it expands loyalty studies by identifying the structure of fashion consumers’ multi-loyal relations. Some marketing suggestions and thoughts for fashion companies and fashion retailers were proposed based on the results. Fashion companies may be able to improve customer retention by extending consumers’ loyal relationship with fashion brand to apparel company loyalty. Consumers’ loyal relationship with salespeople should be monitored and managed carefully, because it influences relationship quality between consumers and essential loyal relations, such as fashion brands and fashion retailers.
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