의류점포의 대고객 관계마케팅에 관한 연구 - 백화점을 중심으로 - = A Study on Relationship Marketing of Apparel Store toward Customers - Focused on department store -

다국어 초록 (Multilingual Abstract)

This paper suggest the importance of relationship marketing of the apparel store, and proved the relationship between the relationship marketing factors and the relationship quality and performance. In this research, department store is focused. Credence service, contact guest service, and communication service are defined as relationship marketing factors. Satisfaction and trust are defined as relationship quality. And long-term oriented relationship, repeat purchase, and positive word-of-mouth are set to performance. The questionnaire survey was carried out 238 20`s & 30`s women in the capital region during nov. 2000. SAS package program was used to analyze the gathered data. The investigation of this research reveals some results. First, relationship marketing factor has effects on relationship quality. Second, it is proved that relationship quality has effects on performance. In conclusion, it is proved that relationship marketing of apparel store is very important marketing strategy that make concrete relationship with consumer and give satisfaction and trust to consumer, and then can make partnership with consumer for long-term consideration.