패션제품 소비자의 의복소비가치에 따른 점포 서비스품질 및 관계혜택 중요도

Abstract

This study examines the differences in store service quality and relationship benefits according to clothing consumption values. This study has collected data from adult consumers in their 20s to 60s via offline and online surveys. A total of 459 survey responses were used for the final analysis. The results of this study were as follows. First, clothing consumption values were com-posed of 4 factors: emotional, conspicuous, individuality, and practical value. In light of the ten-dency of consumers’ clothing consumption values, consumers have been grouped into 3 con-sumption groups: hedonic, practical, and practicalsymbolic. Second, consumers considered price policyproduct quality, salesperson, product assortmentpromotion, and convenience of store service quality in the order of importance. Regarding the relationship benefit, consumers consid-ered psychological benefit, economic benefit, informative benefit and social benefit in the order of importance. Third, regarding the importance in service quality for clothing consumption value group, practicalsymbolic consumption group and practical consumption group considered price policyquality service more important than hedonic consumption group, and practicalsymbolic consumption group considered product assortmentquality, promotion service, salesperson service, convenience of store service more important than other groups. Fourth, regarding the importance of relationship benefits for the clothing consumption value groups, practicalsymbolic con-sumption group considered informative benefit and social benefit more important than other groups. The practicalsymbolic consumption group and practical consumption group considered psychological benefit more important than the hedonic consumption group. Key words: clothing consumption values(), relationship benefits( ), service quality( )