가격지각에 따른 패션점포 판매원 서비스와 재구매의도에 관한 연구

Abstract

The purposes of this study are to examine consumer`s perception about salesperson services of fashion stores, and how salesperson services influence on consumer`s satisfaction, repeat purchase intention by price perception. The data was obtained from a survey of 420 fashion product consumers in their 20`s living in Gwangju city in 2006. It was analyzed by factor analyses, reliability, frequency, T-test, regression. The results of the survey were: 1) Salesperson service dimensions perceived by fashion product consumers were 4 dimensions: Customer service orientation,. Relationship orientation, Reliability & sales ability, Salesperson`s appearance. 2) Salesperson services influenced on satisfaction of high price perception group and low price perception group. 3) Satisfaction and salesperson service importance influenced on repeat purchase intention of high price perception group and low price perception group. 4) The difference of salesperson services perceptions by store types were examined. The findings of this study are expected to help fashion stores make successful relationship strategy according to price strategy and keep the relationship with their customers for a long time in fashion retail setting.