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The Effect of Duty Free Shop Consumers' Store Benefits Sought and Fashion Merchandise Shopping Orientation on Store Satisfaction

2011; Society of Fashion and Textile Industry; Volume: 13; Issue: 4 Linguagem: Inglês

10.5805/ksci.2011.13.4.572

2287-5743

Hyun-Jin Lee, Yang-Suk Ku,

Customer Service Quality and Loyalty

The purpose of this study was to investigate the effect of duty free shop consumers' store benefits sought and fashion merchandise shopping orientation on store satisfaction. Survey data were collected from questionnaires filled out by 194 domestic consumers who had purchase experience of fashion goods in duty free shops located in Korea. The data were analyzed by reliability analysis, factor analysis, and multiple regression analysis. The results of this study were as follows: First, the store benefits sought was categorized into five factors such as pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety. The fashion merchandise shopping orientation was categorized into six factors such as pleasure orientation, pursuit of fashion, pursuit of brand, planned orientation, pursuit of confidence, and convenience orientation. The store satisfaction was categorized into six factors such as atmosphere/reputation of store, promotion, product fashionability/variety, convenience, price, and salesperson. Second, the store benefits sought, composed of pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety, had an effect on the store satisfaction. Third, the shopping orientation such as pleasure orientation, pursuit of fashion, pursuit of brand, and planned orientation, with the exception of pursuit of confidence and convenience orientation, had an effect on the store satisfaction.