The Relationships among Store Image, Personnel’s Social Rapport Customer Affection and Loyalty: The Moderating Effects of Clothing Retail Type

• Main Authors: Cheng-Han Tsai, 蔡承翰
• Other Authors: Guo-Fong Liau
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/68137850193417518697

碩士 === 輔仁大學 === 織品服裝學系 === 99 === In the theory of consumer behavior, there were a lot of papers discussing customer loyalty, but few of them were considering the relationship among store image, social rapport, and customer loyalty in the same time. The purpose of this research is to know the relationships among store images, personnel’s social rapport, and customer loyalty. Independent variables include two sections. One is three factors of store image- merchandise, service, and atmosphere image; the other is personnel’s social rapport. Mediator variable are customer’s passion, intimacy, and commitment to the store. Dependent variable is customer loyalty. In this research, I use retail type to be moderating variable to discuss the relationship among three of them. The present research aimed to discuss fashion clothing and utilized a convenient sample to conduct the survey. Of the 300 surveys distributed, deducting questionnaires that contained missing data and were unsuitable, 293 were accepted as valid samples. Through empirical research we find store image have significant influence on customers’ passion and commitment; social rapport have significant influence on passion, intimacy, and commitment. Three factors of customer affection and loyalty have positive relationship. However, with different types of retail, store image and social rapport have no significant difference on intimacy. No matter which retail type is, store image and social rapport have the same influence on intimacy. According to the conclusion, this research will provide management meaning to community.