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논문 기본 정보

자료유형
학술저널
저자정보
오현정 (광주대학교 의상디자인학과) 김은희 (광주대학교 의상디자인학과)
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한국의류학회 한국의류학회지 한국의류학회지 제30권 제2호
발행연도
2006.1
수록면
245 - 254 (10page)

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The purposes of this study were to identify the perceived difference of salesman's service and relationship benefit according to types of customers, to explain the effects of salesman's service and relationship benefit on buying satisfaction and repurchase intention, and to reveal the influences of satisfaction with purchase on repurchase. The data were collected from 318 female adults in Gwangju using a questionnaire to salesmen's service, relationship benefits, buying satisfaction, repurchase intention, and were analysed with factor analysis, t-test and regressive analysis with SPSS 10.0. The results of this study were as follows: 1. The regular customers perceived a significantly higher salesmen's services and relationship benefits than irregular customers. 2. In regular customers, 'knowledge of products', 'etiquette' and 'confident benefits' had a significant influence on buying satisfaction. 'Confident benefits' had a significant influence on repurchase intention. Tn irregular customers, 'etiquette', 'easiness' and 'confident benefits' had a significant influence on satisfaction with purchase. 'Knowledge of products', 'easiness' and 'confident benefits' had a significant influence on repurchase intention. 3. Satisfaction with purchase had a significant influence on repurchase intention in both regular/irregular customers.

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