바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

Factors affecting Customer Relationship and the Repurchase Intention of Designed Fashion Products

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2020, v.18 no.2, pp.17-28
https://doi.org/https://doi.org/10.15722/jds.18.2.202002.17
KHOA, Bui Thanh
NGUYEN, Truong Duy
NGUYEN, Van Thanh-Truong

Abstract

Purpose: Human life is increasingly improved, so human needs are also growing more and more. One of the increasingly demanding industries is the fashion market. Fashion is an industry that produces essential items for human life, so manufacturers always need to know how to improve the relationship with customers, and make them repurchase. The study aims to discover the relationship between the factors that create a relationship with customers and the repurchase intention of designed fashion products. Research design, data, and methodology: The mix research method is applied to achieve research objectives. The qualitative research via the in-depth interview with 11 experts, and the quantitative research via the survey with 467 respondents was done in Ho Chi Minh city, the most developed city in Vietnam. Results: The research results point out that the fashion designer reputation, social media marketing, and the fashion store atmosphere have the positive impact on the relationship between the customer and fashion store, as well as the intention to repurchase of designed fashion products. In particular, customer relationship also affects the repurchase intention of designed fashion products positively. Conclusions: The study also proposed some managerial implications to develop a relationship with the customer and repurchase behavior of the customer in the fashion industry.

keywords
fashion designer reputation, social media marketing, fashion store atmosphere, percieved customer relationship, repurchase intention of a designed fashion products

Reference

1.

Amatulli, C., Mileti, A., Speciale, V., & Guido, G. (2016). The Relationship between Fast Fashion and Luxury Brands: An Exploratory Study in the UK Market.In: Global marketing strategies for the promotion of luxury goods (pp. 244-265). Hershey PA, USA: IGI Global.

2.

Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445-460.

3.

Benlian, A., Titah, R., & Hess, T. (2012). Differential effects of provider recommendations and consumer reviews in ecommerce transactions: An experimental study. Journal of Management Information Systems, 29(1), 237-272.

4.

Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 25(3), 351-370.

5.

Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.

6.

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. DOI:https://doi.org/10.15295/bmij.v6i1.229

7.

Brengman, M., & Willems, K. (2009). Determinants of fashion store personality: a consumer perspective. Journal of Product & Brand Management, 18(5), 346-355.

8.

Brown, T. J., Dacin, P. A., Pratt, M. G., & Whetten, D. A. (2006). Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology. Journal of the Academy of marketing Science, 34(2), 99-106.

9.

Carmeli, A., & Tishler, A. (2005). Perceived organizational reputation and organizational performance: An empirical investigation of industrial enterprises. Corporate Reputation Review, 8(1), 13-30. DOI:https://doi.org/10.1057/palgrave.crr.1540236

10.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. DOI:https://doi.org/10.1509/jmkg.65.2.81.18255

11.

Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International journal of electronic commerce, 13(4), 9-38. DOI:https://doi.org/10.2753/JEC1086-4415130402

12.

Choo, T. G., & Park, H. H. (2013). The effect of consumption value on attitude and repurchase intention of secondhand fashion goods-The moderating role of self-confidence in fashion coordination. Journal of the Korean Society of Clothing and Textiles, 37(4), 618-630.

13.

Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing: creating stakeholder value. Oxford, U.K.:Routledge. DOI:https://doi.org/10.4324/9780080516042

14.

Chu, A. W., & Lam, M. (2009). Store environment of fashion retailers: a Hong Kong perspective.In: Fashion Marketing (pp. 175-191). Hoboken: John Wiley & Sons, Ltd.

15.

Colgate, M. R., & Danaher, P. J. (2000). Implementing a customer relationship strategy: The asymmetric impact of poor versus excellent execution. Journal of the Academy of marketing Science, 28(3), 375-387.DOI:https://doi.org/10.1177/0092070300283006

16.

Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. DOI:https://doi.org/10.1016/s0022-4359(00)00028-2

17.

Darden, W. R., & Babin, B. J. (1994). Exploring the concept of affective quality: expanding the concept of retail personality. Journal of Business research, 29(2), 101-109.

18.

De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: a cross-country and cross-industry exploration. Journal of marketing, 65(4), 33-50.DOI:https://doi.org/10.1509/jmkg.65.4.33.18386

19.

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyerseller relationships. Journal of marketing, 51(2), 11-27.

20.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. DOI:https://doi.org/10.1177/002224378101800104

21.

Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.

22.

Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872-888.

23.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G.,Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business research, 69(12),5833-5841. DOI:https://doi.org/10.1016/j.jbusres.2016.04.181

24.

Gronroos, C. (2007). Service management and marketing:Customer management in service competition (3 ed.). Chichester: Wiley.

25.

Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online knowhow exchange on customer value and loyalty. Journal of Business research, 59(4), 449-456.

26.

Ha, Y., & Lennon, S. J. (2010). Online visual merchandising (VMD) cues and consumer pleasure and arousal: purchasing versus browsing situation. Psychology & Marketing, 27(2), 141-165.

27.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). London: Sage publications. DOI:https://doi.org/10.15358/9783800653614

28.

Hilton, B., Choi, C. J., & Chen, S. (2004). The ethics of counterfeiting in the fashion industry: quality, credence and profit issues. Journal of business Ethics, 55(4), 343-352. DOI:https://doi.org/10.1007/s10551-004-0989-8

29.

Hue, H. T. (2018). Development history of fashion art. Retrieved January 14, from http://vanhien.vn/news/lich-su-phat-triencua-nghe-thuat-thoi-trang-66035

30.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia pacific journal of marketing and logistics, 29(1), 129-144.DOI:https://doi.org/10.1108/APJML-10-2015-0154

31.

Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance, 37, 538-544.

32.

Kawamura, Y. (2004). The Japanese revolution in Paris fashion. Fashion theory, 8(2), 195-223. DOI:https://doi.org/10.2752/136270404778051771

33.

Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. The Journal of Asian Finance, Economics and Business, 7(2), 195-204. DOI:https://doi.org/10.13106/jafeb.2020.vol7.no2.195

34.

Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand‘s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171. DOI:https://doi.org/10.1080/20932685.2010.10593068

35.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.

36.

Kim, J., Kim, J.-E., & Johnson, K. K. (2010). The customersalesperson relationship and sales effectiveness in luxury fashion stores: the role of self monitoring. Journal of Global Fashion Marketing, 1(4), 230-239.

37.

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.

38.

Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: a multi-level perspective. International Journal of Research in marketing, 14(5), 487-497. DOI:https://doi.org/10.1016/S0167-8116(97)00030-X

39.

Madsen, D. Ø ., & Johanson, D. (2016). Examining customer relationship management from a management fashion perspective. Cogent Business & Management, 3(1), 1161285.

40.

Marzo-Navarro, M., Pedraja-Iglesias, M., & Rivera-Torres, M. P.(2004). The benefits of relationship marketing for the consumer and for the fashion retailers. Journal of fashion marketing and management, 8(4), 425-436.

41.

Miller, K. D., Fabian, F., & Lin, S. J. (2009). Strategies for online communities. Strategic management journal, 30(3), 305-322. DOI:https://doi.org/10.1002/smj.735

42.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of marketing, 58(3), 20-38. DOI:https://doi.org/10.1177/002224299405800302

43.

Naaman, M., Becker, H., & Gravano, L. (2011). Hip and trendy:Characterizing emerging trends on Twitter. Journal of the American Society for Information Science and Technology, 62(5), 902-918.

44.

Nguyen, H. M., & Khoa, B. T. (2019a). Perceived Mental Benefit in Electronic Commerce: Development and Validation. Sustainability, 11(23), 6587-6608. DOI: https://10.3390/su11236587

45.

Nguyen, H. M., & Khoa, B. T. (2019b). The Relationship between the Perceived Mental Benefits, Online Trust, and Personal Information Disclosure in Online Shopping. The Journal of Asian Finance, Economics and Business, 6(4),261-270. DOI:https://10.13106/jafeb.2019.vol6.no4.261

46.

Nguyen, M. H., & Khoa, B. T. (2019c). Customer Electronic Loyalty towards Online Business: The role of Online Trust, Perceived Mental Benefits and Hedonic Value. Journal of Distribution Science, 17(12), 81-93.DOI:http://dx.doi.org/10.15722/jds.17.12.201912.81

47.

Nunnally, J. C., & Bernstein, I. (1994). The assessment of reliability. Psychometric theory, 3(1), 248-292.

48.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 64(4), 33-44. DOI:https://doi.org/10.1177/00222429990634s105

49.

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of marketing, 70(4), 136-153. DOI:https://doi.org/10.1509/jmkg.70.4.136

50.

Parsons, A. G. (2011). Atmosphere in fashion stores: do you need to change? Journal of Fashion Marketing and Management:An International Journal, 15(4), 428-445.

51.

Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.

52.

Roberts, P. W., & Dowling, G. R. (1997). The value of a firm‘s corporate reputation: How reputation helps attain and sustain superior profitability. Corporate Reputation Review, 1(1), 72-76. DOI:https://doi.org/10.1057/palgrave.crr.1540020

53.

Sadeghi, A., Ghujali, T., & Bastam, H. (2019). The Effect of Organizational Reputation on E-loyalty: The Roles of E-trust and E-satisfaction. ASEAN Marketing Journal, 1-16.

54.

Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10(1), 7-24.

55.

Schmenner, R. W. (1986). How can service businesses survive and prosper. Sloan management review, 27(3), 21-32.

56.

Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of marketing, 69(4), 26-43.

57.

Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of marketing Science, 23(4), 255-271.

58.

Srinivasan, R., & Moorman, C. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. Journal of marketing, 69(4), 193-200.

59.

Sterlacci, F. (2019). What is fashion designer? Retrieved September 12, from https://fashionhistory.lovetoknow.com/fashion-clothing-industry/what-isfashion-designer

60.

Swift, R. S. (2001). Accelerating customer relationships: Using CRM and relationship technologies. Upper Saddle River, N.J.:Prentice Hall Professional.

61.

Tai, S. H., & Fung, A. M. (1997). Application of an environmental psychology model to in-store buying behaviour. The International Review of Retail, Distribution and Consumer Research, 7(4), 311-337.

62.

Tu, C. (2019). The Vietnamese fashion market is increasingly attractive. Retrieved January 12, from http://tapchicongthuong.vn/bai-viet/thi-truong-thoi-trang-vietnam-ngay-cang-hap-dan-60865.htm

63.

Van der Waldt, D. R., Rebello, T., & Brown, W. (2009). Attitudes of young consumers towards SMS advertising. African Journal of Business Management, 3(9), 444-452.

64.

Vietnam eCommerce and Digital Economy Agency. (2019). Vietnam E-Commerce White Paper 2019. Retrieved, from http://www.idea.gov.vn/file/ef6314a6-709e-4d42-a2fab60457a66179

65.

Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of marketing Science, 35(1), 127-143. DOI:https://doi.org/10.1007/s11747-007-0015-7

66.

Weigelt, K., & Camerer, C. (1988). Reputation and corporate strategy: A review of recent theory and applications. Strategic management journal, 9(5), 443-454. DOI:https://doi.org/10.1002/smj.4250090505

67.

Weiss, A. M., Anderson, E., & Maclnnis, D. J. (1999). Reputation management as a motivation for sales structure decisions. Journal of marketing, 63(4), 74-89.

68.

Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not:Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154-163. DOI:https://doi.org/10.5539/ass.v9n3p154

69.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of marketing, 60(2), 31-46.

70.

Zhou, Z., Fang, Y., Vogel, D. R., Jin, X.-L., & Zhang, X. (2012). Attracted to or locked in? Predicting continuance intention in social virtual world services. Journal of Management Information Systems, 29(1), 273-306.

The Journal of Distribution Science