초록 열기/닫기 버튼
Purpose The purpose of this study is to verify the influence of internal environmental factors such as physical designs and employee services provided in department stores on the customer’s self-congruity, and to explain the mediating role of emotional attachment in the relationship between self-congruity, emotional attachment, store image and store loyalty. Design/methodology/approach This study surveyed by face to face interview 314 people who had experience shopping or purchasing luxury goods at department stores, and confirmed the validity and reliability of the data using SPSS 21.0 and AMOS 20.0 statistical packages. The research hypothesis was obtained by structural equation modeling(SEM). The variables used were physical designs, employee services, self-congruity, emotional attachment, store image and store loyalty. Findings Physical designs had a statically significant positive effect on self-congruity, while employee services had no effect on self-congruity. Self-congruity had a statically significant positive effect on emotional attachment and store image, but it did not affect store loyalty. However, emotional attachment had a statically significant positive effect on store image and store loyalty, store image had a statically significant positive effect on store loyalty. Research implications or Originality Marketers of department stores need to focus on improving the physical designs environment to suit the self-concept of existing customers and profitable new customers along with the pursuit of diversification of luxury brands centerd on the luxury zone. And marketers need to create and improve the image of department stores through publicity and advertising media so that target customers can have a favorable image for the store. In addition, marketers should establish a favorable relationship with their target customers so that they have positive emotions, so that they can continue to use department stores in the future and communicate and spread favorable word-of-mouth around them.
