주얼리 브랜드에 대한 고객만족의 결정요인에 관한 연구

Study on the Determinants of Customer Satisfaction for Jewelry Brands

Same as other product brands, it is very important for jewelry brands to correctly identify customer characteristics, and seek high level service quality, and develop products that can set apart from competitions in order to increase customer satisfaction and strengthen repurchase intention. This study, in consideration of these pruduct characteristics, aims to verify whether service quality and/or product traits impact customer satisfaction. In addition, the study investigates whether customer trait plays a role of moderator in its effect on customer satisfaction. Finally, the study provides useful theoretical and practical implications on customer segmentation strategies that are contingent upon customer characteristics.