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Enhancing consumer experiences and repurchase intentions in department stores

New distribution channels such as Internet shopping malls and fashion outletsare increasingly allowing Korean shoppers to find better prices and higher quality from foreign markets. As the distribution channel environment changes, apparel retailers operating indepartment stores must find ways to enhance their competitive and sustainable advantages to offer value to customers in ways that differentiate retailers in competitive distribution channels. Managers of apparel department stores must respond to changing customer needs by properly using a mix of marketing activities. However, until now, little research has analyzed practical marketing activities that can affect consumer experiences and repurchasing intentions. This empirical study is an attempt to analyze department store managers' marketing activities through 4Ps (product, price, promotion, place) and effects on consumer experiences and repurchase intentions. The study shows that managers can choose apparel featuring advanced and innovative product characteristics to create more exiting customer experiences and repurchase intentions. Also, no-sale and no-discount policies increase brand trust and self-esteem to sustain repurchase intentions. Store location and atmosphere critically enhance customer experience: when location and atmosphere harmonize with brand characteristics, customers experience the intended value inherent in the fashion brand. Other contributions to customer experience include department store entertainment such as seasonal events, special discounts, gifts for customers or employees, and classes offered to teach relaxation, skills, and hobbies. The research should help department store managers use marketing efforts efficiently to enhance consumer experience sand repurchase intentions. Department stores must further reinforce and develop the 4P elements if they are to differentiate themselves from competitors' distribution channels. The study has meaningful academic applications by defi

Abstract

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