몽골 백화점의 소매 서비스품질이 고객만족과 재구매의도에 미치는 영향

The Effects of Retail Service Quality on Customer Satisfaction and Repurchase intention in the Context of Mongolia Department Stores: Measuring of Demographics by Using RSQS

This study is to identifies how retail service quality such as physical aspect, reliability, personal interaction, problem solving and policy have effect on customer satisfaction and repurchase intention, and then customer satisfaction has influences on repurchase intention through measuring of demographics by using RSQS(retail service quality scales) in the context of mongolia department stores. In order to achieve goals, a hypothesis and a model of the study were established based on previous literature search. A survey study was conducted to collect the data with consumers who have experienced purchase in department stores of mongolia. Analysis of multi-regression with SPSS 21.0 was performed to test the research hypothesis. The results of the study are as follows: First, it found out that there was differences between dimensions of retail service quality and customer satisfaction by demographics characteristics such as gender, occupations, age and level of incomes. Second, there was differences between dimensions of retail service quality and repurchase intention by demographics characteristics such as gender, occupations, age and level of incomes. Third, there was differences between customer satisfaction and repurchase intention by demographics characteristics such as gender, occupations, age and level of incomes. In sum, based on this findings, the researcher suggests strategic direction for providing effective retailing services of department stores in mongolia.