몽골 의류점의 이미지와 고객 관계형성 간 구조관계

Relation Between Store Image and Customer Relationship formation of Apparel Store in Mongolia

The purpose of this study is to identify and explain the effects of apparel store image components such as shopping convenience, promotion, after-services, purchase value and service quality on trust, commitment and loyalty in mongolia. A survey study was conducted to collect the data with the actual purchasers at some kind of apparel stores. A structural equation model(SEM) analysis was performed to test the research hypothesis. The results of the study shows as follows: Firstly, it was found that promotion, purchase value and service quality of independence valuables have influences on trust and after-services has only effects on commitment, but there are differences of antecedents coefficients to trust and commitment. Secondly, all store images components have not impacts on loyalty. Finally, Loyalty was affected by trust and commitment. Therefore, marketers of apparel stores have to strengthen customer’s loyalty by enhancing store image.