Importance of Store Service Quality and Relationship Benefits according to Clothing Consumption Values of Consumers of Fashion Products

This study examines the differences in store service quality and relationship benefits according to clothing consumption values. This study has collected data from adult consumers in their 20s to 60s via offline and online surveys. A total of 459 survey responses were used for the final analysis. The results of this study were as follows. First, clothing consumption values were composed of 4 factors: emotional, conspicuous, individuality, and practical value. In light of the tendency of consumers` clothing consumption values, consumers have been grouped into 3 consumption groups: hedonic, practical, and practical·symbolic. Second, consumers considered price policy·product quality, salesperson, product assortment·promotion, and convenience of store service quality in the order of importance. Regarding the relationship benefit, consumers considered psychological benefit, economic benefit, informative benefit and social benefit in the order of importance. Third, regarding the importance in service quality for clothing consumption value group, practical·symbolic consumption group and practical consumption group considered price policy·quality service more important than hedonic consumption group, and practical·symbolic consumption group considered product assortment·quality, promotion service, salesperson service, convenience of store service more important than other groups. Fourth, regarding the importance of relationship benefits for the clothing consumption value groups, practical·symbolic consumption group considered informative benefit and social benefit more important than other groups. The practical·symbolic consumption group and practical consumption group considered psychological benefit more important than the hedonic consumption group