Clothing Shopping Guide Attributes's Influence On Relationship Quality

Since the 1990s,relationship marketing has been a hot issue to the academia. Relationship quality is one of the most important concepts in relationship marketing theory. How to improve relationship quality and maintain customer loyalty are strategic significance for the development of business and brand.The paper is based on the related literature of clothing shopping guide and the theoretical analysis of relationship quality. Using empirical research methods, theoretical models and assumptions are verified. The regression equation between three dimensions (satisfaction, trust and commitment) of relationship quality and clothing shopping guide characteristics are constructed. The conclusion is showed as follows:(1)The customers perceived clothing shopping guide attributes are consisted of expertise, communication, polite enthusiasm, patience, distant service, professional appearance, quick service.(2)The dimensions of clothing shopping guide attributes and the three dimensions of relationship quality have positive correlation.(3)Through regression analysis, the regression equation between clothing shopping guide attributes and relationship quality are as followed:Satisfaction=0.275*quick service+0.233*polite enthusiasm+0.156*distant service+0.193*communication+0.149*professional appearance;Trust=0.536* quick service +0.237* patience;Commitment=0.332* quick service+0.221* distant service +0.138* expertise.As can be seen from the regression equation, quick service, polite enthusiasm, distant service, communication and professional appearance have the remarkable positive influence on customer satisfaction; quick service and patience have the remarkable positive influence on customer trust; quick service, distant service and expertise have the remarkable positive influence one customer commitment.