Analysis of Clothing Websites for Young Customer Retention based on A Model of Customer Relationship Management via the Internet by Yoo-Kyoung Seock Dissertation submitted to the Faculty of the Virginia Polytechnic Institute and State University in Partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY IN CLOTHING AND TEXTILES
APPROVED:
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Marjorie J. T. Norton, Chair Clothing and Textiles _____________________________ Jessie H. Chen-Yu Clothing and Textiles _____________________________ James E. Littlefield Marketing _____________________________ Valerie L. Giddings Clothing and Textiles _____________________________ Kusum Singh Educational Leadership and Policy Studies
July 31, 2003 Blacksburg, Virginia Key words: Internet clothing website, attitude, information search intention, purchase intention Copyright 2003, Yoo-Kyoung Seock
Analysis of Clothing Websites for Young Customer Retention based on A Model of Customer Relationship Management via the Internet by Yoo-Kyoung Seock Marjorie J. T. Norton, Chair Clothing and Textiles (Abstract) In today's era of intense competition for acquiring and retaining customers, customer retention has become a major issue and a key objective in modern retailing. With the emergence of new information technologies, the Internet offers new possibilities for customer retention through the management of relationships between marketers and consumers. Little empirical research has addressed the role of Internet websites in retaining customers for particular brands or at particular stores. The purpose of this research was to determine the effects of the attitudes of a sample of young consumers aged 18 to 22 toward their favorite websites on intentions to purchase through the Internet and channels other than Internet clothing websites. The data were collected using an online survey with a structured questionnaire. The subjects of the study were 414 male and female undergraduate and graduate students at Virginia Tech and The Ohio State University, who were aged 18 to 22 and non-married. Several hypotheses were put forward and results except for one hypothesis were supported. Factor analysis, cluster analysis, factorial MANOVA, canonical correlation analysis, multiple regression, path analysis, and t-tests were employed to test the research hypotheses on the relationships among the variables. The factorial MANOVA results showed that shopping orientation and previous online shopping experience affected the evaluation of general clothing website characteristics, as well as the evaluation of favorite clothing websites. The canonical correlation results revealed that the product information, customer service, and navigation factors represented the favorite clothing website characteristics and were well predicted by the same constructs of the general clothing website characteristics. The path analysis revealed that attitudes toward favorite

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