Relationship between apparel store satisfaction and patronage behaviors of black college-age consumers

The purpose of this research was to determine the relationship between apparel store satisfaction and the patronage behavior of black college-age consumers. In addition, perceptions of the store attributes, the importance attached to the attributes, and personal characteristics were investigated separately and in relation to satisfaction.

A need for this research exists because consumers’ satisfaction with the environments of retail establishments has not been researched as abundantly as satisfaction with products and services. It is important for retailers and students in clothing and textiles and business to understand the immense diversity among consumers if they are to market merchandise accurately and successfully. This study will be of value since it determines the level of retail satisfaction of the subjects since satisfaction needs to be understood before there is an understanding of patronage behavior and buying habits.

Data were collected by convenience sampling on the Virginia Tech campus. Surveys were administered to students in four sections of an Introduction to Black Studies course in Spring 1994. The final sample size for this study was 90 subjects.

Mean ratings of the responses were tabulated from each variables average item scores. The perception rating signified that the subjects’ general perceptions of the store personnel and atmosphere were between "neutral" and "slightly" positive on the scale. Importance ratings signified that the subjects found the store personnel and atmosphere components listed to be "very important” to "usually important". Satisfaction ratings signified that the subjects felt "satisfied" to "neutral" in relation to store personnel, atmosphere, and apparel stores in general. It was found that there is a significant relationship between the dependent variable, retail satisfaction and the independent variable, perception. One-way analysis of variance (ANOVA) showed the relationship between satisfaction with store atmosphere and perceptions of the store personnel and atmosphere to be the weakest relationship of the three satisfaction items. Correlation analyses showed no significant relationship exists between store satisfaction and the other variables, the importance attached to the image attributes, patronage behaviors, and demographics.