브랜드의 지각된 품질, 브랜드 신뢰와 고객만족과 충성도에 관한연구
A Study of Perceived Brand Quality on Customer Satisfaction, Brand Trust and Brand Loyalty
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초록
1990년대 이후, 브랜드는 현대인의 소비생활에서 중요한 요소로 자리잡아왔다. 소비자들은 제품의 물리적 속성 및 기능만을 중시하지 않고 제품자체나 소비와 관련된 감성에 의하여 많은 영향을 받고 있다. 이에, 브랜드가 기업 가치를 창조하는 하나의 무형자산으로 인식되면서 브랜드에 대한 관심의 증대와 함께 브랜드에 대한 많은 연구들이 활발히 진행되었다. 본 연구는 선행연구와 이론적 논의를 토대로 브랜드 충성도에 영향을 미치는 선행변수들 간의 관련성에 대한 분석하고자 한다. 구체적으로, 소비자들이 자주 이용하는 정유사를 연구대상으로 삼아 브랜드 충성도에 영향을 미치는 선행요인인 지각된 브랜드 품질, 고객만족, 브랜드 신뢰 간의 관계를 체계적으로 밝힘으로써 이러한 관계가 결과적으로 브랜드 충성도에 기여한다는 의미 있는 결과를 도출해 학술적, 실무적 시사점을 제시하고자 한다. 본 연구를 통한 분석 결과는 다음과 같다. 정유사를 대상으로 소비자가 지각하는 브랜드 품질이 고객 만족 및 브랜드 신뢰에 유의한 영향을 미치고, 고객 만족 및 브랜드 신뢰 모두 브랜드 충성도에 유의한 영향을 미치는 것으로 조사되었다. 본 연구 결과에 따르면, 비 차별화된 제품을 판매하는 정유시장에서 소비자가 기름 품질 자체에 대해 인식하는 것은 쉽지 않은 상황이다. 따라서 정유사들은 그 정유사 브랜드 이미지, 서비스, 주유소 시설 등 전반적으로 소비자가 지각하는 정유사 브랜드 품질이 브랜드 충성도를 형성하는 초반이 되며, 이것은 곧 고객 만족 및 브랜드 신뢰에 영향을 미치고 이를 바탕으로 브랜드 충성도를 구축, 유지해야 한다는 점에 주목해야 할 것이다.
Abstract
Since the 1990s, the brand has established itself as an important factor to consumers. Consumers is affected by not only the product's physical properties and functions but also the sensitivity associated with the consumption or the product itself. Thus, Many studies has been very active because of the increased interest to the brand that is recognized as one of the intangible assets that create value for the company. The purpose of this paper is to provide the result of methodical analysis about the relationship among leading variables that affect on brand loyalty. Concretely, by methodically defining the relationship among perceived brand quality, customer satisfaction and brand trust, that is leading variable which affect on brand loyalty, focused on frequently used oil companies, this paper would suggest scientific and practical implications through draw a conclusion that this relationship contributes on brand loyalty. The results of empirical test are as follows. Customer perceived brand quality based on fuel quality, positively influence on customer satisfaction and brand trust. Then, customer satisfaction and brand trust positively influence on brand loyalty. According to the results of this study in the oil market, customer cannot distinguish fuel product quality itself among oil companies. Therefore it is strongly suggested that oil companies build and maintain brand loyalty on the basis of perceived brand quality, customer satisfaction and brand trust.
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