고객 가치 척도 개발 연구
A Study on the Development of Customer Value Scale
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초록
본 연구는 여러 가지 다양한 개념과 의미로 사용되고 있는 고객 가치의 정의와 개념을 정리하여 국내에서 고객 가치를 측정할 수 있는 척도 문항을 개발하는데 그 목적이 있다. 고객 가치 차원을 소유 가치와 사용 가치로 구분하여 대구시에 거주하는 대학생과 일반인들 491명의 측정 데이터를 최종 분석하였다. 탐색적 요인 분석을 통해 소유 가치 7개 요인과 사용 가치 7개 요인을 추출하였으며, 확인적 요인 분석을 통해 측정 항목들이 서로 변별되며, 사용된 척도의 타당도를 확인하였다. 소유 가치는 차별성 추구, 사회적 인정 추구, 사회적 바람직성 추구, 행복 추구, 성취 추구, 쾌락 추구 및 기쁨 추구의 7개 요인으로, 사용 가치는 경제성 추구, 합리성 추구, 스마트 추구, 감동 추구, 새로움 추구, 쾌락 추구 및 즐거움 추구의 7개 요인으로 분리되었다. 논의를 통해 선행 연구결과들과의 비교 분석을 하였으며, 마지막으로 본 연구의 의의와 한계점을 제시하였다.
Abstract
This study is aimed at developing a scale of customer value by studying its definitions and concepts of diverse uses. The dimension of customer value divided into value in possession and value in use has been measured and analysed with the data of 491 university students and ordinary people who lives in Daegu. 7 factors of the value in possession and 7 factors of the value in use were extracted by exploratory factor analysis, measurement items are discriminated by confirmatory factor analysis, and validity of the scales are verified. The value in possession were divided into 7 factors, pursuit of discrimination, pursuit of social recognition, pursuit of social desirability, pursuit of happiness, pursuit of achievement, pursuit of pleasure and pursuit of delight. The value in use were divided into 7 factors, pursuit of economic feasibility, pursuit of rationality, pursuit of smartness, pursuit of impression, pursuit of novelty, pursuit of pleasure and pursuit of interest. Discussion analysed of this research in comparison with precedent studies, then suggested the importance and the limit point of it.
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