관계유대, 관계품질, 추천의도의 구조적 관계: 회원고객을 대상으로
The Structural Relationship among Relationship Bond, Relationship Quality and Recommendation Intention: Focusing on Membership Customers
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초록
본 연구는 관계유대, 관계품질인 고객만족과 신뢰 그리고 추천의도의 구조적 관계를 살펴보는 것을 목적으로한다. 이를 위하여 관계유대는 재무적, 사회적, 구조적 등 세 가지 차원으로 구성하였으며, 고객만족은 종업원에대한 만족과 영업장에 대한 만족으로 구분하였다. 조사대상은 부산지역 호텔의 회원고객이며, 분석방법은 구조방정식모형을 활용하였다. 그 결과는 다음과 같다. 첫째, 재무적, 사회적, 구조적 등 세 가지 관계유대의 차원은 종업원에 대한 만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 재무적 관계유대와 구조적 관계유대는 영업장에 대한 만족에 긍정적인 영향을 미치나 사회적 관계유대는 영향을 주지 않는 것으로 나타났다. 셋째, 종업원에 대한 만족은 영업장에 대한 만족에 긍정적인영향을 미치는 것으로 나타났다. 넷째, 종업원에 대한 만족과 영업장에 대한 만족은 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 신뢰는 추천의도에 긍정적인 영향을 미치는 것으로 나타났다. 이들 결과를 토대로 학문적, 실무적 시사점을 제시하였다.
Abstract
The purpose of this study is to confirm the structural relationship among relationship bond, relationship quality, and recommendation intention. For this purpose, relationship bond consists of three dimentions(finantional bond, social bond and structural bond), and customer satisfaction consists of two dimentions(business place satisfaction and employee satisfaction). This study tests empirically the relationship using a survey of hotel members in Busan. The results may be summarized as follows. First, all three dimentions of relationship bond positively affect employee satisfaction, but only finantial bond and social bond positively affect business place satisfaction. Second, employee satisfaction positively affests business place satisfaction. Third, both employee satisfaction and business place satisfaction positively affect business place trust. Forth, business place trust positively affects recommendation intention. Finally, the study suggests key findings, research and managerial implications, and future research directions.
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