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소매유통업에서 소비자들이 지각하는 윤리적 요인들이 관계의 질과 점포충성도에 미치는 영향

The Effect of Consumer Perceived Ethical Factors on the Relationship Quality and the Store Loyalty in Retail Trade

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초록

본 연구는 소비자가 소매점과의 거래관계에서 지각할 수 있는 윤리적 문제들을 고찰하고 소비자들이 소매유통점포 이용 시에 어떠한 윤리적 요인들을 중요하게 생각하는지를 살펴보고자 하였다. 특히 직/간접적인 거래 경험으로부터 형성된 윤리적/비윤리적 요인들이 종업원 또는 소매점과의 거래 관계의 질, 나아가 점포충성도에 어떠한 영향을 미치는지에 대해 고찰하였다. 연구 결과, 소비자들은 기업과 종업원들이 비윤리적이라고 판단할수록 소비자들이 지각하는 종업원과의 관계는 그리 좋지 않은 것으로 나타났고 아울러 기업과의 관계도 그리 좋지 않다고 지각하는 것으로 나타났다. 구체적으로는 종업원 속임 행위와 심리적 압박감을 느낄 때 종업원과의 관계의 질을 낮게 평가하는 것으로 나타났다. 아울러 기업이 윤리적이고, 사회적 공헌활동을 하는 것으로 지각할 때 기업과의 관계의 질을 더 높게 생각하는 것으로 나타났다. 마지막으로 소비자들이 종업원과의 관계의 질이 높다고 판단할수록 그리고 기업과의 관계의 질이 높다고 판단할수록 점포충성도는 높아지는 것으로 나타났다.

Abstract

The purpose of this study is to investigate ethical/unethical factors perceived by customers in retail trade. In addition, this study examines the important ethical/unethical factors influencing on the relationship quality with salespeople and companies while customers are experiencing with retail stores. Furthermore, it is to look for the influence of the relationship quality on a store loyalty as well. As a result, customers perceived bad relationship quality with salespeople as well as companies when they perceived that store salespeople as well as companies are unethically behaved. Specifically, customers perceived not a good relationship quality with salespeople when they felt deceptive behaviors of salespeople and felt some pressure from them. In addition, customers perceived a good relationship quality with company when they perceived that companies were transparent management and doing socially responsible activities. Finally, the better relationship quality customers perceived, the higher store loyalty they have.

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