고객관계관리전략이 관계품질과 고객로열티에 미치는 영향에 관한 연구: 영유아교육기관 이용 부모를 대상으로
A Study on the Impact of Customer Relationship Management Strategy on Relationship Quality and Customer Loyalty: Focused on for Parents Who Use Infant and Toddler Education Institutions
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: The purpose of this study is to examine the structural paths of relationship quality in the relationship between customer relationship management strategies perceived by parents of service users and customer loyalty, and to provide basic data for improving institutional operations to enhance service quality. Methods: The collected data were analyzed using the SPSS 22.0 and Smart PLS 4.0 statistical analysis programs to check and verify the data. Results: The results of the study showed that all of the relationships between customer relationship management strategies and the sub-dimensions of relationship quality, except for professionalism and customer orientation, have a positive impact on customer satisfaction. Additionally, the mediation effect of customer trust was rejected in the verification process. Finally, it was found that customer orientation and professionalism have a sequential mediating effect on the relationship between customer satisfaction and customer trust in the relationship between customer loyalty and customer relationship management strategies. Conclusion: Through the research results, it can be concluded that early childhood education institutions should consistently and continuously respond to ensure that service users, parents, have confidence in the services provided, which is an important strategic point.
Abstract
Purpose: The purpose of this study is to examine the structural paths of relationship quality in the relationship between customer relationship management strategies perceived by parents of service users and customer loyalty, and to provide basic data for improving institutional operations to enhance service quality. Methods: The collected data were analyzed using the SPSS 22.0 and Smart PLS 4.0 statistical analysis programs to check and verify the data. Results: The results of the study showed that all of the relationships between customer relationship management strategies and the sub-dimensions of relationship quality, except for professionalism and customer orientation, have a positive impact on customer satisfaction. Additionally, the mediation effect of customer trust was rejected in the verification process. Finally, it was found that customer orientation and professionalism have a sequential mediating effect on the relationship between customer satisfaction and customer trust in the relationship between customer loyalty and customer relationship management strategies. Conclusion: Through the research results, it can be concluded that early childhood education institutions should consistently and continuously respond to ensure that service users, parents, have confidence in the services provided, which is an important strategic point.
참고문헌 (30)
- Anderson, J. C., "A model of distributor firm and manufacturer firm working partnerships", Journal of Marketing, 54(1), pp.42~58 (1990)
- Burgoon, J. K., "Nonverbal behaviors, persuasion, and credibility", Human Communication Research, 17(1), pp.140~169 (1990)
- Crosby, L. A., "Relationship quality in services selling : Aninterpersonal influence perspective", Journal of Marketing, 54(3), pp.68~81 (1990)
- Czepiel, J. A, "Service encounters and service relationships : implications for research", Journal of Business Research, 20(1), pp.13~21 (1990)
- Donavan, T. D., "Internal Benefits of Service-Worker Customer Orientation : Job Satisfaction, Commitment, and Organizational Citizenship Behavior", Journal of Marketing, 68(1), pp.128~146 (2004)
- Gabbott, M., "The role of non-verbal commu-nication in service encounters : A conceptual framework", Journal of Marketing Management, 17(1-2), pp.5~26 (2001)
- Gummesson, E, "The new marketing—developing long-terminteractive relationships", Long Range Planning, 20(4), pp.10~20 (1987)
- Gwinner, K. P., "Relational benefits in services industries: the customer’s perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998)
- Jeong Han-ho, "Exploring the structural relationship between certainty, empathy, reliability, responsiveness, tangibility, and perceived quality and satisfaction of distance learning in university distance learning", Lifelong Learning Society, 18(1), pp.92~116 (2022)
- Jeong Jin-gon, "The impact of kendo gym CRM on relationship quality and customer loyalty", Korean Kendo Society, 27(1), pp.17~49 (2016)
- Kim eun-joung, "A study on the impact of customer relationship management strategy on relationship quality and customer loyalty:For service users of infant and toddler education institutions", doctor, pp.2023
- Kim eun-joung, "A study on the impact of relationship benefits on customer loyalty : For parents who use infant and toddler educational institutions", Quality Management Society, 50(2), pp.235~250 (2022)
- Kim eun-joung., "A Study on the Effect of Educational Service Quality and Communication on Customer Loyalty through Customer Satisfaction and Customer Trust", Quality Management Society, 52(1), pp.55~75 (2024)
- Korea CRM Association, "CRM expert", Customer Strategy Research Center, ~ (2015)
- Lee Kyung-hee, "The impact of childcare teachers' human rights awareness and professional awareness on rights-respecting childcare for infants and young children", Child Education, 27(4), pp.211~229 (2018)
- Lee Seon-min, "The impact of aircraft airscape and human service on relationship quality and intention to continue the relationship : Focusing on low-cost airlines", Tourism Studies, 37(5), pp.197~215 (2022)
- Marley, K. A., "The Role of Clinical and Process Quality in Achieving Patient Satisfaction in Hospitals", Decision Sciences, 35(3), pp.349~369 (2004)
- Moon Jeong-hee, "The impact of childcare teachers’ professionalism on respect for infants’ rights : The mediating effect of teacher efficacy", Korean Infant and Toddler Care Studies, 132, pp.1~24 (2022)
- Morgan, R. M., "The commitment-trust theory of relationship marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
- Oliver, R. L, "Satisfaction: A Behavioral Perspective on the Consumer", pp.1997, Richard D. Irwin
- Palmatier, R. W., "Factors influencing the effectiveness of relationship marketing : A meta-analysis", Journal of Marketing, 70(4), pp.136~153 (2006)
- Parasuraman, A., "SERVQUAL : A MultiplepItem Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64, pp.12~40 (1988)
- Park Kyung-woon, "A study on factors affecting the intention to use welfare services in middle-aged and older people", doctor, pp.2021
- Park Mi-kyung., "The impact of the director's emotional leadership perceived by daycare teachers on organizational commitment and customer orientation", Korean Journal of Public Management, 31(4), pp.171~194 (2017)
- Saracho, O. N., "Professionalism and the preparation of early childhood education practitioners", Early Development and Care, 89, pp.1~17 (1993)
- Saxe, R., "The SOCO scale : A Measure of the Customer Orientation of Salespeople", Journal of Marketing Research, 19(8), pp.550~562 (1982)
- Statistics Korea, "2022 Population and Housing Census. Childcare status survey", Kindergarten overview, ~ (2024)
- Sundaram, D. S., "The Role of Nonverbal communication in Service Encounters", Journal of Services Marketing, 14(5), pp.378~391 (2000)
- Uppal, M., "Factors determining e-learning service quality", British Journal of Educational Technology, 49(3), pp.412~426 (2018)
- Zeithaml, V. A., "Services marketing" (1997), McGraw Hill