본문 바로가기
KERD
논문KCI 등재

지역사회 서비스에서 관계혜택과 관계품질, 관계지속의도와의 관계연구

A Study on the Relationship of Benefits, Quality, and Continuity Intention in Community Services

이현주|허무열
한국유통과학회 (Korea Distribution Science Association)|2017.09|산경연구논집 (The Journal of Industrial Distribution & Business)|제8권 제4호|pp. 53-63

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

Relationship QualityRelationship BenefitsRelationship Continuity IntentionCommunity Services.

초록

Purpose - This study aims to examine the correlations between relationship benefits, quality, and continuity intention of community services. It further investigates the mediation effect of relationship quality operating on the association between relationship benefits and relationship continuity intention. Thus, this study will aim to elucidate the correlations between relationship benefits, quality and community services intention. Research design, data, and methodology - To achieve these objectives, this study executed a questionnaire from the users of the child․adolescent psychological support service which represents part of community services. The research framework that was utilized in this study was of three main factors. They were relationship quality, relationship benefits, and intention of relationship continuity. In relationship quality, factors such as trust and commitment was included in this section. For relationship benefits, factors such as society benefits and commitment benefits were the essence. The control variable in this study was gender, age, income, hours of service used, and the number of times service was used in community services. Results - The key research findings are as follows. First, this study found out that the more the social benefits was enhanced in the community services, the higher the relationship continuity intention was. Second, this study has found out that the higher the trust of community services, the higher the relationship continuity intention. Third, this study has shown that the more the relationship benefits was enhanced in the community services, the higher the recognition by the users’ relationship quality was. Fourth, the trust in the community services played a mediating role between the relationship benefits and relationship continuity intention. Conclusions – Many associations could be discovered on the correlations between relationship benefits, quality, and community service continuality intention. These results will have important implications for the future of child and adolescent psychological support services. In terms of relationship marketing, the three factors; benefits, quality, and continuity intention in community services were proved to be pivotal. In order for the continuity intention in community services, the two factors of benefits and quality were the influential factors. From a policy maker’s standpoint, the relationship continuity was the most important factor.

Abstract

Purpose - This study aims to examine the correlations between relationship benefits, quality, and continuity intention of community services. It further investigates the mediation effect of relationship quality operating on the association between relationship benefits and relationship continuity intention. Thus, this study will aim to elucidate the correlations between relationship benefits, quality and community services intention. Research design, data, and methodology - To achieve these objectives, this study executed a questionnaire from the users of the child․adolescent psychological support service which represents part of community services. The research framework that was utilized in this study was of three main factors. They were relationship quality, relationship benefits, and intention of relationship continuity. In relationship quality, factors such as trust and commitment was included in this section. For relationship benefits, factors such as society benefits and commitment benefits were the essence. The control variable in this study was gender, age, income, hours of service used, and the number of times service was used in community services. Results - The key research findings are as follows. First, this study found out that the more the social benefits was enhanced in the community services, the higher the relationship continuity intention was. Second, this study has found out that the higher the trust of community services, the higher the relationship continuity intention. Third, this study has shown that the more the relationship benefits was enhanced in the community services, the higher the recognition by the users’ relationship quality was. Fourth, the trust in the community services played a mediating role between the relationship benefits and relationship continuity intention. Conclusions – Many associations could be discovered on the correlations between relationship benefits, quality, and community service continuality intention. These results will have important implications for the future of child and adolescent psychological support services. In terms of relationship marketing, the three factors; benefits, quality, and continuity intention in community services were proved to be pivotal. In order for the continuity intention in community services, the two factors of benefits and quality were the influential factors. From a policy maker’s standpoint, the relationship continuity was the most important factor.

참고문헌 (52)

  1. Anderson, J. C., "Structural equation modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  2. Anderson, J. C., "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, 54(1), pp.42~58 (1990)
  3. Anderson, E., "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 29(1), pp.18~34 (1992)
  4. Beatty, S. E., "Customer-Sales Associate Retail Relationships", Journal of Retailing, 72(3), pp.223~247 (1996)
  5. Berry, L. L., "Relationship marketing of service:Growing interest, emerging perspective", Journal of the Academy of Marketing Science, 23(4), pp.236~245 (1995)
  6. Bitner, M. J., "Building Service Relationships: It’s All about Promises", Journal of the Academy of Marketing Science, 23(4), pp.246~251 (1995)
  7. 변경원, "스키리조트 CRM과 관계혜택, 고객만족, 신뢰, 관계몰입 및 고객충성도와의 관계", 한국체육학회지, 45(1), pp.495~514 (2006), 한국체육학회
  8. Crosby, L. A., "Relationship quality in services selling: An interpersonal influence perspective", Journal of Marketing, 54, pp.68~81 (1990)
  9. Czepiel, J. A., "Telecommunications marketing in the information era: Opportunities and strategies", pp.34~39 (1987), College of Business Administration, University of Rhode Island
  10. Dwyer, F. R., "Developing Buyer-Seller Relationships", Journal of Marketing, 51, pp.11~27 (1987)
  11. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
  12. Garbarino, E., "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships", Journal of Marketing, 63, pp.70~87 (1999)
  13. Goo, M. H., "A study of Relationship Marketing for Hotel Service Industry", Doctor, pp.1996
  14. 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)
  15. Hausman, A., "The Impact of Coercive and Non-Coercive forms of Influence on Trust, Commitment, and Compliance in Supply Chains", Industrial Marketing Management, 39(3), pp.519~526 (2010)
  16. Hellier, P. K., "Customer Repurchase Intention: A General Structural Equation Model", European Journal of Marketing, 37(11-12), pp.1762~1800 (2003)
  17. 황인창, "의료서비스품질이 관계품질과 서비스충성도에 미치는 영향: 전환장벽의 조절효과를 중심으로", 산업경제연구, 20(5), pp.1875~1902 (2007), 한국산업경제학회
  18. 황선아, "종업원의 고객지향성에 따른 관계 질(만족,신뢰,몰입)이재방문의도에 미치는 영향", 서비스경영학회지, 6(2), pp.151~186 (2005), 한국서비스경영학회
  19. Ju, S. L., "The Effects of Perceived Service Quality and Relational Benefits on Relationship Development Process between Fashion Retail Stores and Customers", Proceedings of the Korean Society of Clothing and Textiles Conference (2004), Korean Society of Clothing and Textiles
  20. Kalafatis, S. P., "A Re-Examination of the Commitment-Trust Theory", Proceedings of the International Conference on Industrial Marketing and Purchasing, 1(12), pp.399~418 (1997)
  21. 김은정, "지역사회서비스 이용자의 서비스 품질평가와 지속이용 의향 : 대구시 문제행동아동조기개입서비스를 중심으로", 지방정부연구, 16(1), pp.331~352 (2012), 한국지방정부학회
  22. 김현영, "외식업체의 관계효익이 고객충성도에 미치는 영향 - 신뢰와 몰입을 매개변수로 -", 서비스경영학회지, 9(3), pp.183~206 (2008), 한국서비스경영학회
  23. 김인숙, "바우처 도입에 따른 사회복지전문직 정체성의 변화와 그 의미", 한국사회복지학, 62(4), pp.33~58 (2010), 한국사회복지학회
  24. 김정희, "사회복지기관과 후원자와의 관계품질이 관계유지의도에 미치는 영향", 경영연구, 25(3), pp.359~399 (2010), 한국산업경영학회
  25. 김광지, "외식산업의 관계혜택이 몰입, 전환장벽, 고객만족의 매개적 역할을 통해 고객충성도에 미치는 영향", 호텔경영학연구, 19(2), pp.93~113 (2010), 한국호텔외식관광경영학회
  26. 김신애, "위성방송가입자의 확신적 및 특별대우 관계 편익이 관계신뢰와 구전효과에 미치는 영향: 한국적 정(情)의 조절효과를 중심으로", 마케팅논집(Journal of Marketing Studies), 23(1), pp.25~45 (2015), 한국전략마케팅학회
  27. 김성홍, "종합적 품질이 공급자·구매자 간 관계품질에 미치는 영향", 대한경영학회지, 25(3), pp.1631~1653 (2012), 대한경영학회
  28. Kim, W. G., "Antecedents and consequences of relationship quality in hotel industry", Journal of Hospitality Management, 21(4), pp.321~338 (2002)
  29. Klemperer, P., "Markets with Consumer Switching Costs", International Library of Critical Writings in Economics, 163(32), pp.672~691 (1987)
  30. Lee, M. H., "The Influence of Relational Benefits and Relationship Quality on Customer Royalty in Banking Industry", Doctor, pp.2010
  31. 이원일, "지각된 의료서비스 품질과 관계품질이 고객충성도에 미치는 영향 - 중ㆍ소규모 병ㆍ의원을 중심으로 -", 유통경영학회지, 17(1), pp.35~51 (2014), 한국유통경영학회
  32. 임연우, "여행사 1인 기업의 관계혜택과 신뢰가 충성도에 미치는 영향", 관광경영연구, 18, pp.197~212 (2014), 관광경영학회
  33. Lim, Y. O., "A Study on the Customer Loyalty to Senior Welfare Center: Focusing on the Relationships Among Customer Satisfaction, Perceived Service Quality, and Perceived Relational Benefits", Doctor, pp.2008
  34. Mohr, J., "Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques", Strategic Management Journal, 15(2), pp.135~152 (1994)
  35. 문신희, "서비스 실패 상황에서 관계품질과 관계혜택이 배신감과 관계단절행동에 미치는 영향 : 공기업을 중심으로", 경영교육연구, 29(6), pp.158~190 (2014), 한국경영교육학회
  36. Morales, A. C., "Giving Firms an ‘E’ for Effort:Consumer Responses to High-Effort Firms", Journal of Consumer Research, 31(4), pp.806~812 (2005)
  37. Morgan, R. M., "The commitment-trust theory of relationship marketing", Journal of Marketing, 58, pp.20~38 (1994)
  38. Noordewier, T. G., "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationship", Journal of Marketing, 54(4), pp.80~93 (1990)
  39. 오현정, "판매원 서비스와 관계효익이 구매만족과 재구매 의도에 미치는 영향", 한국의류학회지, 30(2), pp.245~254 (2006), 한국의류학회
  40. Palmatier, R. W., "Factors Influencing the Effectiveness of Relationship Marketing. A Meta-Analysis", Journal of Marketing, 70, pp.136~153 (2006)
  41. Park, B. K., "The Influence of Service Royalty of Relationship for Customers and Relationship Benefits", International Tourism Scholastic Symposium, pp.717~728 (2004)
  42. Park, J. H., "Effect of information satisfaction and relational benefit on consumer's online shopping site commitment", Doctor, pp.2003
  43. 박성복, "비영리기관 서비스의 재이용의도에 미치는 통합마케팅 요인들의 구조적 관계에 관한 연구", 한국사회와 행정연구, 21(1), pp.199~228 (2010), 서울행정학회
  44. Reichheld, F. F., "The loyalty effect" (1996), Harvard Business School Press
  45. Reynolds, K. E., "Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing", Journal of Retailing, 75(1), pp.11~32 (1999)
  46. 류시영, "주제공원의 서비스스케이프와 관계의 질, 충성도간의 관계", 관광학연구, 34(2), pp.239~258 (2010), 한국관광학회
  47. 서현석, "오픈마켓에서 관계혜택이 몰입과 이탈의도 및 충성도에 미치는 영향에 관한 연구", 서비스경영학회지, 13(5), pp.31~57 (2012), 한국서비스경영학회
  48. Seo, Y. D., "Effects of relational benefits on commitment and loyalty", Master, pp.2003
  49. Stobacka, K., "Managing Customer Relationships for Profit: The Dynamics of Relationship Quality", International Journal of Service Industry Management, 5(5), pp.21~38 (1994)
  50. Wulf, K. D., "Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration", Journal of Marketing, 65(4), pp.33~50 (2001)
  51. Yen, H. J. R., "Internet Retail Customer Loyalty: The Mediating Role of Relational Benefits", International Journal of Service Industry, 14(5), pp.483~500 (2003)
  52. 윤대균, "카지노 이용고객의 관계혜택, 신뢰, 고객만족, 관계유지의도와의 관계 연구 - 강원랜드 이용고객을 중심으로-", 대한경영학회지, 25(5), pp.2413~2432 (2012), 대한경영학회

관련 논문AI추천

지역사회서비스 창업에 있어 관계마케팅에 관한 연구: 관계신뢰와 관계만족 요인을 중심으로이현주한국창업학회 · 한국창업학회지2016 · 제11권 제2호지역사회서비스투자사업의 서비스 품질과 재이용의사에 대한 만족도의 매개효과 분석: 대구지역 아동정서발달지원서비스를 중심으로조성숙, 허만세서울연구원 · 서울도시연구2012 · 제13권 제1호사회복지기관과 후원자와의 관계품질이 관계유지의도에 미치는 영향김정희, 이종헌한국산업경영학회 · 경영연구2010 · 제25권 제3호서비스 기업에서의 관계혜택이 관계몰입과 관계지속의도에 미치는 영향 - 서비스 업종별 비교 -강경수, 이정실, 임채관, 조윤주, 허범영, 홍순복관광경영학회 · 관광경영연구2012 · 제16권 제2호관계혜택과 커뮤니케이션이 관계의 질과 장기지향성에 미치는 영향: 미용서비스 점포를 중심으로김성은, 정명선복식문화학회 · 복식문화연구2015 · 제23권 제3호공공도서관 시니어 이용자가 지각하는 관계혜택이 관계품질과 관계지속의도에 미치는 영향에 관한 연구노동조, 신혜봉한국비블리아학회 · 한국비블리아학회지2019 · 제30권 제4호

이 간행물의 다른 논문 (5건)

A Study on the Consciousness for Korean-Chinese Adaptation in Korea김종진pp. 7-13Forecasting for a Credit Loan from Households in South Korea정동빈pp. 15-21A Study on the Social Support’s Moderating Effect for the Elderly’s Life Satisfaction김홍선, 정명희pp. 23-35대형마트에 대한 소비자들이 지각하는 충성요인이 재방문 결정에 미치는 영향 : 목포권 소비자를 중심으로김판진, 김화경pp. 37-46제주지역 호텔기업 부실예측모형 평가김시중pp. 47-52
원문 보기