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이동통신 서비스에 대한 고객 만족에 미치는 몰입의 매개적 효과

A Study on the Mediating Role of Commitments on Customer Satisfaction Focused on the Mobile Telecommunication Service

이원준|홍성태|한영도
한국기업경영학회 (Korean Corporation Management Association)|2010.09|기업경영연구 (Korean Corporation Management Review)|제17권 제3호|pp. 191-206

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참고문헌

키워드

관계 마케팅Customer SatisfactionSwitching Cost정서적 몰입고객 만족계산적 몰입Calculative Commitment전환 비용Emotional CommitmentRelation Marketing
주제분류경영학

초록

본 연구는 치열한 생존 경쟁을 경험하고 있는 국내 이동통신 서비스에 있어서 관계적 편익과 특별 대우 편익과 같은 서비스 평가 기준들이 정서적 몰입에 미치는 영향과 기존혜택 상실비용, 경쟁 대안 평가비용과 같은 비용 요인들이 계산적 몰입에 미치는 영향을 살펴보고, 이러한 두 가지 몰입과 고객 만족과의 연결에 대하여 고찰하였다. 본 연구모델의 실증 분석을 위하여 설문 조사를 실시한 결과, 관계적 편익과특별대우 편익은 정서적 몰입에 유의한 영향을 미쳤으며, 기존 혜택 상실비용과 경쟁대안 평가비용은 계산적 몰입에 유의한 영향을 미쳤다. 또한 정서적 몰입과 계산적 몰입은 모두 고객 만족에 유의한 영향을 미쳤다. 분석 결과를 통한 결론 및 시사점은 첫째, 편익 요인과 비용 요인이 만족에 영향을 미치기 위해서는 정서적 몰입과 계산적 몰입과 같은 매개적 변수가 필요하므로 매개 변수에 대한 다차원적 이해가 필요하다는점이다. 둘째, 편익이 정서적 몰입을 통하여 만족에 영향을 미침을 분석함으로써 정서적 상호작용의 강화를주장하였다. 셋째, 계산적 몰입 역시 고객 만족에 긍정적 영향을 미침을 확인하였다. 넷째, 기업의 시장에서의 지위에 따라서 지각된 전환비용을 각각 다르게 이용할 수 있음을 시사점에서 제시하였다

Abstract

The purposes of this paper are to investigate the mediating role of commitments on customer satisfaction in mobile telecommunication industry. For this purpose, we do literature reviews, develop research model and conduct an empirical research. The literature review covers theoretical discussion on customer satisfaction, emotional and calculative commitment, switching cost, and other variables for hypothesis setting. Based on these previous study, a model which explains the relationship between variables is proposed. In the model, relational benefit and special care benefit have indirect effect on consumer satisfaction mediated by emotional commitment. And the cost for losing existing benefits and cost for evaluating alternatives have indirect effect on consumer satisfaction mediated by calculative commitment. The survey was carried out by collecting data through face to face interview and the number of effective respondents used for the analysis was 276 sample. Reliability test, CFA(Confirmatory Factor Analysis), and SEM(Structural Equation Modeling) methods were used consequently to analyze the data. Through the empirical analysis, the results and major implications that we have drawn are as follows;Firstly, multi dimensional understanding of affective and calculative commitment toward customer satisfaction should be examined. Secondly, emotional interaction such as emotional commitment needs to be fortified because of its important role in enhancing customer satisfaction. Thirdly, calculative commitment such as switching cost plays an significant role for increasing customer satisfaction. Fourthly, each company should understand and approach to perceived switching cost differently according to their positions in market.

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