제품태도가 만족도와 충성도에 미치는 영향에 관한 연구: PB와 NB의 조절효과를 중심으로
A Study on the Effect of Consumers’Product Attitude on Satisfaction and Loyalty: The Moderating Effect of PB and NB
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참고문헌
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초록
본 연구는 소비자의 제품에 대한 태도가 만족도와 충성도에 어떠한 영향을 미치는지를 실증분석 한 것이다. 먼저, 제품에 대한 태도가 고객만족에 영향을 미치는지, 그리고 이 영향력이 PB(Privat Brand, 유통업체 브랜드)와 NB(National Brand, 제조업체 브랜드)에 따라 다른 효과를 보이는 조절기능이 있는지를 분석하였다. 다음으로는 고객만족이 고객충성도에 영향을 미치는지 검증하였다. 이러한 분석을 위해 거위털 침구류라는 특정상품을 분석대상으로 하여 진행하였다. 203명의 소비자를 대상으로 조사한 데이터를 구조방정식 모형을 이용하여 분석해 본 결과, 소비자의 제품에 대한 태도는 소비자 만족에 정(+)의 영향을 미쳤으며, 이 때 PB와 NB에 따라 그 영향력이 다르게 나타나서 브랜드의 조절효과가 존재하는 것으로 분석되었다. 또한, 고객만족은 고객충성도에 정(+)의 영향력이 있는 것으로 분석되었다. 본 연구결과를 통해 브랜드의 차별화를 소비자에게 인식시키는 것이 중요함을 알 수 있었다. 보다 구체적으로는, NB 업체로 하여금 소비자에게 PB와 차별화된 NB만의 분명한 브랜드 인식을 소비자에게 심어주기 위한 전략 수립이 필요함을 시사해 준다. 이에 반해, PB업체는 NB만큼의 호의적인 제품태도를 만드는 노력을 기울여야 할 것으로 보인다.
Abstract
This study is designed to identify the relationship between consumers’ product attitude, customer satisfaction, and loyalty. In detail, the research aims to test three hypotheses. The first hypothesis is that consumers’ product attitude influences customer satisfaction. The second is that customer satisfaction influences loyalty. The third is that there is a moderating effect of brand type (NB (national brand) vs. PB (private brand)) in the first hypothesis. Our selected goods sample was composed of goose down comforters, and we adopted SEM (structural equation model) methodology using AMOS. We found that our research model proved to be valid for the measurements made during this research. Our results confirmed that all three hypotheses could be accepted with statistical significance. In the third hypothesis test, there was a difference of influence between PB and NB. In particular, for NB the influence of consumers’ product attitude on customer satisfaction was found to be higher than for PB. Therefore, we conclude that it is necessary to try to pay greater attention to consumers’ product attitude in the case of PB. The findings set out in our paper provide a good guideline as to improving strategic capabilities in NB and PB firms, respectively.
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