판매원의 고객 접촉과 충성도간의 관계에서 심리적 의무감의 매개역할
Felt Obligation as a Mediator of Customer Contact-Loyalty Relationships
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본 연구는 기존의 B to B 관계에서 판매원 주요 특성들(유사성, 호감성, 전문성 등) 중의 하나인 판매원의 대고객 접촉(사회적 접촉 및 업무적 접촉)이 판매원 관계지속의도 및 기업 충성도에 미치는 영향을 B to C 관계로 확장하여 실증하는데 목적이 있다. 또한 판매원 대고객 접촉과 충성도간의 관계를 설명하기 위하여 심리적 의무감을 연구모형에 매개변수로 고려하여 분석하였다. 중국과 한국의 자동차 시장을 대상으로 수집된 자료를 이용하여 분석한 결과, 중국시장에서는 사회적 접촉 및 업무적 접촉 모두 심리적 의무감을 매개하여 충성도에 영향을 미치는 것으로 나타났다. 반면에 한국시장에서는 업무적 접촉만이 부분적으로 매개하는 효과를 보여주었으며, 이러한 분석결과에 대한 시사점과 향후 연구방향이 제시되었다.
Abstract
This study empirically examines the frequency with which salespeople and customers communicate for business or social reasons can be a key determinant of relationship maintenance in the automobile market. Also, We test the mediating role of felt obligation in relationship between customer contact(social contact and business contact) and loyalty. Using a data collected from two countries(Korea vs. Chinese), the authors test research model a comparative perspective of a cross-countries. Our results show that social contact and business contact have a positive impacts on loyalty via the felt obligation in chinese market but business contact only influences on loyalty through the felt obligation in korea market. The authors discuss the implications of the findings for customer relationship management and future research direction.
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