고객만족-의도-구매행동에 대한 고객, 관계 특성 및 마케팅 역량의 조절효과
Moderating Effect of Customer Traits, Relationship Characteristics and Marketing Competence on Customer Satisfaction -Repurchase Intention -Repurchase Behavior
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참고문헌
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초록
본 연구는 고객만족(SAT)과 재구매(RP)의 관계에 관한 연구로서 고객만족 → 재구매 의도(RPI) → 재구매 실행(RPB)의 일련의 과정에 대한 실증적 연구이다. 고객만족과 재구매 관계에 대한 기존 연구에서는 고객만족 → 재구매 의도 혹은 고객만족 → 재구매 행동 관계에 대한 연구이며 만족 → 의도 → 행동 모델을 동시에 분석한 연구는 찾기 힘들다. 본 연구는 기업의 고객 데이터베이스를 활용하여 고객만족의 정도와 재구매 의도와 재구매 행동의 관계를 살펴본 연구이다. 본 연구의 주요한 결과는 즉, 고객만족이 재구매 의도에 미치는 영향은 긍정적(positive)이며 직접적(direct)이지만 고객만족과 재구매 행동의 관계는 직접적으로 나타나지 않는다는 것이다. 직접적이기 보다는 고객만족 → 재구매 행동의 관계는 재구매 의도가 매개(mediated)되었을 때만 나타나는 것임을 실증적으로 제시하였다. 이러한 실증적 기반에 근거하여 이론적으로 제시되었던 재구매 의도와 재구매 행동의 관계에 영향을 미치는 통제 변수들에 대한 설명을 제시함으로써 고객, 관계특성 및 마케팅 역량에 따른 조절효과를 살펴 보았다.
Abstract
This research aimed to empirically validate the link of customer satisfaction → repurchase intention → repurchase behavior. The existing researches focus on the partial relationship between these constructs due to the difficulties of coordinating the measures of covert and overt behavior. So the relationship is obvious built in the most of the marketing literatures, however the direct empirical study of the all variables involved is rarely found. To utilize the customer database of the operating insurance company, this research validate the behavioral foundations of the repurchase behavior based on the satisfaction-intention link. The premise is the customer satisfaction could influence the repurchase behavior positively but the relationship is only mediated by the repurchase intention. This prediction is empirically validated in the customer database. Moreover this study attempt to extend the theoretical basis to the moderating role of customer, markeitng, and the relationship between them. The result is shown and discussed in the paper.
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