본문 바로가기
KERD
논문KCI 등재

서비스산업에서 관계효익과 고객행동의도간의 관계에 관한 연구

A Study on the Relationship between the Relational Benefits and Customers' Behavioral Intention in the Service Industry

서문식|김유경
한국소비자학회 (Korean Society Of Consumer Studies)|2006.03|소비자학연구 (Journal of Consumer Studies)|제17권 제1호|pp. 141-175

0

조회

0

다운로드

54

인용

0

참고문헌

주제분류경제학

초록

최근 기업들의 관계마케팅에 대한 관심이 보다 증가되고 있으며, 또한 다양한 관계마케팅 전술을 이용하여 고객을 만족시키고 이들과 지속적인 관계를 유지하고자 노력하고 있다. 이와 관련된 대부분의 관계마케팅 연구가 고객과의 장기적인 관계를 유지함으로써 얻게 되는 관계효익을 기업측면에서만 다루고 있을 뿐, 고객측면에서 지각되는 관계효익을 다룬 연구는 부족한 실정이다. 따라서 본 연구는 서비스 산업을 중심으로 고객의 관점에서 본 관계 효익과 고객의 심리적 반응이 고객의 행동의도에 어떠한 영향을 미치는지, 뿐만 아니라 본 연구모형에서 서비스 유형과 관계발전단계가 조절변수 역할을 하는지를 규명하고자 한 것이다. 분석 결과, 관계 효익은 감정적 애착과 경제적 만족, 사회적 만족, 고객의 행동의도를 증가시키는 것으로 나타났다. 반면, 경제적 만족은 고객의 불만표현행동을 감소시키는 요인이 아닌 것으로 나타났다. 사후분석을 통해 서비스 유형과 관계발전단계는 본 연구모형에 부분적으로 조절변수 역할을 하고 있음을 알 수 있었다. 이러한 결과는 서비스 기업이 고객과 지속적으로 장기적인 관계를 형성하기 위해서는 고객이 지각하는 관계효익이 무엇보다 중요하다는 것과 이러한 관계효익은 서비스 산업에 따라 각각 다를 수 있음을 시사하고 있다.

Abstract

There has been growing interest on the relational marketing by the companies, and by using various relational marketing strategies, the companies are attempting to satisfy customers and maintain sustainable relationship with them. Most of related relational marketing has been handling in the aspect of company for the relational benefits that is earned by maintaining the long-term relationship with customers, but there are insufficient studies that handled the relational benefits perceived by the aspect of customers. Therefore, this study is to clarify the relational benefits viewed on the aspect of customers on the basis of the service industry to find out what psychological reaction of customer do for the role of moderator variable for the service type and relationship development.As the result of analysis, the relational benefits were shown to increase the emotional attachment, economic satisfaction, social satisfaction, and behavior intent of customer. On the other hand, the economic satisfaction was shown not to be a factor to reduce the complaint expression behavior of customer. The service type and relationship development stage through the post analysis showed that it had moderator variable on the research partially. Such a result indicates that, in order for a service company to form long-term relationship with the customers on a continuous basis, the relational benefits that the customer recognizes is more important than anything else, and such a relational benefit may differ depending on each of the service industry.

참고문헌 (94)

  1. "Amos 구조방정식 모형분석" (2001), Spss 아카데미
  2. "성인 초기 애착유형에 따른 자기개념과 자기기대감" (1999)
  3. "Spss", Amos에 의한 사회조사분석, 2003, ~[DOI]
  4. "보상된 구전에 대한 소비자 반응에 관한 연구: 브랜드 강도, 유대강도, 그리고 보상배분방식의 역할을 중심으로", 19(3), pp.113~136 (2004)
  5. "서비스제공자 특성, 서비스 및 소비자 특성이 관계혜택에 미치는 영향에 관한 연구", 15(3), pp.133~154 (2004)
  6. "브랜드 경험에 대한 개념적 고찰과 실무적 시사점", 14(2), pp.215~242 (2003)
  7. "CRM이 고객의 행동의도에 미치는 영향:고객의 지각된 관계적 편 익과 관계몰입의 매개적 역할", 32(5), pp.1317~1347 (2003)
  8. "인터넷 쇼핑몰에서의 관계효익이 고객충성도에 미치는 영향에 관한 연구: 고객가치, 신뢰, 전환비용의 매개역할을 중심으로", 5(3), pp.107~136 (2004)
  9. "소비자 구전 커뮤니케이션에 관한 연구", 한국방송광고사, pp.235~259 (1990)
  10. "Service Failures and Customer Defection:A Closer Look at Online Shopping Experiences", 12(1), pp.19~29 (2002)
  11. "Strengthening the Satisfaction-Profit Chain", 3(2), pp.107~120 (2000)
  12. "Findings From Sweden Journal of Marketing", pp.53~66 (1994)
  13. "Customer Satisfaction and Price Tolerance", 7(3), pp.265~274 (1996)
  14. "Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach", 103(3), pp.411~423 (1988)
  15. "Journal of Consumer Research", ar(uld), pp.24~45 (1993)
  16. "Issue of Establishing Relationship with Customers in Service Companies Memorial University of Newfoundland" (1994)
  17. "Selected Determinants of Consumer Satisfaction and Complaint Reports Journal of Marketing Research", pp.7~22 (1983)
  18. "Relationship Marketing of Services-Growing Interest, Emerging Perspectives", 23, pp.236~245 (1995)
  19. "Marketing Service Competing Through Quality" (1991), Free Press
  20. "Emerging Perspectives on Services Marketing", pp.25 236~28 245 (1983)
  21. "Building Service Relationships: It's All About Promises", 23, pp.246~251 (1995)
  22. "Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value", 28, pp.95~108 (2000)
  23. "Towards a Comprehensive Taxonomy and Model of Consumer Complaining Behavior", 11, pp.140~151 (1998)
  24. "A Dynamic Process Model of Service Quality From Expectations to Behavioral Intentions Journal of Marketing Research", pp.7~27 (1993)
  25. Bowen,J, "Development of a Taxonomy of Service to Gain Strategic Marketing Insights", 18(winter), pp.43~49 (1990)
  26. Calantone, Roger J, "Controllable Factors of New Product Success; A Cross-National Comparison", 15(4), pp.341~358 (1996)
  27. Cameron,Trudy A.and Michelle D.James, "Estimating Willingness to Pay from Survey Data; An Alternative Pre-Test- Market Evaluation Procedure", 24(vember), pp.389~395 (1987)
  28. Coulter, R. A, "A Typology of Customers' Relationships With Their Service Providers : Marketing Advances, Athens", pp.272~276 (2004)
  29. Crosby, "Relationship Quality in Services Selling Journal of Marketing", pp.68~81 (1990)
  30. Czepiel,J, "Service Encounters and Service Relationships:Implications for Research", 20(1), pp.13~21 (1990)
  31. Deighton, J, "Marketing and Seduction:Building Exchange Relationships by Managing Social Consensus", 21, pp.660~676 (1995)
  32. Drigotas, S, "On the Peculiarities of Loyalty A Diary Study of Responses to Dissatisfaction in Everyday Life", 21(6), pp.596~609 (1995)
  33. Dube, L, "The Antecedents of Brand Switching Brand Loyalty and Verbal Responded to Service Failure : Advances in Services Marketing and Management", 5, pp.127~151 (1996), JAI Press Inc
  34. Dwyer, "Journal of Marketing", pp.11~27 (1987)
  35. "Loyalty Lessons", 176(11), pp.38~41 (2000)
  36. "Crossing the Zone of Indifference", 2(3), pp.22~32 (1993)
  37. "Consumers and Their Brands:Developing Relationship Theory in Consumer Research", 24(march), pp.343~373 (1998)
  38. "Preventing the Premature Death of Relationship Marketing", 76, pp.42~51 (1998)
  39. "The Impact of Relationship Satisfaction on Attributions, Emotions and Behaviors Following Service Failure", 17(1), pp.1~14 (2001)
  40. "Interorganizational Exchange Behavior in Marketing Channels:A Broadened Perspective", 47, pp.68~78 (1983)
  41. "A Meta- Analysis of Satisfaction in Marketing Channel Relationships", 36, pp.223~238 (1999)
  42. "Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationships", 76(1), pp.11~32 (2000)
  43. "Determinants of Long- Term Orientation in Buyer-Seller Relationships", 58(april), pp.1~19 (1994)
  44. "Relationship Approach to Marketing in Service Contexts Journal of Business Research", pp.3~11 (1990)
  45. "From Marketing Mix to Relationship Marketing:Towards a Paradigm Shift in Marketing", 32(2), pp.4~20 (1994)
  46. "Relationship Marketing and Membership Commitment Among Professional Association Members" (1997), Indiana University
  47. "The New Marketing Developing Long-Term Interactive Relationship", 20(4), pp.10~20 (1987)
  48. "Relational Benefits in Services Industries: The Customer's Perspective", 26(2), pp.101~114 (1998)
  49. "Power as a Predictor of Industrial Complaining Styles in a Buyer", Seller Relationship: The Buyer's Perspective, 1997, pp.12(2), 134~148
  50. "Examining the Impact of Destructive Acts in Marketing Channel Relationships", 38, pp.45~61 (2001)
  51. "Response to Decline in Firms" (1970), Harvard University Press
  52. "Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay", 69, pp.84~98 (2005)
  53. "Service Loyalty: Implications for Service-Providers", 11(3), pp.165~179 (1997)
  54. "Markets With Consumer Switching Costs", 102(may), pp.375~394 (1987)
  55. "Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay", 28(vember), pp.441~451 (1991)
  56. "Consumers' Responses to Attribution theory Perspective Journal of Consumer Psychology", 11(1), pp.57~73 (2001)
  57. "A Longitudinal Assessment of Consumer Satisfaction", Dissatisfaction The Dynamic Aspect of the Cognitive Process Journal of Marketing Research Classifying Services to Gain Strategic Marketing Insights Journal of Marketing, 1983, 393 9~404 20
  58. "Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives", 7(1), pp.20~41 (2004)
  59. "Understanding Complaining Response Through Consumers' Self-Consciousness Disposition", 19(3), pp.267~292 (2002)
  60. "Affect and Cognitive Based Trust as Foundations for Interpersonal Cooperation in Organizations", 20(3), pp.24~59 (1995)
  61. "Consumers Fall by Wayside as CRM Focuses on Costs", 25(50), pp.30~31 (2002)
  62. "The Commitment-Trust Theory of Relationship Marketing Journal of Marketing", pp.20~38 (1994)
  63. "Academic Insights: An Application of Multiple-Group Causal Models in Assessing Cross-Cultural Measurement Equivalence", 8(4), pp.108~121 (2000)
  64. "Multivariate Analysis of Brand Loyalty for Major Household Appliances", 42(vember), pp.404~449 (1973)
  65. "Relationship Hindrance: Why Would Consumers not Want a Relationship with a Retailer?", 80, pp.289~303 (2004)
  66. "Cathartic Complaining as a Means of Reducing Consumer Dissatisfaction", 12, pp.15~25 (1999)
  67. "An Investigation into Whether Complaining Can Cause Increased Consumer Satisfaction", 17(1), pp.9~19 (2000)
  68. "Satisfaction: A Behavioral Perspective of The Consumer" (1997), McGraw-Hill
  69. "Understanding Customer Expectations of Service", pp.39~48 (1991)
  70. "The Domain and Conceptual Foundations of Relationship Marketing", pp.3~38 (2000), Sage.
  71. "Relationship Benefits in Service Industries:A Replication in a Southeast Asian Context", 15(6), pp.425~443 (2001)
  72. "Relationship Marketing and the Customer", 23, pp.278~281 (1995)
  73. "The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism and Neglect", 69(3), pp.320~352 (1997)
  74. "Commercial Friendships: Service Provider-Client Relationships in Context", 63(4), pp.38~56 (1999)
  75. "The Loyalty Effect" (1996), Harvard Business School Press
  76. "Quality Comes to Services", pp.105~111 (1990)
  77. "Attachment and Intimacy; Component Process", pp.523~563 (1996), The Guilford Press
  78. "Customer Benefits and Company Sequences of Customer-Salesperson Relationship in Retailing", 75(1), pp.110~132 (1999)
  79. "Impact of Exchange Variables on Exit An Integrative Model of Response to Declining Job Satisfaction Academy of Management Journal", mai(us), pp.599~627 (1988)
  80. Rust, "Journal of Retailing"
  81. Scheer,Lisa K.and Louis W.Stern, "The Effect of Influence Type and Performance Outcomes on Attitude Toward the Influencer", 29(february), pp.128~142 (1992)
  82. Sharma, N, "A Model of Relationship Commitment Among Professional Services", 13(2), pp.151~170 (1999)
  83. Sheth, J. N, "Relationship Marketing in Consumer Markets: Antecedents and Consequences", 23, pp.255~271 (1995)
  84. Sheth, Jagdish N, "Evolving Relationship Marketing Into a Discipline", 1(1), pp.3~16 (2002)
  85. Singh,J, "Consumer Complaint Intentions and Behavior:Definitional and Taxonomical Issues", 52, pp.93~107 (1988)
  86. Smith, A. K, "A Model of Customer Satisfaction With Service Encounters Involving Failure and Recovery", 36, pp.356~372 (1999)
  87. Soellner, "Commitment in Exchange Relationship The Role of Switching Costs in Building and Sustaining Competitive Advantages" (1994), Emory University
  88. Szymanski,David M, "Customer Satisfaction:A Meta- Analysis of The Empirical Evidence", 29(1), pp.16~35 (2001)
  89. Tax, S. S, "Recovering and Learning From Service Failure", 40(1), pp.75~88 (1998)
  90. Thomson, Matthew, "The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands", 15(1), pp.77~91 (2005)
  91. Yu, Jong Pil, "Economic and Non-economic Factors of Korean Manufacturer-Retailer Relations", 12(3), pp.297~318 (2002)
  92. Wemerfelt,Birger, "Brand Loyalty and User Skills", 6(december), pp.381~385 (1985)
  93. Zeithaml Valarie A, "The Behavioral Consequences of Service Quality", 60, pp.31~46 (1996)
  94. "College of Business Administration", Pusan National University

관련 논문AI추천

관계효익이 고객만족과 고객충성도에 미치는 영향김이태관계효익이 판매원 및 기업만족과 고객애호도에 미치는 영향에 관한 연구김판준, 박영근한국유통과학회 · 유통과학연구2007 · 제5권 제1호이동통신 서비스에 대한 관계편익과 만족 및 애호도의 관계성: 지각된 전환비용의 조절효과를 중심으로양병화한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2011 · 제12권 제3호택배서비스 이용자가 인지하는 관계효익과 고객충성도에 관한 연구양재훈한국로지스틱스학회 · 로지스틱스연구2011 · 제19권 제3호서비스 기업에서의 관계혜택이 관계몰입과 관계지속의도에 미치는 영향 - 서비스 업종별 비교 -강경수, 이정실, 임채관, 조윤주, 허범영, 홍순복관광경영학회 · 관광경영연구2012 · 제16권 제2호항공서비스의 관계효익과 고객가치, 고객만족도, 고객충성도와의 구조적 관계에 관한 연구서명선, 안성식, 한용준한국항공경영학회 · 한국항공경영학회지2012 · 제10권 제4호

이 간행물의 다른 논문 (7건)

서비스 품질인증제의 실효성에 관한 연구여정성, 조유겸pp. 1-20제품 출시 전 평가와 출시 후 매출 성과의 상관관계에 대한 연구 - 베이커리 제품을 중심으로 -전상민, 여정성pp. 21-42인터넷 쇼핑몰에서 위험감소단서와 친숙성이 쇼핑몰 재이용의도에 미치는 영향에 관한 연구박인애, 김완민, 배상욱pp. 43-71온라인에서의 구전커뮤니케이션이 상표평가에 미치는 영향에 관한 연구: 상표사용후기와 답글을 중심으로유창조, 박찬pp. 73-93인터넷광고의 기능에 대한 소비자평가와 자율규제 방안 연구황진주, 여정성pp. 95-115
원문 보기