고객-직원, 고객-고객의 관계가 고객만족과 신뢰 및 충성도에 미치는 영향에 관한 연구
The Impact of Interpersonal Relationships on Customer Satisfaction and Trust, Loyalty - Based on Department Stores -
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초록
본 연구는 기존의 관계마케팅 관련 연구에서 시장에서의 사회적 유대관계가 소비자 행동에 영향을 미친다는 결과들을 바탕으로, 고객이 가지는 관계를 판매자와 구매자의 관계에서 확장하여 구매자와 구매자 사이의 유대관계 친밀도가 고객관계의 질적 요소인 만족과 신뢰에 미치는 영향과 고객충성도에 어떠한 영향을 미치는 가를 파악하였다. 본 연구의 결과는 다음과 같이 요약할 수 있다. 첫째, 고객-직원간의 유대관계 친밀도는 고객만족과 신뢰 및 고객 충성도의 관계에서 유의한 영향을 미치는 것으로 나타났다. 둘째, 고객-고객간의 유대관계 친밀도는 신뢰와 고객 충성도에는 유의한 영향을 미치는 것으로 나타났으나, 고객 만족에는 직접적인 영향을 미치지 않는 것으로 나타났다. 이상의 결과는 다음과 같은 전략적 시사점을 제시해 주고 있다. 첫째, 고객이 직원과 가지는 유대관계는 고객이 다른 기업으로 이탈하는 것을 방지할 수 있는 전환장벽의 역할을 할 수 있다. 둘째, 고객과의 관계가 단순히 고객과 판매원의 관계를 넘어 고객과 고객 사이의 관계에서도 기업에 대한 충성도에 영향을 미친다는 것이다. 셋째, 기업은 고객과 보다 더 짜임새 있는 섬유조직과 같은 관계를 유지하여야 한다는 것이다.
Abstract
This study is to understand the existing relation-marketing based on a result that social-relationship in market can effect on customer’s action with expanding the seller-purchaser relationship, and understanding purchaser-purchaser relationship in the community. The result of this study could be summarized as below: First, the customer-sales person friendly relationship effects respectively on customer satisfaction and loyalty. Second, friendly relationship of customers effects on customer satisfaction and loyalty, but it appears with the fact that it is not to customer satisfactory direct effect. From the viewpoint, this study gives the following strategic tactics to companies. First, customer’s relationship with service encounter is a possibility of role the convension barrier the fact that it is disconnected as the enterprise where the customer is different. Second, relationship around customers effects on loyalty of the department store, over the relationship of simple customer-sales clerk. Finally, the enterprise should maintain more relationship that is like fiber system with the customer.
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