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소매점특성과 인지적 신뢰, 감정적 신뢰, 관계몰입, 충성도 간 구조적 인과관계

Structural Causal Relations Between Store Characteristics and Cognitive Trust and Affective Trust and Relationship Commitment and Loyalty in Retail Services Setting

최철재
한국전략마케팅학회 (Korean Strategic Marketing Association)|2014.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제22권 제4호|pp. 155-174

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참고문헌

키워드

충성도LoyaltyRelational Commitment관계몰입인지적 신뢰Cognitive Trust소매점특성감정적 신뢰etailing Store CharacteristicsAffective Trust

초록

본 연구에서는 대형슈퍼마켓을 대상으로 소비자가 점포 내에서 지각한 다양한 상품의 제시 상태인 상품의 다양성, 교환, 환불, 반품, 배달 등의 사후서비스, 그리고 쇼핑 시 감각적으로 접촉되는 점포환경 등 소매점의 주요 특성이 소비자의 인지적 신뢰와 감정적 신뢰에 미치는 영향을 확인하고, 또한 이들 두 개 차원의 신뢰와 관계몰입 및 충성도 간의 구조적 인과관계를 밝힘으로써 주요 점포특성에 따른 관계형성과 충성도 구축과정에서 인지적 신뢰, 감정적 신뢰, 관계몰입 등의 매개변수의 역할을 확인하고 설명하는데 연구의 목적이 있다. 본 연구에서 설문은 대형슈퍼마켓에서 구매경험이 있는 소비자를 대상으로 표본을 추출하였으며, 수집된 자료는 SPSS 20.0 및 AMOS 16.0 통계패키지를 이용하여 제기된 연구가설을 검증하였다. 연구결과는 다음과 같다. 점포특성 중 상품다양성 및 점포환경은 인지적 신뢰에 영향을 준 반면 감정적 신뢰에는 영향을 주지 않았다. 그러나 사후서비스는 어떤 유형의 신뢰차원에도 영향을 주지 않았다. 인지적 신뢰는 감정적 신뢰 및 충성도에 직접적인 영향을 주었으나, 감정적 신뢰는 관계몰입에 영향을 주었고, 관계몰입은 충성도에 영향을 주었다. 본 연구를 통하여 다음과 같은 시사점을 제시한다. 첫째, 현재까지 연구에서는 소매환경에서 소비자 신뢰를 단일차원으로 적용하였지만, 본 연구에서는 소비자 신뢰를 인지적 차원과 감정적 차원 등 다차원 신뢰를 적용하였다. 둘째, 대형슈퍼마켓 점포의 특성은 소비자의 인지적 신뢰에 영향을 주었지만, 인지적 신뢰는 충성도에 대한 직접적인 영향력보다는 감정적 신뢰에 영향을 줌으로써 강력한 관계몰입과 충성도를 구축하였다. 이로써 고객관계 형성과정에서 감정적 신뢰 및 관계몰입의 매개적 역할을 확인하고 설명하였다.

Abstract

The purpose of this paper is to identify and explains to the role of affective trust and relational commitment in explaining relationships between store characteristics and customer loyalty by verified how to customers’ perceived store characteristics such as product assortment, after-sales-services and store environment effect on cognitive trust and affective trust, and then how to have causal relations among cognitive trust, affective trust, relational commitment and loyalty. A survey study was conducted to collect the data from consumer who have purchase experience lately in large sized supermarket. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 was performed to test the research hypothesis. The results of the study show as follows: Product assortment and store environment have a positive impact only on cognitive trust, while any store characteristics factors have no impact on affective trust. Cognitive trust has a positive influences on both affective trust and loyalty. Affective trust has a positive effect on relational commitment, which in turn positive impact on loyalty. This study has originality and value as follow; First, generally the study that related consumer trust so far have been use unidimensional trust, but this study found out that consumer trust can be using two dimensional trust in retail store setting. Second, It was confirmed that affective trust and relational commitment have important role in the process of customer relationship.

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