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고객만족 - 고객충성도 간의 관계에서 관계품질의 매개효과와 관계길이의 조절효과

The Mediating Effect of Relationship Quality and Moderating Effects of Relationship Length on Relationship between Customer Satisfaction - Customer Loyalty

최덕철
한국전략마케팅학회 (Korean Strategic Marketing Association)|2012.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제20권 제3호|pp. 65-89

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참고문헌

키워드

조절효과Moderating EffectCustomer Satisfaction매개효과고객만족Mediating Effect관계품질고객충성도Customer LoyaltyRelationship Quality관계길이Relationship Length

초록

본 연구는 고객과의 장기적인 관계형성과 유지가 강한 은행서비스를 통해 고객만족-관계품질-고객충성도 간의 관계에서 거래의 관계길이에 따라 관계품질의 매개역할이 어떻게 변하는가를 확인하고, 또 고객만족-관계품질, 고객만족-고객충성도, 관계품질-고객충성도 간의 관계에서 관계길이가 이들 변수 간의 관계를 어떻게 조절하는지를 검증하고자 했다. 연구결과 서비스에서 고객만족과 고객충성도 간의 관계에서 관계품질의 매개역할이 관계길이에 따라 다르게 나타나고 있음이 확인되었다. 즉, 거래초기 관계길이가 짧은 경우에는 고객만족이 고객충성도에 직접 영향을 주기에 관계품질의 매개효과는 없었다. 하지만 관계길이가 길어지면 만족은 충성도에 직접 영향을 미치지 않고 대신 관계품질을 통해서 큰 영향을 미치고 있음이 밝혀져 매개효과가 있었다. 관계길이는 고객만족-고객충성도, 관계품질-고객충성도 간의 관계에서는 조절역할을 하나 고객만족-관계품질간의 관계에서는 조절역할을 하지 않는 것으로 나타났다. 고객만족은 관계길이에 상관없이 지속적으로 관계품질에 큰 영향을 주고 있기 때문이다. 이와 같은 관계길이의 조절효과 분석을 통해서 관계길이에 따라 관계품질의 매개역할과 만족이 충성도에 미치는 영향이 어떻게 변화하는지를 보다 분명하게 파악할 수가 있다. 은행서비스와 같이 거래관계가 장기적인 경우에 고객만족은 거래 초기에는 충성도에 긍정적인 영향을 주지만 관계길이가 길어지면 부정적인 조절역할을 하는 것으로 나타나 전환장애로 인한 의사충성도의 가능성이 있을 수 있다. 이는 고객만족은 충성도에 영향을 미친다는 기존의 연구결과를 해석하는데 있어 관계길이라는 변수를 고려해야 함을 시사한다.

Abstract

The purpose of this study is to examine whether there is a difference of mediating role of relationship length between customer satisfaction and customer loyalty and to confirm whether relationship length moderates the relationship between customer satisfaction and relationship quality, customer satisfaction and customer loyalty, relationship quality and customer loyalty. The results of this study confirmed that relationship quality has mediating effect on the relationship between customer satisfaction and customer loyalty in banking service. However, according to relationship length, the results are different. When relationship length is low, there is no mediating effect of relationship quality, because that customer satisfaction has only direct influence on customer loyalty. When relationship length is high, customer satisfaction has indirect influence on customer loyalty through relationship quality. As a result, there is mediating effect of relationship quality. Relationship length moderates the relationship between customer and customer loyalty and between relationship quality and customer loyalty. However, it doesn't moderate the relationship between customer satisfaction and relationship quality. With the analysis of mediating and moderating effects, we can find more obviously how relationship quality has played mediating role in customer satisfaction-customer loyalty and relationship length has played moderating roles in customer satisfaction-relationship quality-customer loyalty relationships. The moderating roles of relationship length in relationships among satisfaction, relationship quality, and customer loyalty may help to explain inconsistent findings with regard to satisfaction in previous studies. A possible reason for these inconsistent findings is that previous studies may have not considered the moderating roles of relationship length. With no regard to relationship length, customer satisfaction has always a stronger positive effect on relationship quality. Customer satisfaction has a positive effect on customer loyalty when relationship length is low. However, when relationship length is high, customer satisfaction has a negative effect on customer loyalty. This means that there seems to be spurious loyalty resulting from such switching barriers and inertia.

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