본문 바로가기
KERD
논문KCI 등재

Relational Benefits, Alternative Attractiveness and Customer Loyalty: Implication for Service Distribution Channels

Choong-Ik Choi|Kwang-Hoon LEE|Chen-Qi OU
한국유통과학회 (Korea Distribution Science Association)|2021.01|유통과학연구 (Journal of Distribution Science)|제19권 제1호|pp. 5-15

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

Relationship MarketingAlternative AttractivenessRelational BenefitsCustomer LoyaltyService Distribution Channels

초록

Purpose: This study explores the types of relational benefits that generate loyalty to room-sharing services among Chinese customers based on the relationship marketing literature. The study also examines the moderating effect of alternative attractiveness on this relationship. Research design, data and methodology: Based on research hypotheses, questionnaires with items measuring the proposed constructs in three dimensions, including relational benefits, alternative attractiveness, and customer loyalty, were designed to test the hypotheses. Data were collected via an online questionnaire of 220 room-sharing service customers in China. Results: Results verify the effects of relational benefits on customers’ loyalty to room-sharing services and the mediating effect of alternative attractiveness. More specifically, confidence, social, and safety benefits positively affect customer loyalty to room-sharing services, and alternative attractiveness moderates only the effect of social benefits. Conclusions: The results suggest that room-sharing service providers should concentrate on providing confidence, social, and safety benefits to maintain long-term relationships with customers. This study also provides practical implication for building relationships between channel members in service distribution channels. The study concludes that without customer relationships marketing for managing collaborative and social communication channels, the entire distribution channel might lose out eventually

Abstract

Purpose: This study explores the types of relational benefits that generate loyalty to room-sharing services among Chinese customers based on the relationship marketing literature. The study also examines the moderating effect of alternative attractiveness on this relationship. Research design, data and methodology: Based on research hypotheses, questionnaires with items measuring the proposed constructs in three dimensions, including relational benefits, alternative attractiveness, and customer loyalty, were designed to test the hypotheses. Data were collected via an online questionnaire of 220 room-sharing service customers in China. Results: Results verify the effects of relational benefits on customers’ loyalty to room-sharing services and the mediating effect of alternative attractiveness. More specifically, confidence, social, and safety benefits positively affect customer loyalty to room-sharing services, and alternative attractiveness moderates only the effect of social benefits. Conclusions: The results suggest that room-sharing service providers should concentrate on providing confidence, social, and safety benefits to maintain long-term relationships with customers. This study also provides practical implication for building relationships between channel members in service distribution channels. The study concludes that without customer relationships marketing for managing collaborative and social communication channels, the entire distribution channel might lose out eventually

참고문헌 (42)

  1. Andreassen, T. W., "Customer loyalty and complex services : The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise", International Journal of Service Industry Management, 9(1), pp.7~23 (1998)
  2. Arnold, M. J., "Hedonic shopping motivations", Journal of Retailing, 79(2), pp.77~95 (2003)
  3. Belk, R., "You are what you can access : Sharing and collaborative consumption online", Journal of Business Research, 67(8), pp.1595~1600 (2014)
  4. Botsman, R., "What Is Mine Is Yours : The Rise of Collaborative Consumption" (2010), Harper Business
  5. Bitner, M. J., "Building service relationships : It’s all about promises", Journal of the Academy of Marketing Science, 23(4), pp.246~251 (1995)
  6. Yooncheong Cho, "Exploring Determinants of Performance Indicator and Customer Satisfaction of Accommodation Sharing", The Journal of Asian Finance, Economics and Business, 7(3), pp.201~210 (2020), 한국유통과학회
  7. Colgate, M., "Switching barriers in consumer markets : An investigation of the financial services industry", Journal of Consumer Marketing, 18(4), pp.332~347 (2001)
  8. Engström, J., "A self-determination theory perspective on customer participation in service development", Journal of Services Marketing, 29(6), pp.511~521 (2015)
  9. Feather, N. T., "Values, valences, and choice : The influence of values on the perceived attractiveness and choice of alternatives", Journal of Personality and Social Psychology, 68(6), pp.1135~1151 (1995)
  10. Fornell, C., "A national customer satisfaction barometer : The Swedish experience", Journal of Marketing, 56(1), pp.6~21 (1992)
  11. Frey, B. S., "Not Just for the Money : An Economic Theory of Personal Motivation" (1997), Edward Elgar Pub
  12. Gansky, L., "The Mesh : Why the Future of Business is Sharing" (2010), Penguin Group
  13. Grönroos, C., "Value-driven relational marketing : From products to resources and competencies", Journal of Marketing Management, 13(5), pp.407~419 (1997)
  14. Gremler, D. D., "Handbook on Research in Relationship Marketing", pp.32~74 (2015), Edward Elgar Publishing
  15. Gwinner, K. P., "Relational benefits in services industries : The customer’s perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998)
  16. Hamari, J., "The sharing economy : Why people participate in collaborative consumption", Journal of the Association for Information Science & Technology, 67(9), pp.2047~2059 (2016)
  17. Hennig-Thurau, T., "Understanding relationship marketing outcomes : An integration of relational benefits and relationship quality", Journal of Service Research, 4(3), pp.230~247 (2002)
  18. Jones, M. A., "Switching barriers and repurchase intentions in services", Journal of Retailing, 76(2), pp.259~274 (2000)
  19. Jones, M. A., "Why customers stay : Measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes", Journal of Business Research, 55(6), pp.441~450 (2002)
  20. 주재훈, "Motives for Participating in Sharing Economy: Intentions to Use Car Sharing Services", 유통과학연구, 15(2), pp.21~26 (2017), 한국유통과학회[DOI]
  21. Hwajin Kim, "Analysis of the Bicycle-Sharing Economy : Strategic Issues for Sustainable Development of Society", 유통과학연구, 16(7), pp.5~16 (2018), 한국유통과학회[DOI]
  22. Kinard, B. R., "Relationship marketing : The influence of consumer involvement on perceived service benefits", Journal of Services Marketing, 20(6), pp.359~368 (2006)
  23. Lamberton, C. P., "When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems", Journal of Marketing, 76(4), pp.109~125 (2012)
  24. Lee, Y. K., "A study on the moderating role of alternative attractiveness in the relationship between relational benefits and customer loyalty", International Journal of Hospitality & Tourism Administration, 9(1), pp.52~70 (2008)
  25. Leung, T. K. P., "The roles of Xinyong and Guanxi in Chinese relationship marketing", European Journal of Marketing, 39(5), pp.528~559 (2005)
  26. Molina, A., "Relational benefits and customer satisfaction in retail banking", International Journal of Bank Marketing, 25(4), pp.253~271 (2007)
  27. Nevin, J. R., "Relationship marketing and distribution channels : Exploring fundamental issues", Journal of the Academy of Marketing Science, 23(4), pp.327~334 (1995)
  28. Palmatier, R., "Factors influencing the effectiveness of relationship marketing : A meta-analysis", Journal of Marketing, 70(4), pp.136~153 (2006)
  29. Panzone, L., "Sociodemographics, implicit attitudes, explicit attitudes, and sustainable consumption in supermarket shopping", Journal of Economic Psychology, 55(1), pp.77~95 (2016)
  30. Ping, R.A., Jr, "The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect", Journal of Retailing, 69(3), pp.320~352 (1993)
  31. "The Sharing Economy:Consumer Intelligence Series" (2015)[URL]
  32. Reynolds, K. E., "Customer benefits and company consequences of customer-salesperson relationships in retailing", Journal of Retailing, 75(1), pp.11~32 (1999)
  33. Saidin, Z. H., "Does Relationship Quality Affect Customer Loyalty of Malaysian National Carmakers : Alternative Attractiveness as Moderator", International Journal of Supply Chain Management, 7(3), pp.160~173 (2018)
  34. Sharma, N., "Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services", International Journal of Service Industry Management, 11(5), pp.470~490 (2000)
  35. Sweeney, J. C., "Consumer perceived value : The development of a multiple item scale", Journal of Retailing, 77, pp.203~220 (2001)
  36. Tussyadiah, I. P., "Information and Communication Technologies in Tourism" (2015), Springer International Publisher
  37. Tussyadiah, I. P., "Factors of satisfaction and intention to use peer-to-peer accommodation", International Journal of Hospitality Management, 55, pp.70~80 (2016)
  38. Voss, G., "The role of price and quality perceptions in prepurchase and postpurchase evaluation of services", Journal of Marketing, 62(4), pp.46~61 (1998)
  39. Wang, D., "Price determinants of sharing economy based accommodation rental : A study of listings from 33 cities on Airbnb. com", International Journal of Hospitality Management, 62(1), pp.120~131 (2017)
  40. Weitz, B. A., "Relationship marketing and distribution channels", Journal of the Academy of Marketing Science, 23(4), pp.305~320 (1995)
  41. Yang, S., "Why are customers loyal in sharing-economy services? A relational benefits perspective", Journal of Services Marketing, 31(1), pp.48~62 (2017)
  42. Zeithaml, V. A., "The behavioral consequences of service quality", Journal of Marketing, 60(2), pp.31~46 (1996)

관련 논문AI추천

The Influence of Consumer-Brand Relationship on Multichannel Consumer Loyalty: Focusing on the China Market김보영, 박준용한국사회과학협의회 · Korean Social Science Journal2018 · 제45권 제2호酒店转换障碍和关系承诺对转换意图和顾客忠诚度的影响研究이주형, 娄迪, 鱼文英관광경영학회 · 관광경영연구2017 · 제21권 제3호Does Online Travel & Retail Distribution Agency's e-Service Quality Improve Customer Satisfaction, Trust, and Loyalty?LEE Yong-Ki, WANG Wen Long, XIANG Wen Rou한국유통과학회 · 유통과학연구2024 · 제22권 제10호The Impact of Relational Benefits on the Switching Barriers and Brand Loyalty of Luxury Cosmetics ╶ Focused on the moderating role of Online and Offline Retail Formats╶이진화, 위샤오첸예술디자인연구원 · 예술· 디자인학연구2024 · 제27권 제1호Hotel Reservation Service, Customer Expectations, Brand Attachment, and Brand Loyalty: Effects of Package Product Reservation박창수, 윤기창, 장재협한국유통과학회 · 유통과학연구2014 · 제12권 제12호관계효익이 고객만족과 고객충성도에 미치는 영향김이태

이 간행물의 다른 논문 (9건)

The Impact of Basic Psychological Needs Satisfaction on the Performance of the FranchiseeSa-Jean YOUN, Suyeong KIM, Jae-Seung Moonpp. 17-26The Effect of Managerial Ownership on Stock Price Crash Risk in Distribution and Service IndustriesSoo-Joon Chae, Haeyoung Ryupp. 27-35How to Measure Relationship Value in Principal-Retailer ContextAgus W. SOEHADI, Mukhamad NAJIB, Prita PRASETYApp. 37-47How Product Innovation and Motivation Drive Purchase Decision as Consumer Buying BehaviorGusti RAYI, Muhammad ARASpp. 49-60Food Distribution System in Vietnam: Nash Equilibrium and Channel Choice of Small Scale FarmersChi Thanh NGOpp. 61-73
원문 보기