관계품질의 결정요인과 관계기간의 영향
Determinants of Relationship Quality and the Role of Relationship Length
2
조회
0
다운로드
21
인용
0
참고문헌
키워드
초록
시장이 성숙되고 경쟁이 심화될수록 관계마케팅 전략은 필수적이다. 본 연구는 자동차정비서비스를 대상으로 관계마케팅모형을 구축하고 검정함과 아울러 장기관계는 단기관계에 비해 어떤 이점이 있는지를 잠재평균차이를 통해 분석하며 관계기간은 조절효과를 나타내는지를 실증분석하는데 초점을 두고 있다. 기본모형으로 관계품질에 영향을 미치는 외생변수로 서비스 판매자의 전문성, 고객지향성, 관계혜택, 판매자의 기회주의 행동을 제시하였고 구조방정식을 통해 분석한 결과 이들 4가지 변수들은 모두 관계품질에 유의한 영향을 미치는 선행변수로 밝혀졌으며, 또한 이들 4변수는 관계품질에 86.6%라는 높은 설명력을 나타내었다. 관계기간의 역할에 대해 먼저 장기관계는 단기관계에 비해 관계품질에서 잠재평균이 높았고 또한 두 집단간 차이는 유의하였다. 따라서 서비스 판매자는 고객과의 관계를 단기관계보다는 장기관계로 유도할 때 성과가 있다고 할 수 있다. 둘째로, 관계기간은 전문성, 고객지향성, 관계혜택 및 기회주의 행동이 관계품질에 미치는 영향을 조절하지 못하는 것으로 밝혀졌다. 본 연구는 B2C 분야에서 적용될 수 있는 관계마케팅 모형을 개발하고 검정하였으며, 또한 관계기간의 역할을 검토하기 위해 다집단 구조방정식을 이용하여 잠재평균차이와 조절효과를 분석하고 함의를 제시한 점에서 의의를 찾아볼 수 있을 것이다.한글 색인어 : 관계품질, 관계기간, 자동차정비서비스, 다집단구조방정식
Abstract
As markets mature and competition intensifies, firms are exploring ways to increase customer retention and/or loyalty which has been recognized to increase company profitability. One strategy that has gained considerable attention is the strategy of relationship marketing in which firms invest in developing long-term bonds with individual customers (Roberts et al., 2003). To identify the advantages of long-term relationship and to analyze the moderating role of relationship length, we proposed a relationship marketing model and it was tested using Structural Equation Modeling(SEM). Data were gathered from 180 customers who had purchased automobile maintenance services. The results of the study are as follows. First, perceived expertise, customer-orientation, relational benefits, and opportunistic behaviors significantly affected the relationship quality and accounted for 86.6% of the variance explained in the relationship quality. Second, perceived relationship quality of long-term relationship was significantly higher than those of short-term relationship. Third, the length of relationship did not moderate all paths hypothesized. The implications of the study are that service providers need to develop their employees ability in treating their clients ethically and in meeting their unique needs effectively, etc.
참고문헌 (56)
- 강용수, "인터넷 거래기간이 인터넷쇼핑몰 신뢰에 미치는 조절효과에 관한 연구", 14(2), pp.17~30 (2001)
- 박동진, "시장지향성, 고객지향성 및 전문지식이 관계품질에 미치는 영향 : 의료기관을 대상으로", 16(6), pp.1755~1771 (2003)
- 박준철, "인터넷 쇼핑몰 회원가입자의 관계품질에 영향을 미치는 요인에 관한 연구", 12(3), pp.21~43 (2002)
- 배병렬, "서비스 구매자-판매자간 관계의 선행요인 및 결과변수-자동차 수리 및 보수 서비스를 중심으로-", 19, pp.3~36 (1998)
- 배병렬, "서비스제공자의 고객지향성이 관계 질 및 재구매의도에 미치는 영향", 3(2), pp.21~40 (2001)
- 안준모, "인터넷 쇼핑환경에서의 고객충성도에 영향을 미치는 요인에 관한 연구: 국내 인터넷 쇼핑몰 산업을 중심으로", 11(4), pp.135~153 (2001)
- 윤만희, "대학교육서비스에 대한 공정성 인식이 관계품질과 고객의 자발적 행위에 미치는 영향", 32(1), pp.315~340 (2003)
- 황화철, "인터넷 이용고객의 장기지향성에 대한 탐색적 연구-관계기간의 조절효과-", 7, pp.147~165 (2001)
- Bagozzi, "A General Method for Developing and Testing Theories in Consumer Research Advances in Consumer Research"
- Bejou, D, "Determinants of Relationship Quality: An Artificial Neural Network Analysis", 36, pp.137~147 (1996)
- Berry, "Competing through Quality" (1991), The Free Press.
- Berry, L. L, "Relationship Marketing of Services: Growing Interest, Emerging Perspectives", 23(4), pp.236~245 (1995)
- Bitner, "Journal of Marketing", pp.71~84 (1990), Diagnosing Favorable and Unfavorable Incidents
- Bitner M. J, "Relational Benefits in Services Industries: The Customer's Perspective", 26(2), pp.101~114 (1998)
- Brown, T. J, "The Customer Orientation of Service Workers: Personality Trait Determinants and Effects on Self and Supervisor Performance Rating", 39(1), pp.110~119 (2002)
- Byrne, B. M, "Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming" (2001), Mahwah, NJ: Lawrence Erlbaum associates, Inc.
- Busch, "An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller Dyad Journal of Marketing Research", pp.3~11 (1976)
- E, "Analyzing Models with Unobserved Variables Analysis of Covariance Structures 65-115 in G. Bohrnstedt & E. Borgatta" (1981)
- Crosby, "Relationship Quality in Services Selling Journal of Marketing", pp.68~81 (1990)
- Coulter, K. S, "Determinants of Trust in a Service Provider: The Moderating of Length of Relationship", 16(1), pp.35~50 (2002)
- De Wulf, K, "Investments in Consumer Relationships: A Cross-Country and Cross Industry Exploration", 65, pp.33~50 (2001)
- De Wulf, K, "Assessing the Impact of a Retailer's Relationship Efforts on Consumers' Attitudes and Behavior", 10(2), pp.95~108 (2003)
- Doney, P. M, "An Examination of the Nature of Trust in Buyer-Seller Relationships", 61(2), pp.35~51 (1997)
- Dorsch, M. J, "The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers", 26(2), pp.128~142 (1998)
- Dunlap, "Perceptions of Real-Estate Brokers and Buyers Journal of Business Research", pp.175~187 (1988)
- Dwyer, "Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels Journal of Marketing Research", pp.347~358 (1987)
- Dwyer, "Journal of Marketing", pp.11~27 (1987)
- Fornell, "Evaluating Structural Equation Models with Unobservable Variable and Measurement Error Journal of Marketing Research", pp.39~50 (1981)
- April, "Determinants of Long-Term Orientation in Buyer-Seller Relationships Journal of Marketing", pp.1~19 (1994)
- Garbarino, E, "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships", 63(02), pp.70~87 (1999)
- Grayson, K, "The Dark Side of Long-Term Relationships in Marketing Services", 36, pp.132~141 (1999)
- Gundlach, G. T, "The Structure of Commitment in Exchange", 59, pp.78~92 (1995)
- Gwinner, K. P, "Relational Benefits in Services Industries: The Customer's Perspective", 26(2), pp.101~114 (1998)
- Hennig-Thurau, T, "Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Qualit", 4(3), pp.230~247 (2002)
- John, "An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel Journal of Marketing Research", pp.278~289 (1984)
- Johnson, J. L, "Strategic Integration in Industrial Distribution Channels: managing the Interfirm Relationship as a Strategic Asset", 27(1), pp.4~18 (1999)
- Kelley, "Developing Customer Orientation Among Service Employees Journal of the Academy of Marketing Science", pp.27~36 (1992)
- Kim, W. G, "Antecedents and Consequences of Relationship Quality in Hotel Industry", 21(4), pp.321~338 (2002)
- Kumar, N, "The Effects of Supplier Fairness on Vulnerable Resellers", 32(1), pp.54~65 (1995)
- Lagace, "The Relevance of Ethical Salesperson Behavior on Relationship Quality Journal of Personal Selling and Sales Management", pp.39~47 (1991)
- Levin, D. Z, "Perceived Truthworthiness of Knowledge Sources: The Moderating Impact of Relationship Length", OB, pp.11~16 (2004)
- Moorman, "Factors Affecting Trust in Market Research Relationship Journal of Marketing", pp.81~101 (1993)
- Moorman, "Relationships between Providers and Users of Market Research The Dynamics of Trust within and between Organizations Journal of Marketing Research", pp.314~328 (1992)
- Morgan, "The Commitment-Trust Theory of Relationship Marketing Journal of Marketing", pp.20~38 (1994)
- T. G, "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships Journal of Marketing", (ordewier), pp.80~94 (1990)
- Parsons, A. L, "What Determines Buyer-seller Relationship Quality? An Investigation from the Buyer's Perspective", 38(2), pp.4~12 (2002)
- Roberts K, "Measuring the Quality of Relationships in Consumer Services: An Empirical Study", 37(1, pp.2) (2003), 169~196
- Saxe, "A Measure of the Customer Orientation of Salespeople Journal of Marketing Research", pp.345~351 (1982)
- Shamdasani, P. N, "Determinants of Relationship Quality and Loyalty in Personalized Services", 17(3), pp.399~422 (2000)
- Sharma, A, "Antecedents and Consequences of Relationship Marketing", 28, pp.601~611 (1999)
- Stone, "Clarifying Some Controversial Issues Surrounding Statistical Procedures for Detecting Moderator Variables Journal of Applied Psychology", pp.3~10 (1989)
- Tam, J. L. M, "Interactive Selling: A Dynamic Framework for Services", 15(5), pp.379~396 (2001)
- Wheaton, "Assessing Reliability and Stability in Panel Models 84-136 in D. Heise" (1977), Jossey-Bass.
- Wong, A, "Customers' Perspectives on Service Quality and Relationship Quality in Retail Encounters", 12(6), pp.424~433 (2002)
- Wray, "Using Neural Network Analysis to Evaluate Buyer-Seller Relationships European Journal of Marketing", pp.32~48 (1994)
- Park**Jung Hee, "Determinants of Relationship Quality and the Role of Relationship Length*Tong Jin firms are exploring ways to increase customer retention and", or loyalty which has been recognized to increase company profitability. One strategy that has gained considerable attention is the strategy of relationship marketing in which firms invest in developing long-term bonds with individual customers . To identify the advantages of long-term relationship and to analyze the moderating role of relationship length, 2003, ~