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서비스 고객의 만족과 고객충성도 관계에 대한 연구－전환비용과 대안매력도의 매개역할을 중심으로－

The Investigation of Relationship between Service Customers' Satisfaction and Customer Loyalty:The Mediating Role of Switching Costs and Alternative Attractiveness

윤경산
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2015.02|경영연구 (Journal of Business Research)|제30권 제1호|pp. 1-27|DOI 10.22903/jbr.2015.30.1.1

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참고문헌

키워드

Customer Satisfaction고객만족Mediation전환비용Alternative Attractiveness고객충성도Customer Loyalty대안매력도매개역할Switching Costs
주제분류경영학

초록

본 연구는 고객만족, 전환비용, 대안매력도가 고객충성도에 미치는 영향을 매개적 측면에서 분석하였다. 이를 위해 고객만족-고객충성도 사이의 직접적인 관계와 고객만족-전환비용-고객충성도, 고객만족-대안매력도-고객충성도의 매개를 통한 간접적인 관계를 검토하고 지금까지 연구되었던 고객만족-고객충성도 관계에서 전환비용과 대안매력도가 매개 역할을 하고 있는지 여부를 파악하였다. 이들 관계를 토대로 가설적 모델을 구성하고 이를 실증 검토하기 위해 복수의 실증 분석을 실시하였다. 연구의 외적타당성을 위해 미용실 고객과, 대학교육 서비스의 이용자로부터 자료를 수집하였다. 실증분석 결과 제안모델은 대체로 만족스러운 결과를 보여주었다. 고객만족은 전환비용, 대안매력도, 고객충성도에 영향을 미치며, 특히 전환비용과 대안매력도는 고객만족과 고객충성도 사이에서 매개역할을 수행하고 있는 것으로 나타났다. 또한 전환비용과 대안매력도는 고객충성도에 대해 간접적인 영향뿐만 아니라 직접적인 영향도 있는 것으로 파악되었다.

Abstract

The purpose of this study is to investigate the mediating role of switching costs and alternative attractiveness between customer satisfaction and customer loyalty. This study was performed empirical test that the direct effect of customer satisfaction on customer loyalty and the mediating effect of switching costs and alternative attractiveness. Also examined certain differences in hair shop and university settings. The proposed model was demonstrated generally satisfactory results. The customer satisfaction affected switching costs, alternative attractiveness, and customer loyalty, specially switching costs and alternative attractiveness were performed mediating role between customer satisfaction and customer loyalty. Also switching costs and alternative attractiveness have direct effects and indirect effects on customer loyalty in both hair shop and university. Our findings suggest that researchers have pay more attention to understanding the role of switching costs and alternative attractiveness in marketing practices and literatures.

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