미용의료시장에서 관계혜택이 고객만족과 관계지속의도에 미치는 영향 -관계빈도 조절효과를 중심으로-

허은주 ( Eun Ju Heo ),김세범 ( Sae Bum Kim ) 한국고객만족경영학회 2014 고객만족경영연구 Vol.16 No.4

본 연구의 목적은 미용의료시장에서 고객과 장기적인 관계를 유지하는 하위 요소들을 확인하고 이를 극대화 하는 효과적인 전략을 수립하기 위한 기초자료를 제공하기 위해 관계혜택이 고객만족과 관계지속의도에 미치는 영향을 살펴보고자 하였다. 또한 관계혜택, 고객만족, 관계지속의도 요인 사이에 관계빈도 조절효과를 확인하였다. 본 연구의 응답된 설문지 중 247부가 최종 분석에 사용되었다. 실증분석은 SPSS 19.0을 이용하여 기술적 분석 및 신뢰성 분석 등을 실시하였고 AMOS 21.0을 이용하여 확인요인분석, 경로분석, 조절효과 분석을 하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 관계혜택의 하위차원에서 확신적 혜택과 고객화 혜택은 고객만족에 정(+)의 영향을 미치는 것으로 확인되었다. 둘째, 사회적 혜택과 경제적 혜택은 고객만족에 정(+)의 영향을 미치지 않은 것으로 확인되었다. 셋째, 고객만족은 관계지속의도에 정(+)의 영향을 미치는 것으로 확인되었다. 넷째, 관계빈도에 따른 조절효과 검증에서 경제적 혜택과 고객화 혜택은 조절효과를 갖는 것으로 나타났으며 고빈도 방문 집단에서 고객만족에 유의한 영향이 있음을 확인할 수 있었다. The market of cosmetic medicine is characterized as interactive relations between workers and customers through which beauty products and services are provided and transacted. In that market, customer satisfaction and behaviors may vary depending on what perceptions customers have in making those relations. The purpose of this study was to examine the effects of relational benefits on customer satisfaction and relational continuance intention in the market of cosmetic medicine, providing basic information to identify factors ensuring long-term relationships with customers in that market and set up effective strategies to maximize those factors. Besides, this study examined the mediating effects of relational frequency between relational benefits, customer satisfaction and relational continuance intention. Participants of this study were users of the dermatology department or the private clinic specializing in beauty care who have ever visited the medical department or that clinic more than 3 times. Those participants were selected through the convenience sampling method. This study conducted a questionnaire survey. Of 280 surveyed, 247 respondents were considered to be reliable and used for the final analysis. Data from the survey were analyzed empirically using the descriptive analysis and the reliability analysis with SPSS 19.0. In addition, the confirmatory factor analysis and the path analysis were conducted using AMOS 21.0. The mediating effects of relational frequency were also investigated. The findings of this study can be summarized as follows. First, some sub-areas of relational benefits like confidence benefits, customization benefits were found to have positive effects on customer satisfaction. social benefits. Economic benefits were found not to positively affect customer satisfaction. Second, customer satisfaction brought by relational benefits was found to have positive influences on relational continuance intention. Third, the mediating effects of relational frequency were examined to find that for customers who visited the dermatology department or the private beauty clinic, some sub-areas of relational benefits like economic benefits and customization benefits had significant effects on customer satisfaction.

문화적 차원에 따른 관계 혜택의 차별적 중요성: 메타분석

장우정(Chang, Woojung),이성호(Lee, Sungho),송지희(Song, Ji Hee) 한국마케팅학회 2020 마케팅연구 Vol.35 No.1

기업이 관계마케팅을 보다 효과적으로 실행하기 위해서는 고객이 기업과의 장기적인 관계에서 어떤 관계 혜택들을 얻으며, 이 중 어떤 관계 혜택이 고객과의 관계 성과를 향상시키는 데 보다 효과적인 지를 알아볼 필요가 있다. 기존 연구들은 관계마케팅을 통해 고객이 얻게 되는 관계 혜택을 확신적, 사회적, 특별대우 혜택의 세 가지로 범주화해 왔으나, 각각의 연구가 진행된 상황/환경에 따라 세 가지 관계 혜택의 중요성은 서로 다른 결과들을 보여주었다. 또한 고객과 기업 간의 거래관계가 진행되는 문화에 따라 특정 관계 혜택의 중요성이 증가하거나 감소할 가능성이 제기되었음에도 불구하고 문화 차원에 따라 각 관계 혜택의 효과성이 어떻게 변화하는 지에 관해서는 연구가 진행되지 못했다. 이에 기존 연구들의 서로 다른 결과들을 체계적으로 정리, 통합하고, 문화 차원에 따른 관계 혜택의 차별적 중요성을 알아보고자, 본 연구는 기존의 관계 혜택과 관계 성과의 관계에 관한 54개 표본에서 추출된 261개 효과크기를 통합한 메타 연구를 실시하였다. 메타 연구 결과에 따르면, 확신적 혜택은 문화 차원에 관계없이 기업과의 관계 성과를 높이는 데 가장 강력한 효과를 발휘했으며, 특별대우 혜택은 관계 성과 향상에 기여하지만 문화 차원에 따라 효과성에 유의미한 차이가 존재하였다. 구체적으로 일반적인 고객과 달리 장기적인 관계를 맺어 온 고객에게만 특별한 배려, 서비스를 제공하는 특별대우 혜택은 권력 거리가 높은 문화, 집단주의가 높은 문화, 여성적 문화에 속한 고객들에게 보다 가치 있는 혜택으로 인식되었다. 기업이 고객에게 사회적 혜택을 제공하는 것은 세 가지 관계 혜택 중, 가장 미미한 영향력을 지니며, 심지어 높은 권력 거리, 높은 집단주의 문화에서는 관계 성과에 부정적 영향을 미칠 수 있음이 밝혀졌다. 이러한 연구 결과들은 고객관점에서 관계마케팅의 효과성을 체계적으로 통합할 뿐만 아니라, 관계마케팅을 활용하는 기업들에게 특정 문화 환경 속에서 어떤 종류의 관계 혜택을 강조하는 것이 보다 효과적인지 구체적인 시사점을 제공한다. As many firms have made tremendous relationship marketing efforts, it is critical to examine which type of relational benefits contributes more or less to increasing relational outcomes including customer loyalty toward the firm. Previous research has mainly categorized relational benefits that a customer perceives from the long-term relationship with the firm into three aspects: confidence, social, and special treatment benefits. However, the effectiveness of these three types of relational benefits on relational outcome differs substantially from study to study, depending on the cultural values of the context in which the relational benefit-relational outcome association was investigated. Thus, based on 261 correlations from 54 independent samples, we conducted a structural meta-analysis to study which type of relational benefit on average has more or less influence in promoting relational outcome and which relational benefit is more productive in different cultural contexts. The findings reveal that confidence benefit has a consistent and the strongest positive impact on relational outcomes regardless of cultural value. Although special treatment benefit helps facilitate relational outcome on average, it is much more effective in high power distance, low individualism, and low masculinity cultures. At the aggregate level, social benefit has the least impact on relational outcome. More importantly, providing social benefits to customers actually deteriorates relational outcome in high power distance and low individualism cultures. This meta-analysis makes theoretical contributions by synthesizing existing research on the effectiveness of relational benefits and provides managerial implications about which relational benefit should be emphasized in a specific cultural context.

소비자의 관계편익, 관계만족 및 관계지속 의도 간의 관계연구 : 서울수유전통시장을 중심으로

안가경,김신애 한국전략마케팅학회 2015 마케팅논집 Vol.23 No.1

오늘날 대형마트는 정예화된 인적자원, 선진화된 유통마케팅과 브랜드, 막대한 자본력 그리 고 첨단의 정보를 가진 경영조직으로 상징된 반면에 소위전통시장을 뜻하는 골목상권은 상대적으로 대형마트에 비해 빈약한 경영자원에 비견되고 있다. 본 연구는 골목상권이 쇠락 해가는 이 시점에 서울수유전통시장을 이용하는 177명의 소비자를 대상으로 소비자의 관계 편익, 관계만족 및 관계지속의도 간의 관계연구를 조사ㆍ분석하였다. 분석결과는 다음과 같 다. 첫째, 소비자의 경제적 편익과 고객화 편익은 관계만족에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 소비자의 전통시장에 대한 관계만족은 관계지속의도에 정(+)의 관계인 것으 로 분석되었다. 셋째, 소비자의 전통시장에 대한 심리적 편익, 경제적 편익, 그리고 고객화 편익은 관계지속의도에 정(+)의 영향관계로 확인되었다. 전통시장에 관한 전략적 함의는 첫 째, 대량마케팅을 극복하고 특정 지역 고유의 생활 문화와 소비자의 Database를 확보하여야 한다. 둘째, 소비자의 맞춤식 관계편익을 토대로 다른 전통시장과 차별성을 낳는 전략을 장 기적으로 확산시켜 나가야 비로소 쇠락해 가는 전통시장을 회복시킬 수 있을 것이다. This study investigates impact relationships among relational benefits that is, social benefits, psychological benefits, economical benefits and customized benefits as antecedents which affect customers' relational satisfaction and propensity or intention to relational continuance as a consumers’ in variables considering characteristics of traditional markets. For these purpose’s goals the authors developed a structural model which consists of several variables. The one hundred and seventy seven customers responded to the questionnaire. The data were analyzed with Amos 21.0. The Results can be summarized as follows. First, the four factors of social benefits, psychological benefits, economical benefits and customized benefits were retained for each of the four relational benefits. Second, economical and customization benefits are positively associated with customers’ relational satisfaction. Third. relational satisfaction which is strengthened by customers' has a positive influence on customers' intention to relational continuance. fourth, psychological, economical and customized benefits has a positive effect on intention to relational continuance. The rest variables of social psychological benefits have no significant effects on customers' relational satisfaction. In the conclusion, theoretical and marketing managerial implications, limitation of research and future research suggestions are mentioned.

외식업체고객의 관계효익에 관한 연구

이상건,김기훈 한국외식경영학회 2010 외식경영연구 Vol.13 No.4

The purpose of this study is to investigate differences of relational benefits by casual dining restaurant customers in Daejeon Metropolitan City. A sample of 212 surveys which showed a 90.1% usual response rate. From the literature review, relational benefits of restaurant customers had been developed. The exploratory factor analyses identified three underlying dimensions of relational benefits; social, customer, and psychological. Using the SPSS Win. Ver. 11.5 statistical package two-step cluster analyses have been conducted to classify casual dining restaurant customers into three different clusters: high relational benefits, moderate benefits, and low relational benefits. ANOVA was also adopted to identify the differences of customer loyalty by those three clusters. The results showed that highly perceived relational benefits were related to high customer loyalty. And the managerial implications of these results for relational benefits of casual dining restaurant customers are discussed.

영업사원과의 관계구축 의도에 영향을 미치는 소비자의 내재적 특성에 관한 연구: 관계적 혜택을 매개변수로

박찬욱 한국마케팅학회 2009 ASIA MARKETING JOURNAL Vol.11 No.3

As the competition intensifies and the market matures, marketers are more and more concerned with the relationship marketing. Many of the previous researches have pointed out that not all of the consumers are relationship-oriented. But none of the previous research has systematically investigated this issue. * Professor, Department of Business Administration, College of Business Administration, Kyung Hee University(cwpark@khu.ac.kr) This research investigated the relationship among the three concepts: consumers' intrinsic characteristics, perceived importance of relational benefits, and relationship building intention with the salesperson. In this research the perceived importance of relational benefits is treated as mediating variable in the relationship between consumers' intrinsic characteristics and relationship building intention with the salesperson. The conceptual model in this study can be depicted as follows. From the consumers' perspective relational benefits can be defined as "the additional benefits consumers can receive in addition to core services through the long-term relationship with the service provider." And in this study two kinds of relational benefits are adopted by reviewing the previous research: confidence benefits and social benefits. Relational benefit received from the salesperson is very important to predict consumers' relationship building intention with the salesperson. The more relational benefits consumer wants from the salesperson, the more relationship building intention he/she has. From this point two hypotheses are derived as follows. Hypothesis 1: As the perceived importance of confidence benefit from the salesperson increases, the relationship building intention with the salesperson increases. Hypothesis 2: As the perceived importance of social benefit from the salesperson increases, the relationship building intention with the salesperson increases. In this study four individual characteristics(risk taking tendency, variety-seeking tendency, product knowledge, trust orientation) are hypothesized to influence the perceived importance of confidence benefits from the salesperson. And three individual characteristics(interpersonal orientation, price consciousness, trust orientation) are hypothesized to influence the perceived importance of social benefits from the salesperson. These 7 hypotheses are as follows. Hypothesis 3: As the risk taking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 4: As the variety-seeking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 5: As the product knowledge increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 6: As the trust orientation increases, the perceived importance of confidence benefits from the salesperson increases. Hypothesis 7: As the interpersonal orientation increases, the perceived importance of social benefits from the salesperson increases. Hypothesis 8: As the price consciousness increases, the perceived importance of social benefits from the salesperson decreases. Hypothesis 9: As the trust orientation increases, the perceived importance of social benefits from the salesperson increases. The whole model in this study can be depicted as follows: Data were collected from the 396 consumers who actually trade stocks through the salesperson and were analyzed using structural equation model. The analysis results show that consumers' perceived importance of relational benefits(confidence benefit and social benefit) play the roles of mediating variables in the causal relationship between consumers' inherent characteristics and their relationship building intention with the salesperson. As for the individual characteristics, the influences of variety-seeking tende... 경쟁이 심화되고 시장이 포화되면서 관계마케팅에 대한 관심은 증대하고 있다. 그런데 많은 연구들이 모든 소비자가 관계지향적인 성향을 가지고 있는 것은 아니라는 점을 지적하고 있다. 그렇지만 어떠한 성향을 가진 소비자가 관계지향적인 성향을 가지고 있는가에 대한 본격적인 연구는 이루어지지 않았다. 본 연구는 영업사원이 제공하는 관계적 혜택(확신 혜택 및 사회적 혜택)에 대한 중요성 지각을 매개 변수로 소비자의 어떠한 내재적 특성이 영업사원과의 관계구축 의도에 영향을 미치는가를 분석하고 있다. 본 연구의 가설에서 확신 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 위험감수 성향, 다양성추구 성향, 제품지식, 타인 신뢰 성향 등의 변수를 제시하였으며, 사회적 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 대인성향, 가격민감도, 타인 신뢰 성향 등의 변수를 제시하였다. 실제로 영업사원과의 거래를 통해 증권거래를 하고 있는 소비자 396명으로부터 자료를 수집하였다. 구조방정식 모델을 이용하여 분석한 결과, 소비자의 내재적 특성과 영업사원과의 관계 구축 의도의 인과관계에 있어서 관계적 혜택에 대한 중요성 지각이 매개 변수로서의 역할을 하고 있는 것으로 나타났다. 또한 소비자의 내재적 특성 가운데 다양성 추구 성향은 확신 혜택에 대한 중요성 지각에 음의 영향을 미치는 것으로 분석되었으며, 타인 신뢰 성향은 확신 혜택 및 사회적 혜택 모두의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다. 또한 가격 민감도는 가설에서 설정된 방향과는 다르게 사회적 혜택의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다.

은행 고객의 관계혜택이 고객-기업 동일시와 고객참여에 미치는 영향: 고객 역할 명확성의 조절효과

권미영,유재원 한국기업경영학회 2016 기업경영연구 Vol.23 No.3

creasing customer loyalty and retention has long been regarded as an important goal for service providers. There is a consensus that attracting a new customer costs three to five times more than retaining an existing one. Thus, it is meaningful to identify the specific aspects of company which customers give value to and distinct types of emotional and behavioral responses customers suggest. Based on this, using the sample of bank employees, this study examines three folds; distinct relational benefits which bank customers particularly put emphasis on; the effects of those perceived relational benefits on customer-company identification, which result in enhancing customer co-production; and the role of role clarity as a moderator between customer-company identification and customer co-production link. Data were collected from 500 bank customers in Seoul, South Korea. Using convenience sampling, we interviewed the sample customer face-to-face to test the hypothesis. We chose bank customers as the data collection sources so that we can find customer-service provider interactions and, as a result, customers’ perceived relational benefits. We used SPSS 21.0, LISREL 8.53, and SPSS Macro to analyze the measurement model and theoretical structure model. We did first confirmatory factor analysis (CFA) to test constructs and measured variables. Then, we tested moderating relationship of the hypothesize link using SPSS Macro and bootstrapping method. We lastly tested the moderating effect of role clarity by mean-centering the data and goodness of fit. We tested the hypothesis by following Cohen (1992)’s guidelines. The present study is specifically designed to accomplish three objectives; to test empirically the sequential effects of various types of relational benefits, which consist of confidence, social, and special treatment benefit on customer-company identification; to explore the link between customer-company identification and customer co-production; and to examine empirically the moderating role of customer role clarity to explain when customer-company identification has more positive effects on customer co-production. The results showed that confidence and special treatment benefits have positive impact on customer-company identification; however, social benefit has no significant impact on customer-company identification. Research finding also showed that customer-company identification has positive effect on customer co-production. Finally, we also found the positive moderating effect of customer role clarity on the link between customer-company identification and customer co-production. This study extends current literature by empirically testing the existing relational benefits (Hennig-Thurau et al., 2002) in view of customers. This study offers significant implications for both managers and researchers in that this first finds special types of relational benefits-special treatment and confidence benefit- function as a tool of competitive advantage. There are few previous studies that identified the moderating role of customers’ role clarity between customer-company identification and co-production. This study extends service marketing literature by linking relational benefits, customer-company identification, and co-production. 관계마케팅이라는 개념이 등장한 이래 고객의 충성도와 재방문이 중요한 목표가 되고 있는 서비스 산업에서 관계 혜택은 매우 중요한 이슈로 대두되고 있다. 특히 고객들이 기업의 어떤 측면에 가치를 부여하는지 파악하는 것은 매우 의미가 있으며, 가치를 인식한 고객들이 어떤 인지적, 행동적 반응을 보이는 가는 기업의 입장에서도 매우 중요한 사실이다. 따라서 다음과 같은 연구를 진행했다. 첫째, 은행 거래 고객을 대상으로 다양한 관계 혜택의 요인들(사회적, 특별대우, 확신적 혜택)이 자신과 기업 간의 동일시에 대한 지각에 어떤 영향을 미치는지 살펴보았다. 둘째, 고객-기업동일시가 고객의 자발적인 행동인 고객 참여를 어떻게 변화시키는지 규명하였다. 셋째, 고객-기업동일시와 고객참여간의 관계에 미치는 고객 역할 명확성의 조절효과를 제시하였다. 이를 통해 다음과 같은 결과를 도출하였다. 첫째, 관계혜택(확신, 특별대우)은 고객-기업동일시에 긍정적인 영향을 미치는 것으로 나타났으나, 사회적 혜택은 유의적인 관계가 없는 것으로 나타났다. 둘째, 고객-기업동일시가 고객참여(Co-production)에도 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 조절변수인 고객의 역할명확성은 고객-기업동일시가 고객참여(Co-production)에 미치는 효과를 강화시키는 것으로 나타났다. 마지막으로 고객-기업동일시가 관계혜택과 고객참여 간의 관계에 미치는 매개역할을 검증하였다.

외식고객의 지각된 관계효익과 고객충성도의 관계: 서울 특1급 호텔레스토랑과 패밀리레스토랑 고객을 중심으로

고재윤,성혜진,서성원,김현영 한국외식경영학회 2010 외식경영연구 Vol.13 No.3

This study examines the relationship between eating-out customer's perceived relational benetfits and customer loyalty and it also purported to verifivate of the difference between customer's perceived relational benefits and customer loyalty in the hotel and family restaurant context using the SPSS Win. Ver. 11.5 statistical package. First, Correlation between relational benefits and customer loyalty was verified relational benefits' social benefits, psychology benefits and cusiomization benefits related elements manifested significant Canonical Correlations with all the three customer loyalty elements when it comes to the cognitive loyalty, Affective & Conative loyalty and Action loyalty. Secondly, verifivation of the difference between customer's perceived relational benefits and customer loyalty following the business type was conducted. The results show that there is difference in three(social benefits, psychology benefits and cusiomization benefits) relational benefits elements and all customer loyalty elements.

전시참가업체의 관계편익이 전시회 만족과 충성도에 미치는 영향 - 전환비용의 매개효과를 중심으로 -

진우동 ( Yu Tong Chen ),소단단 ( Dan Dan Su ),김봉석 ( Bong Seok Kim ) (사)한국전시산업융합연구원 2014 한국과학예술융합학회 Vol.16 No.-

The purpose of this research is to analyze how relational benefit about exhibition influences exhibition participating company`s satisfactory level and participating company`s loyalty and how switching costs`s influence on the relation. The purpose of the analysis is to provide the long term strategy for developing competitive and profitable exhibition. As the verified result on the influential relationship among relational benefit, switching cost, satisfactory level and loyalty based on generated each factor shows (research hypothesis 1~6): psychological benefit and economical benefit has influence on satisfactory level and loyalty, economical benefit has noticeable influence on switching cost, satisfactory level has noticeable influence on loyalty, and switching cost has noticeable influence on loyalty. Since the economical benefit and switching cost have showed direct or indirect influence on loyalty and switching cost, it would be safe to assume switching cost is acting as mediation between economical benefit and loyalty. Switching cost is mediation between satisfactory level and loyalty; satisfactory level is mediation between psychological benefit, and satisfactory level is acting as mediation between loyalty and economical benefit. This research has established the ultimate purpose why exhibition sponsor must manage the relational benefit. Since it is confirmed that exhibition participating companies override the relational benefit, relational customer segmentation is possible through service provided by participating companies.

특급관광호텔 고객이 지각하는 관계혜택, 관계품질, 행동의도의 관계분석

신용두,유희경 한국관광학회 2011 관광학연구 Vol.35 No.6

This study examined the relationships among customers' relational benefits, relational qualities, and behavioral intentions in Korean upscale hotels. Based on the review of related literature, customers' relational benefits were conceptualized in terms of social benefit, psychological benefit and economic benefit. In addition, customers' relational qualities were measured in terms of satisfaction, trust and commitment, while customers' behavioral intentions were conceptualized in terms of the relationship maintenance and positive word of mouth. Data were collected via self-administrated survey from 275 customers of 10 upscale hotels in Seoul and Busan from July to August 2010. Results showed that customers' evaluation of relational benefits from the hotel were only partially associated with their attitude toward relational qualities and behavioral intentions. Results also indicated that customers' attitude toward relational qualities were partially related to their attitude toward relationship maintenance. In contrast, all the three dimensions of relational qualities were found to be related to the positive word of mouth. Implications and limitation of the study were also discussed. 본 연구는 우리나라 특1급 호텔 고객을 대상으로 하여 그들이 지각하는 관계혜택과 관계품질 및 이에 따라 비재무적 성과인 관계유지와 긍정적 구전효과의 관계를 분석하고자 하였으며, 관계기간의 조절효과를 분석하였다. 연구결과를 요약하면 다음과 같다. 첫째, 관계혜택이 관계품질에 미치는 영향을 분석한 결과를 요약하면 다음과 같다. (1) 사회적 혜택과 심리적 혜택은 관계만족에 유의적인 정의 영향을 미치고 있으나, 경제적 혜택은 유의수준 5% 미만에서 유의적이지 않았으며, 유의수준 10%에서 유의적이었다. (2) 경제적 혜택과 심리적 혜택은 관계신뢰에 유의적인 정의 영향을 미치고 있으나, 사회적 혜택은 유의수준 유의적이지 않았다. (3) 관계혜택의 요인들인 사회적 혜택, 경제적 혜택, 심리적 혜택 모두 관계몰입에 유의적인 정의 영향을 보여주었다. 둘째, 관계혜택의 요인들은 모두 고객이 호텔과 계속 거래하고자 하는 관계유지에 유의적인 정의 영향을 미치고 있었다. 그러나 호텔에 대한 긍정적 구전에는 심리적 혜택만이 유의적인 정의 영향을 미치고 있으며, 사회적 혜택과 경제적 혜택은 유의적이지 않았다. 셋째, 관계품질 요인인 관계만족과 관계몰입은 관계유지의도에 유의적인 정의 영향을 미치고 있으나, 관계신뢰는 관계유지의도에 유의적이지 않음을 보여주었다. 반면에 긍정적 구전에는 관계품질 요인들 모두가 유의적인 정의 영향을 미치고 있었다. 마지막으로, 고객이 호텔과 거래한 기간인 관계기간은 관계혜택과 행동의도, 그리고 관계혜택과 관계품질 간의 관계에서 조절효과를 보이고 있었다.

CRM이고객이 행동의도에 미치는 영향

이학식(Lee Hag Sig),임지훈(Im Ji Hun) 한국경영학회 2003 經營學硏究 Vol.32 No.5

This research examines, in the perspective of customers, how perceived firm`s custpmers-relational efforts influence customers behavioral intention. More specifically, it investigates structural relationships among customers` perceptions on a firm`s relational efforts, customers` perceived relational benefits, relationship commitment, and behavioral intention. Data were collected from two-hundred customers at a department store and analyzed with AMOS 4.0. The findings suggest that perceived relational efforts have a positive relationship with both customers` perceived sociopsychological and economic benefits, that economic benefits have a positive relationship with sociopsychological benefits, that these benefits have a positive relationship with relationship commitment, and that the relationship commitment also has a positive relationship with behavioral intention. Furthermore, in the relationship of the two kinds of customers` perceived benefits and relationship commitment, sociopsychological benefits appeared to have a stronger relationship than did economic benefits. Finally, most of, if not all. the effect of perceived relational efforts on relationship commitment appeared to be mediated by the two kinds of perceived benefits, and most of, if not all, the effect of the two kinds of perceived benefits on behavioral intention appeared to be mediated by relationship commitment. Theoretical and managerial contributions, limitations, and future research directions are discussed at the end of the paper.