고객만족과 관계마케팅 요인이 행동의도에 미치는 영향

양병화(Byung Hwa Yang) 한국경영학회 2008 經營學硏究 Vol.37 No.1

By shifting the marketing paradigm from transactions to customers, it has been recognized that models for customer satisfaction have to include marketing relational components as a human factor. The studies of customer satisfaction have focused on transactional components such as the perceived quality and the perceived value of products/services. This has limitations as an explanation for dynamic marketing flow which reflects the complicated interaction in the customer-firm dyad. That is why the customer relationship, as a human and relational factor, can play a crucial role in improving the customer retention and loyalty. Thus, this study aims to examine the effects of customer satisfaction and relationship marketing on behavior intention. Specifically, we proposed an extended model for predicting customer satisfaction through the connection of the perceived quality (transactional factor) and the relationship quality(relational factor). For this study, a survey was conducted with 95 male and 275 female customers visiting large discount stores. The hypothesized model was tested by using structural equation modeling with the Maximum Likelihood Method. We first tested the measurement model to identify the constructs of research variables and then analyzed the structural relationships of the constructs. We also examined the effect of common method variance(CMV) in order to control the response bias since the measurement of predictors and criteria variables was obtained from the same source. Results reveal that the measurement model is a reasonable fit to the data with GFI=.93, RMR=.021, RMSEA=.048, IFI=.95, and CFI=.95. The structural model also fits to the data reasonably well(GFI=.93, AGFI=.90, RMR=.023, IFI=.95, CFI=.95) and transactional and relational components both have significant effects on customer satisfaction. In particular, the perceived quality influenced the perceived value and the relationship quality, and then they had strong effects on satisfaction and behavior intention, although the effect of relational management on relationship quality was not statistically significant when the common method variance was controlled. The results also indicate that the explained variance of customer satisfaction in the hypothesized model is 74% and the explained variance of behavior intention is 48%. This implies that relational variables such as relationship quality can effectively explain customer satisfaction and loyalty through the connection of the perceived quality and the perceived value of products/services. Our findings suggest that an integration of customer satisfaction and relationship marketing can be developed as an extended model of customer satisfaction to explain ultimate organizational outcomes including customer loyalty and repeat purchasing. The improvement of product/service quality can increase the exchange value of products and services as well as build high quality customer relationships. As a result, high quality marketing relationships positively affect customer satisfaction and long-term loyalty. This implies that the competitive advantage of customer satisfaction in the current market will be achieved by building the beneficial marketing relationships with the product/service quality. Furthermore, this study provides an insight into how customer-centered management can strengthen the connection of quality → satisfaction → repeat purchasing intention. In other words, the management of customer relationships can be very important to manage customers who are satisfied with the specific product/service but do not purchase it.

The Effects of Service Quality and Relationship Benefits on Relationship Commitment and Customer Loyalty in Membership Fitness Club

오상현,이화석,Su Jin Kim 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.3

Relationship marketing is not a new phenomenon, but is now one of the most important topics in marketing academia and the business community. For marketing practitioners, greater benefits may arise by perceiving relationship marketing as an underlying philosophy of caring for customers. In the Academy, many scholars have suggested a new marketing paradigm based on relationship marketing. The rationale behind relationship marketing is to create, enhance, and maintain relationships with customers. Increasing and securing loyalty is central to many corporate strategies because obtaining new customer is costly and customer retention is connected to long-term profitability. Commitment is recognized as the key component in the relationship marketing paradigm and social exchange theory. The health care industry is one of the world's largest and fastest-growing industries. The modern health care sector is divided into many sub-sectors, and depends on interdisciplinary teams of trained professionals and paraprofessionals to meet health needs of individuals and populations. The objective of this paper is to establish a theoretical basis for evaluating a strategic increase in customers' perceptions of service quality (technical quality and functional quality) and relationship benefits – specifically in terms of an increase in relationship commitment and customer loyalty in membership fitness club and to test this theoretical basis empirically. The present study focuses on relationship commitment. Also this study identifies antecedents and consequences of relationship commitment. In so doing, the aim is to underline the effect that service quality and relationship benefits have on relationship commitment and customer loyalty. The present study empirically tests the formulated model – to establish the effects of service quality and relationship benefits on relationship commitment and customer loyalty in membership fitness service setting. Research model was tested sub-sector of health care industry. The basic objective of the empirical part is to test the model among users of the services of gym, health and fitness. More specifically we chose the users of two membership fitness clubs, located in Daegu (Korea). Research fitness clubs operate fitness and recreational sports facilities featuring exercise and other active physical fitness conditioning or recreational sports activities, such as swimming, racquet sports and golf. Firms are also involved in facilities management and fitness instruction. The selection of the sample was random, a random route in each fitness club being established for each of the interviewers. The average duration of the interviews was ten minutes. Finally, 254 usable responses were gained. To test the hypotheses in this study, we estimated the fit and parameters of the models through covariance structural analysis. The parameters of the overall model used maximum likelihood estimation, and the fit of the model resulted as χ² (94 d.f)= 329.52(p=.000), GFI=.94, AGFI=.93, RMR=.022, NFI=.92, CFI=.94. Compared to general evaluation standards, this failed to meet the χ² value. But it’s enough to explain the relations among variables since GFI, NFI, CFI turned out to be .95, .92, and .94, respectively. All hypotheses are supported by the data. They suggest that technical quality, functional quality, and relationship benefits significantly influence relationship commitment toward using fitness club. Relationship benefits directly influence relationship commitment and customer loyalty, and indirectly influence customer loyalty through mediator of relationship commitment. Also, the empirical results confirmed that relationship commitment plays a strong, central role in determining customer loyalty. Sound expertise performance (technical quality) is a necessary but not sufficient condition to retain customer. Because of the general lack of knowledge among customers, the service provider needs to recognize t...

관계마케팅 유형이 고객과의 관계의 질과 재구매의도에 미치는 영향에 관한 연구 - 대형할인점을 중심으로 -

최진철,전정수 한국경영교육학회 2011 경영교육연구 Vol.26 No.6

This study analyzes the effect of repurchasing intention and customers’ relationship with which relationship marketing in super discount market in Korea. Also, this paper analyzes whether relationship marketing has mediation effects on the quality of customer relationship for repurchasing intention in the future. The results of this research suggest followings. First, relationship marketing in the super discount market affects in positive way for customer orientation, professionalism, physical facilities, and relationship excepts communication factor. Second, customer orientation, communication, and relationship factor among the types of relationship marketing in the domestic super discount market expect positive influence to the customer reliability. Among the types of relationship marketing in the domestic super discount arket, customer orientation, professionalism, and customer relationship can be expected positive influence to the concentration of customer connection. Third, the quality of the connection for customer reliability and the concentration of customer connecton in the domestic super discount market expects strong positive influence to the intention of repurchasing Fourth, because relationship marketing in the domestic super discount market has mediation effect which exists in the quality of customer relationship by factor as the influence of repurchasing intention, it is necessary to increasing customer reliability and the degree of customer concentration for inducing customer’s revisiting in the future. The purpose of this paper is analysing that relationship marketing in domestic super discount market can affect to customer reliability, the concentration of customer connection, and further repurchasing intention. Specially, the results of this paper expect to provide current affair for establishing marketing strategies in the domestic super discount market in the future. 본 연구에서는 국내 대형할인점의 관계마케팅이 고객과의 관계의 질 및 추후 재구매의도에 미치는 영향을 분석하고 아울러 관계마케팅이 추후 재구매의도에 미치는 영향에 있어서 고객과의 관계의 질에 어떠한 매개효과가 있는 지를 실증적으로 분석하였다. 연구결과 다음과 같이 결론을 제시 하였다. 첫째, 국내 대형할인점의 관계마케팅의 유형 중 커뮤니케이션 요인을 제외하고 고객관계지향성, 전문성, 물리적 시설, 유대관계 등은 고객들의 재구매의도에 매우 긍정적인 영향을 미치고 있다. 둘째, 국내 대형할인점의 관계마케팅의 유형 중 특히 고객관계지향성과 커뮤니케이션, 그리고 유대관계 요인이 고객과의 신뢰에 긍정적인 영향을 미치고 있음을 예측할 수 있다. 국내 대형할인점의 관계마케팅의 유형 중 특히 고객관계지향성과 전문성, 그리고 유대관계 요인이 고객과의 관계몰입에 긍정적인 영향을 미치고 있음을 예측할 수 있다. 셋째, 국내 대형할인점의 고객과의 신뢰와 관계몰입 등 관계의 질은 고객의 재구매의도에 매우 긍정적인 영향을 미치고 있음을 예측할 수 있다. 넷째, 대형할인점의 관계마케팅이 재구매의도에 미치는 영향에 미치는 영향에 있어서 고객과의 관계의 질의 매개효과가 요인별로 존재하므로, 추후 고객들의 재방문을 유도하기 위해서는 고객과의 관계의 질, 즉 고객과의 신뢰와 관계몰입도를 높일 필요가 있다. 본 연구에서는 국내 대형할인점의 관계마케팅 활동이 고객과의 신뢰, 관계몰입 및 추후 재구매의도에 미치는 영향을 분석하는 것을 목적으로 한다. 특히 본 연구의 결과는 향후 국내 대형할인점에서 마케팅전략을 수립하는데 많은 시사점을 줄 수 있을 것이라 기대된다.

고객-기업간 관계유형이 고객만족도 조사 참여시 제공된 보상에 대한 반응에 미치는 영향

박기경(Park, Kikyoung) 한국상품학회 2015 商品學硏究 Vol.33 No.6

기업이 고객에게 제공한 보상에 대한 소비자 반응을 다룬 선행 연구들은 주로 자기지각 개념 혹은 설득지식에 초점을 두고 있다. 이러한 선행연구와 관점을 달리하여 본 저자는 고객-기업간 관계성격을 중심으로 고객만족도 조사 참여시 제공되는 보상에 대한 소비자 반응을 탐구하고자 하였다. 즉, 관계 유형 문헌에서 분류하고 있는 교환관계와 공동체적 관계가 갖고 있는 관계규범의 인식차이가 고객만족도 조사 참여시 제공되는 보상에 대한 반응에 미치는 영향을 살펴보았다. 시나리오를 바탕으로 한 실험결과에 의하면, 고객만족도 조사 참여시 보상이 제공되면 기업과 교환관계에 놓인 소비자의 경우 기업에 대한 충성도가 높아지는 반면(vs. 무보상), 공동체적 관계에 놓인 소비자의 경우 오히려 기업에 대한 충성도가 낮아지는것으로 나타났다. 아울러 이러한 결과는 관계유형에 따라 관계 규범을 달리 지각하기 때문인 것임을 매개분석을 통해 알 수 있었다. 이로써 고객만족도 조사에 참여했을 때 제공된 보상에 대한 반응으로써 충성도는 관계유형에 따라 달라질 수 있고 관계규범에 순응하는 정도가 중요한 역할을 함을 알 수 있었다. 본 연구는 관계유형에 대한 기존 연구결과를 확장하고, 마케팅 상황에 적용함으로써 기업이 고객에게 실시하는 고객만족도 조사 참여 및 보상에 대한 소비자 반응에 대해서 좀 더 폭넓게 살펴보았다. 정리하면, 관계유형을 고려하여 보상에 대한 소비자 반응과 관련한 새로운 관점을 제시하고자하였고, 고객만족도 조사에서의 관계규범의 매개효과를 살펴보았다는 점에 의의가 있다고 생각된다. 더불어 고객만족도 조사와 관련하여 더 많은 연구를 할 수 있는 가능성도 제시할 수 있었다. Previous studies related to customer's response to rewards which companies provide consumers mainly focus on self-perception theory or persuasion knowledge, the author pays attention to the customer's response to reward depending on relationship type and examines the interaction effects. The author suggests that relationship type between customer and company could play an important role in the influence of the reward on loyalty when participating a customer satisfaction survey. Drawing upon relationship norm theory, hypothesis 1 posits that participants in an exchange relationship will show greater loyalty given a reward than not given a reward, whereas those in a communal relationship will show lower loyalty given a reward than not given a reward when participating a customer satisfaction survey. Because each relationship has a different schema of relationship norm. The result of Experiment supports my expectation. That is, the company loyalty of participants in an exchange relationship was significantly higher when the reward was provided(vs. no reward), whereas that of participants in a communal relationship showed the opposite pattern when participating a customer satisfaction survey. In addition, the effects were also found to be caused by perceived relationship norm conformity(H2). In conclusion, customer's loyalty to the reward depends on relationship type when participating the customer satisfaction survey and the relationship normconformity plays an important role in the effect. The research findings provide knowledge for better understanding of relationship type and extend its theory to the area of customer satisfaction survey in marketing. It needs to divide the relationship among customer, company, and salesperson and distinguish them. And also, it would be interesting to consider the valence of evaluation(e.g., compliment vs. criticize) and examine the interaction effect. In conclusion, the author presents a new perspective for the response of reward and apply it to marketing area using relationship type. And also the author testified the mediation effect of relational normin the customer satisfaction survey. Therefore it has the potential to developmore in customer satisfaction survey.

The Effects on CRM Performance and Relationship Quality of Successful Elements in the Establishment of Customer Relationship Management: Focused on Marketing Approach

장형유 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. Customer Orientation Customer Information Orientation Core Customer Orientation Relatinship Quality ㆍtrust ㆍsatisfaction CRM Outcomes ㆍretention ㆍshare Success Factors in Marketing Approach Marketing Orientation CRM Outcomes An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach’s alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of β coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM ... Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. Customer Orientation Customer Information Orientation Core Customer Orientation Relatinship Quality ㆍtrust ㆍsatisfaction CRM Outcomes ㆍretention ㆍshare Success Factors in Marketing Approach Marketing Orientation CRM Outcomes An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach’s alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of β coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM process in terms of marketing approa...

고객가치가 관계품질 및 고객충성도에 미치는 영향: 치과병·의원을 중심으로

이수욱,차은광 한국유통과학회 2014 유통과학연구 Vol.12 No.2

Purpose - Recent rapid environmental changes in the hospital industry are accelerating the spread of customer satisfaction management. Customers’ desires have become diversified and advanced; in the past, customers tended to preferred popularized and standardized care, whereas they now prefer individualized and differentiated care, based on an increase in income. Specifically, this study tries to analyze the mediating effects of factors that affect the configuration portion of customer value and relationship quality (customer trust and relationship commitment) by investigating the impacts and configuration factor of customer value on relationship quality and determining how these factors impact customer loyalty directly or indirectly. Research design, data, and methodology - This study aims to determine the customer value factors that impact the perceptions of dental hospital customers, how these factors impact relationship quality and customer loyalty, and the causal relationship of these factors, and to verify the research model based on previous research. To increase the validity and reliability of the questionnaire, the authors of this study constructed basic questions using measurement tools already verified for reliability and validity in existing studies. In this study, customer value is defined as customers’ recognizing value by exchanging goods or services and is measured using a five-point Likert scale using 19 questions about the 4-Ds, such as convenience value, quick service, response value, and trustworthiness. For each question, “very low” was set at 1 point and “very high” at 5 points. Customer trust, relationship commitment, and customer loyalty are also measured using a five-point Likert 5-point scale (1 = very low, 5 = very high) based on previous studies. Results - For customer value, trustworthiness and quick service are shown to have direct significant positive impacts on customer loyalty. For customer value and quality of the relationship (customer confidence and commitment), trustworthiness, response value, confidence value, and quick service are shown to have a significant positive impact on customer truth, in order of impact. For the relationship between customer value and commitment, quick service and response value are shown to have significant positive impact. Customer confidence has a very high positive influence on commitment. For the relationship between the quality of the relationship (customer confidence and commitment) and customer loyalty, customer confidence is shown to have more of an impact than commitment, in terms of a direct influence of customer loyalty. Commitment showed a positive impact on customer loyalty. For the relationship between customer confidence and customer loyalty, commitment showed a mediating effect. Conclusions - Many additional variables could apply; this study focused on customer value, quality of the relationship, and customer loyalty. In particular, there will be significant value in identifying the relationships among customer value, relationship quality, and customer loyalty by using impact factors for customer value; ensuring external validity by expanding denotation and applying the findings to other service industries; and undertaking continuous research. This study has limited generalization potential because the target for this survey was located only in the Seoul area.

顧客-수貨員的關系和奢侈時裝商店的銷수效力: 自我監督的作用

( Ji Eun Kim ),( Jae Eun Kim ),( Kim K. P. Johnson ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.4

Among the diverse strategies that businesses use to maximize sales, the customer-salesperson relationship as an aspect of relationship marketing has been reported as one of the most critical (O`Malley and Tynan, 1998). Although relationship marketing has been emphasized across various business settings, this strategy works particularly well in luxury markets for a number of reasons. For example, brands offering high involvement products (i.e., luxury brand products) focus on relationship marketing rather than those offering low involvement products (Martin, 1998). Previous researchers have recognized the role of various customers attributes in sales interactions (Walker et al., 1977; Weitz, 1981). One customer attribute that may play a role in moderating the association between the strength of customer- salesperson relationship and sales effectiveness is a customer`s tendency to self-monitor (Snyder, 1974). This is due to the fact that an individuals` self monitoring tendency has been recognized as an influential personal disposition that accounts for differences in customer behavior especially in social contexts (Weitz, 1981). Self-monitoring refers to the tendency to monitor (i.e., observe and control) self-presentations and expressive behaviors (Snyder, 1974). High self-monitors are individuals who are highly sensitive to social cues in an interaction situation; thus, they modify their behavior because they desire to look proper or preferable to others in that situation. Low self-monitors are individuals who regard their personal value system and private realities as important; thus, they tend to keep their self-presentation consistent across situations. We investigated to what extent does the strength of type of customer-salesperson relationship (i.e., social, functional) influence sales effectiveness and whether individuals` self-monitoring moderated this relationship. This study contributes to theory concerning sales performance as it furthers understanding of how relationship type influences sales performance. It also provides practical information to luxury store sales managers by documenting the effectiveness of social versus functional relationship types. Furthermore, given that degree of self-monitoring has been reported to be easily recognized from observations of people (Snyder, 1974), the research identifies the role of a visible customer attribute in a selling situation thus providing concrete ideas for salespersons concerning how to best serve their customers. Twenty two stores located in eight of the largest department stores in Seoul, Korea were identified. Sales managers in the luxury brand stores were asked to be data collectors for the sample, each sales manager were asked to secure 10 respondents. They received a $5 gift card per completed questionnaire for compensation. Once a customer was informed of the nature of the research and agreed to participate, they were given a questionnaire that included information on consent in a booklet. Participants were given a $5 gift card for compensation. A total of 220 questionnaires were distributed and 187 were returned. Questionnaires with excessive incomplete responses were eliminated resulting in a final sample of 167. The questionnaire consisted of existing measures of sales effectiveness (Gilly et al. (1998), satisfaction with purchase decisions Fitzsomons (2000), sales associate-customer relationship type (Coulter and Ligas, 2000), and self-monitoring (Snyder, 1986). Participants were female (95.2%). A large percentage were from 50 to 59 years of age (38.9%) followed by the category of older than 60 years of age (24%). The majority had more formal education than a college degree (89.8%). Participants shared that they had known their salesperson for an average of 3.4 years. Preliminary data analyses revealed Cronbach`s alpha coefficient was .92 for perceived salesperson effect on purchase decision, .89 for satisfaction with purchase decision, and .72 for self-monitoring. Next we verified the assumptions of the regression model testing normality of residuals, independence of residuals (Durbin-Watson statistic), linearity, and constant variance of the residuals (homoscedasticity). All assumptions were satisfied. Some of the correlations of the measures indicated possible problems of multicollinearity. In order to minimize correlations between the independent variables and interaction terms, the independent variables were mean-centered prior to the computation of the interaction terms (Aiken and West, 1991). We checked variance inflation factor for each regression coefficient and results showed all factors were less than the threshold of 10. Multiple regression revealed that the strength of social relationship was positively related to perceived salesperson effect on purchase decision (β =.27, p<.001) and satisfaction with purchase decision (β=.28, p<.001). A functional relationship with a salesperson had no significant effect on purchase decision and satisfaction with purchase decision. Self-monitoring moderated the influence of a social relationship such that customers who were low self-monitors were more likely to indicate they were influenced by the salesperson for their purchase intentions if they perceived they had a strong social relationship with salesperson than a weak social relationship. However, when customers were high self-monitors, the perceived effect of a social relationship was reduced. Participants credited their salesperson with influencing their purchase decision as well as tended to be satisfied with their purchase decision when they thought they had a strong social relationship with a salesperson. These findings are consistent with those of Reynolds and Beatty (1999) and Wagner et al. (2003). The strength of functional relationships had no significant effect on either of our measures of salesperson effectiveness. The insignificant results could be due to the fact that customers with strong functional relationships with salespersons have no emotional connections or personal closeness with the salesperson. We extend prior work (Wagner et al., 2003; Walker et al., 1977) on investigating situational factors (i.e., customer attributes) influencing sales effectiveness. Our findings provide important implications for luxury retailers. Building a strong social relationship with customers is recognized as an important strategy in personnel selling. In order to maximize a relationship marketing strategy within limited resources, luxury retailers may want to inform their salespersons that it is more effective to try to build a strong social relationship with low self-monitors rather than high self-monitors since low self-monitors are predicted to have more tendency to be loyal to the salesperson due to their tendency to try to have shared attitudes and values with a personally close people (Snyder, Gangestad, and Simpson, 1983) as well as to be receptive to the salesperson`s influence on their purchase decision when they have a strong social relationship with the salesperson. In contrast, because high self-monitors tend to have lower levels of interpersonal commitment and less stable social bonds than low self-monitors (Gangestad and Snyder, 2000), it seems hard to obtain long-term loyalty from high self-monitors even though they may view themselves as having a strong social relationship with the salesperson.

서비스산업에서의 고객참여와 관계수명주기에 따른 그 변화

안진우,김문태 공주대학교 KNU 기업경영연구소 2017 기업경영리뷰 Vol.8 No.3

This study intends to identify that customer participation can be changed by the growth and decline of relationship, considering the dynamics of relationship. It was revealed that customer participation could affect on the relationship between customers and service providers, or it could be affected by the relationship. These findings tell us that customer participation should be handled in the relationship and if the relationship would be changed, customer participation can be changed because of the dynamics of relationship. Many a research related to the customer participation focused so far on positive outcomes of customer participation such as customer satisfaction, service quality, etc. However, customer participation also should be understood as a changeable variable continually in relationship. As results, customer participation was turned out as a changeable variable according to relationship. Empirically, customer participation showed a different value depending on relationship cycles. In detail, information searching of customer participation was high during the exploring term, but it was lowered when it was build-up term. Information sharing and personal interaction of customer participation have been significantly confirmed to continue increasing as the relationship deepened. Of course, responsible behavior of customer participation showed a constant level regardless of relationship. Conclusively, customer participation can be changed according to the changes of relationship. Due to the fact that customer participation may vary depending on the change of relationship, we suggested a customer participation velocity variable which is including direction and rate of change. We examined that this variable could or could not influence on the relational outcomes. Customer participation velocity had positive influences on the service encounter satisfaction, word of mouth, and customer cooperation significantly. 관계의 역동성을 고려해 고객참여의 횡단적 영향의 논의에서 벗어나 고객참여가 관계의 성장과 쇠락에 따라 달라질 수 있음을 규명해 내고자 한다. 이미 고객참여는 서비스접점에서의 고객-서비스제공자 간의 관계에 영향을 미칠 수도 혹은 그 관계에 의해 영향을 받을 수도 있는 것으로 밝혀지고 있다. 이것은 고객참여가 관계속에서 이해될 필요가 있다는 의미이며, 관계의 역동성을 고려할 때, 관계의 변화에 따라 고객참여의 수준도 그 관계에 따라 달라질 수 있다고 보는 것이다. 지금까지의 고객참여 연구는 관계의 변화에 대한 고려없이 고객참여가 어떤 성과적 결과를 만들어 낼 수 있는 지에 집중되어 있었다고 말할 수 있다. 그러나, 관계의 역동성을 고려한다면, 고객참여 역시 관계속에서 지속적으로 변화할 수 있는 변수로 인식할 필요가 있다는 것이다. 연구의 결과, 관계에 따라 고객참여는 다르게 나타나고 있었다. 관계수명주기를 기준으로 고객참여의 4가지 하위차원별로 관계에 따라 참여행동의 수준이 다르다는 것을 알 수 있었다. 구체적으로, 고객참여중 정보탐색은 탐색기에 높다가 강화기에 낮아지고 다시 성숙기에 높아지는 현상을 보였다. 정보공유와 개인적인 상호작용의 경우에는 통계적으로 유의하게 관계가 깊어질수록 계속적으로 상승하는 것으로 확인되었다. 물론, 책임있는 행동의 경우에는 관계가 상관없이 일정한 수준을 보이는 것으로 나타났다. 결론적으로, 고객참여는 관계의 변화에 따라 그 수준이 달라질 수 있음을 인지할 수 있었다. 고객참여가 관계의 변화에 따라 달라질 수 있다는 사실에 기인하여, 변화의 방향과 비율을 포함한 개념인 고객참여속도라는 변수를 고려하고, 이 변수와 관계적 성과변수들과의 관계에 대해 살펴보았다. 고객참여속도는, 우선, 서비스접점에서의 고객만족에 통계적으로 유의하게 긍정적인 영향을 미치는 것으로 나타났다. 뿐만 아니라, 관계적 성과변수라고 할 수 있는 추천의도 및 고객협력과 같은 변수에도 긍정적인 영향을 미치는 것으로 확인되었다.

관계회복 관점에서 바라 본 기업의 실패복구에 대한 고객용서의 형성과 작용 메커니즘

라선아 ( Suna La ),차문경 ( Moon Kyung Cha ) 한국소비자학회 2013 소비자학연구 Vol.24 No.1

본 연구는 문제가 발생한 고객-기업 간 관계의 회복에 있어 전제가 되는 ‘고객용서’가 어떻게 형성되고 어떻게 작동하는지를 관계의 양적ㆍ질적 변수들과의 시간적 맥락에서 탐색하였다. 이를 위해 고객-기업 관계특질 변수들을 정적인 개념이 아닌 동적인 개념, 즉 ‘실패 당시 시점과 복구 이후 시점 간의 변화량 차이’로 구체화하여 측정하였다. 기업의 실패복구에 대한 만족은 물론 실패 이전의 고객애정, 고객신뢰라는 질적 변수와 관계기간이라는 양적 변수를 고객용서의 선행요인으로 파악하였으며, 고객용서가 고객애정회복, 고객신뢰회복이라는 ‘관계의 질적 회복’을 통하여 충성도회복이라는 ‘관계행동의 회복’에 미치는 영향을 망라한 모형을 제시하였다. 분석 결과, 복구만족이 고객용서의 가장 영향력 있는 선행요인으로, 실패의 심각성이 복구만족 및 고객용서에 대한 부정적 영향요인으로 나타났다. 그 외에도 기존 관계의 양적 특성인 관계기간과 질적 특성인 고객애정이 고객용서의 원천임을 확인하였다. 중요한 발견은 관계기간, 기존의 고객애정, 복구만족의 효과가 고객용서의 완전매개를 통해 고객애정회복 및 고객신뢰회복을 거쳐 충성도회복에 간접적으로 전달된다는 점이다. 이는 고객이 복구에 만족했더라도 용서하지 않으면 관계의 질적 회복을 기대할 수 없고, 관계의 질적 회복 없이 고객행동의 회복을 기대할 수 없음을 시사한다. 이로써 고객용서가 관계를 복구하는 결정적 전환점임을 확인하였다. 고객용서의 형성은 과거의 신뢰보다는 애정에 의존적이었다. 그렇다고, 기존의 애정이 항상 고객용서를 유발하는 것은 아니었다. 기존의 신뢰가 일정수준 이상일 때에만 그동안 쌓인 애정의 효과가 비로소 발휘되는 흥미로운 현상이 발견된 것이다. 과거의 관계기간은 그 자체로서 고객용서를 유발하는 역할을 한다는 점도 중요한 발견이었다. 요컨대 본 연구는 ‘고객용서’라는 개념이 고객-기업 간 관계와 관련된 변수들의 맥락 속에서 어떻게 발원하고 작용하는지에 대한 심도 있는 이해를 통해 연구자와 실무자 모두에게 중요한 시사점을 제공하고 있다. 연구의 한계 및 향후 연구과제에 대해서도 논의하였다. Despite the importance of customer forgiveness in restoring the customer-firm relationship in failure recovery context, there has been little empirical research on revealing how ``customer forgiveness`` arises and acts on relationship perspective. Current research was conducted to investigate the mechanism how customer forgiveness forms and works, especially focusing on existing relationship strength. Our research extended La(2012a)``s framework for development of research model including customer forgiveness and its antecedents and consequences. Both qualitative and quantitative characteristics of the previous relationship were considered as antecedents of customer forgiveness. Recovery satisfaction and failure severity were also included. The conceptual model is presented in <Figure 1>. To increase internal validity of rebuilt relationship as results of forgiveness, we operationalized ‘customer affection rebuilding’ as ‘the difference(the amount of change) between the levels of the affection at the moment of failure and after the recovery.’ Rebuilt trust and loyalty were measured in the same way. Using structural equation analysis, the proposed model was tested with 295 customers who had an actual experience of failure and recovery within the previous year. <Table 1> shows that all hypotheses except H6 and H8 were supported. For a deep understanding of the results, additional multiple regression analyses were conducted and some interesting findings were drawn(see, <Table 2>). Hypothesized Path Hypothesis Standardized coefficient t-Value Result Failure Severity →(-) Customer Forgiveness H1 -.108 -2.500** accepted Failure Severity →(-) Recovery Satisfaction H2 -.232 -3.649** accepted Recovery Satisfaction → Customer Forgiveness H3 .790 16.930** accepted Relationship Length → Customer Forgiveness H4 .081 2.074** accepted Relationship Length → Customer Affection_before H5 .188 3.195** accepted Relationship Length → Customer Trust_before H6 .001 .028 rejected Customer Affection_before → Customer Forgiveness H7 .115 1.757* accepted Customer Trust_before → Customer Forgiveness H8 .020 .314 rejected Customer Forgiveness → Customer Affection Rebuilding H9 .555 10.021** accepted Customer Forgiveness → Customer Trust Rebuilding H10 .161 4.240** accepted Customer Affection Rebuilding → Customer Trust Rebuilding H11 .798 17.830** accepted Customer Affection Rebuilding → Customer Loyalty Rebuilding H12 .549 7.177** accepted Customer Trust Rebuilding → Customer Loyalty Rebuilding H13 .372 4.928** accepted Customer Forgiveness →(no direct effect) Customer Loyalty Rebuilding H14 -.001 -.014 accepted1) * p < .05, ** p=.001 Note: 1) H14 was tested via the ‘model of direct path from Customer Forgiveness to Customer Loyalty Rebuilding’. The designated path coefficient was insignificant. Model fit indices are as follows: χ2(615)=1257.178(p=.00), χ2/df=2.044, CFI=.949, NNFI=.944, SRMR=.071, RMSEA=.060. <Table 1> Results of Hypotheses Test Results of the research confirm that customer forgiveness is an important construct in the process of restoring customer-firmrelationship in the failure recovery context. Customer forgiveness is crucial to rebuilding of customer affection, trust, and eventually behavioral loyalty. Customer forgiveness fully mediates the effects of recovery satisfaction, relationship length, and past affection to loyalty rebuilding through repair of damaged affection and trust. Interestingly, the study revealed that customer forgiveness is formed via emotional path rather than cognitive path. But considering the results of the additional regression analyses across groups(see, <Table 2>), customer affection without trust cannot solely lead to forgiveness. <Table 2> Results of Multiple Regression across Groups Group Independent Variable β t-Value adjusted R2 F Customer Affection_before_Hi Relationship Length .090 1.761* .584 34.738** Recovery Satisfaction .775 3.389** Customer Affection_before_Lo Recovery Satisfaction .665 2.763** .531 26.488** Customer Trust_before_Hi Recovery Satisfaction .680 2.887** .558 31.312** Customer Affection_b .151 2.354** Customer Trust_before_Lo Relationship Length .107 1.940* .573 32.928** Recovery Satisfaction .676 2.984** * p < .05, ** p=.001 Note: Dependent variable is Customer Forgiveness <Table 2> Results of Multiple Regression across Groups is crucial to rebuilding of customer affection, trust, and eventually behavioral loyalty. Customer forgiveness fully mediates the effects of recovery satisfaction, relationship length, and past affection to loyalty rebuilding through repair of damaged affection and trust. Interestingly, the study revealed that customer forgiveness is formed via emotional path rather than cognitive path. But considering the results of the additional regression analyses across groups(see, <Table 2>), customer affection without trust cannot solely lead to forgiveness. The research findings brings critical attention from the management. The goal of recovery should be set to rebuild customer-firm relationship. Merely providing one-off compensation is not the answer. Complete range of recovery performance covering interactional, communicational, procedural, compensational aspects should be initiated to satisfy customers since recovery satisfaction is the most important factor that leads customer forgiveness. Accordingly, marketers need to perform a long-term recovery program such as follow-up calls and immediate remedies. As the length of relationship facilitates customer forgiveness, a regular implementation of customer retention strategy is also effective when failures occur. In doing so, firms can predict how much of the failed relationship can be restored, which in turn will provide feed back to the next steps. Theoretical implications, limitations and future research ideas are also discussed.

A Structural Relationship between Pleasure and Customer Satisfaction, Switching Costs, and Relationship Commitment in Fitness Center

Yang-Young Kim,Kyung-Won Byun 한국인터넷방송통신학회 2021 Journal of Advanced Smart Convergence Vol.10 No.4

The purpose of this study is to analyze the structural relationship between customer's pleasure, customer satisfaction, switching cost, and relationship commitment using the fitness center and provide implications. Specifically, this study aims to investigate the effect of the degree of customer's awareness of pleasure on the relationship commitment through the medium of customer satisfaction and switching cost. For this purpose, the structural equation model was constructed based on the previous studies, and the exogenous variables were pleasure, and the endogenous variables were customer satisfaction, switching costs and relationship commitment. The subjects of this study were customers who used fitness centers in the metropolitan area. The sampling method for the sample survey was a total of 277 people using convenience sampling. 257 copies were used as final data except for 20 samples that were not appropriate for the study. The statistical program for data analysis was IBM SPSS Ver. 26.0 and Amos 21.0. The specific data processing method is as follows: First, frequency analysis was conducted to understand the general characteristics of the subjects. In order to verify the validity and reliability of the research tools, confirmatory factor analysis and reliability analysis were conducted. In order to understand the theoretical relationship between each variable, structural equation model was conducted. The results of data processing on the research model are as follows: First, the pleasure of the fitness center customers had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on the switching costs. Third, customer satisfaction had a positive effect on the customer commitment. Fourth, switching costs had a positive effect on customer commitment.