IMC 프로그램 통합강도와 고객관계의 질에 관한 연구-객유형과 大介의 접촉강도 이론을 중심으로 = Study on the IMC Program and Relationship Quality focused on the Customer Type and Contact Intensity

다국어 초록 (Multilingual Abstract)

This study is to examine how IMC program effects on customer relationship quality in B2C market. And this paper attempts to identify certain change of relationship quality according to customer type and contact intensity.
This study shows the fact that IMC program and customer loyalty have positive effect on the relationship quality, on the other hand it shows overflowing contact intensity become worse relationship quality between internet shopping mall and customer. It is caused by information clutter and by imprudent communication method, not based on customer needs.
Finally this paper implies that it is important to keep the consistency and complementarity of the contents and media as implementing IMC program. It emphases marketer should effectively control the amount and frequency of information release which is available for each market segment.

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