소매점의 품질노력과 관계마케팅노력이 관계성과의 관계에서 감사의 인과적 역할 = Casual Role of Gratitude in Relationship Between Retail Quality Efforts and Retail Relationship Marketing Efforts on Relationship Performance in Scale Discount Store setting

다국어 초록 (Multilingual Abstract)

The importance of quality factors in the retail environment, which is centered on consumer goods, and the formation of relationships with customers is also an important survival factor for the company by creating loyal customers through continuous purchasing and securing stable profitability. In order to overcome this problem, it can be said that strengthening quality efforts and relationship marketing efforts for customers, customers feel gratitude, satisfaction and trust are formed and securing relationship performance can be a key to success.
The results of this study are as follows: First, it is confirmed that there is a difference between retail store quality efforts and retail store relationship marketing efforts in relation to customer gratitude in large discount store environment. In other words, in the case of a large discount store, the relationship marketing factor rather than the quality effort factor makes customers feel more gratitude. Second, we found that customer gratitude play an important mediating role between quality efforts and relationship marketing efforts and relationship satisfaction, trust, and behavioral loyalty. Gratitude means that positive emotions that promote satisfaction and trust ultimately lead to positive loyalty to customers. Therefore, it is necessary to raise the level of relationship satisfaction and trust for the service provided by the customers who perceive the excellent quality efforts and the relationship marketing effort at the large discount store. Third, it was confirmed that trust is formed through relationship satisfaction rather than directly affecting behavioral loyalty. In order to build loyalty, it is necessary to provide individual services through strong relationship satisfaction rather than directly affecting impressive customer gratitude, and by securing long-term transactions by inducing trust such as continuous relationship maintenance, It has been confirmed that it is important to provide goods and facilitate shopping.

국문 초록 (Abstract)

소비재 중심의 소매환경에서 품질 요소의 중요성과 함께 고객과의 관계형성도 연속구매를 통한 충성도 높은 고객창출과 안정적인 수익성확보가 기업의 중요한 생존요소라고 할 수 있다. 이를 극복하기 위해 고객에 대한 품질노력과 관계마케팅노력을 강화함으로써 고객이 감사의 마음을 느끼고 만족과 신뢰가 형성되어 관계성과를 확보하는 것이 중요한 성공의 비결이 될 수 있다고 할 것이다.
연구결과, 첫째, 대형할인점 환경에서 소매점품질노력과 소매점관계마케팅노력 이 고객감사와의 영향관계 간에는 서로 차이가 있음을 확인하였다. 즉, 대형할인점의 경우 품질노력 요인보다는 관계마케팅요인이 고객들에게는 고마움을 더 느끼게 한다는 것이다. 둘째, 고객감사가 품질노력 및 관계마케팅노력과 관계만족, 신뢰, 행동적충성도간에 중요한 매개역할을 수행하고 있음을 확인하였다. 감사가 만족과 신뢰를 촉진시키는 긍정적인 감정을 불러 일으켜 궁극적으로 고객이 소매점과의 관계에 긍정적인 충성도 관계를 유지한다는 것을 의미한다. 따라서 대형할인점에서 우수한 품질노력과 관계마케팅노력에 대하여 지각한 고객이 제공하는 서비스에 대하여 관계만족과 신뢰의 수준을 높여야 하는데 이 때 깊은 감사의 마음을 가지도록 노력해야 할 것이다. 셋째, 고객감사가 행동적충성도에 직접적으로 영향을 주기보다는 관계만족을 통해 신뢰가 형성되고 이것이 행동충성도로 이어짐을 확인하였다. 이와 같이 충성도 구축을 위해서는 감동적인 고객감사가 직접적으로 영향을 주는 것보다는 강력한 관계만족을 통해 상대방에게 관심을 가지고 개별적인 서비스를 제공하거나 지속적인 관계유지 등의 신뢰구축을 유도하여 장기적인 거래를 확보함으로써 우수한 품질의 상품제공과 편리한 쇼핑이 되도록 유도하는 것이 중요하다는 것이 확인되었다.

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