서비스 관계투자와 고객 충성도 관계: 관계몰입과 신뢰의 인과적 역할 = Relationship between Service Relationship Investment and Customer Loyalty: The Causal Role of Relationship Commitment and Trust

다국어 초록 (Multilingual Abstract)

Purpose - The purpose of this study is to identified the influence of relationship quality components in relationship between relationship investment and customer loyalty in service setting. Specifically, this study explains the causal role of trust and relationship commitment by verifying the effects of constructs such as trust and relationship commitment on customer loyalty such as attitudinal loyalty, word-of-mouth, and repurchase intention. Design/methodology/approach - A questionnaire survey was conducted 270 customers who had experienced in the tourism service industry, and confirmed validity and reliability of the data by using SPSS 21.0 and AMOS 21.0 statistic packages. The research hypothesis was obtained using by structural equation modeling analysis(SEM). The variables used were service relationship investment, relationship quality components such as satisfaction, trust, relationship commitment and customer loyalty such as attitudinal loyalty, word-of-mouth intention and repurchase intention. Findings - The results of this study revealed that service relationship efforts had a positive effect on satisfaction and that satisfaction had a positive effect on both trust and relationship commitment. Moreover trust had a positive effect on relationship commitment and on all customer loyalty variables such as attitudinal loyalty, word-of-mouth intention, and repurchase intention, while relationship commitment had a positive effect on word-of-mouth intention, but not on attitudinal loyalty and repurchase intention. Finally, there was a positive effect on customer loyalty variables such as attitudinal loyalty, word-of-mouth intention, and repurchase intention. Research implications or Originality - In order to strengthen customer loyalty, it is vital to by provide various forms of relationship investment aimed at establishing long-term relationships with profitable customers. Thus, service firms and service providers have to raise the level of relationship quality such as trust and relationship commitment. In particular, since trust can increase attitudinal and behavioral loyalty, service providers have to plan and execute service marketing strategies to raise the level of trust perceived by customers.

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