소비자 충성도에 관한 연구 = A study on Consumer Loyalty

다국어 초록 (Multilingual Abstract)

Consumer loyalty is viewed as the strength of relationship between on individual's relative attitude and patronagle.
Loyalty is a complex phenomenon that warrants a more multifacede conceptualization than has been attempted previously. The framework suggests that from a management perspective, attitudinal differentiation may be of equal importance to attitudinal strength, leading us to the development of the concept relative attitude, For example, an implication of the first two cross-classification if that a weak but positively differentiated attitued may be more likely to lead to loyalty than a very positive but undifferentiated attitude. Thus incorporating the motion of relative attitudes will likely lead to the increased predictive ability of loyalty models.
The framework points to the importance of situational influence and social norms as moderators of relationship between relative attitude and repeat purchase.
Finally, the framework highlights the consequences of loyalty underscoring the long-term importance of the successful management of consumer loyalty.

목차 (Table of Contents)

• 1.머리말
• 2.소비자 충성도의 정의
• 2.1 구매를 근본으로한 정의
• 2.2.태도적 고려사항
• 3.소비자 충성도
• 3.1.친밀한 관계적태도
• 3.2.관계태도-행위 관계
• 4.관계태도에 대한 전제
• 4.1.인식적 전제
• 4.2.정서적 전제
• 4.3.의욕적 전제
• 5.사회적·상황적 요소
• 5.1.사회적 기준
• 5.2.상황요인
• 6.태도-행위일관성과 소비자 충성도
• 7.소비자 충성도의 영향
• 7.1.조사 동기
• 7.2.설득에 저항
• 7.3.구전
• 8.경영관리 내용
• 8.1.상표 충성도 관리
• 8.2.서어비스 충성도 관리
• 8.3.판매원 충성도 관리
• 8.4.점포 충성도 관리
• 9.마케팅 조사 내용
• 9.1측정
• 9.2.제안
• 10.결론