점포 충성도에서 인지적 비용과 서비스 품질의 역할 = 전자제품 소매 유통에서 구매 고객과 잠재고객의 모델 비교를 중심으로

국문 초록 (Abstract)

본 연구는 전자제품 소매 유통점에서 인지적 비용이 서비스 품질에 대한 평가와 점포 충성도간의 관계에 어떠한 역할을 하는지를 파악하기 위해 구조방정식 모형을 이용하여 이들 간의 관계를 규명하고자 하는데 목적을 두고 있다. 연구 결과에 의하면, 인지적 비용이 서비스 품질과 점포 충성도와의 관계에서 매개역할을 하는 것으로 나타났다. 물리적 환경은 인지적 비용을 통해 간접적으로만 점포 충성도에 영향을 주는 것으로 나타난 반면 인적 서비스는 점포 충성도에 간접적인 효과뿐만 아니라 직접적인 효과가 있는 것으로 나타났다. 또한 구매고객 및 잠재고객 집단 간에 모델의 차이가 있는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The purpose of the study was to examine the role of cognitive costs in the relationship between service quality and store loyalty using structural equation modeling. The findings showed that cognitive costs play a mediating role between service quality and store loyalty. The findings also showed that physical environment indirectly affected store loyalty through cognitive cost. However, personal service had both direct effect and indirect effect on store loyalty. It was also appeared that there were differences in the models between customers and prospects.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경과 가설
• Ⅲ. 연구방법
• Ⅳ. 연구 결과
• Ⅴ. 결론 및 제언
• 참고문헌
• Abstract

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