소매점의 관계마케팅활동노력과 관계품질 및 관계성과 간 관계에서 관계강도의 매개역할 = The Mediating Role of Relationship Strength between Relationship Marketing Activation Efforts, Relationship Quality and Relationship Performance in Retailing Store Settings

다국어 초록 (Multilingual Abstract)

Purpose: This study examined the effect of factors of relationship marketing effort on relationship quality for customers with department store experience and confirmed whether they directly affect relationship quality and customer loyalty. We also found that customer loyalty was influenced by cognitive strength and emotional strength, which are the main components of relationship intensity. In addition, we examined the variables that have more influence on customer loyalty among these two relationship strengths.
Research design, data, and methodology: This study used statistical package SPSS20.0 and AMOS20.0 to analyze the empirical analysis data of 270 customers who have used department store. The variables used were three relationship marketing activity effort variables and relationship satisfaction, trust, emotional relationship strength, cognitive relationship strength, and customer loyalty.
Results: As a result of analyzing the research hypothesis presented in this study, structural relationship marketing activity effort did not affect trust, social relationship marketing activity effort did not affect relationship satisfaction, and customer satisfaction did not affect customer loyalty. It did not directly affect customer loyalty. All other pathways were found to have a significant effect.
Conclusions: The results of this study are as follows: First, there are different influences on the relationship between relationship marketing efforts and relationship quality factors that department store thinks important for customer relationship formation. Second, there is a difference in the effect on the customer loyalty by the relationship quality dimension perceived by the customer. A Third, consumers who have relationship satisfaction and trust, which is a positive relationship quality factor of retailers, have different effects on customer loyalty depending on the relationship strength. Through relationship marketing efforts, customers who have satisfied the relationship have confirmed that they lead to repeated purchases or WOM through the strength of the relationship.
In particular, the comparison of cognitive and emotional aspects of relationship strength showed that customers had more influence on relationship satisfaction and trust in purchasing situations, and emotional relationship strength also had a greater effect on customer loyalty Respectively.

참고문헌 (Reference)

1 박정희, "택배회사의 물류서비스 품질과 관계품질 및 고객충성도 간의 영향 분석" 한국마케팅학회 23 (23): 23-50, 2008

2 최철재, "소매점의 서비스 관계노력 지각과 관계성과에 따른 관계품질의 매개역할" 한국콘텐츠학회 17 (17): 535-550, 2017

3 민대규, "백화점의 관계투자노력 지각이 고객충성도에 미치는 영향 : 관계힘의 매개효과" 한국유통경영학회 21 (21): 57-70, 2018

4 이종근, "백화점 고객이 가지는 관계가 고객만족과 신뢰 및 충성도에 미치는 영향에 관한 연구" 한국유통과학회 4 (4): 27-52, 2006

5 Tan, C., "XBRL and Its Financial Reporting Benefits" 2009

6 Jones, T. O., "Why Satisfied Customer Defects" 73 (73): 88-89, 1995

7 Oliver, R. L., "Whence Consumer Loyalty" 63 (63): 33-34, 1999

8 Parsons, A., "What Determines Buyer-Seller Relationship Quality? An Investigation from the Buyer’s Perspective" 38 (38): 4-12, 2002

9 Barry, J., "Value and Trust Determinants in Industrial After-Sales: The Mediating Role of Goal Congruence" American Marketing Association 2004

10 Wong, A., "Understanding the Quality of Relationships in Consumer Services : A Study in a Retail Environment" 23 (23): 244-264, 2006

11 Hennig-Thurau, T., "Understanding Relationship Marketing Outcomes : An Integration of Relational Benefits and Relationship Quality" 4 (4): 230-247, 2002

12 Russell, G. J., "Understanding Brand Competition Using Micro and Macro Scanner Data" 31 (31): 289-1003, 1994

13 Geyskens, I., "Trust, Satisfaction, and Equity in Marketing Channel Relationships" Catholic University of Louvain 1998

14 Kramer, R. M., "Trust in Organization: Frontiers of Theory and Research" London Sage Publications 1996

15 Meng He-Shang, "To Strengthen the Relationship and the Long Term Trading Orientation between the Relationship Quality and the B-SERVQUAL: Focus on the Logistics Intelligent Equipment Manufacturing Industry" 29 (29): 1143-1155, 2018

16 Bolton, R. N., "The Theoretical Underpinning of Customer Asset Management : A Framework and Propositions for Furture Research" 32 (32): 271-292, 2004

17 Heskett, J. L., "The Service Profit Chain" The Free Press 1997

18 Morgan, M. J., "The Role of Product/Service Experience in the Satisfaction Formation Process" 9 (9): 104-114, 1996

19 Flavian, C, "The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty" 43 (43): 1-14, 2006

20 Chang, H. C., "The Relationship Between Relationship Investment, Relationship Quality, and Attachment Styles" 14 (14): 3-20, 2018

21 Gouldner, A. W., "The Norm of Reciprocity : a Preliminary Statement" 25 (25): 61-78, 1960

22 Levitt, T., "The Marketing Imagination" The Free Press 1986

23 Reichheld, F., "The Loyalty Effect" Harvard Business School Press 1996

24 Lee, Jung-Ran, "The Impact of a Company's Relationship Efforts on Relationship Quality, Switching Cost and Consumer Loyalty in Internet Shopping Malls" 6 (6): 49-70, 2005

25 Verhoef, P. C., "The Impact of Satisfaction and Payment Equity on Cross Buying : A Dynamic Model for a Multi-Service Provider" 77 (77): 359-378, 2001

26 Hennig-Thurau, T., "The Impact of Customer Satisfaction and Relationship Quality on Customer Retention a Critical Reassessment and Model Development" 14 (14): 737-765, 1997

27 Deighton, J., "The Future of Interactive Marketing" 74 (74): 151-160, 1996

28 Garbarino, E., "The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships" 63 (63): 70-87, 1999

29 Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

30 Claes, F., "The American Customer Satisfaction Index : Nature, Purpose, and Findings" 60 (60): 9-14, 1996

31 McQuitty, S., "Systematically Varying Consumer Satisfaction and Its Implications for Product Choice" 12 (12): 1-18, 2000

32 Gaby O. S., "Strengthening Outcomes of Retailer-Consumer Relationships" 56 (56): 177-190, 2003

33 Grönroos, C., "Service Management and Marketing" John Wiley and Sons Ltd. 2000

34 Chandrashekaran, M., "Satisfaction Strength and Customer Loyalty" 44 (44): 153-163, 2007

35 Zucker, L. G., "Research in organizational behavior" JAI Press 53-111, 1986

36 Shi, G., "Relationship Strength in Service Industries : A Measurement Model" 51 (51): 659-685, 2009

37 Crosby, L. A., "Relationship Quality in Services Selling : An Interpersonal Influence Perspective" 54 (54): 68-81, 1990

38 Marie H. D. C., "Relationship Quality and Purchase Intention and Behavior" 25 (25): 87-98, 2010

39 Sheth J. N, "Relationship Marketing in Consumer Markets : Antecedents and Consequences" 23 (23): 255-271, 1995

40 Peterson R. A., "Relationship Marketing and the Consumer" 23 (23): 278-281, 1995

41 Chiu, H. C., "Relationship Marketing and Consumer Switching Behavior" 58 (58): 1681-1689, 2005

42 Stefanie, K., "Relationship Intention as a Predictor of Clothing Retail Customers’ Satisfaction, Trust, Commitment and Relationship Quality" 25 (25): 16-33, 2016

43 Wang, W. -H., "Relationship Bonding Tactics, Relationship Quality and Customer Behavioural Loyalty–Behavioural Sequence in Taiwan Information Services Industry" 6 (6): 31-57, 2006

44 Gwinner, K. P., "Relational Benefits in Services Industries : The Customer’s Perspective" 26 (26): 101-114, 1998

45 Bagozzi, R. P., "Reflections on Relationship Marketing in Consumer Markets" 23 (23): 272-277, 1995

46 Adia, A. A. A., "Purchase Behavior in Advergame and the Effect of Brand Attitude as a Mediator" 11 (11): 249-257, 2015

47 Oliver, R. L., "Measurement and Evaluation of Satisfaction Process in Retail Settings" 57 (57): 25-48, 1981

48 Armstrong, G., "Marketing: An Introduction" Pearson Education 2000

49 Turnbull, P., "Marketing and Investment Banking : Relationships and Competitive Advantage" 14 (14): 38-49, 1996

50 Spence, M., "Market-Signaling" Harvard University Press 1974

51 Warfield, T., "Managerial Ownership, Accounting Choice, and Informativeness of Earnings" 20 (20): 61-91, 1995

52 McCllough, M. E., "Is Gratitude a Moral Affect" 127 (127): 249-266, 2001

53 De Wulf, "Investments in Consumer Relationships : A Cross-Country and Cross-Industry Exploration" 65 (65): 33-50, 2001

54 Balaji, M. S., "Investing in customer loyalty : The Moderating Role of Relational Characteristics" 9 (9): 17-40, 2015

55 Yu, T-W., "Investigating Effects of Relationship Marketing Types in Life Insurers in Taiwan" 23 (23): 111-130, 2013

56 Berry, L. L., "Five Imperatives for Improving Service Quality" 31 (31): 29-38, 1990

57 Palmatier, R. W., "Factors Influencing the Effectiveness of Relationship Marketing" 70 (70): 136-153, 2006

58 Czepiel, J, A., "Exploring the Concept of Loyalty in Service" American Marketing Association 1987

59 Carrillat, F. A., "Examining the Impact of Service Quality : A Meta-Analysis of Empirical Evidence" 17 (17): 95-10, 2009

60 Siddiquei, A. N., "Effect of Store Attributes on Customer's Perception of Relationship Building Efforts" 7 (7): 410-439, 2015

61 Juan C. G-A, "Dynamics of Customer Response to Promotional and Relational Direct Mailings from an Apparel Retailer" 87 (87): 166-181, 2011

62 Shan, Y. G., "Does XBRL Benefit Financial Statement Auditing?" 54 (54): 11-21, 2014

63 Varsha, V., "Does Relationship Marketing Matter in Online Retailing?; A Meta-Analytic Approach" 44 (44): 206-217, 2016

64 Liang, C. J., "Does Online Relationship Marketing Enhance Customer Retention and Cross-Buying" 28 (28): 769-787, 2008

65 Dwyer, F. R., "Developing Buyer-Seller Relationships" 51 (51): 11-27, 1987

66 Anderson, E., "Determinants of Continuity in Conventional Industrial Channel Dyads" 8 (8): 310-323, 1989

67 Kyunghyang Newspaper, "Department Store and Hypermarket Boom era is Ending"

68 Bendapudi, N., "Customers' Motivations for Maintaining Relationships with Service Providers" 73 (73): 15-37, 1997

69 Shi, G., "Customer Relationship Investment and Relationship Strength" 30 (30): 201-211, 2016

70 Macintosh, G., "Customer Orientation, Relationship Quality, and Relational Benefits to the Firm" 21 (21): 150-159, 2007

71 Sirdeshmukh, D., "Consumer Trust, Value, and Loyalty in Relational Exchanges" 66 (66): 15-37, 2002

72 Olsen, S. O., "Consequences of Ambivalence on Satisfaction and Loyalty" 12 (12): 247-269, 2005

73 Johnson, D., "Cognitive and Affective Ttrust in Service Relationships" 58 (58): 500-507, 2005

74 Donaldson B., "Classifying Relationship Structures : Relationship Strength in Industrial Markets" 15 (15): 491-506, 2000

75 Watson, R. T., "Attractors : Building Mountains in the Flat Landscape of the World Wide Web" 40 (40): 36-43, 1998

76 Trueman, B., "An Explanation for Accounting Income Smoothing" 26 (26): 127-139, 1988

77 Doney, P. M., "An Examination of the Nature of Trust in Buyer–Seller Relationships" 61 (61): 35-51, 1997

78 Lin H. -H., "An Examination of the Determinants of Customer Loyalty in Mobile Commerce Contexts" 43 (43): 271-282, 2006

79 Shan, Y. G., "An Empirical Comparison of the Effect of XBRL on Audit Fees in the US and Japan" 11 (11): 89-103, 2015

80 Singh, J., "Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments" 28 (28): 150-167, 2002

81 Rusbult, C. E., "Accommodation Processes in Close Relationships : Theory and Preliminary Research Evidence" 60 (60): 53-78, 1991

82 De Wulf, K., "Accessing the Impact of a Retailer’s Relationship Efforts on Consumers’Attitude and Behavior" 10 (10): 95-108, 2003

83 Anderson, J. C., "A Model of Distributor Firm and Manufacturer Firm Working Relationships" 54 (54): 42-58, 1990

84 Geyskens, I., "A Meta-Analysis of Satisfaction in Marketing Channel Relationships" 36 (36): 223-238, 1999

85 Boulding, W., "A Dynamic Process Podel of Service Quality : From Expectation to Bbehavioral Intentions" 30 (30): 7-27, 1993

86 James M. B., "A Cross-Cultural Examination of Relationship Strength in B2B Services" 22 (22): 114-135, 2008

87 Oliver, R. L., "A Conceptual Model of Service Quality and Service Satisfaction : Compatible Goals, Different Concepts" 2 (2): 65-85, 1993

88 Williams, J. D., "A Conceptual Model and Study of Cross-Cultural Business Relationships" 42 (42): 135-143, 1998

89 Erevelles, S., "A Comparison of Current Models of Consumer Satisfaction/Dissatisfaction" 5 (5): 104-114, 1992