몽골백화점의 지각된 서비스품질과 충성도 관계에서 관계품질의 역할 = Role of Relational Quality in Relationships Between Perceived Services Quality and Loyalty in Department Stores of Mongolia

다국어 초록 (Multilingual Abstract)

This study identifies relationships between perceived service quality, services satisfaction, services trust, relational commitment and loyalty, and then describes the role of relational quality in the relationship between perceived service quality and loyalty. In order to achieve goals, this study conducted a qualitative research by reviewing previous literature and a quantitative research by analyzing collected data. This study selected samples from
consumers with purchasing experiences at department stores in Mongolia through the convenience sampling method. Data was analyzed through the use of statistical packages, namely, SPSS-20.0 and AMOS-20.0. Results of the study are varied. First, perceived service quality has an influence both on services satisfaction and services trust, and services satisfaction influenced services trust, relational commitment and loyalty. Second, services
trust has no effect on relational commitment and loyalty, but relational commitment has an influence on loyalty. In particular, the impact of perceived service quality on services satisfaction and services trust, and the direct impact of services satisfaction on loyalty is relatively higher. Based on the research findings, the researchers suggests strategic
directions for providing effective retailing services of Mongolia department stores.

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론적 배경
• III. 연구방법
• IV. 실증분석
• V. 결론 및 시사점
• References

참고문헌 (Reference)

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