고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-

@article{ART001082349},
author={ 강명수 and 이한석 },
title={고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-},
journal={생산성연구: 국제융합학술지},
issn={1225-3553},
year={2007},
volume={21},
number={3},
pages={321-338},
doi={10.15843/kpapr.21.3.200709.321},
url={http://dx.doi.org/10.15843/kpapr.21.3.200709.321}

TY - JOUR
AU - 강명수
AU - 이한석
TI - 고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-
T2 - 생산성연구: 국제융합학술지
PY - 2007
VL - 21
IS - 3
PB - 한국생산성학회
SP - 321-338
SN - 1225-3553
AB - Most of marketing literature and studies consistently identified customer satisfaction as a key antecedent to customer loyalty, WOM and repurchase, but current knowledge fails to explain CS' contribution to firm's profitability in full capability. Thus, it is difficult to confirm the relationship between customer satisfaction and firm's profitability. The main objective of this study can stated as follows. Therefore, this study examine relationship between customer satisfaction and willingness to pay. Second, this study concentrated on customer loyalty and how willingness to pay is affected by customer loyalty. These tests will be done to a group of customers who have used the product of a same brand repeatedly and those who have not. Lastly, this study explore moderating effect on customer satisfaction into willingness to pay. As a result of the empirical research, we can reconfirm the fact that the relationship between CS and WTP, the primarily purpose of the research, is affirmative. In case of durable goods like cellular phones, there are no differences in a willingness to pay between loyal customers and those who are not. Finally, increase in CS of a product have affected price customers are willing to pay for the product.
KW -
DO - 10.15843/kpapr.21.3.200709.321
UR - http://dx.doi.org/10.15843/kpapr.21.3.200709.321
ER -

강명수 and 이한석 (2007). 고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-. 생산성연구: 국제융합학술지, 21( 3), 321- 338.

강명수 and 이한석 . 2007, “고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-”, 생산성연구: 국제융합학술지, vol. 21, no. 3, pp. 321-338. Available from: doi:10.15843/kpapr.21.3.200709.321

강명수 이한석 et al. “고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-” 생산성연구: 국제융합학술지 21.3 pp. 321-338 (2007): 321.

강명수 , 이한석 . 고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로- 생산성연구: 국제융합학술지 [Internet]. 2007; 21( 3), : 321-338. Available from: doi:10.15843/kpapr.21.3.200709.321

강명수 and 이한석 . “고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-” 생산성연구: 국제융합학술지 21, no.3 (2007): 321-338. doi: 10.15843/kpapr.21.3.200709.321

홈 권호 목록 논문 목록 논문 상세

고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로-

생산성연구: 국제융합학술지

약어 : -

2007, vol.21, no.3, pp.321 - 338

DOI : 10.15843/kpapr.21.3.200709.321

발행기관 : 한국생산성학회

연구분야 : 경영학

강명수¹ , 이한석²

¹한성대학교

²서울대학교

인용한 논문 수 : 5 서지 간략 보기

초록

Most of marketing literature and studies consistently identified customer satisfaction as a key antecedent to customer loyalty, WOM and repurchase, but current knowledge fails to explain CS' contribution to firm's profitability in full capability. Thus, it is difficult to confirm the relationship between customer satisfaction and firm's profitability. The main objective of this study can stated as follows. Therefore, this study examine relationship between customer satisfaction and willingness to pay. Second, this study concentrated on customer loyalty and how willingness to pay is affected by customer loyalty. These tests will be done to a group of customers who have used the product of a same brand repeatedly and those who have not. Lastly, this study explore moderating effect on customer satisfaction into willingness to pay. As a result of the empirical research, we can reconfirm the fact that the relationship between CS and WTP, the primarily purpose of the research, is affirmative. In case of durable goods like cellular phones, there are no differences in a willingness to pay between loyal customers and those who are not. Finally, increase in CS of a product have affected price customers are willing to pay for the product.

키워드

참고문헌(35)

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