초록

본 연구에서는 고객관계 동인과 관계품질 그리고 고객몰입과 고객 충성도 간의 관계를 파악하기 위한 서비스 산업을 중심으로 실증분석을 실시하였다. 고객관계 동인은 기존 조직심리 이론을 바탕으로 경제적 동인, 사회적 동인, 자원 동인으로 구분하여 평가하였으며 고객몰입은 정서, 지속, 규범몰입을 바탕으로 평가하였다. 이동통신 서비스를 이용 중인 표본들을 대상으로 수집된 자료를 바탕으로 공분산 구조분석을 수행하였다. 연구결과에 의하면 경제적 동인은 고객몰입에 유의한 영향력을 미치지 못하는 것으로 나타나 유형성을 독립적 차원으로 구분하는 서비스 산업의 특징을 살필 수 있었으며, 관계품질과 고객몰입의 인과관계를 확인할 수 있었다. 아울러 고객몰입은 구전의도, 초과 지불의도, 재구매의도에 모두 영향력을 보였다. 다양한 대안모형들과의 비교를 통해 최선의 모형을 파악하고자 하였으며 적합도와 간명도를 기준으로 제안모형이 최선의 모형으로 판단되었다.

키워드

관계동인, 관계품질, 고객몰입, 고객충성도

참고문헌(35)open

  1. [학술지] Allen, Natalie J. / 1990 / The Measurement and Antecedents of Affective,Continuance and Normative Commitment to the Organization / Journal of Occupational Psychology 63 (1) : 1 ~ 18

  2. [학술지] Anderson, James C. / 1988 / Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~ 423

  3. [학술지] Anderson, Eugene W. / 1996 / Customer Satisfaction and Price Tolerance / Marketing Letters 7 (3) : 19 ~ 30

  4. [학술지] Anderson, Eugene W. / 1992 / The Use of Pledges to Build and Sustain Commitment in Distribution Channels / Journal of Marketing Research 29 : 18 ~ 34

  5. [학술지] Armstrong, Scott J. / 1977 / Estimating Nonrespondence Bias on Mail Survey,"Journal of Marketing Research / 14(3) 14 (3) : 396 ~ 402

  6. [학술지] Bansal, Harvir / 1999 / The Service Switching Model(SSM):A Model of Switching Behavior in Service Industries / Journal of Service Research 2 (3) : 200 ~ 218

  7. [학술지] Bendapudi, Neeli / 1997 / Customers' Motivations for Maintaining Relationships with Service Providers / Journal of Retailing 73 (1) : 15 ~ 37

  8. [학술지] Brady, Michael K. / 2001 / Some New Thought on Conceptualizing Perceived Service Quality:A Hierarchical Approach / Journal of Marketing 65 (3) : 34 ~ 49

  9. [학술지] Brady, Michael K. / 2002 / Performance-only Measurement of Service Quality:A Replication and Extension / Journal of Business Research 55 (1) : 17 ~ 31

  10. [학술지] Carman, James M. / 1990 / Consumer Perceptions of Service Quality:An Assessment of the SERVQUAL Dimensions / Journal of Retailing 66 (1) : 33 ~ 55

  11. [학술지] Cronin / 1992 / Measuring Service Quality:A Reexamination and Extension / Journal of Marketing 56 (3) : 55 ~ 68

  12. [학술지] Davis-Sramek, Beth. / 2007 / Creating Consumer Durable Retailer Customer Loyalty through Order Fulfillment Service Operations / Journal of Operations Management 26 (3) : 1 ~ 17

  13. [학술지] Dwyer, F. Robert / 1987 / Developing Buyer-Seller Relationship / Journal of Marketing 52 (1) : 11 ~ 27

  14. [학술지] Fullerton,Gordon / 2005 / The Service Quality-Loyalty Relationship in Retail Services:Does Commitment Matter / Journal of Retailing and Consumer Services 12 (1) : 99 ~ 111

  15. [학술지] Fullerton, Gordon / 2002 / Mediating,Interactive and Non-linear Effects in Service Quality and Satisfaction with Service Research / Canadian Journal ofAdministrative Sciences 19 (1) : 124 ~ 136

  16. [학술지] anesh / 2000 / Understanding Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers / Journal of Marketing 74 (3) : 65 ~ 87

  17. [학술지] Garbarino, Ellen / 1999 / The Different Roles of Satisfaction,Trust and Commitment in Customer Relationships / Journal of Marketing 63 (2) : 70 ~ 87

  18. [학술지] Gremler / 2000 / Customer-Employee Rapport in Service Relationships / Journal of Service Research 3 (2) : 82 ~ 104

  19. [학술지] Gruen, Thomas W. / 2000 / Relationship Marketing Activities, Commitment and Membership Behaviors in Professional Associations / Journal of Marketing 64 (3) : 34 ~ 49

  20. [학술지] Halliday, Sue Vaux / 2004 / How Placed Trust Works in a Service Encounter / Journal of Service Marketing 18 (1) : 45 ~ 59

  21. [학술지] Heide, Jan B. / 1992 / Do Norms Matter in Marketing Relationships? / Journal of Marketing 56 (2) : 32 ~ 44

  22. [학술지] Hsieh, Yi Ching / 2004 / A Study of the Impacts of Service Quality on Relationship Quality in Search Experience Credence Services / Total Quality Management 15 (1) : 43 ~ 58

  23. [단행본] J?eskog, Karl G. / 1989 / LISREL 7: A Guide to the Program and Applications / SPSS Inc

  24. [학술지] Lacey, Russell / 2007 / Relationship Drivers of Customer Commitment / Journal of Marketing Theory and Practice 15 (4) : 315 ~ 333

  25. [학술지] Lee, Jae-Nam / 1999 / Effect of Partnership Quality on IS Outsourcing Success: Conceptual Framework and Empirical Validation / Journal of Management Information System 15 (4) : 29 ~ 61

  26. [학술지] Lemon, Katherine N. / 2002 / Dynamic Customer Relationship Management:Incorporating Future Considerations into the Service Retention Decision / Journal of Marketing 66 (1) : 1 ~ 14

  27. [학술지] Morgan, Robert M. / 1994 / The Commitment-Trust Theory of Relationship Marketing / Journal of Marketing 58 (3) : 20 ~ 38

  28. [학술지] Parasuraman, A. / 1991 / Refinement and Reassessment of the SERVQUAL Scale / Journal of Retailing 67 (4) : 420 ~ 450

  29. [학술지] Parsons, Amy L. / 2002 / What Determines Buyer-seller Relationship Quality?:An Investigation from the Buyer's Perspective / Journal of Supply Chain Management 38 (2) : 4 ~ 12

  30. [학술지] Price, Linda L. / 1999 / Commercial Friendship: Service Provider-Client Relationships in Context / Journal of Marketing 63 (4) : 38 ~ 56

  31. [학술지] Pritchard, Mark P. / 1999 / Analyzing the Commitment Loyalty Link Service Relationships / Journal of the Academy of Marketing Science 27 (3) : 333 ~ 348

  32. [학술지] Shamdasani, Prem N. / 2000 / Determinants of Relationship Quality and Loyalty in Personalized Services / Asia Pacific Journal of Management 17 (3) : 399 ~ 422

  33. [학술지] Smith, Johnson. B. / 1998 / Buyer-Seller Relationships: Similarity, Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions / Journal of Retailing 74 (4) : 163 ~ 178

  34. [학술지] Wong, Amy / 2006 / Determinants and Outcomes of Relationship Quality: A Conceptual Model and Empirical Investigation / Journal of International Consumer Marketing 18 (3) : 81 ~ 105

  35. [학술지] Zeithaml, Valarie / 2000 / Service Quality,Profitability and Economic Worth of Customers:What We Know and What We Need to Learn / Journal of the Academy of Marketing Science 28 (1) : 67 ~ 85