• Title, Summary, Keyword: 재구매의도

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초고속인터넷의 고객유지와 충성도 결정요인에 관한 연구

  • 연규동;박명철
    • Proceedings of the Korea Technology Innovation Society Conference
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    • pp.141-168
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    • 2001
  • 본 연구는 초고속인터넷 접속서비스에서 $\ulcorner$서비스 품질$\longrightarrow$고객만족$\longrightarrow$재구매의도(고객충성도)$\lrcorner$의 일반적인 인과관계가 적용되는지를 규명하고, 고객만족, 재구매의도와 고객충성도에 영향을 미치는 서비스 품질속성을 살펴보면서, 궁극적으로 품질속성 중 고객유지와 충성도를 향상시키는 핵심 품질요소를 도출하기 위한 모형을 이론적으로 제시하고, 그 모형의 유효성을 설문조사와 이에 대한 실증분석을 통해 평가하는데 목적이 있다. 모형을 검증하기 위하여 세 단계의 분석과정을 수행하였다. 첫째, 전반적 서비스 품질과 고객만족, 재구매의도(또는 고객충성도), 그러고 고객만족과 재구매의도 및 고객충성도의 상호관계를 검증하였다. 둘째, 고객만족, 재구매의도 및 고객충성도에 영향을 미치는 선행변수인 품질속성(서비스 성능, 서비스 지원, 부가서비스, 이용요금, 과금, 절차 편리성)들의 영향력을 검증하였다. 마지막으로 공통적 개념으로 분류된 품질속성이 개별적인 품질요소의 미세한 차이를 제대로 반영하지 못하는 단점을 극복하고, 고객유지와 충성도 향상을 위한 핵심 품질요소를 도출하기 위하여 품질속성을 대표하는 품질요소들과 재구매의도와 고객충성도의 상관관계를 살펴보았다. 초고속인터넷 접속서비스 이용자를 대상으로 웹설문조사를 실시하여 총 551 개의 표본을 분석에 사용하였으며, 분석결과는 다음과 같다. 첫째, 서비스 품질은 재구매의도와 고객충성도에 비해 고객만족에 높은 설명력을 갖고 있으며, 재구매의도에 대한 서비스 품질과 고객만족의 설명력은 미미한 것으로 나타나, 고객만족이 더 높은 설명력을 갖는다는 기존의 연구와 차이를 보여 향후 추가적인 연구의 필요성이 제기되었다. 둘째, 여섯 가지의 품질속성들 중 서비스 이용과정에서 1, 2 회의 적은 경험을 하게 되는 서비스 이용절차의 편리성을 제외하곤 나머지 속성 모두 고객만족, 재구매의도 및 고객충성도의 선행변수로써 영향을 미치고 있는 것으로 나타났다. 그러나 절차 편리성은 고객충성도에 유의한 영향을 미치는 것으로 나타나, 충성도는 고객이 서비스를 총체적인 관점에서 평가하고 나타나는 행동이라는 시사점을 얻었다. 셋째, 재구매의도와 고객충성도를 결정하는 품질요소로서는 서비스 안정성, 불만사항 처리결과, 회사의 이미지, 다양한 부가서비스가 도출되었다. 본 연구의 결과는 초고속인터넷 접속서비스의 품질 및 결과변수들에 대한 인과관계를 분석하였다. 그리고 경쟁이 치열해지는 시장 환경에서 미래의 재무적 성과와 수익성을 보장하는 충성스런 고객을 확보하기 위하여 필수적으로 관리되어야 할 핵심 품질요소의 제시와 이에 따른 제언을 하였기 때문에 사업자들이 품질 및 마케팅 전략을 수립함에 있어서 이론적, 실무적 근거를 제공하여 준다.

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The Effect of User's Repurchase Intention on Community Social Service (지역사회서비스 이용자의 재구매의도에 미치는 영향)

  • Lee, Hyoung-Ha;Choi, Han-Su
    • Proceedings of the Korean Society of Computer Information Conference
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    • pp.169-172
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    • 2014
  • 본 연구에서는 사회서비스 이용자를 대상으로 사회서비스의 재구매의도 수준을 분석하고, 사회서비스의 만족요인과 효과성이 재구매의도에 얼마나 영향을 미치는지를 규명하고자 한다. 분석결과 사회서비스 재구매의도 수준은 평균 3.62(5점만점)으로 비교적 높게 나타났다. 사회서비스 재구매의도에 서비스만족도 요인중 본인부담액(B=.2111, p<.001), 서비스접근성(B=.144, p<.005)과 서비스효과요인중 일상생활 적응성(B=.164, p<.005)은 유의미한 영향을 나타냈다.

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Study on Repurchase Intention of RTP HMR Products : Focused on Meal kit (RTP(Ready to Prepare) 가정편의식(HMR) 제품의 재구매의도에 관한 연구 : 밀키드(Meal kit)를 중심으로)

  • Park, Min-Hee;Kwon, Mahn-Woo;Nah, Ken
    • The Journal of the Korea Contents Association
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    • v.19 no.2
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    • pp.548-557
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    • 2019
  • With the increase of single households and more women entering society, changes to lifestyle, a demand for convenience, and the recent trend for homemade meals, the market for HMR(Home Meal Replacements) is rapidly growing. This study reviewed the repurchase intentions of consumers for RTP(Ready-to-Prepare) HMR products, namely meal kits, and the moderating effect. The study found that i) ease of use increases with higher self-efficacy; ii) ease of use decreases with higher personal innovativeness, but usefulness and repurchase intentions increased; iii) repurchase intentions increase with higher social influence; iv) trust decreases with higher convenience, but repurchase intentions increased; v) trust and repurchase intentions increase with higher economic efficiency; and vi) price sensitivity has a moderating effect between trust and repurchase intentions. The outcomes of this study will not only provide a theoretical basis for a more detailed study of HMR, but is anticipated to be used as fundamental data for suggesting a direction for marketing strategies for product development and sales.

A Study on Relationship Benefits and Switching Barrier, Repurchase Intention in Spectacle Shop (안경원의 관계 효익과 전환장벽, 재구매의도에 관한 연구)

  • Kim, Min Hyuk
    • The Korean Journal of Vision Science
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    • v.19 no.2
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    • pp.127-137
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    • 2017
  • Purpose: The objective of the study is to identify the effect to switching barrier and repurchase intention by dividing them into economic benefit, customer benefit, social benefit and psychological benefit by concept of the relationship benefits offered to customers through previous studies of various industries. Methods: The study surveyed 347 customers who have purchased frames, lens and C/L in spectacle shops and analyzed the data. SPSS 18.0 statistics program was used for data analysis; frequency analysis, factor analysis, and regression analysis were conducted to verify the research hypothesis on relational benefit and switching barrier, repurchase intention of spectacle shop. Results: First, the psychological benefit and customization benefit of the relationship benefit positively influenced on the formation of the switching barrier. Second, three of the relationship benefits, psychological benefit, economic benefit, and customization benefit, have a positive effect on repurchase intention. Third, switching barrier have a positive effect on repurchase intention. Conclusions: In this study, we found that psychological benefits play a crucial role in the switching barrier and repurchase intention among relationship benefits of spectacle shop, and that the customization benefits of the four factors have an effect on the switching barrier and repurchase intention. Because the economic benefits only affect repurchase intentions, the spectacle shop manager should try to establishing to switching barrier and repurchase intention by customer relationship management.

The Effect of Logistics Services, Corporate Image, Product Reliability & Customer Services on Customer Satisfaction and Repurchase Intention in e-Commerce (전자상거래에서 물류서비스, 기업이미지, 제품신뢰도, 고객서비스가 소비자만족과 재구매의도에 미치는 영향)

  • Choi, Soo-Ho
    • Journal of Digital Convergence
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    • v.17 no.6
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    • pp.159-167
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    • 2019
  • This study was done to analyze the effect of logistics services, corporate image, product reliability and customer service on consumer satisfaction and repurchase intention that e-commerce users perceive. The survey was divided into "logistics services, corporate image, product reliability, customer services, customer satisfaction, repurchase intention". As a study result, independent variables such as corporate image, product reliability and customer services were found to affect customer satisfaction. Consumer Satisfaction had an effect on repurchase intention in mediated and dependent variable. In conclusion, in order to increase the repurchase intention in companies that introduced SCM, it was necessary to improve the corporate image, product reliability and customer service to satisfy consumers. Logistics services had not been adopted as an impact on customer satisfaction. We should strive to improve customer satisfaction and repurchase intention by creating a higher level logistics services.

Service Quality Factors Affecting Satisfaction and Repurchase Intention of Social Commerce (소셜커머스의 만족도와 재구매의도에 영향을 미치는 서비스품질요인)

  • Jin, Guo-Shan;Lee, Jong-Ho
    • The Journal of the Korea Contents Association
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    • v.12 no.3
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    • pp.311-321
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    • 2012
  • This study derived from 5 variables(information, product diversity, communication possibility, responsiveness, price) of service quality on social commerce from literature studies and set up the research model and hypotheses. The 167 questionnaires are used in this analysis. The results were as follows: first, all the variables had positive influences upon satisfaction except responsiveness. Second, all the variables had positive influences upon repurchase intention except price. Third, the satisfaction of social commerce had a positive influence upon repurchase intention. This study suggested the strategic implications to induce customers satisfaction and repurchase intention after analyzing critical factors about service quality of social commerce.

Structural Causal Relationship between Atmospherics of Web-sites and Repurchase Intention in Internet Shopping Malls (인터넷쇼핑몰 사이트 환경과 재구매의도 간의 구조적 인과관계)

  • Choi, Chul-Jae
    • The Journal of the Korea Contents Association
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    • v.12 no.5
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    • pp.357-369
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    • 2012
  • The purpose of this paper is to explain and identify how atmospherics of web-sites such as graphics, colour, menu and link have an effect on consumers' emotion and satisfaction, which in turn have influence on repurchase intention in internet shopping malls. A survey study was conducted to collect the data with consumers who have experience purchase or search on internet shopping malls. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: Menu and link are positively associated on consumers' emotion, but graphics and colour have not influence on both consumers' emotion and satisfaction. Consumers' emotion is positively associated on both satisfaction and repurchase intention, and then satisfaction is also positively associated on repurchase intention.

Experiential Value, Attitude, Repurchase Intention of Heotjesabap(Dishes for a Fake Jesa) as Local Food - Focused on a Moderating Effect of Storytelling Experiences - (향토음식 헛제사밥의 경험가치, 태도 및 재구매의도에 관한 연구 - 스토리텔링 체험의 조절효과를 중심으로 -)

  • Kang, Jai-Goo;Ha, Dong-Hyun
    • Culinary science and hospitality research
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    • v.20 no.4
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    • pp.280-295
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    • 2014
  • The purpose of this study is to identify whether there are causal relationships among experiential value, attitude and repurchase intention and whether the moderating role of storytelling experiences can be existed in the relationships between experiential value and repurchase intention, and between attitude and repurchase intention, focusing on Heotjesabap, dishes for a fake memorial ceremony, as a local food. Also, this study aims to identify whether there can be significant differences in experiential value, attitude and repurchase intention among the tourists who have storytelling experiences and those who do not have storytelling experiences of Heotjesabap. Based on total 211 samples obtained from the empirical research, the research findings are as follows. Firstly, tourists who have storytelling experiences of Heotjesabap have significantly greater experiential value, attitude and repurchase intention than those who do not. Secondly, experiential value positively affects attitude and attitude positively affects intention to repurchase Heotjesabap. Thirdly, the tourists who have storytelling experiences have a greater causal intensity than those who do not in the relationship between attitude and repurchase intention. These research findings show that there should be some changes for Heotjesabap, for example, better taste etc. to attract tourists to repurchase it. Limitations and further research directions are also discussed.

A Study on the Influence of Consulting Characterstic ease of use to the word-of-mouth intention and repurchase intention (컨설팅특성이 구전의도와 재구매의도에 미치는 영향연구)

  • Jo, Young-Jun;Lee, Seung-Hee
    • Journal of Digital Convergence
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    • v.9 no.6
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    • pp.207-216
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    • 2011
  • This paper is for the influence of consulting character how to affect on the word-of-mouth intention and repurchase. Consulting characters consist of expertise, reliability and application. The results of this study are as follows: Firstly, Application except expertise and reliability have a positive effect on word-of mouth intention influence. Secondly, expertise and application except reliability have a positive effect on repurchase intention influence. This study shows that the company marketing performance would be greatly improved by an application of consulting experience and an expertise of consulting need.

Mediating Effect of Ease of Use and Customer Satisfaction in the Relationship between Mobile Shopping Mall of Service Quality and Repurchase Intention of University Student consumer (모바일쇼핑몰 서비스품질과 대학생 고객의 재구매의도 관계에서 사용용이성과 고객만족도의 매개효과)

  • Kim, Sun-A;Park, Ji-Eun;Park, Song-Choon
    • Management & Information Systems Review
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    • v.38 no.1
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    • pp.201-223
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    • 2019
  • The purpose of this study is to verify empirically the causal relationship between service quality, ease of use, customer satisfaction, and repurchase intention of mobile shopping mall. And this study is to investigate the ease of use and customer satisfaction mediating effect of between service quality and repurchase intention. Therefore, 323 university students in Jeonnam area were surveyed and the structural equation model was derived based on previous research. Service quality of mobile shopping mall make a significant effect on using easiness, purchasing satisfaction and repurchase intention. However, among service quality of mobile shopping mall, service scape like mobile interface and site design made a positive effect on purchasing satisfaction, but did not any effect on repurchase intention. In other words, service quality factors that make positive effects on customer's pleasant using and repurchase intention make a positive effect on repurchase intention when providing and using the service customer wants faithfully rather than external part of the site and mutually influencing attitude or behavior well. The implications suggested by this study are as follows. First, service quality of mobile shopping mall makes a significant effect on repurchase intention, so it's necessary to improve CS service system so as to treat customers' inquiries or inconveniences actively during mobile shopping and return and refund of defective products quickly and conveniently. And, in addition to the finally used factors in analysis process, benefits using customers' grade by number of purchases, such as various events, coupons, reserve, etc. and active contents marketing strategies providing more various pleasures and values of shopping are necessary. Second, satisfaction of mobile shopping mall makes a positive effect on repurchase intention, so visiting of site and repurchasing of product are continuously done as customers' satisfaction on shopping mall is increasing. Therefore, shopping mall site requires differentiation of contents, exact plan and practice of service, marketing, etc. so that customers can feel more satisfaction. This study is significant as it systematically analyzed concepts of components that service quality of mobile shopping mall makes an effect on using easiness, purchasing satisfaction, and repurchase intention, verified the relations, systematized it by theoretical structure, and widened the understanding of effects making an effect on repurchase intention.