A Study on Correlations between Private Security Enterprise's Relationship Characteristics and Purchasing Behaviors

민간경비업체의 관계적 특성과 구매행동의 관계

While demands on private securities have been increase, expectations on the service quality as compensation for the investment expensive is also rising. However, private security services are in situations of not satisfying various customer's needs owing to insufficient special manpower, capital, and skills in spite of expected high-quality services toward customers. Therefore, this study aims to find out the causality between private security enterprises and relationship characteristics, purchasing behaviors of customers, and then searching for a marketing strategy that can provide best services to the enterprises that are confronting to limitless competitive systems by grasping customer's needs and necessities. For achieving this goal, the study objected to shop employees using private security enterprises after diving Cheonan City of South Chungcheong Province into South, East and East, West, and then collected 236 persons by using the convenience sampling. Regarding to research tools, this study used questionnaire having been recomposed based on previous researches home and abroad, and frequency analysis, reliability analysis, factor analysis, correlation analysis, and regression analysis were carried out data was treated by treatments by using SPSS version 18.0 statistic package for treating the data. Through above research methods and procedures, results could be gotten same as followings. First, correlations between private security enterprise's relationship characteristics and purchasing behaviors showed positive (+) relations, and the latter was increased as much as relationship characteristics were high. Second, as the result of analyzing correlations between private security enterprise's relationship characteristics and purchasing behaviors, reputation, physical features, and communication affected influences to word of mouth activities. Third, reputation and communication affected to repeated purchasing behaviors as the result of analyzing private security's relationship characteristics and repeat purchasing behaviors.

본 연구는 민간경비업체와 소비자들의 관계적 특성과 구매행동의 인과관계를 규명하여 무한 경쟁에 도립하고 있는 민간경비업체도 소비자의 필요와 욕구를 파악하여 최상의 서비스를 제공할 수 있는 마케팅 전략을 모색하는데 연구의 목적이 있다. 이러한 목적 달성을 위하여 연구대상은 충남 천안시를 동남과 동서로 나누어 민간경비업체를 이용하고 있는 상점 직원을 대상으로 편의표집법으로 236명을 표집하였다. 조사도구는 설문지로서 국내 외 선행연구를 기초로 하여 재구성하여 사용하였으며, 자료 처리는 SPSS version 18.0 통계패키지를 이용하여 빈도분석, 신뢰도분석, 요인분석, 상관관계분석, 회귀분석을 실시하였다. 이상의 연구방법과 절차에 따른 자료 분석을 통하여 다음과 같은 결론을 얻었다. 첫째, 민간경비업체의 관계적 특성과 구매행동 관계는 정(+)의 상관관계를 보이고 있어, 관계적 특성이 높을수록 구매행동은 높아진다. 둘째, 민간경비업체의 관계적 특성과 구매행동의 관계를 분석한 결과 평판, 물리적 특성, 커뮤니케이션은 구전활동에 영향을 미친다. 셋째, 민간경비업체의 관계적 특성과 반복구매의 관계를 분석한 결과 평판과 커뮤니케이션은 반복구매에 영향을 미친다.