Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Structural Effects of Relational Benefits on Brand Loyalty in Financial Institute

금융기관에서 관계편익이 브랜드충성도에 미치는 구조적 영향

  • Jang, Jungbin (Graduate School of Business, Soongsil University) ;
  • Kim, Shin (Graduate School of Business, Soongsil University) ;
  • Choi, Jeongil (College of Business Administration, Soongsil University)
  • 장정빈 (숭실대학교 대학원 경영학과) ;
  • 김신 (숭실대학교 대학원 경영학과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2017.02.03
  • Accepted : 2017.02.27
  • Published : 2017.03.31
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Abstract

Purpose: This study evaluated the effect of customer relationship management (CRM) on customer's brand loyalty in the holistic perspective of relational benefits, relationship quality and relation value. This paper attempted to find out the psychological process that links the relational benefits and brand loyalty. Methods: The data was collected by using the structured questionnaires to VIP customers and general customers of major domestic banks. The proposed research model is empirically tested using 324 valid questionnaires using SPSS 23 and AMOS 23. Results: This research indicated the partially positive relationship between the relational benefits and relation values, and between relational benefits and relationship quality. The relation value and relationship quality positively affects the relation commitment and the relation commitment also positively affects brand loyalty. This study also shows that the relation value affects the brand loyalty through the mediation of relation commitment, but also the relationship quality affects the brand loyalty through the media of relation commitment. Conclusions: This study investigates the role of perceptional factors(relational value and relationship quality) and affective factors(relation commitment) to find the relationship between relational benefits and brand loyalty. It also suggest the relative influence of relational benefits on relation value.

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References

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