The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Consumer's Perception to Service Relationship Efforts and Mediating Role of Relationship Quality to Relationship Performance in Retailing Stores

소매점의 서비스 관계노력 지각과 관계성과에 따른 관계품질의 매개역할

  • Received : 2017.05.30
  • Accepted : 2017.08.08
  • Published : 2017.08.28
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Abstract

The purpose of this study is to identify the factors that customers perceive as important relationship investment in the relationship efforts provided by retailers for customer relationship purposes and to explain the mediating role of relationship quality such as trust, relationship commitment in the relationship perceived relationship investment and relationship performance. For this study, 270 respondents were surveyed and data were analyzed using SPSS 21.0 and AMOS 20.0 statistical package. Statistical analysis tools, such as SPSS 21.0 and AMOS 20.0 were utilized for ensuring the validity and the reliability, whereas the SEM method was used for testing the research hypothesis. The results of study are as follows. Financial efforts and structural efforts have affected perceived relationship investment. Perceived relationship investment affected trust and relationship commitment but not loyalty. Trust influenced relationship commitment and loyalty whereas relationship commitment did not affect loyalty. Therefore, it is important for retail marketing managers to provide tangible rewards and special benefits at all times in order to recognize that they are doing the best service efforts for customer relations. In order to secure long-term and stable profits by establishing a relationship with them, the service marketing strategies should be promoted to enhance the relationship quality by raising the level of trust.

본 연구의 목적은 소매점이 고객관계 목적으로 제공하는 관계노력에 대해 고객은 어떤 요소를 중요한 관계투자로 지각하는가를 확인하고, 지각된 관계투자가 관계성과에 미치는 영향에서 신뢰, 관계몰입 등 관계품질의 매개역할을 설명하는데 있다. 이를 위해 270명의 구매경험자를 대상으로 설문조사를 실행하였고, SPSS 21.0 및 AMOS 20.0 통계패키지를 이용하여 자료의 타당도와 신뢰도를 확인하였으며, 구조방정식모형분석(SEM)으로 연구가설을 검증하였다. 연구결과로는 재무적 노력 및 구조적 노력은 지각된 관계투자에 영향을 주었고, 지각된 관계투자는 신뢰 및 관계몰입에 영향을 준 반면 충성도에는 영향을 주지 않았으며, 신뢰는 관계몰입 및 충성도에 영향을 준 반면 관계몰입은 충성도에 영향을 주지 않았다. 따라서 소매점의 마케팅관리자는 고객관계를 위해 최선의 서비스노력을 한다는 것을 인식시키기 위해선 유형적보상과 특별혜택을 상시적으로 제공하는 것이 중요하고, 또한 이들을 대상으로 관계를 구축하여 장기적이고 안정적인 수익을 확보하기 위해선 신뢰수준을 높임으로써 관계품질을 강화하는 서비스마케팅전략을 추진해야 할 것이다.

Keywords

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