The Korean Journal of Vision Science (대한시과학회지)

The Korean Society of Vision Science (대한시과학회)
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A Study on Relationship Benefits and Switching Barrier, Repurchase Intention in Spectacle Shop

안경원의 관계 효익과 전환장벽, 재구매의도에 관한 연구

  • Kim, Min Hyuk (Dept. of Ophthalmic optics, Gimcheon University)
  • 김민혁 (김천대학교 안경광학과)
  • Received : 2017.04.28
  • Accepted : 2017.06.14
  • Published : 2017.06.30
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Abstract

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.

목적: 본 연구의 목적은 여러 산업의 선행연구들을 통하여 고객에게 제공되는 관계효익의 개념을 경제적 효익, 고객화효익, 사회적효익, 심리적효익으로 구분하여 전환장벽과 재구매의도에 미치는 영향에 대하여 확인하고자 하였다. 방법: 본 연구는 안경원에서 안경테, 안경렌즈, 콘택트렌즈를 구입하였던 347명의 고객을 대상으로 설문조사하고 그 데이터를 분석하였다. 데이터 분석은 SPSS 18.0 통계프로그램을 이용하여 빈도분석, 요인분석, 회귀분석을 실시하여 안경원의 관계효익과 전환장벽, 재구매의도에 관한 연구 가설을 검증하였다. 결과: 첫째, 관계효익 중 심리적효익과 고객화효익이 전환장벽 형성에 긍정적인 영향을 미쳤다. 둘째, 관계효익 중 세 요인, 즉 심리적효익, 경제적효익, 고객화효익이 재구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 전환장벽이 재구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 결론: 본 연구에서는 안경원의 관계효익 중에서 심리적효익이 전환장벽과 재구매의도에 중요한 역할을 하는 것과 관계효익의 네 요인 중 고객화효익이 전환장벽 형성과 재구매의도에 영향을 주는 것을 발견하였다. 경제적효익은 재구매의도 형성에만 영향을 미치므로 안경원 경영자는 안경사의 장기 근무를 위한 노력과 재교육을 제공하여 고객관계관리를 통한 전환장벽 형성과 재구매의도를 높이려는 노력을 기울여야 할 것이다.

Keywords

Acknowledgement

Supported by : Gimcheon University

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