• Title/Summary/Keyword: Relationship Commitment

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A study on antecedents and consequents of relationship commitment toward internet sites and between customers in virtual environment (가상환경에서 대고객 및 고객간 관계결속(Relationship Commitment)의 선행변수와 결과변수에 대한 연구)

  • 이수동;최주석
    • Journal of Distribution Research
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    • v.5 no.2
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    • pp.1-19
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    • 2001
  • This study investigates "commitment" , which is the crucial variable in the study of relationship marketing, because I pay attention to the importance of relationship marketing toward consumers in virtual environment. This dissertation whose main issue is about virtual environment focuses on "commitment" from two perspectives. One is customers′ relationship commitment toward enterprises or corporations through internet sites and the other is relationship commitment between customers. The main purpose is to verify antecedents and consequents which influence relationship commitment toward internet sites (corporations or enterprises) and between customers. The hypotheses are that (1) share values and relationship benefit from internet sites affect relationship commitment toward internet sites (2) share values and interactions between customers affect relationship commitment between customers (3) interactions with relationship commitments toward internet sites and between customers exist (4) these relationship commitments affect future intentions. The subjects are university students who I think get used to using internet. The results indicate that (1) antecedents of relationship commitment toward internet sites and between customers are significantly influential (2) relationship commitment toward internet sites influences relationship commitment between customers, but the effect of relationship commitment between customers on relationship commitment toward internet sites is not significant (3) relationship commitment between customers influences future intentions, but the effect of relationship commitment toward internet sites on future intentions is not significant.

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The Effect of Composite Incompatibility on Relationship Commitment and Performances in Franchiser-Franchisee Relationship (프랜차이즈 가맹본부와 가맹점 간 이해관계불일치가 관계몰입과 관계성과에 미치는 영향)

  • Yi, Ho-Taek
    • Journal of Distribution Science
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    • v.15 no.2
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    • pp.91-100
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    • 2017
  • Purpose - Domestic franchise market has been grown steadily, reaching 50 trillion won in sales and 3,360 franchise headquarters in 2014. A franchise system is an effective business system for the franchisees to lower the failure rate due to the fact that the inexperienced entrepreneurs are supported by their headquarters through the franchisee contract. However, there are also conflicts between franchiser and franchisee behind the quantitative growth of domestic franchise industry. Therefore, it is very important to structure the causes of conflicts and to examine the effect of factors on the relationship commitment and performances. Research design, data, and methodology - In this study, the author divides the composite incompatibility between the franchise and the franchisee into goal incongruity, domain dissensus, and perceptual differences, and examines each dimension to the relationship with commitment and performances. To verify the proposed research model and test hypotheses, the author selected 200 franchise responses in food and beverage industry. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program. Results - The empirical findings provide goal incongruity and perceptual differences have a negative effect on the affective commitment, but not the calculative commitment. In addition, affective commitment and calculative commitment are found to have a positive effect on re-contractual intention and extended brand shop running intention, respectively. Affective commitment have a stronger effect on re-contractual intention than calculative commitment. Conclusions - First of all, the fact that goal incongruity and perceptual differences negatively affect the affective commitment, but it does not affect the calculative commitment. It means the relationship commitment in distribution channel are multi-dimensional concept that may be attributed to emotional or affective dimensions but may exist in terms of necessity or power-dependence. Second, the level of relationship commitment such as affective and calculative commitment to franchise headquarters positively affects the re-contractual intention and franchiser's extend brand shop running intention suggest that franchiser should encourage and support existing franchisee's commitment. Third, the fact that affective commitment has a greater effect on relationship performance than calculative commitment means to induce franchisee's affective commitment and to prevent the inconsistency between goals and perceptual differences.

The Effect of Relationship Benefit, Trust and Commitment on Relationship Continuity Intention Between Apparel Purchaser and Salesperson (의류상품 구매고객과 판매원간 관계효익과 신뢰 및 관계몰입이 관계지속의도에 미치는 영향)

  • Hong, Byung-Sook
    • Journal of the Korean Home Economics Association
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    • v.46 no.4
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    • pp.37-45
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    • 2008
  • The purpose of this study is to investigate how relationship benefit affect trust and commitment, and how trust and commitment affect relationship continuity intention between apparel purchaser and salesperson. For the research, it was surveyed to 230 females in their 20's, who lives in Seoul and Kyeonggi on Feb 10th to 15th in 2007. With SPSS 11.0 program, the data was analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The results are as follows: First, regarding to the results of factor analysis on relationship benefit, trust and commitment, the relationship benefit factor was divided into the social, psychological and economic benefits. The trust factor was divided into the professional and considerable trust, and the commitment factor was divided into the emotional and calculative commitment. Second, as investigating how relationship benefit affect trust and commitment during purchasing apparel, social and psychological benefits affected professional trust. The psychological benefit only affected to considerable trust. Also social and psychological benefit were statically affected to emotional commitment, economic benefit and psychological benefit were affected to calculative commitment. Third, relationship continuity intention was affected to professional and considerable trust, and emotional commitment.

Antecedents and consequences of trust and commitment in apparel manufacturer-contractor relationships: The moderating role of length of relationship (국내 패션기업과 협력업체와의 관계에서 신뢰와 몰입에 영향을 미치는 변인: 관계 기간의 조절 효과)

  • Park, Na Ri;Park, Jae-Ok
    • The Research Journal of the Costume Culture
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    • v.21 no.2
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    • pp.220-233
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    • 2013
  • This study examined regarding the moderating effect of length of relationship in the relationship among the antecedent variables (i.e., specific investment, opportunistic behavior, communication, uncertainty, interdependence, power imbalance, shared value, and flexibility) of trust and commitment, trust and commitment and firm performance and relationship satisfaction. A total of 128 apparel manufacturers participated in this study. Flexibility exerted the most positive effect on trust in short-term relationship, followed by specific investment. And opportunistic behavior was found to exert negative effect on trust. Commitment was found to be most negatively affected by power imbalance, followed by interdependence. Trust was shown to be significantly affected by communication, shared value and flexibility in short-term relationship. In the case of long-term relationship, commitment was shown to be significantly affected by uncertainty, interdependence, power imbalance and flexibility. Firm performance was positively affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. In case the length of relationship, firm performance was affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. The result of this research provides valuable data for making a concrete suggestion regarding the strategy for improving trust and commitment for the sake of the desirable relationship between apparel manufacturers and contractors.

Customer Retention Model in the Medical Service Organization: Focusing on Specialized Hospital Services

  • OH, Sang Hyun
    • The Journal of Economics, Marketing and Management
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    • v.9 no.2
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    • pp.45-55
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    • 2021
  • Purpose: The purpose of this study is to investigate the theoretical basis for assessing the strategic increase in customer perception of service quality, justice, and relationship benefits. Especially in terms of increasing relationship commitment and customer loyalty in the medical service sector. Research design: Data were collected by questionnaires through specialized hospital services. Survey was conducted on patients who have been treated at a spine specialized hospital. Results: Research shows that service quality, justice, and relationship benefits have the greatest direct impact on relationship commitment, and relationship commitment has a strong direct impact on customer loyalty in the medical service organization. Conclusions: The effect of combination of core and voluntary service behavioral attributes such as service quality, justice and relationship benefits have the most positve impact on relationship commitment and customer loyalty. Administratively, this study contributes to understanding the role of service quality, justice, and relationship benefits in the medical service sector. The results showed that in order to induce service quality, justice and relationship benefits should be facilitated relationship commitment and customer loyalty enlarged.

Investigating the Effects of Relationship Quality on Organizational Commitment and Prosocial Behavior in Hotel Food & Beverage Division

  • Lee, Yong-Ki;Kwon, Yong-Ju;Lee, Kyung-Ah
    • Journal of Global Scholars of Marketing Science
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    • v.17 no.3
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    • pp.109-132
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    • 2007
  • The present study examines the relationship among relationship quality, organizational commitment, and prosocial behavior. In this study, relationship quality is defined as relationship quality between manager and employee (RQME) and relationship quality between organization and employee (RQOE). The authors also investigate the mediating roles of RQOE and organizational commitment in the conceptual research model. Findings indicate that RQME has a positive and direct effect on RQOE, organizational commitment, and prosocial behavior. The results also show that both RQOE and organizational commitment have a mediating role in the relationship between RQME and prosocial behavior of employees. Finally, the authors found that RQOE influences prosocial behavior through organizational commitment.

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The Effect of TV Home Shopping Service Quality on Relationship Commitment and Customer Loyalty -Fashion Products- (TV홈쇼핑 서비스품질의 관계몰입과 고객충성도에 대한 영향 -패션제품을 중심으로-)

  • Hong, Keum Hee
    • Journal of the Korean Society of Clothing and Textiles
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    • v.39 no.6
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    • pp.899-909
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    • 2015
  • TV home shopping maintains annual growth in the midst of harsh competition by numerous fashion retail channels. This study investigated the dimensions of service quality of TV home shopping for fashion products as well as the effect of service quality on relationship commitment and customer loyalty. Questionnaires were distributed to consumers in their 20s to 40s who purchased fashion products via TV home shopping in the past 6 months. A total of 240 questionnaires were put into the analysis. The results are as follows. First, four dimensions of service quality of TV home shopping were found: convenience, economy, entertainment, and information seeking. Relationship commitment had two dimensions of affective commitment and calculative commitment. Second, the service quality of TV home shopping affected customer loyalty through a relationship commitment. The predictors of affective commitment were entertainment, economy, and information seeking; in addition, those of calculative commitment were economy and entertainment. Third, both affective commitment and calculative commitment predicted customer loyalty to TV home shopping. The affective commitment had more predictive power. The findings show that the service quality of TV home shopping did not directly affect customer loyalty, but they had influence through relationship commitment variables. Entertainment and economy were the most powerful predictors among service quality dimensions.

The Effects of Hospital Brand Equity on Trust and Relationship Commitment of Customers (중소병원의 브랜드자산이 방문고객의 신뢰 및 관계몰입에 미치는 영향)

  • Lee, Eun-Ju;Park, Jae-Sung;Kim, Nan-Young
    • The Korean Journal of Health Service Management
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    • v.9 no.2
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    • pp.1-12
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    • 2015
  • The objective of this study was to verify the effects of brand equity of small & medium hospitals on trust and relationship commitment and mediation effect of trust in the relation between brand equity and relationship commitment. For testing reliability and validity of the measurement tool, Cronbach's ${\alpha}$ and confirmatory factor analysis was used, respectively. A structural equation model was applied for verifying the study model suggested. Out of 450 questionnaires distributed, 439 was returned. On the study results, brand image and perceived quality positively determined trust of customers for small & medium hospitals. Customers' trust also has a positive effect on relationship commitment. Brand awareness positively influence the levels of relationship commitment. Moreover, a mediation effect was identified. Customers' trust mediated the effects of brand image and perceived quality on relationship commitment of hospitals customers. On conclusions, relationship commitment was determined, either directly or indirectly, by brand image and perceived quality, while trust mediated the their relationship. Thus, hospitals management may use the concepts of brand equity and trust as a key success factor of their business purposes.

Psychological Capital, Organizational Commitment and Job Performance: A Case in Vietnam

  • NGUYEN, Ha Minh;NGO, Trung Thanh
    • The Journal of Asian Finance, Economics and Business
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    • v.7 no.5
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    • pp.269-278
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    • 2020
  • The purpose of this study is to explore the relationship between employee's psychological capital, organizational commitment and job performance in Vietnam. In this study, psychological capital and overall organizational commitment are considered as two second-order constructs. Psychological capital includes four different components: self-efficacy, optimism, hope and resiliency. Organizational commitment comprises three different components: affective commitment, continuance commitment and normative commitment. The study uses the combination of quantitative research method and qualitative research method. Qualitative research method (based on the experts' opinions) is used to design the official questionnaire, while relationship between concepts is estimated by quantitative research method, which is inclusive of the methods of descriptive statistics, Cronbach's Alpha, EFA, CFA and CB-SEM. The survey is conducted in two ways: face-to-face and via email. Data are collected from 848 employees across provinces and cities in Vietnam. The findings show that psychological capital and job performance have a positive relationship, organizational commitment has positive influence on job performance, and psychological capital is also related to organizational commitment. All relationship between psychological capital, organizational commitment and job performance of employee are statistically significant. In addition, organizational commitment also plays the mediating role in the positive relationship between psychological capital and employee's performance.

The Mediate Effects of Multidimensional Commitment on Relationship Between Trust and Loyalty in Internet Shopping Environment (신뢰와 충성도의 관계에서 다차원 몰입의 매개적 영향)

  • Kim, Dae-Up;Oh, Jae-Sin
    • Journal of Industrial Convergence
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    • v.4 no.2
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    • pp.19-37
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    • 2006
  • In Korea, by the reason of the rapid growth of internet users and the speedy development of ITC, the sales of cyber malls have grown to be ₩10.68 trillion. Over the past several years, trust and commitment have been viewed key concept and mediated variables in relationship marketing. From 2000s, trust and commitment have been studied in cyber shopping environment. Most of studies are the relationship of trust and loyalty or unidimensional commitment and loyalty. The purpose of our study focused the mediated effects of multidimensional commitment on relationship between trust and loyalty. Trust, affective commitment, and continuous commitment affected positive effects on loyalty. And trust also affected positive effect on affective commitment. Trust didn't affect positive effect on continuous directly. However, There was indirect effect of between trust and continuous commitment via affective commitment.

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