• 한국유통학회지:유통연구
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• 제5권2호
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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.

• 경영과정보연구
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• 제3권
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• pp.99-131
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• 1999

The purpose of this study is to investigate relational benefits affecting the relationship quality and the existence of differences to which relational benefits are most important to the customers across the type of services that customer buys and customer's relationship orientation in how they orientate their relationships with service firms. The results of this study are summarized as follows: First, all relational benefits, economic, social, psychological, functional benefits, is related the relationship quality. Second, There is a difference in the perceived relative importance of relational benefits that customers will lead to the establishment of a long-term relationship across the type of service. The more service is customized, the less economic benefits affect relationship quality and the more psychological benefits affect relationship quality. however there isn't a difference in the effect of functional benefits on relationship quality across the types of service, functional benefits are a important benefits both situations. Third, There is a difference in the perceived relative importance of relational benefits that customer will lead to the establishment of a long-term relationship across customers. The more customers orientate their relationships with service firms, the more psychological benefits affect relationship quality. The less customers orientate their relationships with service firms, the more economic and functional benefits affect relationship quality. However there isn't a difference in the effect of social benefits on relationship quality across customers. In addition to, relationship orientation is related to demographic facets such as sex-type, age and income. Male is higher relationship orientation than female. The more customers are older, the more they orientate their relationships with service firms and the more customers have income, the more they orientate their relationships with service firms.

• 한국의류학회지
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• 제30권2호
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• pp.245-254
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• 2006

The purposes of this study were to identify the perceived difference of salesman's service and relationship benefit according to types of customers, to explain the effects of salesman's service and relationship benefit on buying satisfaction and repurchase intention, and to reveal the influences of satisfaction with purchase on repurchase. The data were collected from 318 female adults in Gwangju using a questionnaire to salesmen's service, relationship benefits, buying satisfaction, repurchase intention, and were analysed with factor analysis, t-test and regressive analysis with SPSS 10.0. The results of this study were as follows: 1. The regular customers perceived a significantly higher salesmen's services and relationship benefits than irregular customers. 2. In regular customers, 'knowledge of products', 'etiquette' and 'confident benefits' had a significant influence on buying satisfaction. 'Confident benefits' had a significant influence on repurchase intention. Tn irregular customers, 'etiquette', 'easiness' and 'confident benefits' had a significant influence on satisfaction with purchase. 'Knowledge of products', 'easiness' and 'confident benefits' had a significant influence on repurchase intention. 3. Satisfaction with purchase had a significant influence on repurchase intention in both regular/irregular customers.

• 유통과학연구
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• 제14권1호
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• pp.7-15
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• 2016

Purpose - The purpose of this paper is to study the relationships among store image, customer satisfaction, behavioral intentions (BI) and fast distribution in shahrvand chain super market in Tehran. Research design, data, and methodology - The 300 samples were from all the customers of Shahrvand chain stores. Since the present study aimed to explore the relationship between store image, customers' satisfaction, customers' behavioral intentions, and the proximity of shops to customers with considering determination for the influence of each factor, the customers of Shahrvand chain stores were randomly asked to comment on this issue. Results - Attitude to services and merchandising are positively associated with their positive store image. Besides, positive store image has a positive relationship with customers' behavioral intentions and customers'satisfaction. The relationship between fast distribution and customers' satisfaction is significantly positive. Conclusions - Several studies have shown that, in general, store image is important to attract and retain customers. This paper depicts the specific influences of image specifically on customer satisfaction and behavioral intention. Factors related to image have been discussed as their attitudes which touch areas of organizational behavior that have been embedded in the model, and it contributes to the originality or the value of the study.

• 한국프랜차이즈경영연구
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• 제12권1호
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• pp.21-34
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• 2021

Purpose: This study examines the structural relationship between perceived quality, relationship quality, and revisit intention in the context of coffee shop. In this model, perceived quality consists of product, service, and experience quality, and relationship quality consists of satisfaction, trust, and commitment, and performance consists of revisit intention. More specially, this study identifies whether perceived quality plays a mediating role in the relationship between perceived quality and relationship quality and the direct/indirect effects of perceive quality on intention to revisit. Research design, data and methodology: The survey was conducted from September 1 to 30, 2019. The data were collected from 320 respondents and analyzed using structural equation modeling (SEM) with AMOS program. Results: The findings are as follows. First, quality perception of coffee specialty stores had a statistically positive effect on relationship quality, indicating supports H1. Therefore, customers can know that they are aware of the quality of coffee specialty stores, including quality of service and experience as well as products, and that they form relationship quality with coffee specialty stores. Second, relationship quality between coffee shops and customers had a significant positive effect on performance. Thus, H2 was supported. The results show that if the coffee shop does not consider relationship quality as important, customer loyalty decreases, the number of customers decreases, and the number of customers who switch to another coffee shop increases, which can lead to a threat to the coffee shop. Third, in the case of hypothesis H3, it was found that there was a partial mediating effect of satisfaction and trust between quality perception and reuse intention of coffee specialty stores, so hypothesis H3 was partially supported. As commitment appears to have no mediating effect, it can be said that customers who use coffee shops are not only difficult to maintain as regular customers of a particular coffee shop, but also have ample room to move to other coffee shops. Conclusions: Although many scholars point out the importance of service quality, few studies were conducted in the context of the Korean food service industry (including coffee shops). From this perspective, this study tested several hypotheses that the quality (product, service, experience) perceived by customers can have a positive effect on relationship quality and performance (re-visit intention), either directly or indirectly. The findings of this study demonstrate that if the manager of a coffee shop understands the characteristics of quality perceived by customers and the role of relationship quality, the effect of quality perceptions on customers can be maximized in order to maintain the relationship with customers.

• 경영과정보연구
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• 제5권
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• pp.61-79
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• 2000

This research suggests the strategic adoption methodology of Customer Relationship Management. The backgrounds of CRM is the business environment changing that Market power is shifting to the customer who has unprecedented powers of choice today. The strategic adoption of Customer Relationship Management determines the value, needs and preferences of each customer or customer segment. Customer Relationship Strategy is an explicitly defined plan for how a company has decided to connect with, relate to, and focus on its chosen customers to create value. Deliberate decisions must be made, often involving trade-offs, so that investments are aligned with customer needs and value. Plan defined in terms of target customers value proposition, role in value delivery, and risk/reward sharing. All customers are not created equal; specific customers and/or customers segments are more desirable/valuable to pursue. Key premise of CRM is that value can be created by changing company's business model to better connect with customers. Area of service of Customer Relationship Management are as follows. Portfolio strategy, Market Opportunity Assessment, Brand Equity, Market Positioning, Pricing, Channel Strategy, Market Segmentation. Target Market Identification, Customer LifeTime Value Analysis, Customer Profitability, Customer Connections Economics Analysis. The objects of CRM are maximizing customer service effectiveness, improving customer loyalty, increasing customer service efficiency, optimizing intelligence about customer behaviors and preferences.

• 대한안전경영과학회지
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• 제4권2호
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• pp.113-122
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• 2002

The marketing environment of recent security business has been changed as goods and service have been changed variously. Under this condition, the security corporations have been trying to have good relationship with customers and to have high gains as well. But the management of the customers in the bond marketing is not enough. Then, this paper suggests some methods to promote the CRM at bond brokerage in order to make profits in the security corporation. First, the customers will know the earning rate of the bond that they have and also they can analysis the difference selling the bond and keeping it until the due date. The developed bond management system analyzes customers' preference from questionaire which is responded by customers. It also can make customers actively sell and buy the bond through recommendations corresponding with customers' preference. Moreover, this paper suggests the video conference consulting system for close relationship with corporation and customers. We have tested this bond management system and we expect that this system activates the buying and selling of the bond that non-experts can easily invest bonds and the security corporations can increase profit.

• 한국유통학회지:유통연구
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• 제11권4호
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• pp.97-124
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• 2006

본 연구에서는 소매전문점에서의 관계마케팅요인(고객화, 전문성, 커뮤니케이션, 유대)이 관계품질(신뢰, 만족) 및 점포충성도에 미치는 영향을 실증적으로 검정하였다. 그 결과 커뮤니케이션을 제외한 모든 관계마케팅요인이 관계품질에 긍정적인 영향을 미치고 있고 그 가운데 고객화가 관계품질 형성에 가장 높은 영향을 미치는 것으로 나타났다. 또한 소비자 특성변수(성별과 거래경험 및 다양성 추구성향)에 따른 조절효과에서는 관계마케팅요인에 따라 중요도에 차이는 있으나, 커뮤니케이션을 제외한 모든 관계마케팅요인이 관계품질에 긍정적인 영향을 미쳐 최종적으로 점포충성도를 형성하는 것을 확인할 수 있었다. 소매전문점은 고객과의 관계형성에 있어 대형점포보다는 유리한 조건에 있다. 그러므로 개별 고객들의 성향을 면밀히 파악하여 맞춤식 서비스를 제공하는 고객화와 고객들과의 관계형성을 위한 종업원의 전문성 및 유대관계가 소매전문점 고객의 점포충성도를 형성하는 중요한 요인임이 확인되었다.

• 유통과학연구
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• 제14권9호
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• pp.111-120
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• 2016

Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions - The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the 'love becomes hate' effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers' complaining behaviors. This is more significant for companies with strong brand reputations.

• 아태비즈니스연구
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• 제4권1호
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• pp.31-42
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• 2013

This study aims at discovering the reasons why some customers do not want a relationship. In line with this observation, this paper explores customers' future relationship intentions according to the reasons identified. Based upon a qualitative methodology by way of in depth interviews, we have identified seven factors (e.g., passive loyalty, negative experience, relevance, negative indifference, positive indifference, and emotional value) that lead a consumer not wanting to maintain an ongoing relationship with a company. In Study 2, the author attempts to reveal the effects of each factor over time. The findings show that psychological motivations are useful in improving CRM performance.