• 한국식생활문화학회지
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• 제29권5호
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• pp.406-414
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• 2014

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

• 한국콘텐츠학회논문지
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• 제10권7호
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• pp.377-385
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• 2010

본 연구는 서비스 실패의 환경에서 회복과정의 공정성 인지의 정도가 고객의 전환의도에 부정적인 영향을 미칠 것이며, 공정성과 전환의도간의 만족이 매개변수로서 영향을 미칠 것이라는 가정에서 출발되었다. 실증연구 결과 회복의 과정에서 인지되는 공정성은 회복 후 고객만족에 긍정적인 영향을 미치며 서비스 기업에서 이탈하고자 하는 전환의도에 부정적인 영향을 미치는 것으로 파악되었다. 그러나 공정성과 전환 의도의 인과관계에서 회복 후 만족이 매개변수 역할은 하지 않는 것으로 나타났다.

• 가족자원경영과 정책
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• 제12권3호
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• pp.1-21
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• 2008

Research has emphasized that relationship marketing programs enhance customer satisfaction and reduce switching intentions by building switching barriers. However, the psychological reactance theory demonstrates that building switching barriers can make customers fsel that the alternative not chosen is more attractive, because their freedom of choice has been deprived. It can be hypothesized that a relationship marketing program, which is intended to offer various benefits to customers, may not result in positive customer attitude and behavior. This paper examines the effects of relationship marketing programs on customers' perceptions of switching cost and loss of freedom. The effects of those perceptions on customer satisfaction and switching intentions were identified. In addition, the moderating role of personal reactance was examined. The results of this study suggest that (1) perceived switching cost has significant influence on boosting perceived loss of freedom; (2) perceived loss of freedom has no significant effects on customer satisfaction; (3) perceived loss of freedom enhances customers' switching intentions. Furthermore, psychological reactance has a significant influence on customers' switching intentions. This study concludes that the role of relationship marketing programs should be reconsidered, especially in terms of customers' switching intentions. Customer satisfaction is not the key factor of predicting customers' future behavior.

• 한국의류학회지
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• 제35권8호
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• pp.918-932
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• 2011

This research examines shopping motives, information search of e-fashion consumers and their behavioral intentions (word of mouth, repurchase and site switching intentions). The survey was conducted from December $17^{th}$ 2010 to January $5^{th}$ 2011 and all respondents had previous experiences with on-line purchase of fashion items. The study finds that an information search has three dimensions, recreational search, informative search, and rational search. The effects of both hedonic and utilitarian shopping motives on information search and behavioral intentions are significant. In addition, recreational and informative search have a positive impact on word of mouth and site switching intentions, while repurchase intention is influenced by an informative search. Rational search has a positive effect on switching intention only. Finally, there are significant differences by gender in shopping motives, information search and behavioral intentions.

• 한국프랜차이즈경영연구
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• 제7권1호
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• pp.31-44
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• 2016

Purpose - This study aims to examine different impacts of franchisor's leadership and franchisee's marketing efforts on franchisee dissatisfaction and switching intentions, and to investigate how franchisee dissatisfaction plays a mediating role in the relationship between these constructs. This study attempted to fill the gap in the literature by treating the franchisee dissatisfaction as a mediator in the relationship between these constructs, identify how franchisor's leadership and franchisee's marketing efforts have effects on franchisee dissatisfaction, in turn, reduce switching intentions, and provide the managerial implications for building a long-term relationship to achieve mutual goals between franchisors and franchisees Research design, data, and methodology - In order to test the hypotheses, the data were collected from franchisees in Seoul and Gyeonggi Province. The franchisee owners were informed about the purpose of this study by the trained interviewers. The respondents received a letter introducing the purpose of this study and another letter that the owners wrote to encourage their active participation. Among the 300 questionnaires distributed, 260 (86.7%) questionnaires were returned. Of those collected questionnaires, 6 uncompleted responses were excluded, and 254 questionnaires with an effective response rate of 84.7% were coded and analyzed using frequency, confirmatory factor analysis, and correlations analysis, and structural equation modeling with SPSS 21.0 and SmartPLS 3.0. Results - The findings of the study are as follows. First, franchisor leadership had a negative effect on franchisee dissatisfaction, but franchisee marketing efforts did not have a significant effect on franchisee dissatisfaction. Second, franchisee dissatisfaction had a positive effect on switching intentions. Third, franchisor leadership had a negative effect on switching intentions, but franchisee marketing efforts did not have a significant effect on switching intentions. Conclusions - This study researched the franchisor's leadership as a single factor of transformational leadership. Thus, it may have limits in measuring leadership. Future studies shall include emotional, loyal, and transactional leadership. In addition, the future studies shall also research the effect of franchisor's leadership and franchisees' marketing efforts on dissatisfaction and switching intentions. For example, the franchisor's relationship-oriented efforts can be a crucial parameter that reduces dissatisfaction and switching intentions.

• 한국의류학회지
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• 제43권1호
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• pp.65-80
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• 2019

Mobile shopping has spread rapidly in the consumer's daily life, and numerous fashion companies have now launched a mobile shopping application. By focusing on mobile social commerce apps, this study was to: (a) segment consumers based on loyalty and switching intentions, (b) to test differences in perceived service quality and switching barrier factors among segments, and (c) examine the effects of perceived service quality and switching barriers on loyalty intention. A total of 550 responses were obtained from mobile users in their 20s to 40s who purchased fashion products through a social commerce app in the last six months. Consumers were classified into four clusters: split-loyals, latent loyals, habitual loyals, and switchers. The split-loyal group showed the highest level of mean scores on perceived service quality and switching barrier factors; however, the switcher group showed the lowest mean scores. Of service qualities, app design had a significant effect on loyalty intentions in both split-loyal and latent loyal groups; the factors of ease of use and privacy had significant effects on loyalty intentions in switchers. Of switching barrier factors, virtual relationship had the most strongly effect on loyalty intention for the four segments.

• 패션비즈니스
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• 제20권3호
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• pp.54-67
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• 2016

The purpose of this study was to investigate the The effect of fashion consumer's need for uniqueness in their clothing purchase behavior and switching intention. A total of 332 cases were included as the subjects of this study and a survey method was used. The data were analyzed by factor analysis, reliability analysis, t-test and multiple regression analysis using the SPSS 22.0 statistical program. The results were as follows. 1. The 3 dimensions (creative choice, unpopular choice, and avoidance of similarity) were extracted from the consumer's need for uniqueness and consumer divided high uniqueness group, middle uniqueness group, low uniqueness group. 2. The 3 factor (esthetic, functional, practical) were extracted from the clothing selection criteria. The three group had a significant difference in clothing selection and switching intention. Aesthetic factor and practical factor were the highest in high uniqueness group. 3. The need for uniqueness has influence on the aesthetic factor and practical factor. The creative choice factor had positive effect on the aesthetic and practical factor, yet unpopular choice factor had negative effect on the practical factor. The need for uniqueness and aesthetic factor has positive influence on brand switching intentions. 4. There was difference in unpopular choices factor by gender. A monthly average expenditure on fashion products had a significant difference in three kind of need for uniqueness. Results of this study provide a basis understand need for uniqueness and their effect on consumer behavior.

• 한국유통학회지:유통연구
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• 제16권1호
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• pp.179-222
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• 2011

본 연구는 영업사원-고객간 관계에서 영업사원과 고객간의 관계특성이 영업사원 이직에 따른 고객의 동반이탈의도에 미치는 영향을 검증하고 있다. 본 연구는 동반이탈의 선행변수로 관계마케팅에서의 핵심 개념인 관계의 질, 즉 영업사원에 대한 고객만족, 고객신뢰, 고객충성도와 함께 사회교환이론에서의 관계혜택과 전환비용을 다루고 있다. 국내 생명보험회사를 대상으로 보험계약에서 영업사원을 통해 가입한 503명의 고객으로부터 서베이 방식으로 수집한 자료를 실증분석한 결과, 영업사원에 대한 고객만족과 고객신뢰가 영업사원에 대한 고객충성도에는 강한 영향을 미치는 것으로 확인되었으나 동반이탈에는 직접적인 영향을 미치지 않는 것으로 나타났다. 고객의 영업사원에 대한 충성도가 지각된 관계혜택에 미치는 영향은 모두 유의하였으며 또한 지각된 전환비용에 미치는 영향도 유의한 것으로 나타났다. 고객의 영업사원에 대한 충성도가 동반이탈의도에 미치는 직접효과는 유의하지 않았으나 지각된 관계혜택과 지각된 전환비용을 통한 간접효과는 유의하게 나타났다. 지각된 관계혜택의 세 가지 하위차원은 모두 동반이탈의도에 정(+)의 유의적인 영향을 미치는 것으로 나타났고, 지각된 전환비용은 동반이탈의도에 부(-)의 유의적 영향을 미치는 것으로 나타났다. 본 연구는 추가분석을 통하여 경쟁모델과 연구모델을 비교하여 기존 연구와의 차이를 밝히고 있으며, 분석 결과를 토대로 이론 및 경영상의 시사점을 제시하고 있다.

• 한국유통학회지:유통연구
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• 제10권1호
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• pp.1-31
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• 2005

본 연구는 재구매의도에 대한 기존연구에서 중요한 결정변수로 연구되어온 고객만족과 서비스 품길 외에 소비정서 및 전환비용을 새롭게 도입하여 기를 고객의 유지전략인 재구매의도의 영향요인를 규명하고자 하였다. 이를 위하여 은행에 거래하는 기업고객들과 기업고객을 담당하고 있는 은행직원으로부터 자료를 수집하여 구조방정식 모형를 이용하여 가설을 검증하였다. 본 연구곁과는 다음과 같이 요약된다. 첫째, 재구매의도의 가장 중요한 결정번수는 고객만즉으로 제시되고 있다. 둘째, 서비스 품절을 측정 시 서비스가 고객에게 전달되어지는 과정을 의미하는 과정 품길 외에 고객이 서비스로부터 실제로 받거나 또는 서비스 공급자에 의해 전담되어지는 결과 품질을 함께 측정하는 것이 바람직한 것으로 나타났다. 셋째, 긍정적인 소비정서는 고객만족에 정(+)의 영향을, 부정적인 소비정서는 고객만족과 재구매의도에 부(-)의 영향을 미치는 것으로 나타났다. 넷째, 전환비용은 상대적으로 영향력은 크지 않았으나 고객만족, 부정적 소비정서와 함께 재구매의도의 선행요인으로 작용하고 있음을 보여주고 있다. 겯론적으로 고객의 재구매의도에 대한 선행요인으로 고객만족과 과정품질의 상대적 영향력이 제일 크게 나타나고 있으며 긍정적 소비정서, 부정적 소비정서. 결과 품질 및 천환비용 역시 기업거래 고객의 재구매의도를 예측하는 변수로 활용될 수 있음을 제안해 죽 있다.

• 한국유통학회:학술대회논문집
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• 한국유통학회 2005년도 동계학술대회 발표논문집
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• pp.125-158
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• 2005

본 연구는 재구매의도에 대한 기존연구에서 중요한 결정변수로 연구되어온 고객 만족과 서비스 품질 외에 소비정서 및 전환비용을 새롭게 도입하여 기존 고객의 유지전략은 재구매의도의 영향요인을 규명하고자 하였다. 이를 위하여 A은행에 거래하는 기업고객들에게 설문지 620부를 배부하여 자료를 수집하였으며 이들 중 374부와 기업고객을 담당하고 있는 은행직원으로부터 112부의 설문지를 회수하여 LISREL 8.12로 분석하였다. 본 연구결과는 다음과 같이 요약된다. 첫째, 재구매의도의 가장 중요한 결정변수는 고객만족으로 제시되고 있다. 둘째, 서비스 품질을 측정시 서비스가 고객에게 전달되어지는 과정을 의미하는 과정 품질 외에 고객이 서비스로부터 실제로 받거나 또는 서비스 공급자에 의해 전달되어지는 결과 품질을 함께 측정하는 것이 바람직한 것으로 나타났다. 셋째, 긍정적인 소비정서는 고객만족에 정(+)의 영향을 미치고, 부정적인 소비정서는 고객만족과 재구매의도에 부(-)의 영향을 미치는 것으로 나타났다. 넷째, 전환비용은 상대적으로 영향력은 크지 않았으나 고객만족, 부정적 소비정서와 함께 재구매의도의 선행요인으로 작용하고 있음을 보여주고 있다. 결론적으로 고객의 재구매의도에 대한 선행요인으로 고객만족과 과정품질의 상대적 영향력이 제일 크게 나타나고 있으며 긍정적 소비정서, 부정적 소비정서, 결과 품질 및 전환비용 역시 기업거래 고객의 재구매의도를 예측하는 변수로 활용될 수 있음을 제안해 주고 있다.