• 품질경영학회지
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• 제45권1호
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• pp.39-54
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• 2017

Purpose: This study evaluated the effect of customer relationship management (CRM) on customer's brand loyalty in the holistic perspective of relational benefits, relationship quality and relation value. This paper attempted to find out the psychological process that links the relational benefits and brand loyalty. Methods: The data was collected by using the structured questionnaires to VIP customers and general customers of major domestic banks. The proposed research model is empirically tested using 324 valid questionnaires using SPSS 23 and AMOS 23. Results: This research indicated the partially positive relationship between the relational benefits and relation values, and between relational benefits and relationship quality. The relation value and relationship quality positively affects the relation commitment and the relation commitment also positively affects brand loyalty. This study also shows that the relation value affects the brand loyalty through the mediation of relation commitment, but also the relationship quality affects the brand loyalty through the media of relation commitment. Conclusions: This study investigates the role of perceptional factors(relational value and relationship quality) and affective factors(relation commitment) to find the relationship between relational benefits and brand loyalty. It also suggest the relative influence of relational benefits on relation value.

• 패션비즈니스
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• 제18권4호
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• pp.97-113
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• 2014

This study investigates consumer's traits of market segmentation based on the apparel benefits. The subjects were 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test, and K-means cluster analysis were used for statisticals analysis. The results of this study are as follows. The college students were classified, into six subdivisions, according to the apparel benefits by cluster analysis: indifference group, utility pursuit group, hedonic/brand pursuit group, individuality pursuit group, social recognition/fashion pursuit group, and pursuit benefits-minded group. In the factors of happiness-pursuing and life-centered of materialism, significant differences were found according to the groups of apparel benefits, and all factors of symbolic consumption and brand loyalty were found to have significant differences according to the groups of apparel benefits. The evaluation criteria of clothing were significantly different, depending on apparel benefits subdivision in criteria of aesthetic, socio-psychological, and utility. The use of information was shown to have significant differences, according to the groups of apparel benefits. The study results are highly expected to be utilized as useful sources in marketing plans for the midwest of China.

• 한국의류학회지
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• 제32권11호
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• pp.1704-1714
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• 2008

The purpose of this research was to investigate the relationships among clothing benefits sought, brand attachment, and brand loyalty. The subjects were 559 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and path analysis. The results showed that there were seven clothing benefits sought: ideal figure/impression improvement, individuality, brand, fashion, comfort, conformity, and sex appeal. Brand attachment motives had two factors of brand personality/individuality expression and conformity/status elevation. Brand attachment consisted of love/friendliness and passion. Statistical analyses showed that there were significant relationships among clothing benefits sought, brand attachment, and brand loyalty. There were significant effects of clothing benefits sought factors on brand attachment motives. The consumers who sought benefits of ideal figure/impression improvement, individuality, and sex appeal had a brand personality/individuality expression motive. In the meanwhile the consumers who sought benefits of brand, fashion, comfort, conformity, and sex appeal had a conformity/status elevation motive. There were also significant effects of brand attachment motives on brand attachment. The consumers who had a brand personality/individuality expression motive felt love/friendliness and passion for their brands.

• 패션비즈니스
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• 제16권1호
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• pp.121-136
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• 2012

The purpose of this study was to classify pursuit of clothing benefits and analyze the relationship between pursuit of clothing benefits, lifestyle, fast fashion attitude, and cosmetics behavior of college students. Questionnaires were administered to 338 college students living in Deagu and Busan province. Data were analyzed by using frequency, factor analysis, cluster analysis, correlation analysis, $X^2$-test, ANOVA, and Scheffe-test. The findings are as follows. Pursuit of Clothing benefits typologies of college students were classified into three groups such as self-expression, pursuit of economic, and pursuit of social oriented body. In the relationship of the pursuit of clothing benefits was related to the sub-variables of lifestyle, fast fashion, and cosmetics behavior. Pursuit of Clothing benefits groups showed different the sub-variables of lifestyle, fast fashion attitude, and cosmetics behavior factors. Pursuit of Clothing benefits groups showed connected with college students and ages.

• 복식문화연구
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• 제23권3호
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• pp.484-497
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• 2015

The purpose of this study was to examine the effect that relation-building factors between beauty service stores and customers have on relationship quality and long-term orientation. Specifically, the influence of relation formation factors (relationship benefits and communication) on relationship quality (satisfaction and trust) and long-term orientation was empirically examined. This research was conducted through a questionnaire survey, and 402 adults were targeted from Jan. 6 to Jan. 16 in 2014. The results were as follows. First, the relationship benefits of beauty service stores were classified into four dimensions of psychological, social, economic, and informational benefits. It was found that only the dimension of psychological benefits had a significant influence on long-term orientation among the relationship benefits dimensions. Second, it was found that the psychological benefits of beauty service stores had positive effect on relationship quality (satisfaction and trust). It was shown that informational benefits had a significant influence on satisfaction only. Third, it appeared that communication had a positive effect on long-term orientation. Fourth, it was found that communication had a significant influence on relationship quality(satisfaction and trust). Finally, it was shown that relationship quality (satisfaction and trust) had positive effect on long-term orientation. The implications of the research and direction for future study were discussed.

• 한국의류학회지
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• 제22권6호
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• pp.749-759
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• 1998

The purpose of this study is to identify the consumer's value systems and to clarify how it influence on clothing behaviors. Values defined as fundamental goals of the consumer's behavior The value systems are composed of personal values, clothing benefits, clothing attributes. The Means-End theory provided the framework to assess consumer's value systems. This study was carried out in theoretical and empirical ways. The Questionaire was administered to 645 women in thief twenties living in Seoul during the April, 1997. The results of empirical study were as follows: First, the dimensions of personal values were composed of accomplishment, pleasure and humanity-oriented value Clothing benefits were classified into psychological and functional benefits. Psychological benefits were composed of expressive pleasure, individuality-persuit, brand value-persuit, harmony, social recognition. Functional benefits were composed of cotilfortability, practicality, quality-oriented, economic benefits. Clothing attributes were classified into the design attributes and the physical attributes. Second, consumer groups were classified into three groups by three dimensions of personal values. Third, the significant differences among the classified value groups was founded in the clothing benefits, the clothing attributes and the clothing involvement. Fourth, the demographic characteristics like income, education have influenced on the consumer value systems.

• 유통과학연구
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• 제19권1호
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• pp.5-15
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• 2021

Purpose: This study explores the types of relational benefits that generate loyalty to room-sharing services among Chinese customers based on the relationship marketing literature. The study also examines the moderating effect of alternative attractiveness on this relationship. Research design, data and methodology: Based on research hypotheses, questionnaires with items measuring the proposed constructs in three dimensions, including relational benefits, alternative attractiveness, and customer loyalty, were designed to test the hypotheses. Data were collected via an online questionnaire of 220 room-sharing service customers in China. Results: Results verify the effects of relational benefits on customers' loyalty to room-sharing services and the mediating effect of alternative attractiveness. More specifically, confidence, social, and safety benefits positively affect customer loyalty to room-sharing services, and alternative attractiveness moderates only the effect of social benefits. Conclusions: The results suggest that room-sharing service providers should concentrate on providing confidence, social, and safety benefits to maintain long-term relationships with customers. This study also provides practical implication for building relationships between channel members in service distribution channels. The study concludes that without customer relationships marketing for managing collaborative and social communication channels, the entire distribution channel might lose out eventually.

• International journal of advanced smart convergence
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• 제11권4호
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• pp.170-176
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• 2022

Given the critical importance of enhancing the level of ESG practices, the current research examines the impact of credit card users' pro-environmental characteristics (i.e., environmental self-accountability, eco-label involvement) on their satisfaction with credit card benefits related to green life. That is, this research investigates whether consumers' satisfaction with green credit card benefits varies depending on their environmental self-accountability and eco-label involvement. Specifically, we predict that (1) for consumers with high (vs. low) environmental self-accountability, their satisfaction with credit card benefits related to green life will be higher (hypothesis 1); and (2) when consumers have high (vs. low) eco-label involvement, they will be more likely to be satisfied with credit card benefits related to green life (hypothesis 2). An online survey (N = 293) was conducted to test the two hypotheses. In support of the hypotheses, the results indicate that (1) respondents who had high (vs. low) environmental self-accountability were more satisfied with credit card benefits related to green life, and (2) respondents with high eco-label involvement, as compared to those with low eco-label involvement, reported greater satisfaction with credit card benefits related to green life. We suggest an important insight into how credit card companies approaching ESG issues can increase their consumers' satisfaction with green credit card benefits, considering consumers' individual characteristics such as environmental self-accountability and eco-label involvement.

• 한국콘텐츠학회논문지
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• 제14권6호
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• pp.174-185
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• 2014

기업이 제공하는 각 종 복리후생 서비스들이 근로자들의 조직몰입에 영향을 끼치는 과정에서 중요한 역할을 하는 생활만족의 매개효과를 살펴 본 연구이다. 노동패널 11차년도 자료를 이용하여 분석한 결과 휴가, 가족지원, 미래대비 서비스가 모두 생활만족에 유의미한 영향을 끼치는 것으로 나타났다. 그러나 실제 제공 수준이 낮은 의료관련 지원은 생활만족에도, 조직몰입에도 유의미한 영향을 끼치지 못했다. 반면 미래대비 서비스의 경우 조직몰입에 직접적인 영향은 유의미하지 않고, 생활만족을 통한 효과만이 유의미한 것으로 나타나, 생활만족이 완전매개 역할을 하고 있는 것이 확인되었다. 결국, 기업이 제공하는 다양한 복리후생 서비스들은 근로자들의 일상 생활에 영향을 끼치는 서비스들로 복리후생 서비스가 조직몰입에 영향을 끼치는 과정에서 생활만족을 고려하는 것이 필요함을 보여 주었다. 앞으로의 복리후생연구에서 생활만족과의 관계에 더 많은 관심을 기울일 필요가 있음을 제언하였다.

• 한국의상디자인학회지
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• 제17권3호
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• pp.225-240
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• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.