은행 고객의 관계혜택이 고객-기업 동일시와 고객참여에 미치는 영향: 고객 역할 명확성의 조절효과

권미영,유재원 한국기업경영학회 2016 기업경영연구 Vol.23 No.3

creasing customer loyalty and retention has long been regarded as an important goal for service providers. There is a consensus that attracting a new customer costs three to five times more than retaining an existing one. Thus, it is meaningful to identify the specific aspects of company which customers give value to and distinct types of emotional and behavioral responses customers suggest. Based on this, using the sample of bank employees, this study examines three folds; distinct relational benefits which bank customers particularly put emphasis on; the effects of those perceived relational benefits on customer-company identification, which result in enhancing customer co-production; and the role of role clarity as a moderator between customer-company identification and customer co-production link. Data were collected from 500 bank customers in Seoul, South Korea. Using convenience sampling, we interviewed the sample customer face-to-face to test the hypothesis. We chose bank customers as the data collection sources so that we can find customer-service provider interactions and, as a result, customers’ perceived relational benefits. We used SPSS 21.0, LISREL 8.53, and SPSS Macro to analyze the measurement model and theoretical structure model. We did first confirmatory factor analysis (CFA) to test constructs and measured variables. Then, we tested moderating relationship of the hypothesize link using SPSS Macro and bootstrapping method. We lastly tested the moderating effect of role clarity by mean-centering the data and goodness of fit. We tested the hypothesis by following Cohen (1992)’s guidelines. The present study is specifically designed to accomplish three objectives; to test empirically the sequential effects of various types of relational benefits, which consist of confidence, social, and special treatment benefit on customer-company identification; to explore the link between customer-company identification and customer co-production; and to examine empirically the moderating role of customer role clarity to explain when customer-company identification has more positive effects on customer co-production. The results showed that confidence and special treatment benefits have positive impact on customer-company identification; however, social benefit has no significant impact on customer-company identification. Research finding also showed that customer-company identification has positive effect on customer co-production. Finally, we also found the positive moderating effect of customer role clarity on the link between customer-company identification and customer co-production. This study extends current literature by empirically testing the existing relational benefits (Hennig-Thurau et al., 2002) in view of customers. This study offers significant implications for both managers and researchers in that this first finds special types of relational benefits-special treatment and confidence benefit- function as a tool of competitive advantage. There are few previous studies that identified the moderating role of customers’ role clarity between customer-company identification and co-production. This study extends service marketing literature by linking relational benefits, customer-company identification, and co-production. 관계마케팅이라는 개념이 등장한 이래 고객의 충성도와 재방문이 중요한 목표가 되고 있는 서비스 산업에서 관계 혜택은 매우 중요한 이슈로 대두되고 있다. 특히 고객들이 기업의 어떤 측면에 가치를 부여하는지 파악하는 것은 매우 의미가 있으며, 가치를 인식한 고객들이 어떤 인지적, 행동적 반응을 보이는 가는 기업의 입장에서도 매우 중요한 사실이다. 따라서 다음과 같은 연구를 진행했다. 첫째, 은행 거래 고객을 대상으로 다양한 관계 혜택의 요인들(사회적, 특별대우, 확신적 혜택)이 자신과 기업 간의 동일시에 대한 지각에 어떤 영향을 미치는지 살펴보았다. 둘째, 고객-기업동일시가 고객의 자발적인 행동인 고객 참여를 어떻게 변화시키는지 규명하였다. 셋째, 고객-기업동일시와 고객참여간의 관계에 미치는 고객 역할 명확성의 조절효과를 제시하였다. 이를 통해 다음과 같은 결과를 도출하였다. 첫째, 관계혜택(확신, 특별대우)은 고객-기업동일시에 긍정적인 영향을 미치는 것으로 나타났으나, 사회적 혜택은 유의적인 관계가 없는 것으로 나타났다. 둘째, 고객-기업동일시가 고객참여(Co-production)에도 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 조절변수인 고객의 역할명확성은 고객-기업동일시가 고객참여(Co-production)에 미치는 효과를 강화시키는 것으로 나타났다. 마지막으로 고객-기업동일시가 관계혜택과 고객참여 간의 관계에 미치는 매개역할을 검증하였다.

외식고객의 지각된 관계효익과 고객충성도의 관계: 서울 특1급 호텔레스토랑과 패밀리레스토랑 고객을 중심으로

고재윤,성혜진,서성원,김현영 한국외식경영학회 2010 외식경영연구 Vol.13 No.3

This study examines the relationship between eating-out customer's perceived relational benetfits and customer loyalty and it also purported to verifivate of the difference between customer's perceived relational benefits and customer loyalty in the hotel and family restaurant context using the SPSS Win. Ver. 11.5 statistical package. First, Correlation between relational benefits and customer loyalty was verified relational benefits' social benefits, psychology benefits and cusiomization benefits related elements manifested significant Canonical Correlations with all the three customer loyalty elements when it comes to the cognitive loyalty, Affective & Conative loyalty and Action loyalty. Secondly, verifivation of the difference between customer's perceived relational benefits and customer loyalty following the business type was conducted. The results show that there is difference in three(social benefits, psychology benefits and cusiomization benefits) relational benefits elements and all customer loyalty elements.

인문·사회과학편 : 피트니스 센터의 관계혜택과 고객신뢰, 관계몰입, 고객만족 및 추전의도 의 구조관계 분석

조정환(JungHwanCho),조광민(KwangMinCho),임범규(BumGyuIm) 한국체육학회 2012 한국체육학회지 Vol.51 No.6

본 연구의 목적은 고객의 유지가 어려워진 피트니스 센터에서 관계혜택 이론을 바탕으로 관계혜택이 고객신뢰, 관계몰입, 고객만족, 추천의도에 어떤 영향을 미치는지를 규명함으로써 피트니스 센터 마케팅 전략 차원에서 활용할 수 있는 기초자료를 제공하는데 의의 가 있다 . 연구를 수행하기 위하여 서울과 경기지역의 피트니스 센터이용자400명을 대상으로 연구를 수행 하였다. 자료처리를 위해 Windows용 SPSS 15.0 Version과 Amos 7.0프로그램을 활용하여 빈도분석, 신뢰도분석, 확인적 요인분석, 상관관계 분석을 실시하였으며, 최종적으로 연구가설의 검증을 위해 구조방정식모형을 적용하여 경로분석을 실시하였다. 이와 같은 연구 절차를 거쳐 얻어진 본 연구의 결과는 다음과 같다. 첫째, 피트니스 센터의 관계혜택은 고객신뢰에 부분적으로 영향을 미치는 것으로 나타났다. 둘째, 피트니스 센터의 관계혜택은 관계몰입에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 고객신뢰는 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 넷째, 고객신뢰는 고객만족에 유의한 영향을 미치지 않는 것으로 나타났다. 다섯째, 관계몰입은 고객만족에 유의한 영향을 미치는 것으로 나타났다. 여섯째, 고객신뢰와 관계몰입은 추천의도에 영향을 미치지 않는 것으로 나타났다. 일곱째, 고객만족은 추천의도에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study is to propose new marketing strategies for quite competitive fitness industry with analysis of relational benefits, relational commitment, customer loyalty of business fitness center. For this study, 400 questionnaires were given to Seoul and Gyeong-gi fitness center customers. Data were analyzed through ,frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, path analysis applies structure equation modeling, using SPSS Windows Ver 15.0 and Amos 7.0. The research results are as per the below. First, relational benefits had significant influence on customer trust. Secondly, relational benefits had significant influence on relational commitment. Third, customer trust had significant influence relational commitment. Fourth, customer trust had not significant on customer satisfaction. Fifth, relational commitment had significant influence on customer satisfaction. Sixth, customer trust and relational commitment had not significant on recommend intention. Seventh, customer satisfaction had significant influence on recommend intention.

항공서비스의 관계효익과 고객가치, 고객만족도, 고객충성도와의 구조적 관계에 관한 연구

서명선,한용준,안성식 한국서비스경영학회 2012 한국서비스경영학회 학술대회 Vol.2012 No.11

The reason why the relational marketing is regarded to be important, is because the recognition in which customer maintenance expense is more economical, and the utility value obtained from the maintenance of customers is greater, was prevailed. The relational marketing forms the structure that naturally generates profits by maintaining long-term relationship with the customers, and through this, it focuses on long-term customer lifetime value, rather than short-term performances by establishing the customers as the companions of corporations. Accordingly, in this research, it was intended to study what kinds of benefits the relational marketing activities provide from the customer"s point of view, and how such benefits affect the customer"s value and satisfaction. Accordingly, such concepts that are regarded to be the most important in relational marketing as correlations between relational benefits and customer value, customer satisfaction, and customer loyalty were researched and analyzed. As a result of research, it was found that the relational benefits positively influenced the customer value, and the 3 of the benefits (psychological, social, and special treatment) except for economical benefit notably influenced the customer satisfaction. In addition, it was found that the customer value notably affected the customer satisfaction and customer loyalty, and the customer satisfaction also notably influenced the customer loyalty. Based on the above results, it is intended to suggest strategic marketing measures that can increase the satisfaction and loyalty of customers from the airline"s position.

호텔고객이 지각한 관계편익이 고객만족과 고객시민행동에 미치는 영향

최호준 ( Hojoon Choi ) 관광경영학회 2019 관광경영연구 Vol.88 No.-

The purpose of this study is to investigate the effect of the relational benefits of hotel companies on customer satisfaction and customer citizenship behavior. Customer satisfaction is improved through the provision of related benefits. This customer satisfaction increases the level of customer citizenship behavior. Customers seeking customer citizenship behavior do not want formal rewards In other words, pursuing non-role-related behavior and seeking to improve the relationship with the hotel company. Therefore, the hotel company can easily construct the relation marketing by providing various convenience and fashionable benefitsAs the dynamics of the environment increase, hotel companies should provide customers with good relations. This can lead to a competitive advantage. Therefore, this study surveyed customers who experienced hotel. Research shows that economic benefits do not affect customer satisfaction. Also, social benefits, psychological benefits, and customer benefits were found to be influential. Relational benefits have also been found to affect customer citizenship behavior Finally, customer satisfaction has been found to affect customer citizenship behavior. This study suggests that hotel companies can offer customers more granular benefits and survive in a highly competitive environment.

미용실의 관계자산이 고객감정반응 및 고객만족도 간의 영향관계 및 매개효과 연구

신희웅,지정훈 한국인체미용예술학회 2019 한국인체미용예술학회지 Vol.20 No.1

In cosmetology service, customer satisfaction can differ depending on customers’ emotional responses through service encounters and the relational assets that are formed based on trust between employees and customers and among related businesses. Therefore, this study attempted to derive the factors needed for the management of the customer relationship after classifying relational asset fields and empirically investigating the structural relationship between customers’ emotional responses and customer satisfaction and to provide the basic data and information needed to improve customer satisfaction. For data analysis, frequency analysis and factor analysis were performed using SPSS v. 21.0. For reliability testing, Cronbach’s alpha was estimated. Furthermore, correlation analysis, linear regression analysis and 3-step mediated regression analysis were performed. For this, a questionnaire survey was conducted from November 25 to December 30, 2017 among the employees of beauty salons in Gwangju Metropolitan City. A total of 453 questionnaires were analyzed using a 5-point Likert scale. Specifically, theoretical background on relational assets, customers’ emotional responses and customer satisfaction, research method and others were analyzed. The results found the following: Relational assets had an influence on customers’ emotional responses and customer satisfaction. Furthermore, customers’ emotional responses affected customer satisfaction and revealed a mediating effect on a relational asset-customer satisfaction relationship. In terms of the sub-factors of relational assets, it was shown that an intimate program and a knowledge-building program were important. Therefore, there should be more interest in such programs and efforts for their efficient operation.

패밀리 레스토랑의 로하스 이미지가 고객가치, 고객만족 및 관계지속의도에 미치는 영향

신동식(Shin, Dong Shik) 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.1

The purpose of this study is to investigate the relationship between family restaurant LOHAS image, customer value, customer satisfaction, and intention of relation. The study tested the different influence between family restaurant LOHAS image, Customer Value, Customer Satisfaction, and Intention of Relation as Trust. Data has been collected from 259 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the employer at 3 firms in Seoul, Korea. The positive analysis was done with SPSS 12.0K statistics package using the analysis techniques of frequency analysis, reliability analysis, correlation analysis, factor analysis and regression analysis. The following study results were revealed: First, the LOHAS image of family restaurant proved to have positive impacts on the perceived customer value. Second, the LOHAS image of family restaurant proved to have positive impacts on the customer satisfaction. Third, the LOHAS image of family restaurant proved to have positive impacts on the intention of relation. Fourth, the factor of customer value turned out to be positively correlated with customer satisfaction. Fifth, the factor of customer value turned out to be positively correlated with intention of relation. Sixth, the factor of customer satisfaction turned out to be positively correlated with intention of relation. Seventh, the degree of trust has a moderating effect between family restaurant LOHAS image, customer value, customer satisfaction, and intention of relation. Based on the results, the study offers marketing strategic implications in family restaurant.

급식산업의 서비스품질과 고객애호도 연구

박상규,김경숙 대한영양사협회 2002 대한영양사협회 학술지 Vol.8 No.4

This study is for confirming and finding which kinds of parameter is on Service Quality and Customer Loyalty of Foodservice Operation. For this, the purpose of the study is investigating the relationship between a Customer Loyalty and the factors which would affect it, relative influence-relation about meditate roles of influence-factors. A study model and several hypotheses were developed regarding the relationshps. Moreover, after making a question sheet based on the collected and analyzed 250 of them. The study model was analyzed with, SPSS 10.0 and AMOS 4.0 program. At first, when the quality of service is high, it directly affects Customer satisfaction. With the result from the study, it is prove that the service quality is very important. On the other hand, the service quality do not directly affect the Customer Loyalty. The second, when the value of service is high, it affects the customer-satisfaction. But, although the value of service is high, it doesn't directly affect the Customer Loyalty. So, it is clear that the value of Service on Foodservice Operations is the variable precedent of customer-satisfaction. The third, when the customer-satisfaction is high, customer loyalty is high. It is necessary to make the strategy about the management of Foodservice for keeping customer-satisfaction steadily. According to this study, the important variables are the value of service, the service quality and customer-satisfaction. With these results, we have to manage the factors for keeping the Customer Loyalty in Foodservice Operations.

미용의료시장에서 관계혜택이 고객만족과 관계지속의도에 미치는 영향 -관계빈도 조절효과를 중심으로-

허은주 ( Eun Ju Heo ),김세범 ( Sae Bum Kim ) 한국고객만족경영학회 2014 고객만족경영연구 Vol.16 No.4

본 연구의 목적은 미용의료시장에서 고객과 장기적인 관계를 유지하는 하위 요소들을 확인하고 이를 극대화 하는 효과적인 전략을 수립하기 위한 기초자료를 제공하기 위해 관계혜택이 고객만족과 관계지속의도에 미치는 영향을 살펴보고자 하였다. 또한 관계혜택, 고객만족, 관계지속의도 요인 사이에 관계빈도 조절효과를 확인하였다. 본 연구의 응답된 설문지 중 247부가 최종 분석에 사용되었다. 실증분석은 SPSS 19.0을 이용하여 기술적 분석 및 신뢰성 분석 등을 실시하였고 AMOS 21.0을 이용하여 확인요인분석, 경로분석, 조절효과 분석을 하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 관계혜택의 하위차원에서 확신적 혜택과 고객화 혜택은 고객만족에 정(+)의 영향을 미치는 것으로 확인되었다. 둘째, 사회적 혜택과 경제적 혜택은 고객만족에 정(+)의 영향을 미치지 않은 것으로 확인되었다. 셋째, 고객만족은 관계지속의도에 정(+)의 영향을 미치는 것으로 확인되었다. 넷째, 관계빈도에 따른 조절효과 검증에서 경제적 혜택과 고객화 혜택은 조절효과를 갖는 것으로 나타났으며 고빈도 방문 집단에서 고객만족에 유의한 영향이 있음을 확인할 수 있었다. The market of cosmetic medicine is characterized as interactive relations between workers and customers through which beauty products and services are provided and transacted. In that market, customer satisfaction and behaviors may vary depending on what perceptions customers have in making those relations. The purpose of this study was to examine the effects of relational benefits on customer satisfaction and relational continuance intention in the market of cosmetic medicine, providing basic information to identify factors ensuring long-term relationships with customers in that market and set up effective strategies to maximize those factors. Besides, this study examined the mediating effects of relational frequency between relational benefits, customer satisfaction and relational continuance intention. Participants of this study were users of the dermatology department or the private clinic specializing in beauty care who have ever visited the medical department or that clinic more than 3 times. Those participants were selected through the convenience sampling method. This study conducted a questionnaire survey. Of 280 surveyed, 247 respondents were considered to be reliable and used for the final analysis. Data from the survey were analyzed empirically using the descriptive analysis and the reliability analysis with SPSS 19.0. In addition, the confirmatory factor analysis and the path analysis were conducted using AMOS 21.0. The mediating effects of relational frequency were also investigated. The findings of this study can be summarized as follows. First, some sub-areas of relational benefits like confidence benefits, customization benefits were found to have positive effects on customer satisfaction. social benefits. Economic benefits were found not to positively affect customer satisfaction. Second, customer satisfaction brought by relational benefits was found to have positive influences on relational continuance intention. Third, the mediating effects of relational frequency were examined to find that for customers who visited the dermatology department or the private beauty clinic, some sub-areas of relational benefits like economic benefits and customization benefits had significant effects on customer satisfaction.

서비스접점에서 종업원행동이 관계적 가치, 관계의 질에 미치는 영향: 고객참여를 중심으로

안진우 한국마케팅관리학회 2023 마케팅관리연구 Vol.28 No.3

Numerous studies in the field of service marketing focus on the pivotal role of customer participation in the service delivery and production process. Customers actively contribute to the creation and consuming of value, making their involvement crucial for successful service delivery. It is natural that customer participation is closely related to interaction with service employees. This is because customer participation may be an interaction itself at a service encounter with a service provider. Previous studies have divided each variable, such as customer participation-service encounter interaction-employee behavior. But in reality, employee behavior and customer behavior themselves should be considered interactions. Therefore, this study would like to investigate whether in- and extra-role behaviors of employees affect relational development through interaction with customers. In addition, in consideration of the characteristics of the reciprocity of service encounters, this study would like to examine the mediating role of customer participation in the process in which employee behaviors affect relational variables. The findings of this study reveal that employees' in-role and extra-role behaviors have a direct and positive effect on customer participation and relational variables. Considering the behaviors of customers-employees as an interaction of a service encounter, it was demonstrated that customer participation has a partial mediating effect in the process in which employee behaviors affect relational variables. Service firms pursuing relationship marketing encourage their employees to promote relationship development with customers, but it should be recognized that it requires a medium of customer participation. Therefore, if service firms want to induce an active customer participation, they should support employees to play their roles more actively in the interaction process through internal marketing. This creates relationship development with customers. 서비스 전달 및 생산과정에서 필수적으로 요구되는 고객참여에 대한 연구는 서비스마케팅 분야의 주요 관심사가 되고 있다. 실제로 고객들은 가치를 생산하고 소비하는데 적극적인 부분을 담당하고 있기에 서비스의 성공적인 전달을 위해서 고객의 역할은 매우 중요하다. 고객참여가 서비스 종업원과의 상호작용과 밀접한 관계가 있다는 것은 당연하다. 고객참여는 서비스제공자와의 서비스접점에서의 상호작용 그 자체이기 때문이다. 기존 선행연구들은 고객참여-서비스접점에서의 상호작용-종업원 행동과같이 각각의 변수를 나누어 그 영향관계를 살펴보고 있는데, 실제로는 종업원 행동과 고객행동 그 자체가 상호작용이라고 봐야 한다. 따라서, 본 연구에서는 종업원 행동으로서 역할내 행동과 역할외 행동이고객과의 상호작용을 통해 두 당사자 간의 관계발전에 영향을 미칠 수 있는지를 규명하고자 한다. 다시말해서, 서비스접점의 상호성의 특성을 고려하여 종업원 행동이 관계적 변수(관계적 가치 및 관계의질)에 영향을 미치는 과정에 고객참여의 매개적 역할을 확인해 보고자 한다. 연구의 결과, 종업원의 역할내 행동 및 역할외 행동은 고객참여에 유의한 영향을 미칠 뿐만 아니라, 관계적 변수들에도 유의한 영향이 있는 것으로 나타났다. 더불어, 서비스접점의 상호작용으로서 고객- 종업원의 행동을 고려할 때, 종업원 행동이 관계적 변수에 영향을 미치는 과정에 고객참여가 부분적 매개효과가 있는 것을 실증하였다. 고객참여는 관계적 변수에도 유의한 영향이 있을 뿐만 아니라, 종업원의 관계적 노력을 매개하여 관계발전에 이바지하고 있다고 볼 수 있다. 관계마케팅을 추구하는 서비스 기업은 종업원을 통해 고객과의 관계발전을 도모하지만, 고객참여의매개가 필요함을 인식해야 한다. 서비스접점에서의 서비스제공자와 고객 간의 상호작용은 사전에 완전히 정의될 수 없다. 따라서, 적극적인 고객참여를 유도하고 싶다면, 서비스 기업은 내부마케팅을 통해종업원들이 상호작용과정에서 더욱 적극적으로 자신의 역할을 수행할 수 있도록 지원함으로써 고객참여를 유도하고 이를 통해 고객과의 관계발전으로 나아가야 한다.