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유통업체 서비스품질이 몰입, 구전의도와 관계성과에 미치는 영향에 관한 연구: 한국과 중국 소비자를 중심으로
양진호 ( Jin Ho Yang ),천기화 ( Gi Hwa Cheon ) 국제지역학회 2011 국제지역연구 Vol.15 No.2
This research would research about discount store`s service quality of Korean and Chinese consumers` recognition and importance of commitment dimensions. Also, research about differences between word of mouth intention and relationship retention intention. Results of hypothesis are as follow. First, for service quality dimension that has effect on normative commitment, service quality dimension has positive effect over normative commitment especially in tangibility, reliability and responsiveness. Second, for service quality dimension that has effect on affective commitment, among dimensions, except tangibility, reliability, responsiveness, assurance and empathy have positive effect over affective commitment. Third, for service quality dimension that has effect on continuous commitment, among dimensions, tangibility and reliability have positive effect over continuous commitment. Fourth, for relationship between dimensions of commitment, affective commitment has positive effect over normative commitment while continuous commitment has positive effect over affective commitment. Fifth, dimensions of commitment has effect over relationship performance variables that are relationship retention intention and word of mouth intention.