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B2B 택배서비스 상황에서 고객만족이 충성도에 미치는 영향: 전환장벽의 조절영향 검증
최용훼,유동근,이용기 한국고객만족경영학회 2007 고객만족경영연구 Vol.9 No.2
Due to the rapid advancements in the internet shopping mall, home shopping and e-commerce businesses, following the advancement in information and communication, door-to-door delivery service industry has grown fast after the mid 1990s. Along with this rapid growth, quality of door-to-door delivery service is considered increasingly important. Business customers change door-to-door delivery service company if another one proposes more favorable conditions even when the existing door-to-door delivery service company is satisfactory since business customers, unlike individuals handle many items more frequently. Accordingly, the purpose of this research is to pursue ways for the advancement of the door-to-door delivery service and marketing direction by studying the customer loyalty level of the business customers including how they use service again and refer other customers depending on which specific factors that form obstacles for switching barriers. The results are as follows. First, customer satisfaction had significant effect on business customer loyalty. Second, switching cost played a moderating role in customer satisfaction - loyalty relation. Third, interpersonal relationships played a moderating role in customer satisfaction - loyalty relation. Finally, attractiveness of alternatives played a moderating role in customer satisfaction - loyalty relation. 본 연구는 최근 성장하고 있는 택배서비스산업에서 택배서비스를 이용하는 기업고객들의 택배서비스에 대한 만족, 충성도, 그리고 전환장벽(전환비용, 인간관계, 대안매력)의 관계를 분석하기 위한 것이다. 연구목적을 달성하기 위하여 택배서비스를 이용하는 267개 기업의 담당자로부터 자료를 수집하였으며, 조절회귀분석을 이용하여 분석하였다. 분석 결과는 다음과 같다. 첫째, 고객만족은 충성도에 영향을 미치는 것으로 나타났다. 둘째, 전환비용을 높게 지각할수록 고객만족과 충성도간의 관계는 강해지는 것으로 나타났다. 셋째, 인간관계를 높게 지각할수록 고객만족과 충성도간의 관계는 강해지는 것으로 나타났다. 마지막으로, 대안매력을 낮게 지각할수록 고객만족과 충성도간의 관계는 강해지는 것으로 나타났다. 마지막으로, 요약, 관리적 시사점, 연구의 한계점, 그리고 향후 연구방향이 제시되었다. 이러한 연구결과는 B2B 택배서비스에서도 고객만족과 충성도 간의 관계에 있어서 전환장벽이 조절역할을 한다는 것을 보여주었다는 점에서 그 의의를 찾을 수 있다
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황성혁,최용훼,한규철 한국프랜차이즈경영학회 2011 프랜차이즈경영연구 Vol.2 No.1
Under the crisis of global economy, a creation of employment became an important economic issue in Korea. Recently, the structure of Korea economy has been shifted to technology intensive industry. So, Korea economy has been placed on growth without job.Food service industry to overcome this situation has begun to receive attention as a good alternative. Therefore, this study analyzed the effect of the food service industry up on thenational employment in Korea using input-output table. Food service industry has a high influence on related industries that are within a food system in respect to job creation.These results show that it is important to provide support policies by government to develop a food service industry.
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가맹본부와 가맹점 사업자간 문제점 및 동반성장에 관한 연구
박상금,이강원,최용훼 한국프랜차이즈경영학회 2015 프랜차이즈경영연구 Vol.6 No.2
ABSTRACT The purpose of this study was to propose a policy development plan for win-win growth between franchisor and franchisee by investigating success factors of win-win growth on the basis of the problems between franchisor and franchisee. There are many small scale franchise businesses in Korea that have not achieved an economy of scale compared to the developed countries. The conflicts between franchisor and franchisee have continued due to a lack of social trust which comes from an excessively high ratio of business failure and big firms’ expansion into franchise business, then again, the perception of relations between the topdog and the underdog causes many problems. As franchise is the industry based on common people that helps service industry advance and competitiveness of the self-employed improve, it needs to be activated as the higher value-added business by promoting establishment of business and strengthening foundation of related industry. A matter of mutual cooperation and win-win growth between franchisor and franchisee is important not only for the sound development of franchise industry but also for the stable growth of nation's economy. Thus, this study suggested a policy development plan for win-win growth between franchisor and franchisee by analyzing success factor of win-win growth based on the problems between franchisor and franchisee. The results of the study provide the important strategic way towards mutual growth and maintaining cooperative relationship between franchisor and franchisee in Korean franchise industry.
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