잠재평균분석을 통한 이동통신사 고객 충성도 비교 = Latent Means Analysis of Telecommunication Company Customer's Loyalty

국문 초록 (Abstract)

고객 충성도는 기업의 경쟁 우위 원천으로 많은 관심을 받고 있다. 기업들은 충성도의 중요성을 인식하고 충성도를 높이기 위해서 다양한 노력을 펼치지만, 다양한 고객 충성도 측정 방법론에 대한 체계적 접근이 부족한 실정이다. 본 연구는 타당성과 신뢰성을 확보할 뿐 아니라 유용하게 사용될 수 있는 고객 충성도 측정 방법을 제안하고자 한다. 먼저, 다면적 특성을 지닌 충성도의 타당성 확보를 위하여, 충성도를 인지적 충성도, 감정적 충성도, 행동의도적 충성도라는 세 차원으로 구성한 후, 인지적 충성도는 계산적 몰입으로, 감정적 충성도는 감정적 몰입으로, 행동의도적 충성도는 다시 거래지속 의도와 구전 의도로 세분하여 측정하였다. 다음으로, 충성도 측정의 신뢰성 향상을 위하여 오차의 영향을 제거할 수 있는 잠재평균분석 기법을 사용하였다. 또한, 실무적 유용성 제공을 위하여, 경쟁기업간 차이 비교에 적합한 잠재평균분석 기법을 사용하여 A사와 B사의 이동통신 고객들에 대한 충성도를 측정하였다. 그 결과, A사의 고객이 네 가지 충성도에서 모두 더 높은 것을 확인하였고, 이러한 결과를 토대로 시사점을 제안하였다.

다국어 초록 (Multilingual Abstract)

Customer Loyalty is one of the most important sources of competitive advantage of a company. Therefore, every marketer understands the importance of customer loyalty and tries to enhance it, but they have not had the scientific indices to measure customer loyalty. In this research, we proposed an index which shows the customer loyalty with construct validity, measuring reliability, and managerial usefulness. In this research, we measured the loyalty of A Company and B customer with four dimensions, compared the loyalty of two companies with Latent Means Analysis(LMA), and found out that A Company customer have higher loyalty than B customers in all the loyalty dimensions. If customer's loyalty would be measured periodically, the marketer can get the important information on the marketing activities which they have done.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 문헌연구
• Ⅲ. 자료와 분석방법
• Ⅲ. 실증분석결과
• Ⅴ. 결론
• 참고문헌

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