고객만족이 고객충성도에 미치는 영향에 대한 연구 = Study on The Customer Satisfaction Effect on Customer Loyalty: Focused on The Mediating Role of Corporate Public Relationships

국문 초록 (Abstract)

본 연구는 고객만족과 고객충성도의 영향관계에서 기업의 공중관계성의 역할을 실증적으로 검증하였다. 연구결과, 고객만족은 모든 공중관계성요인에 정(＋)적으로 유의미한 영향을 미치는 것으로 나타났다. 특히, 고객만족은 기업의 신뢰성과 친숙성에 가장 많은 영향을 미치는 것으로 나타났다. 또한 기업의 공중관계성과 고객만족이 고객충성도에 미치는 영향을 살펴본 결과, 공중관계성요인 중 관계성과 친숙성은 고객충성도에 정(＋)적으로 유의미한 영향을 미쳤으나 신뢰성, 능력성, 사회기여성은 고객충성도에 영향을 미치지 않는 것으로 나타났다. 한편, 고객만족은 고객충성도에 정(＋)적으로 유의미한 영향을 미쳤으며 그 영향력이 매우 크게 나타났다. 마지막으로, 고객만족이 기업의 공중관계성을 매개로 고객충성도에 미치는 간접적인 영향력을 검증한 결과, 기업의 공중관계성은 고객만족이 고객충성도에 미치는 과정에서 간접적인 영향력을 갖는 것으로 나타났으며, 가장 높은 간접효과를 나타낸 요인은 친숙성이었다. 본 연구에서는 고객만족이 기업의 공중관계성에 유의미한 영향을 미침으로써 고객만족이 공중관계성의 선행 변인으로 작용할 수 있음을 확인하였을 뿐만 아니라 고객만족이 고객충성도에 영향을 미치는 과정에서 고객만족이 기업의 공중관계성을 매개로 하여 고객충성도에 미치는 간접효과가 나타남으로써 두 변인의 관계에서 공중관계성이라는 매개변인에 의한 차이가 있는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effect of customer satisfaction on customer loyalty and the indirect effect of customer satisfaction on customer loyalty with corporate public relationships as mediation. Data were collected from 823 respondents and analyzed with AMOS and SPSS. This research derives five factors as powerful explanatory variables from the entire corporate public relationship(CPR) components. The results showed that customer satisfaction had a significant effect on all CPR factors(trust, ability, familiarity, social contribution). Also, the relation and familiarity of CPR factors had a significant effect on customer loyalty but the trust, ability, social contribution hadn`t a significant effect on customer loyalty. And the customer satisfaction was found to have very positive effects on customer loyalty. Additionally, as a result of verifying the indirect effect of customer satisfaction on customer loyalty with CPR factors as mediation, customer satisfaction had indirect effects via all CPR factors, showing the increase in overall effect.

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