고객만족과 관계지속의도에 전환방벽 조절효과에 관한 연구 - 중국과 한국의 비교 -

다국어 초록 (Multilingual Abstract)

This is a comparative study on the moderating effects of the switching barriers on the relationship between customer satisfaction and relation continuance intention through both Chinese and Korean sample analyses. The data for this survey consisted of 342 customers (Korean 195 and Chinese 147) who had experienced the beauty salon for at least 3 months. The results through SAS 9.1 and AMOS 4.0 show as following: First, in the main-effect model, irrespective of country, both customer satisfaction and interpersonal relationship were positively associated with relation continuance intention in two countries. Especially, the switching cost affects the relation continuance intention positively in the Korean Model but does not significantly affect the relation continuance intention in the Chinese Model. Second, in the interaction effect model, both satisfaction and interpersonal relationship are positively and significantly associated with relation continuance intention in the Korean model but not in the Chinese model. Finally, the interaction between satisfaction and switching cost and the interaction between satisfaction and interpersonal relationship are all not associated with relation continuance intention in both models.

목차 (Table of Contents)

• 1. 서론
• 2. 이론적 배경
• 2.1 전환장벽에 관한 선행연구
• 2.2 고객만족과 관계지속의도
• 2.3 전환장벽이 미치는 주효과
• 2.4 전환장벽이 미치는 상호작용효과
• 2.5 통제변수
• 3. 실증분석
• 3.1 변수의 조작적 정의 및 측정
• 3.2 자료수집 및 분석방법
• 4. 연구결과
• 4.1 조사 대상의 인구통계학적 특성
• 4.2 신뢰성 및 타당성 검증
• 4.3 확인적 요인분석
• 4.4 상관관계분석
• 4.5 연구가설의 검증
• 5. 결론
• 5.1 연구 결과의 요약 및 시사점
• 5.2 연구의 한계점과 향후 연구방향
• 참고문헌
• Abstract