기대불일치와 전반적 만족에 따른 자동차 고객 충성집단의 분류 = A Taxonomy of Customer Loyalty Group Based on Expectation Disconfirmation and Overall Satisfaction

다국어 초록 (Multilingual Abstract)

This study was conducted with a view to applying the concept of customer loyalty to Korean automobile market. This study`s research objectives are threefold; 1) to verify the effects of expectation disconfirmation on overall satisfaction and repurchase intention, 2) to classify customers into four loyalty groups based on the interaction between expectation disconfirmation and repurchase intention, 3) to determine the effects of exogenous variables such as normative and situational variables on the loyalty groups. According to the study results, negative disconfirmation was found to affect overall satisfaction and repurchase intention more than positive disconfirmation. Also, this study found that the four loyalty groups(loyal, spurious, latent, and non-loyal) responded differentially to the exogenous variables. Finally, this study provides managerial implications regarding customer segmentation strategy to increase customer loyalty.