제조회사에 대한 상대적 선호도가 제품의 전반적 만족도와 관계유지의도에 미치는 영향 = The Impact of the Relative Preference to Competing Firms on Overall Satisfaction to Product and Relationship Intentions

국문 초록 (Abstract)

본 연구에서는 제품의 전반적 만족도와 관계유지의도에 제조회사에 대한 상대적 선호도의 영향이 직접적으로 반영되어 있는가를 고찰하였다. 기존연구에서 주로 검토하는 제품수준에서의 속성별 성과가 아닌 기업수준에서의 상대적 선호도의 영향을 검토하고 있으며, 고객만족과 유지가 핵심전략사항인 자동차회사를 위하여 국내 승용차 보유고객(n=1,786)을 대상으로 실증분석을 수행하였다. 연구결과 1) 제품의 전반적 만족도와 관계유지의도에는 단지 최선기업과 기존기업과의 상대적 선호도 뿐 아니라 차선기업과 기존기업과의 상대적 선호도의 영향도 반영되어 있으며, 2) 상대적 선호도로서 호의적인 평가와 비호의적인 평가는 제품의 전반적 만족도와 관계유지의도에 비대칭적인 영향을 미치며, 3) 제품의 전반적 만족도와 관계유지의도에 비호의적인 평가는 체감적인 영향을 미치는 것으로 나타나고 있다. 그러나 이러한 비대칭성과 체감적 영향은 차선기업을 준거점으로 하는 경우에는 영향력의 정도가 점차로 약화되는 것으로 나타나고 있다.

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