서비스산업에서 관계효익과 고객행동의도간의 관계에 관한 연구 = A Study on the Relationship between the Relational Benefits and Customers' Behavioral Intention in the Service Industry

다국어 초록 (Multilingual Abstract)

There has been growing interest on the relational marketing by the companies, and by using various relational marketing strategies, the companies are attempting to satisfy customers and maintain sustainable relationship with them. Most of related relational marketing has been handling in the aspect of company for the relational benefits that is earned by maintaining the long-term relationship with customers, but there are insufficient studies that handled the relational benefits perceived by the aspect of customers. Therefore, this study is to clarify the relational benefits viewed on the aspect of customers on the basis of the service industry to find out what psychological reaction of customer do for the role of moderator variable for the service type and relationship development.As the result of analysis, the relational benefits were shown to increase the emotional attachment, economic satisfaction, social satisfaction, and behavior intent of customer. On the other hand, the economic satisfaction was shown not to be a factor to reduce the complaint expression behavior of customer. The service type and relationship development stage through the post analysis showed that it had moderator variable on the research partially. Such a result indicates that, in order for a service company to form long-term relationship with the customers on a continuous basis, the relational benefits that the customer recognizes is more important than anything else, and such a relational benefit may differ depending on each of the service industry.

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