관계품질의 결정요인과 관계기간의 영향 = Determinants of Relationship Quality and the Role of Relationship Length

국문 초록 (Abstract)

  시장이 성숙되고 경쟁이 심화될수록 관계마케팅 전략은 필수적이다. 본 연구는 자동차정비서비스를 대상으로 관계마케팅모형을 구축하고 검정함과 아울러 장기관계는 단기관계에 비해 어떤 이점이 있는지를 잠재평균차이를 통해 분석하며 관계기간은 조절효과를 나타내는지를 실증분석하는데 초점을 두고 있다. 기본모형으로 관계품질에 영향을 미치는 외생변수로 서비스 판매자의 전문성, 고객지향성, 관계혜택, 판매자의 기회주의 행동을 제시하였고 구조방정식을 통해 분석한 결과 이들 4가지 변수들은 모두 관계품질에 유의한 영향을 미치는 선행변수로 밝혀졌으며, 또한 이들 4변수는 관계품질에 86.6%라는 높은 설명력을 나타내었다. 관계기간의 역할에 대해 먼저 장기관계는 단기관계에 비해 관계품질에서 잠재평균이 높았고 또한 두 집단간 차이는 유의하였다. 따라서 서비스 판매자는 고객과의 관계를 단기관계보다는 장기관계로 유도할 때 성과가 있다고 할 수 있다. 둘째로, 관계기간은 전문성, 고객지향성, 관계혜택 및 기회주의 행동이 관계품질에 미치는 영향을 조절하지 못하는 것으로 밝혀졌다. 본 연구는 B2C 분야에서 적용될 수 있는 관계마케팅 모형을 개발하고 검정하였으며, 또한 관계기간의 역할을 검토하기 위해 다집단 구조방정식을 이용하여 잠재평균차이와 조절효과를 분석하고 함의를 제시한 점에서 의의를 찾아볼 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

  As markets mature and competition intensifies, firms are exploring ways to increase customer retention and/or loyalty which has been recognized to increase company profitability. One strategy that has gained considerable attention is the strategy of relationship marketing in which firms invest in developing long-term bonds with individual customers (Roberts et al., 2003). To identify the advantages of long-term relationship and to analyze the moderating role of relationship length, we proposed a relationship marketing model and it was tested using Structural Equation Modeling(SEM). Data were gathered from 180 customers who had purchased automobile maintenance services. The results of the study are as follows. First, perceived expertise, customer-orientation, relational benefits, and opportunistic behaviors significantly affected the relationship quality and accounted for 86.6% of the variance explained in the relationship quality. Second, perceived relationship quality of long-term relationship was significantly higher than those of short-term relationship. Third, the length of relationship did not moderate all paths hypothesized. The implications of the study are that service providers need to develop their employees ability in treating their clients ethically and in meeting their unique needs effectively, etc.

목차 (Table of Contents)

• 〈요약〉
  Ⅰ. 서론
  Ⅱ. 이론적 배경 및 가설설정
  Ⅲ. 실증분석 및 논의
  Ⅳ. 결론
  참고문헌
  

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