골프연습장의 고객 관계품질과 소비자-기업 동일시 효과에 관한 연구 = A Study on the Effect of Relationship Quality on Consumer-Company Identification in a Golf Range

다국어 초록 (Multilingual Abstract)

In recent years, studies on services, and goods have been focused on the fact that the relationship between providers and consumers has been changed from the nucleus of transactions to the nucleus of relationship.
According to this situation, this study classifies this relationship as human, physical things, and educational factors based on an outdoor golf range, and investigates factors that affect the quality of relationship. In addition, this study positively examines the interactive effect on consumer-company identification, switching costs, and repetitive purchases so that this will contribute to marketing activities in order to forge customers continuously and to configure strategies.
The investigation performed in this study was done using a type of direct questionnaires for some outdoor golf range including 'Ajoong Golf Club' located in Jeonju by considering its celebrity and scale. From these questionnaires, the questionnaire answered by 205 people among the total 210 questionnaires were used as samples of this investigation.
The Cronbach's Alpha parameter was applied to verify the reliability of each parameter, and a path analyzing method is also used to verify a hypothesis using Lisrel V.8.52.
The verification results of the hypothesis configured in this study are as follows.
First, it shows that the human factor between a business owner and employee affects the quality of relationship. However, the human factor of a teaching-pro presents a relatively low level in its significance.
Second, a level of relationship quality positively affects on consumer-company identification and repetitive goods.
Third, a higher level of the consumer-company identification increases repetitive purchases activities and switching costs that prevents the consumer separation rate, and a higher switching cost positively affects repetitive goods.
Therefore, it is possible to increase the recognition level of a relationship quality by promoting a level of the relational service factor. In addition, the relationship quality provides an identification, which is a type of psychologically strong relationship, to customers, and a consumer-company identification forms repetitive goods and switching costs. Moreover, it can be mentioned that an increase in the relationship quality through a relationship marketing program brings a result of customer retention.
The objective of this study is to propose an integrated model for a consumer-company identification, which affects a level of recognition for a relational service factor and relational quality in the context of the relationship quality. If consumers highly recognize the relationship quality for a service company, an identification, which is a type of psychological relationship, will be formed. Then, it was evident that customers may not easily changed their golf range to other fields, and may present a repetitive purchase activity.
It can be seen that the results of this study presents an administration strategy, which facilitates a correct decision and relationship between customers and businesses, to a certain marketer and manager engaged in a golf range. However, the verification result and analysis performed in this study present some limitations as follows.
First, it is required to continuously investigate items of this research to apply a proper factor for the characteristics of a business because the given variables for the golf range used in this study are not absolute values.
Second, it has a limitation to apply the results to all types of businesses due to the fact that golf ranges are only used as samples. It is necessary to consider various strategies for other businesses in order to measure a level of consumer's recognition on the relationship quality.
Third, this study investigates the relationship quality between consumers and companies. However, it is a primitive verification simply based on a recognitive activity of consumers. It is also necessary to investigate an emotional activity in further studies.
Finally, this paper has also a limitation in generalization because arbitrarily collected samples were used as a fixed scale as well as other positive studies.

목차 (Table of Contents)

• 目次
• 제 1 장 서론 = 1
• 제 1 절 문제의 제기 = 1
• 제 2 절 연구의 목적 = 3
• 제 3 절 연구의 구성 = 6
• 제 2 장 연구의 이론적 고찰 = 8
• 제 1 절 서비스 산업에서의 관계마케팅 = 8
• 제 2 절 관계품질과 영향요인에 관한 이론적 고찰 = 15
• 제 3 절 소비자-기업 동일시 = 37
• 제 4 절 소비자-기업 동일시의 행위적 반응에 관한 이론적 고찰 = 42
• 제 3 장 연구 가설의 설정 = 47
• 제 1 절 서비스 구성요인과 관계품질의 영향 관계 = 47
• 제 2 절 관계품질 효과 요인 = 51
• 제 3 절 소비자-기업 동일시와 행위적 반응의 영향 관계 = 53
• 제 4 장 실증분석 = 57
• 제 1 절 변수의 조작 및 설문의 구성 = 58
• 제 2 절 자료 수집과 표본의 구성 = 63
• 제 3 절 분석방법 = 64
• 제 4 절 가설의 검증 = 65
• 제 5 장 결론 및 토론 = 76
• 제 1 절 연구의 요약 = 76
• 제 2 절 연구의 시사점 = 78
• 제 3 절 연구의 한계점 및 향후 연구과제 = 81
• 참고문헌 = 83
• 부록 = 95