서비스 이용고객의 전환비용과 고객가치, 고객만족, 고객애호도 간의 관계에 관한 연구 = (A)study on the relationship of switching costs, customer value, customer satisfaction and customer loyalty

다국어 초록 (Multilingual Abstract)

The switching costs draw much attention from the managers of service companies and marketing experts as one of the key factors that have an considerable effect on customer loyalty. Switching costs are formally defined as the cost involved in changing from one service provider to another. Switching costs include not only those that can be measured in monetary terms but also the psychological cost of becoming a new customer of a firm, and the time and efforts involved in purchasing new service.
The purpose of this study is to understand the role of switching costs. This study analyses the effects of customer satisfaction, customer value and the switching costs on customer loyalty, and the structural relationship among these factors in service industry. The data was analyzed with reliability analysis, factor analysis, t-test and structural equation model using SPSS and AMOS program.
Hypotheses testified through empirical investigation are follows.
1) Antecedents of switching costs(attractiveness of alternatives, alternative experience and interpersonal relationship) have significant influence on switching cost.
2) Switching costs have significant influence on customer value and satisfaction.
3) Customer value, customer satisfaction and switching costs have significant influence on customer loyalty.
4) Switching costs have a moderating effect on the relationship between the customer satisfaction and customer loyalty.
Empirical findings are as follows.
First, the antecedents of switching costs(attractiveness of alternatives, alternative experience and interpersonal relationship) had the effects on the switching costs. The results showed that interpersonal relationship has positive effects. Alternative experience and Alternative attractiveness have negative effects on switching costs.
Second, switching costs have the positive effects on the customer value and satisfaction. The findings suggest that perceived switching costs can improve customer value and customer satisfaction.
Third, switching costs, customer value and customer satisfaction have the positive effects on customer loyalty. The findings suggest that customer loyalty can be enhanced through improving customer satisfaction, high customer value and offering high switching costs.
Fourth, switching costs have the moderating effects on the relationship between the customer satisfaction on customer loyalty. The effect of customer satisfaction on customer loyalty is less when switching costs are perceived to be high rather than low. Perceived switching costs reduce customer sensitivity to switching behavior according to the level of customer satisfaction.
The study analysis shows that switching costs, it's antecedents, customer value and customer satisfaction influence on customer loyalty. The findings of this research provide integrated theoretical framework of switching costs and it's antecedents. The implications of this study can be summarized as follows.
First, the findings of the study show that the customer value, customer satisfaction, switching costs and it's antecedents are important factors in the service switching process and suggest some strategic implications for controlling the customer's service switching behavior.
Second, switching costs can be used as a strategic tool to deter customer defection with help of a rewarding program to increase the benefits of customer retention.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 문제제기 및 연구의 목적 1
• 제 2 절 연구의 범위와 방법 4
• 제 3 절 연구의 구성 5
• 제 2 장 이론적 배경 7
• 제 1 절 전환비용의 개념과 구성차원 7
• 1. 고객의 전환행동과 이탈 7
• 2. 전환비용의 개념 10
• 3. 전환비용의 구성차원 14
• 제 2 절 전환비용과 고객가치, 만족 및 애호도의 관계 20
• 1. 고객가치 20
• 2. 고객만족 23
• 3. 고객애호도 25
• 제 3 절 전환비용에 관한 기존 연구 32
• 1. 전환비용의 선행변수에 관한 연구 32
• 2. 전환비용의 결과변수에 관한 연구 42
• 3. 기존연구의 한계점 51
• 제 3 장 연구 설계 57
• 제 1 절 연구가설 및 연구모형의 설정 57
• 1. 전환비용의 선행변수와 결과변수들 간의 관계 57
• 2. 전환비용의 조절효과 65
• 제 2 절 변수의 조작적 정의 67
• 제 3 절 표본의 선정 및 자료수집 73
• 제 4 장 실증분석 75
• 제 1 절 타당성 및 신뢰성 분석 75
• 1. 타당성분석 75
• 2. 신뢰성분석 77
• 3. 상관분석 78
• 제 2 절 가설검증결과 79
• 1. 연구모형의 검증 79
• 2. 연구가설의 검증 80
• 제 5 장 결 론 90
• 제 1 절 연구결과의 요약 90
• 제 2 절 연구의 시사점 92
• 제 3 절 연구의 한계점 및 향후 연구방향 95
• 참고문헌 96
• 설문지 108