관계형성을 위한 관계성향과 관계혜택의 상호작용

국문 초록 (Abstract)

기업과 고객의 관계강화는 높은 관계성향을 가진 고객에게 관계혜택이 제공되면 관계가 형성되어 관계의 질이 강화됨으로써 지속적인 반복구매를 창출할 수 있다. 이러한 측면에서 본 연구에서는 관계성향을 가진 소비자의 라이프스타일 특성을 파악하였고, 관계의 질 강화에 영향을 미치는 제품만족, 관계성향, 관계혜택, 관계성향과 관계혜택의 상호작용 변수와의 관계를 파악하였으며, 특히 관계성향과 관계혜택의 상호 작용에 따른 의미와 효과를 살펴보았다. 또한 이들 변수의 지속적 구매에 대한 영향력을 검증하였다.
분석에서는 관계성향을 갖춘 소비자의 특성을 파악하기 위해 판별분석을 실시하였으며, 제시된 실증모델과 수정모델에 대해 경로분석을 통해 유의한 경로를 확인하였다.
연구결과, 첫째 관계성향을 갖춘 소비자는 자신의 인생에서 자녀를 가장 중요하게 생각하였고, 또한 사회적 성취욕이 강한 라이프스타일 특성을 갖추고 있었다. 둘째 연구가설검증으로서 관계형성을 위한 관계의 질에는 관계성향과 관계혜택이 독립적으로 영향을 주지는 않았고, 제품만족과 관계성향에 관계혜택이 주어졌을 때 관계의 질에 긍정적인 영향을 미치었다. 그러나 관계성향 및 관계혜택은 관계의 질에는 영향을 미치지는 못하였으나 지속적 구매에는 더 많은 긍정적인 영향을 미치었다. 또한 제품만족은 관계의 질뿐만 아니라 지속적 구매에도 영향을 미치었다.
결론적으로 관계형성과 지속적 구매에는 제품에 대한 만족이 전제되어야 하고, 관계성향과 관계혜택은 함께 상호작용하여 관계형성에 약간의 영향력을 미치며, 관계성향과 관계혜택은 관계의 질에는 영향을 미치지는 않고 지속적 구매에만 단독으로 영향을 미친다고 할 수 있다.

다국어 초록 (Multilingual Abstract)

It is generally accepted among researchers that relational bonds between buyer and seller create benefits for both parties in business as well as in consumer environments. Most of the literature assumes that the majority of people in business and consumer markets, if not all, pursue relational bonds with their partners. Thus, relationship marketing of a firm would result in better relationship and in turn benefits for both parties would follow. However, in reality not all sellers and buyers are interested in building relationships in their dealings. Sellers rather try to get rid of unprofitable customers and many buyers reject sellers' relational approach, which means that one party's approach to build relationship with his partner will not be successful unless both parties agree to get closer together explicitly or implicitly(reciprocity).
Having these facts in mind, several researchers have introduced concepts(relationship proneness and relational benefits) as possible necessary prerequisites for genuine relationship to take place. The existence of 'relationship proneness' of a consumer and 'relational benefits' from a seller would guarantee closer relationship between the buyer and the seller because these concepts represent each party's willingness to build relationship together. Although these concepts have been introduced, still it is not clear how these and other variables involved in relationship building affect each other. A model is proposed to clear out the vague relationships among these variables.
The research results from path analysis showed that relationship quality was influenced by satisfaction and the interaction between relationship proneness and relational benefits. Relationship proneness and relational benefits did not influence relational quality individually. That is, relational quality was improved only when relationship proneness and relational benefits were present at the same time. In turn, continuous purchase was affected by relationship quality. Even though the proposed model was accepted in a statistical test, the path coefficient for the interaction effect of relationship proneness and relational benefits was rather small(0.033). An additional analysis was taken to find a better explanation utilizing these concepts. In this, continuous purchase was affected by consumer satisfaction, relationship quality, relationship proneness, and relational benefits separately without the interactive effects of these concepts.
In summary of the two analyses, as expected, consumer satisfaction was important for both relationship quality and continuous purchase and relationship proneness together with relational benefits jointly affected relationship quality. Also, relationship proneness and relational benefits had direct impact on continuous purchase. Thus, relationship marketing to be successful requires careful analysis on relationship proneness of consumer, provided relational benefits in addition to consumer satisfaction.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 문제의 제기 = 1
• 제 2 절 연구의 목적 = 4
• 제 3 절 연구의 유용성 = 4
• 제 4 절 연구의 모델 = 5
• 제 5 절 개념 정의 = 6
• 제 6 절 연구가설 = 6
• 제 2 장 이론적 선행연구 = 10
• 제 1 절 관계마케팅(Relationship Marketing) = 10
• 1. 관계마케팅 개념 = 10
• 2. 호혜주의(reciprocity) = 11
• 3. 단기적 거래와 관계적 거래 = 13
• 4. 관계마케팅의 중요성 = 16
• 제 2 절 지속적 구매와 관계강화에 대한 만족, 관계성향, 관계혜택의 관계 및 상호작용 = 18
• 1. 만족과 관계의 질 관계 = 19
• 2. 관계혜택과 관계의 질 관계 = 20
• 3. 관계성향과 관계의 질 관계 = 21
• 4. 관계성향과 관계혜택의 상호작용 = 24
• 5. 관계의 질과 지속적 구매 관계 = 25
• 제 3 절 고객만족(Customer Satisfaction) = 26
• 1. 고객만족에 관한 이론적 선행연구 = 27
• 2. 고객만족과 관계마케팅 = 34
• 제 4 절 관계성향(Relational Proneness) = 35
• 제 5 절 관계혜택(Relational Benefit) = 37
• 1. 개별수준 혜택(personal level benefits)과 기업수준혜택(company level benefits) = 40
• 2. 브랜드수준혜택(brand level benefits) = 42
• 제 6 절 관계의 질(Relational Quality) = 43
• 1. 관계의 질 연구 = 43
• 2. 관계만족(Relationship Satisfaction) = 45
• 3. 신뢰(Trust) = 46
• 4. 관계몰입(Relationship Commitment) = 50
• 제 7 절 지속적 구매(Continuos Purchase) = 55
• 제 3 장 연구 설계 = 57
• 제 1 절 변수의 측정 = 57
• 1. 제품만족(Product Satisfaction)의 측정 = 57
• 2. 관계성향(Relational Proneness)의 측정 = 57
• 3. 관계혜택(Relational Benefit)의 측정 = 58
• 4. 관계의 질(Relational Quality)의 측정 = 59
• 5. 지속적 구매(Continuous Purchase)의 측정 = 61
• 6. 라이프스타일(Lifestyle)의 측정 = 62
• 제 2 절 설문지개발 = 63
• 제 3 절 표본 설계 = 64
• 제 4 절 분석 방법 = 65
• 제 4 장 실증 분석 = 66
• 제 1 절 자료의 성격 = 66
• 제 2 절 신뢰도 및 타당도 분석 = 68
• 1. 신뢰도 분석 = 68
• 2. 타당도 분석 = 69
• 제 3 절 응답자의 관계특성 분석 = 71
• 제 4 절 가설검증 = 78
• 제 5 장 결 론 = 84
• 제 1 절 연구결과의 요약 및 논의 = 84
• 제 2 절 연구의 시사점 = 86
• 제 3 절 미래의 연구과제 = 87
• 참고문헌 = 88
• 표 목 차 = 102
• 그림목차 = 104
• 부 록 = 105
• Abstract = 112

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