서비스 고객의 가치인식이 재방문의도에 미치는 영향 : 고객만족과 전환비용의 매개역할을 중심으로 = (The) effect of service customers' value perception of on repurchase intention : the mediating role of customer satisfaction and switching costs

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the customer value dimensions in the marketing literature and to find the effect of customer value perception on revisit intention through the customer satisfaction and switching costs. This dissertation examined the multidimensional construct of customer value such as functional, social, emotional, and relational value. The impact of customer value, which reconstructed to 4-subdimensions, to revisit intention through customer satisfaction and switching costs is significantly related. Unfortunately, The moderating effect of switching costs between customer satisfaction and revisit intention is not significant.
Scale measuring the antecedent and consequences constructs were developed on the basis of the literature. A questionnaire survey was employed in the study. The data has collected 368 of 600 on hair shop customers that they have experienced in the past. All constructs are measured by 5-point Likert scale. To refine all measures and to assess the structural model, LISREL 8.72 and SPSS 15.0 statistical packages were used.

국문 초록 (Abstract)

이 연구의 목적은 고객가치의 구성개념을 확대하고 다차원 구성개념인 고객가치의 인식이 고객만족과 전환비용을 통해 재방문의도에 미치는 영향을 알아보는 데 있다. 기존의 고객가치 구성차원에 관계고유가치차원을 추가함으로써 가치체계를 확대하고, 미용실 이용 고객을 대상으로 실증분석을 실시하였다.
실증분석결과, 기능적 가치, 감정적 가치, 사회적 가치 차원에 관계고유가치 차원을 추가한 모델이 통계적으로 유의한 것으로 나타났다. 구조모델평가를 통해서 고객만족에 대해 모든 가치 차원들이 유의한 영향을 미치는 것을 확인했으며, 전환비용에 대해서는 사회적 가치와 관계고유가치가 유의한 영향을 미치는 것으로 나타났다. 그러나 전환비용이 고객만족과 재방문의도 사이에서 조절효과를 가질 것이라는 가설을 설정하였으나, 유의하지 않은 것으로 나타났다.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구배경 = 1
• 2. 연구방법과 범위 = 4
• 1) 연구방법 = 4
• 2) 연구범위 = 4
• 3. 연구구성 = 5
• Ⅱ. 이론적 배경 = 6
• 1. 고객가치 = 6
• 1) 고객가치의 개념 = 6
• 2) 고객가치의 구성요소 = 8
• 3) 관계고유가치 = 15
• 2. 전환비용 = 17
• 3. 고객만족 = 19
• 4. 재방문의도 = 20
• Ⅲ. 연구모형과 가설 = 21
• 1. 연구모형 = 21
• 2. 연구가설 = 21
• 1) 고객가치와 고객만족 = 21
• 2) 고객가치와 전환비용 = 23
• 3) 고객만족 = 24
• 4) 전환비용 = 25
• (1) 전환비용의 직접효과 = 25
• (2) 전환비용의 조절효과 = 26
• Ⅳ. 연구방법 = 27
• 1. 표본과 자료수집 = 27
• 2. 측정척도 평가 = 29
• 1) 측정척도 순화 : 기능적 가치(품질) = 31
• 2) 측정척도 순화 : 기능적 가치(시설ㆍ설비) = 31
• 3) 측정척도 순화 : 기능적 가치(전문성) = 32
• 4) 측정척도 순화 : 기능적 가치(편의성) = 32
• 5) 측정척도 순화 : 사회적 가치(신분) = 33
• 6) 측정척도 순화 : 사회적 가치(자존심) = 33
• 7) 측정척도 순화 : 감정적 가치(심미성) = 34
• 8) 측정척도 순화 : 감정적 가치(즐거움) = 34
• 9) 측정척도 순화 : 관계고유가치(확신성) = 35
• 10) 측정척도 순화 : 관계고유가치(특별대우) = 35
• 11) 측정척도 순화 : 관계고유가치(사회적 혜택) = 36
• 12) 측정척도 순화 : 전환비용 = 36
• 13) 측정척도 순화 : 재방문 의도 = 37
• Ⅴ. 결과 = 38
• 1. 측정모델 평가 = 38
• 2. 검증결과 = 42
• 1) 연구모델 평가 = 42
• 2) 가설검증 결과 = 44
• (1) 고객가치와 고객만족 = 44
• (2) 고객가치와 전환비용 = 45
• (3) 고객만족과 재방문의도 = 45
• (4) 전환비용과 재방문의도 = 46
• (5) 전환비용의 조절효과 = 46
• Ⅵ. 결론 = 49
• 1. 요약과 논의 = 49
• 2. 이론적 시사점 = 50
• 3. 관리적 시사점 = 53
• 4. 연구한계와 미래 연구방향 = 54
• 참고문헌 = 55
• （Abstract） = 67
• 부록 = 68

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