지각된 품질요인이 고객충성도에 미치는 영향 : PB와 NB간의 차이분석을 중심으로 = The Effects of Perceived Quality Factors on the Customer Loyalty : Focused on the Analysis of Difference between PB and NB

국문 초록 (Abstract)

경기침체와 더불어 소비자의 라이프스타일과 구매 행위가 합리적이고 실용적인 방향으로 변화하는데 힘입어 할인점업계의 급속한 외형적인 성장과 함께 경쟁도 치열하다. 따라서 그 해결책으로 유통업체는 차별화와 수익성을 동시에 실현 시킬 수 있는 유통업체 브랜드(PB: Private Brand) 개발에 사활을 걸고 있다. 또한 치열한 경쟁 환경 하에서 생존하기 위해서는 고객만족을 넘어서 고객충성도를 높이는 것이 효과적인 방법임이 밝혀짐에 따라 PB가 고객충성도를 제고시키기 위한 전략적인 도구로 사용되고 있다.
따라서 PB 이용 고객의 충성도를 높이려면 먼저 고객집단의 특성을 파악해서 PB를 개발해야 하는데 소비자가 지각하는 품질수준을 우선적으로 맞춰줘야 고객만족과 고객신뢰를 얻을 수 있고 결과적으로 고객충성도로 유도할 수 있다.
이에 본 연구는 지각된 품질에 영향을 미치는 선행요인과 고객충성도에 영향을 미치는 변수들 간의 관계에 대한 체계적인 분석결과를 제시하기 위해 선행연구에서 검증된 인과관계를 기반으로 연구모형을 제시했으며 9개의 이론변수간의 관계에 대한 16개의 연구가설을 설정했다. 분석을 위한 자료는 서울과 수도권에 거주하는 20세 이상 대형 할인점 이용 고객 400명을 대상으로 수집했고, 분석에 사용된 375부는 SPSS 15.0과 AMOS 7.0을 이용해서 분석했다.
본 연구의 주요 연구결과는 다음과 같다. 첫째, 기업명성, 브랜드명성, 제품경험, 브랜드친숙도가 높을수록 지각된 품질이 높아진다는 것을 확인했다. 둘째, 지각된 품질이 높을수록 고객만족, 고객신뢰, 고객충성도가 높아지는 것으로 조사되었다. 셋째, 고객만족과 고객신뢰가 높을수록 고객충성도가 높아지는 것으로 나타났다. 또한 지각된 품질요인이 지각된 품질에 미치는 영향력에 있어서 PB와 NB간의 조절효과를 보면, 기업명성이 지각된 품질에 미치는 영향력은 PB가 NB보다 높게 나타난 반면 브랜드명성과 브랜드친숙도가 지각된 품질에 미치는 영향력은 NB가 PB보다 높다는 것을 확인할 수 있었다. 이러한 실증분석 결과는 지각된 품질에 영향을 미치는 선행요인과 결과요인에 대한 보다 명확한 이해를 바탕으로 실무자가 마케팅 활동을 하는데 유용하게 활용할 수 있을 것이다.
마지막으로 본 연구 결과의 학술적, 실무적 의의에 대한 논의와 연구의 한계점 및 향후 연구를 위한 제언을 제시했다.

다국어 초록 (Multilingual Abstract)

As consumers' lifestyles and purchase behavior change into a rational and practical direction with economic slump, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty.
To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty.
To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables.
Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0.
The findings of the present study followed as;
First, we ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality.
Second, the study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. Third, the findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty.
As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality.
These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 문제의 제기 = 1
• 제 2 절 연구의 목적 = 5
• 제 3 절 연구의 방법 및 구성 = 7
• 제 2 장 선행연구 및 이론적 배경 = 9
• 제 1 절 지각된 품질(Perceived Quality)에 관한 연구 = 9
• 1. 지각된 품질의 개념 = 9
• (1) 지각된 품질의 정의 = 9
• (2) 지각된 품질과 PB = 12
• 2. 지각된 품질의 결정요인 = 14
• (1) 지각된 가격(Perceived Price) = 16
• (2) 기업명성(Company Reputation) = 21
• (3) 브랜드 명성(Brand Reputation) = 23
• (4) 제품경험(Product Experience) = 26
• (5) 브랜드친숙도(Brand Familiarity) = 30
• 3. 지각된 품질 관련 선행연구 = 33
• (1) 지각된 품질과 고객만족 = 33
• (2) 지각된 품질과 고객신뢰 = 35
• (3) 지각된 품질과 고객충성도 = 35
• 제 2 절 고객만족(Customer Satisfaction)에 관한 연구 = 38
• 1. 고객만족의 개념 = 38
• (1) 고객만족의 정의 = 40
• (2) 고객만족의 결정요인 = 45
• 2. 고객만족 관련 선행연구 = 52
• (1) 고객만족과 고객신뢰 = 52
• (2) 고객만족과 고객충성도 = 54
• (3) 기타 선행연구 = 57
• 제 3 절 고객신뢰(Customer Trust)에 관한 연구 = 60
• 1. 고객신뢰의 개념 = 60
• (1) 고객신뢰의 정의 = 62
• (2) 고객신뢰의 유형 = 66
• (3) 고객신뢰의 형성단계 = 67
• (4) 고객신뢰의 효과 = 68
• 2. 고객신뢰 관련 선행 연구 = 69
• (1) 고객신뢰와 고객충성도 = 69
• (2) 기타 선행연구 = 71
• 제 4 절 고객충성도(Customer Loyalty)에 관한 연구 = 73
• 1. 고객충성도의 개념 = 73
• (1) 고객충성도의 정의 = 74
• (2) 고객충성도의 차원 = 77
• (3) 고객충성도의 형성 단계 = 79
• (4) 고객충성도의 효과 = 81
• (5) 고객충성도와 PB = 82
• 2. 브랜드충성도(Brand Loyalty)에 관한 선행연구 = 83
• 3. 점포충성도(Store Loyalty)에 관한 선행연구 = 84
• 4. 서비스충성도(Service Loyalty)에 관한 선행연구 = 86
• 제 5 절 유통업체 브랜드(PB: Private Brand)에 관한 연구 = 88
• 1. PB의 개념 = 88
• (1) PB의 정의 = 89
• (2) PB의 유형 = 90
• (3) PB의 장점과 단점 = 93
• (4) PB와 NB(National Brand: 제조업체 브랜드)의 비교 = 96
• 2. 국내 대형 할인점의 PB 현황 및 중요성 = 96
• (1) 대형 할인점의 PB 현황 = 96
• (2) 대형 할인점의 PB의 중요성 = 102
• 3. PB 관련 선행연구 = 105
• (1) PB 선호도와 구매의도 = 106
• (2) PB와 가격 = 107
• (3) PB와 사전지식 = 109
• (4) 기타 선행 연구 = 110
• 제 3 장 가설 설정 및 연구 설계 = 112
• 제 1 절 연구의 이론적 모형 = 112
• 제 2 절 연구가설의 설정 = 115
• 1. 지각된 품질의 선행변수에 관한 가설 = 115
• (1) 지각된 가격과 지각된 품질과의 관계 = 115
• (2) 기업명성과 지각된 품질과의 관계 = 116
• (3) 브랜드명성과 지각된 품질과의 관계 = 118
• (4) 제품경험과 지각된 품질과의 관계 = 120
• (5) 브랜드친숙도와 지각된 품질과의 관계 = 120
• 2. 지각된 품질의 결과변수에 관한 연구가설 = 121
• (1) 지각된 품질과 고객만족과의 관계 = 121
• (2) 지각된 품질과 고객신뢰와의 관계 = 123
• (3) 지각된 품질과 고객충성도 = 123
• 3. 고객만족의 결과변수에 관한 가설 = 124
• (1) 고객만족과 고객신뢰와의 관계 = 124
• (2) 고객만족과 고객충성도와의 관계 = 125
• 4. 고객신뢰와 고객충성도와의 관계에 관한 가설 = 127
• 제 3 절 연구 설계 = 130
• 1. 설문지의 구성 = 130
• 2. 표본 및 자료 수집 = 131
• 3. 변수의 조작적 정의 및 측정 = 132
• 4. 자료 분석 방법 = 152
• 제 4 장 실증 분석 = 157
• 제 1 절 표본의 구성 = 157
• 제 2 절 신뢰성 및 타당성 검정 = 160
• 1. 신뢰성(reliability) 검정 = 160
• 2. 타당성(validity) 검정 = 161
• (1) 수렴타당성(Convergent Validity) = 166
• (2) 판별타당성(Discriminant Validity) = 167
• 3. 공통방법분산(Common Method Variance) 검정 = 170
• 제 3 절 구조방정식 모형의 검정 = 172
• 1. 모형의 명시 및 추정 = 172
• 2. 모형의 적합도 평가 = 174
• 제 4 절 연구 가설의 검정 = 177
• 1. 지각된 품질의 선행변수에 관한 가설 검정 = 177
• (1) 지각된 가격과 지각된 품질과의 관계 = 177
• (2) 기업명성과 지각된 품질과의 관계 = 179
• (3) 브랜드명성과 지각된 품질과의 관계 = 180
• (4) 제품경험과 지각된 품질과의 관계 = 181
• (5) 브랜드친숙도와 지각된 품질과의 관계 = 182
• 2. 지각된 품질의 결과변수에 관한 가설 검정 = 183
• (1) 지각된 품질과 고객만족과의 관계 = 183
• (2) 지각된 품질과 고객신뢰와의 관계 = 184
• (3) 지각된 품질과 고객충성도와의 관계 = 184
• 3. 고객만족의 결과변수에 관한 가설 검정 = 185
• (1) 고객만족과 고객신뢰와의 관계 = 185
• (2) 고객만족과 고객충성도와의 관계 = 185
• 4. 고객신뢰와 고객충성도와의 관계에 관한 가설 검정 = 186
• 제 5 절 분석결과의 요약 = 187
• 제 5 장 결론 = 193
• 제 1 절 연구의 요약 = 193
• 제 2 절 연구의 의의 = 200
• 1. 학술적 의의 = 200
• 2. 실무적 의의 = 202
• 제 3 절 연구의 한계점 = 205
• 제 4 절 향후 연구를 위한 제언 = 207
• 참고문헌 = 209
• 브랜드 이용에 관한 설문조사 = 262
• ABSTRACT = 294
• 감사의 글 = 297

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