서비스기업과 고객 간의 정서적, 계산적 관계몰입의 선행요인과 결과변수에 관한 연구

다국어 초록 (Multilingual Abstract)

While there are many constructs of interest in the area relationship marketing, customer commitment has emerged as perhaps the most important construct of interest in explaining important relational dependent variables. The relationship marketing literature had generally taken a “more is better” approach to the study of commitment. In recent years, Marketing scholars and practitioners are now recognizing that customer commitment is a complex, multidimensional construct that includes at least an affective and calculative component.
This is has important ramifications for the management of customer relationships because marketer activities can build multiple forms of commitment, which may have differing effects. However, the commitment has been treated as a multidimensional construct almost exclusively in business-to-business, not consumer, relationships.
At this point one of purpose in this study is to find antecedent of affective and calculative commitment, and to investigate the effects on consequence by different forms of commitment in the relationship between customer and their service providers. The other purpose is to investigate moderating role of relationship stage between relationship commitment and consequence.
Structural equation modeling is used to test the model building in this study based on data from survey of 208 hairdressing and 205 Private dental clinics service customers. The results are as follows:
1. Trust, outcome quality and interaction quality have a significant positive effect on affective commitment in the hairdressing, dental hospital and pooled sample. But the physical environment quality does not directly affect to the affective commitment in all samples.
2. Alternative scarcity and relational cost have a significant positive effect on calculative commitment in all samples. And the procedural cost has a significant effect on calculative commitment in the dental hospital and pooled sample, not in the hairdressing sample. However, the financial cost does not directly affect on the calculative commitment in all samples.
3. Affective commitment has significant negative effect on switching intention and negative WOM in all samples. However, the calculative commitment has not significant negative effect on switching intention in all samples, while it has positive effect on negative WOM in all samples.
4. Relationship stage moderates between calculative commitment and switching intention in all samples. But it does not affect between affective commitment and switching intention in all samples. Relationship stage also moderates between calculative commitment and negative WOM, while it does not affect between affective commitment and negative WOM in all samples.
These findings support the position that affective commitment is key to the development and maintenance of effective marketing relationships. It suggest that marketing scholar and practitioners have to focus attention on trust, outcome quality and interaction quality to build attachment that drive crucial customer behaviors. On the other hand, these findings may also explain that the calculative commitment have an effective role in customer relationship for the short term. However, the calculative commitment can erode marketing relationships for the long term, because it has positive effect on customer switching intention and increase the negative WOM in this stage. Thus, it will be effective to attention to alternative scarcity and switching cost to build calculative commitment for the short term, not long term relationship.
Overall, the results underscore the importance of multifaceted nature of commitment when examining the relationship between customer and service provider. If we fail to consider the existence of both types of commitment in customer-service provider relationships, we will likely fail to completely understand why, in some situations, customers maintain and value a relationship, but in others, they only weakly attached to the relationship and leave given an opportunity.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제제기 및 연구목적 1
• 1. 문제제기 1
• 2. 연구목적 4
• 제2절 연구방법 및 구성체계 5
• 제2장 이론적 배경 7
• 제1절 관계마케팅 이론 7
• 1. 관계마케팅 개념 7
• 2. 거래마케팅과 관계마케팅 특징 9
• 3. 관계마케팅 관련 주요 연구 13
• 제2절 관계몰입 이론 23
• 1. 단일차원 관계몰입 정의 23
• 2. 관계몰입의 다차원 접근 25
• 3. 서비스산업에서 다차원 관계몰입의 연구흐름 32
• 제3절 정서적, 계산적 관계몰입의 선행요인 36
• 1. 서비스품질 36
• 2. 신뢰 45
• 3. 전환비용 51
• 4. 대안부족 61
• 제4절 정서적, 계산적 관계몰입의 결과변수 64
• 1. 전환의도 64
• 2. 부정적 구전 66
• 제5절 관계기간의 조절효과 70
• 제3장 연구의 설계 72
• 제1절 연구의 모형 및 가설설정 72
• 1. 연구모형의 설정 72
• 2. 연구가설의 설정 73
• 제2절 변수의 조작적 정의 및 설문지 구성 84
• 1. 변수의 조작적 정의 84
• 2. 설문지 구성 90
• 제4장 실증 분석 92
• 제1절 자료수집 방법과 표본의 특성 92
• 1. 표본의 선정과 자료수집 92
• 2. 표본의 특성 및 분석기법 93
• 제2절 타당성 및 신뢰성 분석 95
• 1. 탐색적 요인 분석 95
• 2. 신뢰성 분석 101
• 3. 확인적 요인분석 102
• 4. 상관관계분석 108
• 제3절 연구가설의 검증결과 111
• 1. 가설의 검증 111
• 2. 관계기간의 조절효과에 대한 가설검증 118
• 제5장 결론 및 시사점 124
• 제1절 연구결과 요약 124
• 제2절 연구의 시사점 126
• 1. 이론적 시사점 126
• 2. 실무적 시사점 127
• 참고문헌 132
• Ⅰ. 국내문헌 132
• Ⅱ. 국외문헌 135
• ABSTRACT 157
• 부록 설문지 160

참고문헌 (Reference)

1. 서비스마케팅, 이유재, 학현사, 서비스마케팅, , 2013

2. Psychometric Theory, Pummer, , 2000

3. Relationship Marketing, Clark, Payne, Christopher, Peck, , 1999

4. Trust in organizations, Tyler, Kramer, , 1996

5. Principles of marketing, Kotler, Philip, Prentice Hall, , 1989

6. 공변량 구조 분석, 이순묵, , 1990

7. Exit, Voice, and Loyalty, Hirschmann,A.O., "Exit, , 1972

8. What Does Quality Mean ?, Garvin, What Does Quality Mean?, , 1984

9. The psychology of careers, Super, The Psychology of Careers, , 1957

10. Power Dependence Relations, Emmerson, Power-dependence Relations, , 1962

11. On the Genesis of Confidence, Gill, William, David, , 1998

12. Why Satisfied Customer Defect, W.E.Sasser, Jones, , 1995

13. Employee Organization Linkages, Mowday, R., , 1981

14. Advertising Management(2nd Ed.), Arker, John G.Meyer, "Advertising management, , 1982

15. The Social psychology of groups, Thibaut, John W, Wiley, The Social Psychology of Groups, , 1959

16. A test of a model for commitment, Kiesler, , 1966

17. Consumer trust in intention store, Vitale, Jarvenpaa, , 1999

18. Notes on the concept of Commitment, Becker, Notes on The Concept of Commitment, , 1960

19. (AMOS) 구조방정식 모형분석, 김계수, 데이타솔루션, Amos 구조방정식 모형분석, , 2001

20. A theory of psychological reactance, Brehm, Jack Williams, Academic Press, A Theory of Psychological Reactance, , 1966

21. An Applied Service Marketing Theory, Gronroos, , 1982

22. Developing Buyer-SellerRelationships, Dwyer, F. R., S.Oh, Dwyer, Dwyer, F. Robert, , 1987

23. MarketingManagement,UpperSaddleRiver, Kotler, "Marketing management, , 1997

24. Two Kind of Consumer Switching Costs, Nilssen, , 1992

25. When does commitment lead to loyalty, Fullerton, When does commitment lead to loyalty, , 2003

26. Does Relationship Marketing Age Well?, Lacobucci, , 2001

27. Markets with consumer switching costs, Klemperer,P, , 1987

28. Conflict and organizational commitment, Reichers, , 1986

29. The structure of commitment in exchange, Gundlach, G. T., Mentzer, J. T, Achrol,R.S., The Structure of Commitment in Exchange, , 1995

30. Brand Switching and Loyalty for Services, Dube, , 2000

31. Multivariate Date Analysis with Readings, W.C.Black, Joseph, R.E.Anderson, , 1995

32. Winning and Keeping Industrial Customers, Jackson, , 1985

33. AMOS 7에 의한 구조방정식모델링, 배병렬, , 2007

34. Multi-PeriodCompetitionwithSwitchingCosts, Beggs, P.Klemper, Multi-Period Competition with Switching Costs, , 1992

35. Zero Defection: Quality Comes to Services, W.E.Sasser, Reichheld, , 1990

36. 서비스품질과 관계품질의 성과, 송윤헌 ( Yoon Heon Song ), 심진보 ( Jin Bo Shim ), 한국경영학회, "경영학연구, , 2006

37. Do Norms Matter in Marketing Relationships, John, Heide, , 1992

38. Structural Exchange and Marital Interaction, McDonald, , 1981

39. An Empirical Assessment of theSERVQUAL Scale, Babakus, An Empirical Assessment of the SERVQUAL Scale, , 1992

40. An Integrative Model of Organizational Trust, Roger, An Integrative Model of Organizational Trust, , 1995

41. Commitmentintheworkplace:Towardageneralmodel, Meyer, Commitment in the Workplace: Toward a General Model, , 2001

42. Social Capital and Organizational Commitment, Watson, Papamarcos, , 2002

43. An EmpricalStudy of SERVQUAL's Dimensionality, Llosa, , 1998

44. Commitment in Organizations: a Normative View, Wiener, Commitment in Organizations: A Normative View, , 1982

45. How Information isUsed to Adopt an Innovation, Engel, R.J.Kegerreis, , 1969

46. Relationship marketing 과 Relationship Merit, 林種沅, 한국마케팅학회, , 1992

47. A Measure of Service Quality for Retail Stores, Joseph O.Rentz, Dobholkar, Dayle I.Thorpe, , 1996

48. Assessing Commitment in Personal Relationships, Stanley, , 1992

49. Marketing services : competing through quality, Berry, Leonard L., Free Press, , 1991

50. On the Evaluation of Sructural Equation Models, Bagozzi, Y.Yi, , 1998

51. The Behavioral Consequences of Service Quality, Parasuraman, Berry, Zeithmal, , 1996

52. Quality and Value in the Consumption Experience, Kim.P.Corfman, Holbrook, Quality and Value in the Consumption Experience, , 1985

53. Service Quality Attributes and Choices Behavior, Allaway, Richard, , 1993

54. Social Ties and Word of Mouth Refferal Behavior, Brown, Reingen, , 1987

55. Trustand distrust:New relationshipsand realities, Lewicki, Trust and Distrust: New Relationships and Realities, , 1998

56. An Integrated Model of Buyer-Seller Relationships, Wilson D.T, An Integrated Model of Buyer-Seller Relationships, , 1995

57. Consumer Oriented Service System, Helsinki Finland, Lehtinen, "Consumer Oriented Service System, , 1983

58. 서비스 산업의 현황에 대한 실증 연구, 김주영, 김재일, 이유재, 한국소비자학회, "소비자학연구, , 1996

59. Service Marketing: People,Technology,Strategy,5thed, Lovelock, J.Wirtz, "Service Marketing: People, , 2004

60. FactorsAffectingTrustin MarketResearch Relationships, Moorman, Factors Affecting Trust in Market Research Relationships, , 1993

61. The commitment-trusttheory of relationship marketing, Morgan,R.M, Hunt,S.D, The Commitment-trust Theory of Relationship Marketing, , 1994

62. 관계마케팅의 기원과 발전과정 및 미래, 여운승(Woon-Seung Yeo), 한양대학교 경제연구소, "경제연구, , 2008

63. 소비자 구전 커뮤니케이션에 판한 연구, 황의록, , 1990

64. A ModelofMarketingMix,Brand Switching,and Competition, Lehmann, Carpenter, "A Model of Marketing Mix, , 1989

65. A New Scale for the measurement ofInterpersonal Trust, Rotter, A New Scale for the Measurement of Interpersonal Trust, , 1967

66. A Service Quality Model and Its Marketing Implication, Gr?nroos.C, , 1984

67. A quick-and easy method forestimating switching costs, Shy, , 2002

68. Interpersonal relations : a theory of interdependence, Kelley, Harold H, Wiley, Interpersonal Relations: A Theory of Interdependence, , 1978

69. Measuring Service Quality: Is SERVQUAL Now Redundant?, Smith, Measuring Service Quality: Is SERVQUAL Now Redundant?, , 1995

70. Product Differentiation Advantage of PioneeringBrands, Schmalensee, Product Differentiation Advantage of Pioneering Brands, , 1982

71. 기존 마케팅 정의의 문제점과 대안 탐구, 여운승(Woon-Seung Yeo), 한국마케팅학회, "마케팅연구, , 2007

72. The Attractiveness of An Eliminated Choice Alternative, Stires, Brehm, Shaban, Sensing, , 1966

73. Marketing service relationships: The role of commitment, Birgelen, Ryuter, Wetzels, , 1998

74. Preventing the Premature Deathof Relationship Marketing, Susan Fournier, Preventing The Premature Death of Relationship Marketing, , 1998

75. Measuring service quality: A reexamination and extension, Cronin Jr. J. J., Cronin, J. J., Cronin, J. J. Jr., Cronin,J. Joseph, Measuring Service Quality: A Reexamination and Extension, , 1992

76. The power of trust in manufacture-retailer relationships, Kumar, The Power of Trust in Manufacture-Retailer Relationships, , 1996

77. Word of Mouth: The Indirect Effects of Marketing Efforts, Berry, Word of Mouth: The Indirect Effects of Marketing. Efforts, , 1995

78. Consumer Trust, Value and Loyalty in Relational Exchanges, Sirdesmukh, B.Sabol, "Consumer Trust, , 2002

79. Just in Time Exchange Relationships in Industrial Markets, Charles, Frazier, , 1988

80. An Empirical Study of Brand Switching for a Retail Service, Dev, Morgna, , 1994

81. Customer Satisfaction, Customer Retention, andMarket Share, Zahorik, Rust, Customer Satisfaction. Customer Retention and Market Share, , 1993

82. Structure, Cooperation, and The Flow of Market Information, Nakamoto, Frenzen, "Structure, , 1993

83. Customer Loyalty: Toward an Integrated Conceptual Framework, Dick,A.S., Customer Loyalty: Toward an Integrated Conceptual Framework, , 1994

84. 구매자-판매자 관계몰입의 다차원 모형 연구, 이성수, 고려대학교 대학원, 고려대학교 대학원 박사학위 논문, , 2001

85. Tie the Corporate Knot: Gaining Complete Customer Commitment, Ulrich, Tie the Corporate Knot: Gaining Complete Customer Commitment, , 1989

86. Analyzing thecommitment-loyalty link in service relationships, Howard, Pritchard, Analyzing the Commitment-loyalty Link in Service Relationships, , 1999

87. Assessing ResellerPerformanceFrom thePerspectiveoftheSupplier, Nirmalya Kumar, , 1992

88. Consumerswitching costs:A typology,antecedentsandconsequences, Thomas, Vijay, "Consumer Switching Costs: A Typology, , 2003

89. Strategies for Reducing Perception of Quality Risk in Service, Turley, , 1990

90. The Dark Side of Long-Term Relationships inMarketing Services, T.Ambler, Grayson, , 1999

91. The External Control of Organizations: A Resource Perspective, Gerald, Peffer, , 1978

92. UnderstandingServiceCustomers:TheValueofHardandSoftAttributes, R.Johnston, Driver, , 2001

93. 유통경로에서 신뢰가 관계결속에 미치는 영향, 정용길, 송인암, 충남대학교 경상대학부설 경영경제연구소, "경영논집, , 1996

94. Determinants of Continuity in Conventional Industrial Channels, Anderson, , 1989

95. Negative Word-of-Mouth by Dissatisfied Consumer, A Pilot Study, Richns, Negative Word of Mouth by Dissatisfied Consumer: A Pilot Study, , 1987

96. An Investigation into the Determinants of Customer Satisfaction, Gilbert A.Churchill, , 1982

97. The New Marketing-Developing Long-Term Interactive Relationship, Gummesson, , 1987

98. An investigation of 'extra-role' behaviours within organizations, Smith, Allen, "An investigation of ""extra-role"" behaviours within organizations", , 1987

99. Differentiating commitment from expectancy as a motivating force, Scholl, Scholl, R. W., Differentiating Commitment From Expectancy as a Motivating Force, , 1981

100. A Three-Component Conceptualization of Organizational Commitment,, Allen N. J. & Meyer J. P, A Three-Component Conceptualization of Organizational Commitment, , 1991

101. How Commitment Both Enables and UnderminesMarketing Relationships, Fullerton, , 2005

102. Refinement and Reassessment of Expectations of the SERVQUAL Scale, Parasuraman, Berry, Zeithaml, , 1991

103. Relationship Marketing of Service-Perspectives from 1983 and 2000, Bhardwaj, , 2007

104. 소매업태별 관계마케팅 요인과 성과에 관한 연구, 이준호, , 2001

105. A Contingency Model of Behavioral Intentions in a Services Context, Patterson, , 2004

106. A national customer satisfaction barometer:The Swedish experience., Fornell,C., A National Customer Satisfaction Barometer: The Swedish Experience, , 1992

107. Relationship approach to the marketing function in service context, Gronroos, Relationship Approach to the Marketing Function in Service Context, , 1990

108. The Marketing strategy continuum: A marketingconcept for the 1990s, Gr?nroos, , 1991

109. A Three-component Model of Customer Commitment to Service Providers, Bansal, Taylor, , 2004

110. Affective versus calculativecommitment: human resource implications, Randall, Mike P.O'Driscoll, , 1997

111. An Examination on the Nature of Trust in Buyer-Seller Relationships, Doney, , 1997

112. Determinants of Long-Term Orientation in Buyer-Seller Relationships, Shanker Ganesan, Determinants of Long-Term Orientation in Buyer-Seller Relationships, , 1994

113. Service Quality: The Six Criteria of Good Perceived Service Quality, Gr?nroos, , 1988

114. The antecedents and consequences of customer satisfaction for firms, Sullivan, M.W., Anderson, E, W., , 1993

115. Changing Brand Attitudes Through Modification of Cognitive Structure, Lutz, , 1975

116. Competitive Strategy:Techniques forAnalyzingIndustriesandCompetitors, Poter, Competitive Strategy; Techniques for Analyzing Industries and Competitors, , 1980

117. Relational Benefits inService Industries: The Customer's Perspective, Gwinner, M.J.Bitne, , 1998

118. Switching Behavior in Automobile Markets: A Consideration-Sets Model, Sambandarn, Kenneth, , 1995

119. Customer switching behavior in service industries:Anexploratory study, Keaveney, S.M., Customer Switching Behavior In Service Industries: An Exploratory Study, , 1995

120. HRM Practices and OrganizationalCommitment: Test of a Mediation Model, Meyer, Smith, , 2000

121. A Model of Distributor Firms andManufacturer Firm Working Partnerships, James A.Narus, Andresen, , 1990

122. Relationship Marketing in Consumer Markets: Antecedents & Consequences, Parvatiyar, Sheth, , 1995

123. Commitment to personal relationships In W. H. Jones & D. Perlman (Eds.), Johnson, , 1991

124. Re-examination of the Met-expectations Hypothesis: A Longitudinal Study, Irving, Meyer, , 1994

125. Role of Product-related conversations in the Diffusion of a New Product, Arndt, , 1967

126. The Differential Impact of Abstract vs ConcreteInformation on Decisions, Nisnett, Borgida, The Differential Impact of Abstract vs Concrete Information on Decisions, , 1977

127. Product/Consumption-Based AffectiveResponses and Post-purchase Processes, Westbrook, Product/Consumption-Based Affective Responses and Postpurchase Processes, , 1987

128. A Comparatives Study of Consumer InformationSeeking: Singapore versus U.S, Tan, Dolish, , 1983

129. Competition Strategy: Techniques for Analyzing Industries and Competitors, Porter, , 1993

130. Customer Voluntary Performance: Customers as Partners in Service Delivery, Lance, Customer Voluntary Performance: Customers as Partners in Service Delivery, , 1997

131. Relationship Marketing and Collaborative Networks in Service Organization, Nizel, Cravens, , 1994

132. A Conceptual Framework for the Design of Organizational Control Mechanisms, Ouchi, , 1979

133. Customers' Motivations forMaintaining Relationships with Service Providers, Bundapudi, Customers’ Motivations for Maintaining Relationships with Service Providers, , 1997

134. Relationship Marketing of Services-Growing Interest, Emerging Perspectives, Parasuraman, Berry, "Relationship Marketing of Services-Growing Interest, , 1995

135. The Use of Pledges to Build and Sustain Commitment in Distribution Channel, Anderson, Weitz, , 1992

136. TheExperienceandEvolutionofTrust Implications for Cooperation and Teamwork, Kaplan, The experience and evolution of trust: implications for cooperation and teamwork, , 1992

137. 고객만족과 관계마케팅 요인이 행동의도에 미치는 영향, 양병화 ( Byung Hwa Yang ), 한국경영학회, "경영학연구, , 2008

138. M arketing Management Analysis, Planning,Implementation and Control, 9th ed, Kotlor, "Marketing Management: Analysis, , 1997

139. Measurement of Distributor Commitment in Industrial Channel of Distribution, Gary, Kim, , 1997

140. The Impact of Brand and Price Information on Subjective Product Evaluations, Dodds, Monroe, , 1985

141. The positive and negative effects of switching costs on relational outcomes, Reynolds,K.E, Mothersgbaugh, D., Jones,M.A, , 2007

142. The Structure and Determinants of Consumer Complaint Intentions and Behavior, Forrester, Mute, , 1993

143. A Longitudinal Analysis of theImpact of Service changes on Customer Attitudes, Ruth N.Bolton R, , 1991

144. Pie-Expansion Efforts: Collaboration Processes in Buyer-SupplierRelationships, Jap, , 1999

145. Relationship Marketing,Bring Quality, Customer Service and Marketing Together, D.Ballantyne, Payne, "Relationship Marketing: Bring Quality, , 1991

146. Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Mary Jo Bitner, Servicescapes: The Impact of Physical Surroundings on Customers and Employees, , 1992

147. 서비스품질에 관한 종합적 고찰 : 개념 및측정을 중심으로, 이준엽, 이유재, 서비스 품질에 관한 종합적 고찰: 개념 및 측정을 중심으로, , 1997

148. Relationship Quality inservice Selling: An Interpersonal Influence Perspective, K.R.Evans, Crosby.R.A, Relationship Quality in Service Selling: an Interpersonal Influence Perspective, , 1990

149. A cognitive model of the antecedents and consequences of satisfaction decisions, OliverR.L, A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, , 1980

150. An Alternative View of RelationshipMarketing : A Framework for Ethical Analysis, Takala, An Alternative View of Relationship Marketing: A Framework for Ethical Analysis, , 1996

151. 관계형성 유지에 대한 신뢰와 만족의 매개역할에 관한 연구, 이수형, 이재록, 양희진, 한국마케팅관리학회, "마케팅관리연구, , 2001

152. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis, Robert W.Palmatier, Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis, , 2006

153. Life Stage VersusCareerStage:a Comparative Testofthe Theories ofLevinsonand Super, Ornstein, Slocum, Life Stage versus Career Stage: A Comparative Test of the Theories of Levinson and Super, , 1989

154. Personal and Role-Related Factors in the Development of Organizational Commitment, alutto, Hreginiak, Personal and Role-Related Factors in the Development of Organizational Commitment, , 1972

155. SERVQUAL : A Multi-Item Scale for Measuring ConsumerPerception of Service Quality, PZB, , 1988

156. From Marketing Mix to Relationship Marketing:Towards a Paradigm Shift in Marketing, Gr?nroos, From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, , 1994

157. Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective, Frazier, Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective, , 1983

158. The different roles of satisfaction ,trust ,and commitmentin customer relationships., Johnson, M.S., Garbarino, E.,, "The Different Roles of Satisfaction, , 1999

159. Power and RelationshipCommitment Their Impact on Marketing Channel Member Performance, Nicholson, Brown, , 1995

160. The Effects of Entrepreneur Proclivity and Market Orientation on Business Performance, Ozsome, Mentzer, Matsuno, , 2002

161. 고객만족 및 전환장벽이 점포애호도에 미치는 효과에 관한 연구, 조광행, 임채운, 한국마케팅학회, "마케팅연구, , 1999

162. 한국기업조직에서 부하가 상사에 대해 갖는 신뢰와 불신의 기반, 김명언 ( Myung Un Kim ), 이영석 ( Young Sok Lee ), 한국심리학회, , 2000

163. Age vs. Stage Models of Career Attitudes of Women: A Partial Replication and Extension, Ornstein, , 1990

164. Investments in Consumer Relationships: A Cross-Country and Cross- Industry Exploration, Wulf, Dawn Lacobucci, , 2001

165. Organizationalcommitment, job satisfaction, and turnover among psychiatric technicians, Steers, Bolian, "Organizational Commitment, , 1974

166. Some new thought on conceptualizing perceived service quality; A Hierarchical Approach, Cronin, Brandy, , 2001

167. 서비스산업에서 관계효익과 고객행동의도간의 관계에 관한 연구, 김유경, 서문식, 한국소비자학회, "소비자학연구, , 2006

168. Commitment and Satisfaction in Romantic as associations: A Test of the Investment Model, Rusbult, , 1980

169. Relationship Benefits in Service Industries; A Replication in a Southeast Asian Context, Peterson, Smith, , 2001

170. Perfonnance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships, George, Noordewier, John, , 1990

171. 관계마케팅 실현을 위한 고객만족과 고객몰입에 관한 실증적 연구, 이은미, 박성연, 經營論叢, "경영논총, , 1999

172. A Cross Cultural Study of Switching Barriers andPropensity to Stay with Service Providers, T.Smith, Patterson, , 2003

173. Confidence in Person Perception: Do We Know What We Think About Our Relationship Partners, Swann, Gill, , 1997

174. The effects oftrust and interdependence on relationship commitment: Atrans-Atlantic study, J.B.E.M.Steenkamp, Kumar, L.K.Scheer, , 1996

175. Commitment to Organizations and Occupations: Extension and Test of a Three-Component Model, Meyer, Catherine, , 1993

176. EffectsofRelationshipMarketingonSatisfaction,Retention,andPricesintheLifeInsuranceIndustry, McGee, "Effects of Relationship Marketing on Satisfaction, , 1987

177. Switching Barriers in Consumer Markets; An Investigation of the Financial Service Industry, Lang, Colgate, , 2001

178. Trust as a Commodity in Trust:Making andBreaking Cooperative Relations, Diego Gambetta, ed, Dasgupta, "Trust as a commodity in Trust: Making and Breaking Cooperative Relations, , 1988

179. Testing the Side-Bet Theory ofOrganizational Commitment: Some Methodological Considerations, Meyer, N.J.Allen, Testing the 'Side-Bet Theory' of Organizational Commitment: Some Methodological Considerations, , 1984

180. Organizational Commitment and Job Performance: It's The Nature of The Commitment That Counts, D.N.Jaction, R.D.Goffin, I.R.Gellatly, S.V.Paunonen, Meyer, Organizational Commitment and Job Performance: It's the Nature of the Commitment That Counts, , 1989

181. Customer benefits and company consequences of customer-salesperson relationships in retailing, Beatty, Reynolds, Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing, , 1999

182. Dimensions andTypes of Supervisory Control: Effects on Salesperson Performanceand Satisfaction, Goutam N.Challaglla and Tasaddug A.Shervani,

183. 브랜드 신뢰 경험의 구성 요소와 브랜드 신뢰,브랜드 태도의 관계 분석, 차영란, 허영호, 김기범, "브랜드 신뢰 경험의 구성 요소와 브랜드 신뢰, , 2006

184. 점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구, 조광행, 박봉규, 한국경영학회, "경영학연구, , 1999

185. Customer Service Quality and FinancialPerformance among Australian Retail Financial Institutions, G.Eliot, E.Duncan, , 2002

186. Prioritizing the Dimensionsof Service Quality: An Empirical Investigation and StrategicAssessment, Rosen, Kirk R.Karwan, , 1994

187. Voice, Exit, & Negative Word of Mouth Behaviors: An Investigation Across Three Service Categories, Singh, "Voice, , 1990

188. The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry, Legace, Gassenheimer, Robert D, , 1991

189. Study of the Impacts of ServiceQuality on Relationship Quality in Search Experience CredenceService, Hsieh, Shu Ting Hiang, , 2004

190. Commitment and the control of organizational behavior and belief in Staw, B.M., Salancik, G.R. (Eds), Salancik, "Commitment and the control of organizational behavior and belief in Staw, , 1977

191. 서비스 브랜드, 종업원, 점포 신뢰의 차별적 효과 : 서비스 특성별 비교분석, 김종량, 전남대학교 대학원, "서비스 브랜드, , 2007

192. A concept of Commitment: Alternative Views of Relational Continuity in Business Service Relationships, Young, Sara, , 1995

193. A review and meta-analysis of the antecedent, correlates andconsequences of organizational commitment, Mathieu, Zajac, "A Review and Meta-Analysis of the Antecedent, , 1990

194. Collaborative communication in interfirm relationships, Moderating effects of integration and control, Nevin, Mohr, , 1996

195. Relationship marketing activities, commitment, and membership behaviors in professional associations., Gruen,T.W, Acito,F, Summers,J.O., "Relationship Marketing Activities, , 2000

196. The Impact ofSwitching Costs on the Customer Satisfaction-Loyalty Link:Mobile Phone Service in France, Feick, Lee, , 2001

197. The measurement and antecedents of affective,continuance and normative commitment to the organization, Allen, N. J., "The Measurement and Antecedents of Affective, , 1990

198. The role of dependence balancing in safeguarding transaction- specific assets in conventional channel, George John, Heide, , 1988

199. The Effect of Relationship Marketing Orientation on Business Performance in a Service-oriented Economy, Tse, Yau, Sin, Chow, Lee, , 2002

200. The Development of Investment and Commitment Scales for Predicting Continuity of Personal Relationships, Lund, , 1985

201. A Relationship MaintenanceModel: A Comparison between Managed Health Care and TraditionalFee-For-Service, Johnson, Suh, Barksdale, , 1997

202. Managers as initiators of trust: an exchange relationship for understanding Managerial trustworthy behavior, S.E.Broder, Whitener, J.M.Werner, , 1998

203. RelationshipsBetween Providersand UsersofMarketResearch :TheDynamicsofTrustWithin and Between Organizations, Rohid Deshpande, Moorman, Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations, , 1992

204. The convergence of customer satisfaction and service quality evaluations with increasing customer patronage, 통계청, , 1995

205. The effects of customer satisfaction, relationship commitment dimensions,and triggers on customer retention, Roos,I., Johnson,M.D, Gustafsson,A, "The Effects of Customer Satisfaction, , 2005

206. Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Autcomes, Sohi, Ramsey, , 1997

207. The service provider switching model (SPSM): A model of consumer switching behavior in the services industry, Taylor,S.F., Bansal,H.S, , 1999

208. Predicting Participation and Production 0utcomes Through a Two-dimensional Model of Organizational Commitment, Schoorman, Mayer, , 1992

209. Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality, Kevin, Thurau-Henning, Dwayne, , 2002

210. 서비스 제공자 특성,서비스 및 소비자 특성이 관계혜택에미치는 영향에 관한 연구, 신종칠, "서비스제공자 특성, , 2004

211. Relational Exchange in Services: An Empirical Investigation of Ongoing Customer Service-provider Relationships, Shemwell, Bullard, Cronin, , 1994

212. Trust as a Mediator of theRelationshipbetween OrganizationalJusticeand Work Outcomes:Testof a SocialExchange Model, SamuelAryee, , 2002

213. Reassessment of Expectationsas a Comparison Standard in Measuring Service Quality : Implications forFuture Research, Zeithaml, A.Parasuraman, Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research, , 1994

214. The Effects of Satisfaction and Structural Constraint on Retailer Exciting, Voice, Loyalty, Opportunism and Neglect, Ping, "The effects of satisfaction and structural constraint on retailer exciting, , 1993

215. 고객 재구매의도 결정요인에 관한 연구: 고객가치, 고객만족, 전환비용, 대안의 매력도, 오상현, 김상현, "고객 재구매의도 결정요인에 관한 연구: 고객가치, , 2000

216. Career Stage as a Moderator of the Relationships between Organizational Commitment and its Autcomes: A Meta-analysis, Cohen, , 1991

217. Customer loyalty and the effect of switching costs as a moderator variable: a case in the Turkish mobile phone market, Ozer,G., Arasil,O, Aydin,S, , 2005

218. Two (or more) dimensions of organizational commitment:reexamination of the affective and continuance commitment scales, MeGee, Ford, Two (or More?) Dimensions of Organizational Commitment: Reexamination of the Affective and Continuance Commitment Scales, , 1987

219. 인터넷 쇼핑환경에서의 다차원적 몰입이 고객의 미래이용의도에 미치는 영향에 관한 연구, 추순진, 김상현, , 2003

220. Effects of Word- of -Mouth and Product -Attribute Information on Per suasion : An Accessibility -Diagnosticity Perspective, Pearce, Effects of Word-of-mouth and Product-attribute Information on Persuasion: An Accessibility Diagnosticity Perspective, , 1987

221. A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction, Bolton, A Dynamic Model of the Duration of the Customer’s Relationship With a Continuous Service Provider: The Role of Satisfaction, , 1998

222. CRM이 고객의 행동의도에 미치는 영향 : 고객의 지각된 관계적 편익과 관계몰입의 매개적 역할, 이학식, 임지훈, 한국경영학회, CRM이 고객의 행동의도에 미치는 영향: 고객의 지각된 관계적 편익과 관계몰입의 매개적 역할, , 2003

223. Further Assessments of aThree-Component Model of Occupational Commitment: Generalizability andDifferences Across Occupations, Irving, C.L.Cooper, , 1997

224. Holding Distribution Channel Relationships Together: The Role of Transaction-Specific Assets and Length of Prior Relationship, Weiss, Nancy, , 1997

225. Beyond Service Quality and Customer Satisfaction: Investigating Additional Antecedents of Service Provider Switching Intentions, Bansal, , 1999

226. Affective, Continuance, and NormativeCommitment to the Organization: A Meta-analysis of Antecedents, Correlates,and Consequences, Stanley, Topolnytsky, "Affective, , 2002

227. Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment, Ganesan, Jap, Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment, , 2000

228. 종업원의 고객지향성에 따른 관계 질(만족, 신뢰, 몰입)이 재방문의도에 미치는 영향에 관한 연구, 황선진 ( Sun Jin Hwang ), 황선아 ( Seona A Hwang ), 한국서비스경영학회, "종업원의 고객지향성에 따른 관계 질(만족, , 2005

229. Dynamics of Relationship Development, InK. Mollerand D.T. Wilson(Eds.), Business Marketing: An interaction and network perspective, Moller, Wilson, "Dynamics of Relationship Development, , 1995

230. Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship : The Distributor Perspective, Siguaw, Thomas L.Baker, , 1998

231. Why Customers Stay: Measuring the Underlying Dimensions ofServices Switching Costs and Managing their DifferentialStrategic Outcomes, Beatty, Mothersbaugh, Jones, , 2002

232. Relationship Marketing” In Emerging Perspectives on Service Marketing, Eds., Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah, Berry, "Relationship Marketing” In Emerging Perspectives on Service Marketing, , 1983

233. Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services, P.Patterson, Sharma.N, "Switching Costs, , 2000

234. The Meaning of Commitment in Professional Service Relationships: A Study of the Meaning of Commitment Used by Lawyers and Their Clients, Frow, , 2007

235. The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents, Walker, The Measurement of Word-of-mouth Communication and An Investigation of Service Quality and Customer Commitment as Potential Antecedents, , 2001

236. The Two Sides to Attitudinal Commitment: TheEffect of Calculative and Loyalty Commitment on Enforcement Mechanismsin Distribution Channels, Bello.D, Grilliand, The Two Sides to Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanisms in Distribution Channels, , 2002

237. 서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구 기존고객과 잠재고객의 비교를 중심으로, 이유재, 라선아, 서비스품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구-기존고객과 잠재고객의 비교를 중심으로, , 2003

238. Closeness, strength, and satisfaction: Examining thenature of relationships between providers of financial services and theirretail customers, Barnes, "Closeness, , 1997

239. Investigating the Relationship Between Service Quality. Satisfaction and Switching Intentions In Elizabeth J. Wilson and Joseph. C. Hair(Eds), Bansal, , 1997

240. TheEffect of Relational Constructs on Customer Referrals andNumber of Services Purchased from a Multiservice Provider :Does Age of Relationship Matter?, Verhoef, Janny C.Hoekstra, Philip Hans Franses, , 2002

241. A Longitudinal Test of the Investment Model: The Impact on Job Satisfaction, Job Commitment and Turnover Variations in Rewards Costs Alternatives and Investments, Rusbult, Farrel, "A Longitudinal Test of the Investment Model: The Impact on Job Satisfaction, , 1983

242. The calculus of service quality and customer satisfaction: Theoretical and empirical differentiation and integration, In: T. A. Swartz, D. E. Bowen and S. T. Brown (ed.), Iacobucci, Grayson, Ostrom, "The calculus of service quality and customer satisfaction: Theoretical and empirical differentiation and integration, , 1994

243. Service Quality : Insights and Managerial Implications from the Frontier in Service Quality : New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver, eds, Rust, R.L.Oliver, "Service Quality: Insights and Managerial Implications from the Frontier in Service Quality: New Directions in Theory and Practice, , 1994