비영리 점포의 고객만족과 고객충성도에 관한 연구 : 아름다운 가게를 중심으로 = (A) study on customer satisfaction and loyalty in non-profit store : focused on 'Beautiful store' as a charity shop

다국어 초록 (Multilingual Abstract)

Upon recent remarkable achievement in information technology and relating science technology, firms have faced rapid changes in business paradigm and intensive global competition. In order to survive and succeed with competitive advantages in the competitive circumstance, firms' marketing strategy has concentrated on customer relationship management which plans, develops, maintains and enhances the long-term relationship with the loyal customers based on customer satisfaction, commitment, and trust.
Non-profit organization(NPO)s are also in the same situation; dramatical increase in number of NPO versa incremental increase in funding to support the NPO operations. It means NPOs are also facing the competition in fundraising. Because of the limited available resources due to competition, NPOs are also changing its philosophy to focus on its customer - volunteer, donors, partnered firms and government agencies, and etc. - as well as users/beneficiaries to survive by demonstrating its performance for the social cause and making stakeholder support their activities.
'Beautiful Store', one of the NPOs in Korea, is a charity shop that was established in 2003 with philosophy of 'distribution and recycling'. The store generally sells the used items donated from citizens, and supports the underprivileged by distributing the operation profit by selling the used items.
This research is prepared for the 'Beautiful Store' to adapt marketing strategic approaches to increase its operation performance for continuos growth to fulfill its foundation philosophy. To accomplish this purpose, this research investigated the relationship and the influence among the antecedents of customer satisfaction (store image, charity image, and customer orientation), relationship quality(customer satisfaction, trust, and commitment), and customer loyalty in the context of NPO, which the relationship and the effect were widely studied in various for-profit businesses.
To explore the relationships, pre-tested questionnaires were distributed to 297 customers of a Beautiful Store in Gyeongnam, Korea during January and February 2010 and usable 217 responses were analyzed for this study.
Except the relationship between customer satisfaction and commitment, the results supported all research hypotheses that the antecedents positively affected customer satisfaction, in turn, customer satisfaction positively affected trust and loyalty, and trust also directly affect loyalty and indirectly affect the loyalty via a mediator of commitment. For the antecedents of customer satisfaction, the customer orientation is the most significant factor to the customer satisfaction with following charity image and store image.
These results indicate that, even in the NPO context, a manager of the Beautiful Store has to concentrate on customer orientation to enhance customer satisfaction, trust, and loyalty which will lead to the increase of organization performance. The managers are also recommended to utilize its store's philosophy as marketing communication for highlighting the charity image to public relations.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 배경과 목적 1
• 제 2 절 연구의 방법 및 구성 7
• 제 2 장 이론적 배경 9
• 제 1 절 비영리 조직의 이해 9
• 1. 비영리 조직의 역할 및 특성 9
• 2. 비영리 조직의 마케팅 12
• 3. 우리나라 비영리 조직의 현황 17
• 4. 자선 점포 및 아름다운 가게 25
• 제 2 절 고객만족과 고객충성도에 관한 선행 연구 29
• 1. 소비자 구매 과정과 고객만족 29
• 2. 고객만족의 선행 변수 30
• 1) 점포이미지 30
• 2) 자선이미지 38
• 3) 고객지향성 46
• 3. 고객만족 53
• 4. 관계품질 62
• 1) 신뢰 66
• 2) 몰입 70
• 5. 고객충성도 74
• 제 3 장 연구 설계 83
• 제 1 절 연구 모형 83
• 제 2 절 연구 가설 84
• 1. 고객만족의 선행 변수 84
• 2. 관계품질과 고객충성도 간의 관계 86
• 제 3 절 조사 설계 89
• 제 4 장 실증 분석 92
• 제 1 절 응답자 특성 92
• 제 2 절 신뢰성 분석 95
• 제 3 절 타당성 및 상관관계 분석 96
• 1. 확인 요인 분석 96
• 2. 타당성 분석 97
• 1) 집중 타당성 97
• 2) 판별 타당성 99
• 3. 상관관계 분석 100
• 제 4 절 구조방정식 모형 분석 101
• 1. 경로 분석 및 가설 검정 101
• 2. 가설 검정 결과 해석 103
• 3. 추가 분석 107
• 제 5 장 결론 및 시사점 110
• 제 1 절 연구 결론 110
• 제 2 절 연구의 시사점 113
• 제 3 절 연구의 제약 및 향후 연구 방향 117
• 참 고 문 헌 120
• Abstract 147
• 설문지 149

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229. Commitment and vulnerability in B2B relationship selling in Hong Kong institutional insurance service industry, Leung, Wong, Pae, , 2008

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232. On the impact of loyalty cards on store loyalty: Does the customers' satisfaction with the reward scheme matter?, Demoulin, Zidda, , 2008

233. 인터넷 뱅킹의 서비스품질이 e-서비스가치 및 고객만족과 고객충성도에 미치는 영향, 박민영, 신재익, 정기한, 디지털산업정보학회, , 2009

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239. 공공도서관의 효율성 비교 분석 -서울시 및 6대 광역시의 102개 공공도서관을 대상으로 -, Kim, Sun-Ae, 김선애, 한국문헌정보학회, , 2007

240. 수입건설기계의 서비스품질에 대한 고객가치와 고객만족이 재구매 의도에 미치는 영향, 오기섭, , 2008

241. 지각된 의료서비스와 전환장벽이 관계품질과 서비스충성도에 미치는 영향에 관한 연구, 장원재, , 2007

242. Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay, W.D.Hoyer, Homburg, , 2005

243. Mission or money? Competitive challenges facing public sector nonprofit organization in an institutionalized environment, Dolnicar, Irvine, Lazarevski, , 2008

244. Relationship between organizational support, customer orientation, and work outcomes: A study of frontline bank employee, Yavas, Babakus, "Relationship between organizational support, , 2010

245. 비영리기관 서비스의 재이용의도에 미치는 통합마케팅 요인들의 구조적 관계에 대한 연구, 박성복, , 2010

246. 비영리조직의 정책참여 활성화방안 연구 : 환경정책에서 민간환경단체의 역할을 중심으로, 김성완, 배재대학교, , 2003

247. 웹사이트품질이 고객만족과 충성도에 미치는 영향: 인터넷 뱅킹의 신뢰와 몰입의 조절효과, 강병서, 조철호, , 2009

248. An empirical investigation of the link between market orientation and business performance in non-profit service providers, Shields Jr, O.W, Kara, , 2004

249. Quality, value, satisfaction and loyalty amongst race groups: A study of customers in the South African fast food Industry, Terblanche, C.Boshoff, "Quality, , 2010

250. 비영리기관의 지배구조와 의사결정체계에 관한 연구: 사회복지공동모금회 사례를 중심으로, 이태수, , 2008

251. Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece, Chatzipanagiotou, Theodoridis, , 2009

252. 판매원전문성, 브랜드이미지 및 고객화가 관계품질과 재구매의도에미치는 영향에 관한 연구, 배상중, "판매원 전문성, , 2006

253. Internal Benefits of Service Worker Customer Orientation: Job Satisfaction, Commitment and Organizational Citizenship Behaviors, John C.Mowen, Donovan, "Internal benefits of service worker-customer orientation: job satisfaction, , 2004

254. 비영리조직의 기부금 조성을 위한 간청 전략에 관한 연구 : 동일시의 두가지 차원을 매개변수로, 노정식, 노정식, 연세대학교 대학원, , 2008

255. 지방정부의 사회적 자본 형성에 있어 NGO의 역할에 관한 연구: 서울시 시정 참여사업을 중심으로, 이길모, , 2006

256. Are loyal customers profitable Customer satisfaction, customer(action) loyalty and customer profitability at the individual level, Helgesen, "Are loyal customers profitable Customer satisfaction, , 2006

257. Relationship quality, relationship marketing, and client perceptions of the levels of service quality of charitable organizations, Bennett, Barkensjo, "Relationship quality, , 2005

258. Competitive environment, market orientation, and the use of relational approaches to the marketing of charity beneficiary services, Bennett, "Competitive environment, , 2005

259. 골프투어 이용객의 선택속성이 골프장 서비스 품질, 고객 만족, 그리고 재구매 행동에 미치는 영향, 최윤동, 경희대학교, "골프투어 이용객의 선택속성이 골프장 서비스 품질, , 2008

260. 인터넷 쇼핑몰 사이트 이미지가 사이트 태도와 감정적 반응 및 재방문의도에 미치는 영향에 관한 연구, 조우경, 조우경, 인하대학교 일반대학원, , 2008

261. The role of technological and organizational innovation in the relation between market orientation and performance in cultural organization, Carmen, Jose, , 2008

262. 비영리조직 소명과 기금조성활동 메시지의 의미와 유형에 관한 연구: 사회서비스 비영리조직을 중심으로, 김찬아, 한국언론학회, , 2006

263. Intra-organizational marketing culture and market orientation: A case study of the implementation of the marketing concept in a public library, Harrison, Shaw, , 2004

264. Retail store image, bona fide occupational qualifications, and job discrimination: Establishing the essence of the business for retail organization, Borna, Stearns, Smith, Emamalizadeh, "Retail store image, , 2008

265. 쇼핑가치측정모형의 개발과 쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구 : 백화점 쇼핑을 중심으로, 정선태, 정선태, 인하대학교 일반대학원, , 2008

266. 비영리조직의 이미지가 기부에 미치는 영향에 관한 연구 :효과적인 기금 개발을 위한 비영리조직의 이미지 홍보 중심으로, 조민지, , 2008

267. 비영리 사회복지조직에 대한 사회복지공동모금회 재정지원에 영향을 미치는 요인: 서울사회복지공동모금회의 신청사업을 중심으로, 노연희, , 2009

268. The costs and benefits of the Internet as a marketing and communications tool: The attitudes, perceptions, and experiences within the non-profit environmental sector in Scotland, Burnett, Illingworth, William, "The costs and benefits of the Internet as a marketing and communications tool: The attitudes, , 2002

269. 비영리기관에 대한 개인기부자들의 기존경험만족이 기부행위에 미치는 영향 : 관계의 질의 매개적 역할과 상호호혜성의 조절적 역할을 중심으로, 정민주, 이화여자대학교 대학원, , 2008