관계마케팅 요인이 관계의 질과 백화점 애호도에 미치는 영향 = (A) Study on the effect of relational factors on relation quality and store loyalty

다국어 초록 (Multilingual Abstract)

Since the last years relationship marketing has been introduced within service marketing area more efficient, profitable and long-tern marketing can be achieved by focusing on present customers instead of concentrating on attracting new ones.
The purpose of this study is to offer a general background of relationship marketing which has been developed as an alternative way of handling marketing in Department store during the last years. The traditional marketing paradigm .had not been able to provide us with an understanding concerning reciprocal interaction between the service providers and customers and network approach within marketing is based on the assumption that long-term relationships are basis for firms wanting to satisfy their customers and manage prosperous business in the long run.
As the weaknesses of the traditional approach become apparent, new concept of relationship marketing is employing a strategic perspective intended to develop Customer commitment in a way that can not easily be duplicated by other competitors.
The department store has become more interested in developing loyal customers through relationship marketing, in recent years but that initiative has progressed advanced only by fits and starts.
This study of relationship marketing focuses on furture performances- a relationship marketing activities built on relationship quality between the customer and department store.
In this study, I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches. I have established the hypotheses to answer the research questions. To test them empirically, I collected 236 questionnaires from the customers residing in Kwang-Ju.
I have also examined the validity and reliability of variables and found them to be very satisfactory. In order to evaluate the influence I have conducted LISREL.
The results of conducting LISREL shows that the appropriateness of the model study is very satisfactory: accordingly, the model seems to be useful in the relationship marketing, Relation quality and loyalty in department store. I wish to suggest the following:
First, It is necessary for all the service providers to recognize that what they are assigned to do is offering services. The competition in department store is not confined to the additional service goods, but can attain the superiority through the communication with customers. Second, It is necessary to pay more attention to the circumstances in which the department store do the services. It should be kept in mind that the customers coming into department store are not the passive ones who lacks of critical opinions on the services they come to get.
Therefore, when the department store offers its services it is necessary fot it to concern greatly about the customer's comfort and convenience as a top priority to make it real the department store is always actively trying to provide high quality services for its customer through mailing services, advertisements,
All of the activities are closely related not only with customer satisfaction with the department store service, but also with the information by word of mouth, thus making it possible to form a friendly bound between the department store and its customers.
Therefore, It's crucial to come up with an astute marketing strategy to meet the customer's needs and wants properly.
In this study I have suggested a model of research without taking into account all the variables in close connection with the complicated relations between the department employees and their customer. Although all research materials employed in the questionnaire are the ones exploited by the author himself, I hope that they are reliable and appropriate as well.
Finally, it is my sincere desire that the follow-up studies in this field of study will be made to overcome the limitations I have faced in this research.

목차 (Table of Contents)

• 목차 = ⅰ
• ABSTRACT = ⅴ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구의 방법 및 범위 = 3
• 제2장 이론적 배경 = 5
• 제1절 관계마케팅에 대한 이론적 고찰 = 5
• 1.1 관계마케팅 이론의 생성 = 5
• 1.2 관계마케팅 의의 = 8
• 1.3 관계마케팅 특징 = 9
• 1.4 관계마케팅에 대한 기존 연구 동향 = 11
• 제2절 백화점의 관계마케팅연구 = 15
• 2.1 백화점의 관계마케팅의 의의 = 15
• 2.2 백화점의 관계마케팅 발전과정 = 18
• 제3절 점포이미지에 대한 기존연구의 고찰 = 21
• 3.1 점포이미지의 정의 = 21
• 3.2 점포이미지 구성요인 = 23
• 제4절 관계의 질 구성요인 = 24
• 4.1 신뢰 = 24
• 4.2 고객만족 = 27
• 제5절 애호도 = 30
• 5.1 애호도의 정의 = 30
• 제3장 실증연구 설계와 연구방법 = 32
• 제1절 연구모형의 설계 = 32
• 제2절 가설설정 = 33
• 2.1 서비스 제공자 특성 = 33
• 2.2 점포 이미지 = 34
• 2.3 관계 지향적 요인 = 35
• 2.4 신뢰와 만족간의 관계 = 37
• 2.5 신뢰 및 만족과 애호도 간의 관계 = 37
• 제3절 변수의 조작적 정의와 측정 = 39
• 3.1 외생변수 = 39
• 3.2 내생변수 = 40
• 제4장 자료분석과 가설검증 = 42
• 제1절 자료의 특성 = 42
• 제2절 신뢰성 및 타당성 분석 = 44
• 2.1 외생변수의 요인분석 및 신뢰도 분석 = 45
• 2.2 내생변수의 요인분석 및 신뢰도 분석 = 47
• 제3절 가설 검증 = 48
• 3.1 공변량 구조분석에 의한 가설검증 = 48
• 제4절 분석결과의 요약 = 62
• 제5장 결론 = 65
• 제1절 연구의 요약 및 시사점 = 65
• 제2절 연구의 한계점 및 미래연구 = 67
• 참고문헌 = 68
• 설문지 = 72