온라인.오프라인 채널에 대한 신뢰가 관계결속 및 고객충성도에 미치는 영향에 관한 연구 = Effect of trust in on-line and off-line channel on relationship commitment and customer loyalty

다국어 초록 (Multilingual Abstract)

The purposes of this study are following.
First, we want to review the relationship between trust and precedent variables including shared value, communication and opportunistic behavior in the on-line and off-line channel. Also, we want to build the research model aiming at the trust which enhance the relationship commitment and customer loyalty in on-line channel.
Second, building the relationship among variables from previous research, we develop the research model.
Third, based on the empirical analysis, we want to build the relationship among variables.
Fourth, based on results of analysis, we want to elicit implications for marketing management from the trust in on-line channel in order to enhance the relationship commitment and customer loyalty.
The hypotheses of this study are following.
H_(1): Shared value has a positive effect on the trust.
H_(1-1): Shared value with online channel has a positive effect on the trust in online channel.
H_(1-2): Shared value with offline channel has a positive effect on the trust in offline channel.
H_(2): Shared value has a positive effect on the relationship commitment.
H_(2-1): Shared value with online channel has a positive effect on the relationship commitment with online channel.
H_(2-2): Shared value with offline channel has a positive effect on the relationship commitment with online channel.
H_(3): Opportunistic behavior has a negative effect on the trust.
H_(3-1): Opportunistic behavior of online channel has a negative effect on the trust in online channel.
H_(3-2): Opportunistic behavior of offline channel has a negative effect on the trust in offline channel.
H_(4): Communication has a positive effect on the trust.
H_(4-1): Communication with online channel has a positive effect on the trust in online channel.
H_(4-2): Communication with offline channel has a positive effect on the trust in offline channel.
H_(5): Trust in online channel has a positive effect on the trust in offline channel.
H_(6): Trust in offline channel has a positive effect on the trust in online channel.
H_(7): Trust has a positive effect on the relationship commitment.
H_(7-1): Trust in online channel has a positive effect on the relationship commitment with online channel.
H_(7-2): Trust in offline channel has a positive effect on the relationship commitment with online channel.
H_(8): Relationship commitment with online channel has a positive effect on the customer loyalty to online channel.
Theoretical implications of this study are following.
First, under the multiple channel retailing environment, trust in on-line channel is influenced by the trust in off-line channel that the company is operating. Previous researches couldn't found this result because these researches divided on-line and off-line channel separatedly.
Second, under the multiple channel retailing environment, on-line or off-line relational attributes including shared value, opportunistic behavior and communication have a effect on trust or relationship commitment. This result goes with Morgan and Hunt's research in traditional environment. So, shared value, opportunistic behavior and communication are very important variables having a effect on trust and relationship commitment in not only off-line channel but also on-line channel.
Third, trust and relationship commitment were important mediate variables in multiple channel environment. This result goes with previous researches in single channel.
Managerial implications of this study are following.
First, we need the synthetic management strategy of on-line and off-line channels.
Second, to enhance the customer loyalty in on-line channel, we need to manage the relational attributes in on-line and off-line environment.
Third, trust in the off-line channel has a positive effect on the on-line channel. It means that a bank providing on-line and off-line service has more competitive than a bank providing internet service only.
Limitations of this study are following.
First, our research is mainly aiming at a cross sectional method.
Second, we didn't consider customer's characteristics. We didn't put recognition ability, speciality, acceptance of new technology and propensity of trust into customer's trust in on-line and off-line channels.
Third, our samples are banks operating a internet banking in Korea. However, we need the research treating other sectors and other nations' internet banks because lifestyle of industry has a effect on the development of multiple channels.
Fourth, we used LISREL 8.3 in order to elicit the structure equation model. The serious problem of LISREL is that it treats the model with completed model fitting.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구 목적 = 1
• 제2절 연구 방법 및 범위 = 3
• 제2장 이론적 배경 = 6
• 제1절 다채널소매 = 6
• 1. 다채널소매의 개념 = 6
• 2. 은행의 다채널소매 = 10
• 3. 인터넷뱅킹 = 13
• 제2절 관계속성 = 21
• 1. 공유가치 = 22
• 2. 커뮤니케이션 = 24
• 3. 기회주의 행동 = 26
• 제3절 온라인ㆍ오프라인간 신뢰의 상호작용 = 28
• 1. 신뢰 = 31
• 2. 대리이론 = 43
• 3. 신뢰형성이론 = 44
• 4. 균형이론 = 47
• 5. 온라인ㆍ오프라인간 신뢰의 상호작용에 있어서 연구 토대 = 51
• 제4절 신뢰의 결과 변수 = 55
• 1. 관계결속 = 55
• 2. 고객충성도 = 59
• 제3장 실증분석설계 = 63
• 제1절 연구모형 = 63
• 제2절 가설설정 = 65
• 1. 관계속성과 신뢰 및 관계결속 = 65
• 2. 온라인 채널에 대한 신뢰와 오프라인 채널에 대한 신뢰 = 68
• 3. 신뢰와 관계결속 = 69
• 4. 관계결속과 고객충성도 = 70
• 제3절 변수의 조작적 정의 및 측정 = 71
• 1. 관계속성 = 72
• 2. 신뢰 = 73
• 3. 관계결속 = 74
• 4. 고객충성도 = 74
• 제4절 표본설계 및 분석방법 = 75
• 1. 표본설계 = 75
• 2. 분석방법 = 76
• 제4장 실증분석결과 = 77
• 제1절 표본특성 = 77
• 제2절 신뢰도 및 타당도 분석 = 81
• 1. 신뢰도 분석 = 81
• 2. 타당도 분석 = 83
• 제3절 가설검증 = 87
• 1. 관계속성과 신뢰 및 관계결속과의 관계 = 87
• 2. 온라인 채널에 대한 신뢰와 오프라인 채널에 대한 신뢰 = 95
• 3. 신뢰와 관계결속 = 97
• 4. 관계결속과 고객충성도 = 99
• 5. 가설검증 결과요약 = 100
• 제4절 LISREL 모형 및 최적모형 탐색 = 102
• 1. LISREL분석을 위한 전제조건의 검토 = 102
• 2. 최적모형구축 = 105
• 제5장 결론 = 111
• 제1절 연구요약 = 111
• 제2절 연구결과의 시사점 = 112
• 제3절 연구의 한계점 = 115
• 참고문헌 = 117
• ABSTRACT = 144
• 설문지 = 148