소매서비스업에서의 고객참여행동 및 시민행동과 몰입의 관계

안진우 한국마케팅관리학회 2014 마케팅관리연구 Vol.19 No.4

It is estimated that customer participation behavior(CPB) and customer citizenship behavior(CCB) play important roles to improve the service quality in service delivery and production process. However, they are different in terms of characteristics; CPB is a mandatory role of customer in service delivery and production process, while CCB is a volunteer role of customer. It is necessary that we need deeply to examine the path relationships between relationship marketing variables and CPB & CCB which have different roles and characteristics respectively in service, even though we know that CPB and CCB could influence customer-firm relationship development and relationship outcome positively. Especially, a relationship meditating variable, relationship commitment needs to be considered when examining the path relationships between CPB & CCB and relationship marketing variables, because it can be divided into three different dimensions. This means that we need to examine the differences of relationships between CPB & CCB and various dimensions of commitment: normative, continuous, and emotional commitment. The reason is that CPB as a mandatory role is closer to normative commitment, while CCB as a volunteer role is more related to emotional commitment. Thus, by identifying the path relationships between CPB & CCB and three dimensions of commitment, firms can establish the proper relationship strategies what and how they can stimulate or use CPB and CCB for the efficient relationship marketing outcomes in service. As results, normative, continuous, and emotional commitment of relationship commitment have positive influences statistically on CPB respectively. Also, continuous and emotional commitment variables influence on CCB positively, except normative commitment. As hypotheses, normative commitment has the most impact on CPB among three variables. On the other hand, continuous and emotional commitment influence on CCB more than normative commitment. Thus, service providers should stimulate normative commitments of customers to improve CPB, but on the other side they could use continuous and emotional commitments of customers to upgrade CCB, not normative commitment. 고객참여행동(CPB)과 고객시민행동(CCB)은 서비스마케팅 분야에서 서비스품질 향상을 위한 고객의 중요한 역할로 인식되고 있다. 그러나, 이 두 가지 고객행동은 성격적으로 많은 차이를 보이는데, CPB는 서비스의 전달 및 생산과정에서의 고객의 필수적인 역할로 이해되는 반면, CCB는 고객의 자발적인 역할로 이해되고 있다. 서비스분야의 관계마케팅 상황에서 이 두 가지 고객의 역할은 고객-기업 간의 관계발전과 관계성과에 영향을 미치는 것으로 나타나고 있지만, 두 고객역할의 성격적 차이에 따라 관계마케팅관련 변수와의 영향관계를 깊이있게 살펴볼 필요성이 있다. 그 중에서도 관계적 매개변수로 언급되는 몰입은 CPB 및 CCB와 관련성을 가지는 것으로 밝혀지고 있지만, 세 가지 차원으로 구성된 몰입과 CPB 및 CCB의 영향관계는 각각의 특성에 따라 다를 수 있다. 왜냐하면, 필수적인 성격인 CPB는 감정적 몰입보다는 규범적 몰입과 성격적으로 가깝고, 자발적인 성격인 CCB는 규범적 몰입보다는 감정적 몰입과 성격적으로 더 가깝기 때문이다. 따라서, 효율적인 서비스분야의 관계마케팅 성과를 위해서는, 몰입의 세가지 차원과 CPB 및 CCB의 영향관계를 규명함으로써, 이러한 두 가지 고객의 역할을 어떻게 자극․활용할 수 있는지에 대한 명확한 이해가 요구된다. 연구의 결과, 일차적으로 관계몰입의 세 가지 차원인 규범적 몰입, 지속적 몰입, 감정적 몰입은 CPB에 모두 유의한 긍정적 영향을 미치는 것으로 나타났으며, CCB에는 규범적 몰입을 제외한 지속적 몰입과 감정적 몰입이 유의한 긍정적인 영향이 있는 것으로 나타났다. 가설검정과 관련하여 경로 간 차이를 검증한 결과, CPB에는 규범적 몰입이 가장 큰 영향력을 미치는 것으로 나타나, CPB를 향상시키기 위해서는 지속적 몰입 및 감정적 몰입보다 규범적 몰입을 활용하는 것이 더욱 효율적인 것으로 나타났다. 또한, CCB에는 감정적 몰입 및 지속적 몰입이 중요한 영향을 미치는 것으로 나타났다. 즉, CCB는 CPB와 달리 규범적 몰입보다는 지속적 몰입 및 감정적 몰입을 활용하는 것이 CCB를 향상시킬 수 있는 효율적인 방법임을 말해주는 것이다.

관계몰입의 결정요인: 관계효익, 핵심품질, 그리고 관계만족

이용기,유동근,정연국 한국고객만족경영학회 2008 고객만족경영연구 Vol.10 No.1

This research is to examine the relative impacts of relational benefits (social, confidential, and special treatment benefits) and core quality (core product and core service quality) on relationship satisfaction and relationship commitment (emotional, behavioral, and temporary commitment) in hotel and family restaurant context. In order to empirically investigate the proposed model, the data were collected from 300 respondents randomly selected from among the customer members who use the hotel and family restaurant if he or she agreed to participate in the survey. To test unidimensionality of the measures of each construct we employed scale refinement procedure. The results of reliability test with Cronbach's α, and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, convergent and discriminant validity of the measures was warranted from the result of comparisons of correlation analysis and measurement model analysis. The data were analyzed with structural equation modeling with LISREL 8.7W and SPSS Win/PC+ 12.0. The results and implications are follows: First, core quality had an effect on relationship satisfaction, but relational benefits did not have a significant effect on relationship satisfaction. Second, relational benefits had a positive effect on affective commitment, but core quality did not have a positive effect on emotional commitment. Third, relationship satisfaction had an effect on affective and temporary commitment, but did not have a significant effect on behavioural commitment. Finally, affective commitment had a positive effect on behavioral, and, in turn, increase temporal commitment. This study found what factors play in the process of developing commitment from the relational approach and the core service one. That is, the findings specify clearly the mechanism that customers use in understanding of organization-customer relationship in service industries. In this regard, this research was to meet the call of previous studies (eg., Iacobucci et al., 1994; Butcher, Sparks, and O'Callaghan, 2003), which suggest that marketing scholars should focus more on managerially relevant constructs that are associated with firm-customer interaction. The results suggest that both relational benefits and core quality concepts should be regarded as the core of relationship-oriented marketing concept and indispensable for gaining a short- and long-term relationship. The finding indicates that core service quality is still significant and substantial driver of customer satisfaction. It shows that improving core quality perceptions leads to higher satisfaction, and, ultimately to stronger commitment. In addition, relational benefits contribute to explain the relationship of firm-customer in service setting. This implies that relational benefits are well placed to provide managers with a useful predictive tool. This also provides insights with managers that customers who maintained a service relationship with a specific service employee are likely to be more loyal. In summary, the findings tell us somewhat about why the customer satisfied. In other words, this study explain that customer's decision for entering into and maintaining a long-term with service firm is driven by their assessment of the core quality and the relational benefits' aspects. Thus, the challenge facing service researchers is to investigate which factors influence the strength of the firm-customer relationship. The findings also are likely to support the Iacobucci et al.'s (1994) work, which explained overall satisfaction could be improved by either core quality or the friendly peripherals being good. It is also interesting to note that relationship satisfaction mediates the effect of core quality on the outcome variables such as affective, behavioral, and temporary commitment. These results imply that the development of relationships based on satisfaction and commitment (social approach) throu... 본 연구는 관계만족과 관계몰입(감정적, 행동적, 그리고 지속적 몰입)에 대한 관계효익(확신적, 사회적, 그 리고 특별대우 효익)과 핵심품질(제품품질, 서비스품질)의 영향을 호텔과 패밀리 레스토랑 상황을 맥락으로 하여 실증 분석하였다. 제안된 모형을 검증하기 위하여 호텔과 패밀리 레스토랑을 이용하는 회원 고객 300명 으로부터 자료를 수집하여 분석하였다. 분석 결과는 다음과 같다. 첫째, 핵심품질은 관계만족에 직접적으로 영향을 미치나, 관계효익은 관계만족 에 영향을 미치지 않는 것으로 나타났다. 둘째, 관계효익은 감정적 몰입에 직접적으로 영향을 미치나, 핵심품 질은 영향을 미치지 않는 것으로 나타났다. 셋째, 관계효익과 핵심품질은 행동적 몰입에 직접적으로 영향을 미치지 않는 것으로 나타났다. 넷째, 관계만족은 감정적 몰입과 지속적 몰입에 유의한 영향을 미치나 행동적 몰입에는 영향을 미치지 않는 것으로 나타났다. 다섯째, 감정적 몰입은 행동적 몰입에 영향을 미치며, 그 결 과, 지속적 몰입을 증대시키는 것으로 나타났다. 마지막으로, 본 연구의 시사점, 토의내용, 그리고 연구의 한 계점과 향후 연구방향이 제시되었다.

The Effects of Service Quality and Relationship Benefits on Relationship Commitment and Customer Loyalty in Membership Fitness Club

오상현,이화석,Su Jin Kim 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.3

Relationship marketing is not a new phenomenon, but is now one of the most important topics in marketing academia and the business community. For marketing practitioners, greater benefits may arise by perceiving relationship marketing as an underlying philosophy of caring for customers. In the Academy, many scholars have suggested a new marketing paradigm based on relationship marketing. The rationale behind relationship marketing is to create, enhance, and maintain relationships with customers. Increasing and securing loyalty is central to many corporate strategies because obtaining new customer is costly and customer retention is connected to long-term profitability. Commitment is recognized as the key component in the relationship marketing paradigm and social exchange theory. The health care industry is one of the world's largest and fastest-growing industries. The modern health care sector is divided into many sub-sectors, and depends on interdisciplinary teams of trained professionals and paraprofessionals to meet health needs of individuals and populations. The objective of this paper is to establish a theoretical basis for evaluating a strategic increase in customers' perceptions of service quality (technical quality and functional quality) and relationship benefits – specifically in terms of an increase in relationship commitment and customer loyalty in membership fitness club and to test this theoretical basis empirically. The present study focuses on relationship commitment. Also this study identifies antecedents and consequences of relationship commitment. In so doing, the aim is to underline the effect that service quality and relationship benefits have on relationship commitment and customer loyalty. The present study empirically tests the formulated model – to establish the effects of service quality and relationship benefits on relationship commitment and customer loyalty in membership fitness service setting. Research model was tested sub-sector of health care industry. The basic objective of the empirical part is to test the model among users of the services of gym, health and fitness. More specifically we chose the users of two membership fitness clubs, located in Daegu (Korea). Research fitness clubs operate fitness and recreational sports facilities featuring exercise and other active physical fitness conditioning or recreational sports activities, such as swimming, racquet sports and golf. Firms are also involved in facilities management and fitness instruction. The selection of the sample was random, a random route in each fitness club being established for each of the interviewers. The average duration of the interviews was ten minutes. Finally, 254 usable responses were gained. To test the hypotheses in this study, we estimated the fit and parameters of the models through covariance structural analysis. The parameters of the overall model used maximum likelihood estimation, and the fit of the model resulted as χ² (94 d.f)= 329.52(p=.000), GFI=.94, AGFI=.93, RMR=.022, NFI=.92, CFI=.94. Compared to general evaluation standards, this failed to meet the χ² value. But it’s enough to explain the relations among variables since GFI, NFI, CFI turned out to be .95, .92, and .94, respectively. All hypotheses are supported by the data. They suggest that technical quality, functional quality, and relationship benefits significantly influence relationship commitment toward using fitness club. Relationship benefits directly influence relationship commitment and customer loyalty, and indirectly influence customer loyalty through mediator of relationship commitment. Also, the empirical results confirmed that relationship commitment plays a strong, central role in determining customer loyalty. Sound expertise performance (technical quality) is a necessary but not sufficient condition to retain customer. Because of the general lack of knowledge among customers, the service provider needs to recognize t...

서비스 관계투자와 고객 충성도 관계: 관계몰입과 신뢰의 인과적 역할

최철재 한국무역연구원 2019 무역연구 Vol.15 No.6

Purpose - The purpose of this study is to identified the influence of relationship quality components in relationship between relationship investment and customer loyalty in service setting. Specifically, this study explains the causal role of trust and relationship commitment by verifying the effects of constructs such as trust and relationship commitment on customer loyalty such as attitudinal loyalty, word-of-mouth, and repurchase intention. Design/methodology/approach - A questionnaire survey was conducted 270 customers who had experienced in the tourism service industry, and confirmed validity and reliability of the data by using SPSS 21.0 and AMOS 21.0 statistic packages. The research hypothesis was obtained using by structural equation modeling analysis(SEM). The variables used were service relationship investment, relationship quality components such as satisfaction, trust, relationship commitment and customer loyalty such as attitudinal loyalty, word-of-mouth intention and repurchase intention. Findings - The results of this study revealed that service relationship efforts had a positive effect on satisfaction and that satisfaction had a positive effect on both trust and relationship commitment. Moreover trust had a positive effect on relationship commitment and on all customer loyalty variables such as attitudinal loyalty, word-of-mouth intention, and repurchase intention, while relationship commitment had a positive effect on word-of-mouth intention, but not on attitudinal loyalty and repurchase intention. Finally, there was a positive effect on customer loyalty variables such as attitudinal loyalty, word-of-mouth intention, and repurchase intention. Research implications or Originality - In order to strengthen customer loyalty, it is vital to by provide various forms of relationship investment aimed at establishing long-term relationships with profitable customers. Thus, service firms and service providers have to raise the level of relationship quality such as trust and relationship commitment. In particular, since trust can increase attitudinal and behavioral loyalty, service providers have to plan and execute service marketing strategies to raise the level of trust perceived by customers.

기업간(B2B) 거래에서의 다차원몰입에 관한 연구

윤만희(Mahn Hee Yoon),김동복(Dong Bok Kim) 한국경영학회 2008 經營學硏究 Vol.37 No.5

Relationship commitment between industrial buyers and sellers has received great attention from both academics and practitioners. It has been a key issue in the relationship marketing paradigm and has been argued to be an important asset for its substantial competitive advantage. The commitment is central to successful relationship marketing. For this reason, industrial marketing has focused on identifying and examining the relevant antecedents of relationship commitment, such as trust, shared value or similarity, expertise, dependence or alternative availability, and possible consequences such as intention or propensity to continue relationship, switch intention or propensity to terminate relationship, and cooperation. Despite such abundant studies, still something remains unexplored about possible applications or refinement of relationship commitment. Recent studies in organizational behavior and marketing have found commitment to be a multi-faceted construct. B2B marketing studies in Korea have almost exclusively focused on a more affective kind of commitment, neglecting other but important nature of commitments, such as calculative commitment and normative commitment. The multi-dimensional conceptualization of commitment creates the possibility that, depending on the type of commitment examined, the magnitude and the direction of effect will be different in its relationship with other theoretical variables. This paper identifies three-component commitment (affective commitment (AC), calculative commitment (CC), and normative commitment (NC)) in business-to-business transactions, and examines how major relational variables trust and dependence affect the three commitments and then how these commitments have effect on the relationship continuance intention. In the empirical study involving both textile-dyeing firms and their trading local exporters, our results supported the generalizability of Meyer and Allen`s (1997) three-component conceptualization of commitment to B2B context. A series of confirmatory factor analyses confirmed that three-factor model of commitment is better structure than alternative two-factor or one-factor model and retains sufficient discriminant validity among three commitments. After empirical differentiation of commitment, we tested our hypotheses in two separate samples and found strong evidence that, overall, both trust and dependence have significant effect on the three commitments. The magnitude and the direction of the effects differ depending on the type of commitment. Similar results also found in the effects of the commitments on relationship continuance intention. Dependence and trust showed some interaction effect on affective commitment in both samples but need further account of direction of the interaction. Also more research is needed to examine the interaction effect of different commitment components.

국내 패션기업과 협력업체와의 관계에서 신뢰와 몰입에 영향을 미치는 변인 : 관계 기간의 조절 효과

박나리 ( Na Ri Park ),박재옥 ( Jae Ok Park ) 복식문화학회 2013 服飾文化硏究 Vol.21 No.2

This study examined regarding the moderating effect of length of relationship in the relationship among the antecedent variables (i. e, specific investment, opportunistic behavior, communication, uncertainty, interdependence, power imbalance, shared value, and flexibility) of trust and commitment, trust and commitment and firm performance and relationship satisfaction. A total of 128 apparel manufacturers participated in this study. Flexibility exerted the most positive effect on trust in short-term relationship, followed by specific investment. And opportunistic behavior was found to exert negative effect on trust. Commitment was found to be most negatively affected by power imbalance, followed by interdependence. Trust was shown to be significantly affected by communication, shared value and flexibility in short-term relationship. In the case of long-term relationship, commitment was shown to be significantly affected by uncertainty, interdependence, power imbalance and flexibility. Firm performance was positively affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. In case the length of relationship, firm performance was affected by both trust and commitment. As for the effect of trust and commitment on relation ship satisfaction, relationship satisfaction was also affected by both trust and commitment. The result of this research provides valuable data for making a concrete suggestion regarding the strategy for improving trust and commitment for the sake of the desirable relationship between apparel manufacturers and contractors.

프랜차이즈 가맹본부와 가맹점 간 이해관계불일치가 관계몰입과 관계성과에 미치는 영향

이호택 한국유통과학회 2017 유통과학연구 Vol.15 No.2

Purpose – Domestic franchise market has been grown steadily, reaching 50 trillion won in sales and 3,360 franchise headquarters in 2014. A franchise system is an effective business system for the franchisees to lower the failure rate due to the fact that the inexperienced entrepreneurs are supported by their headquarters through the franchisee contract. However, there are also conflicts between franchiser and franchisee behind the quantitative growth of domestic franchise industry. Therefore, it is very important to structure the causes of conflicts and to examine the effect of factors on the relationship commitment and performances. Research design, data, and methodology - In this study, the author divides the composite incompatibility between the franchise and the franchisee into goal incongruity, domain dissensus, and perceptual differences, and examines each dimension to the relationship with commitment and performances. To verify the proposed research model and test hypotheses, the author selected 200 franchise responses in food and beverage industry. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program. Results – The empirical findings provide goal incongruity and perceptual differences have a negative effect on the affective commitment, but not the calculative commitment. In addition, affective commitment and calculative commitment are found to have a positive effect on re-contractual intention and extended brand shop running intention, respectively. Affective commitment have a stronger effect on re-contractual intention than calculative commitment. Conclusions - First of all, the fact that goal incongruity and perceptual differences negatively affect the affective commitment, but it does not affect the calculative commitment. It means the relationship commitment in distribution channel are multi-dimensional concept that may be attributed to emotional or affective dimensions but may exist in terms of necessity or power-dependence. Second, the level of relationship commitment such as affective and calculative commitment to franchise headquarters positively affects the re-contractual intention and franchiser’s extend brand shop running intention suggest that franchiser should encourage and support existing franchisee’s commitment. Third, the fact that affective commitment has a greater effect on relationship performance than calculative commitment means to induce franchisee’s affective commitment and to prevent the inconsistency between goals and perceptual differences.

고객가치가 관계품질 및 고객충성도에 미치는 영향: 치과병·의원을 중심으로

이수욱,차은광 한국유통과학회 2014 유통과학연구 Vol.12 No.2

Purpose - Recent rapid environmental changes in the hospital industry are accelerating the spread of customer satisfaction management. Customers’ desires have become diversified and advanced; in the past, customers tended to preferred popularized and standardized care, whereas they now prefer individualized and differentiated care, based on an increase in income. Specifically, this study tries to analyze the mediating effects of factors that affect the configuration portion of customer value and relationship quality (customer trust and relationship commitment) by investigating the impacts and configuration factor of customer value on relationship quality and determining how these factors impact customer loyalty directly or indirectly. Research design, data, and methodology - This study aims to determine the customer value factors that impact the perceptions of dental hospital customers, how these factors impact relationship quality and customer loyalty, and the causal relationship of these factors, and to verify the research model based on previous research. To increase the validity and reliability of the questionnaire, the authors of this study constructed basic questions using measurement tools already verified for reliability and validity in existing studies. In this study, customer value is defined as customers’ recognizing value by exchanging goods or services and is measured using a five-point Likert scale using 19 questions about the 4-Ds, such as convenience value, quick service, response value, and trustworthiness. For each question, “very low” was set at 1 point and “very high” at 5 points. Customer trust, relationship commitment, and customer loyalty are also measured using a five-point Likert 5-point scale (1 = very low, 5 = very high) based on previous studies. Results - For customer value, trustworthiness and quick service are shown to have direct significant positive impacts on customer loyalty. For customer value and quality of the relationship (customer confidence and commitment), trustworthiness, response value, confidence value, and quick service are shown to have a significant positive impact on customer truth, in order of impact. For the relationship between customer value and commitment, quick service and response value are shown to have significant positive impact. Customer confidence has a very high positive influence on commitment. For the relationship between the quality of the relationship (customer confidence and commitment) and customer loyalty, customer confidence is shown to have more of an impact than commitment, in terms of a direct influence of customer loyalty. Commitment showed a positive impact on customer loyalty. For the relationship between customer confidence and customer loyalty, commitment showed a mediating effect. Conclusions - Many additional variables could apply; this study focused on customer value, quality of the relationship, and customer loyalty. In particular, there will be significant value in identifying the relationships among customer value, relationship quality, and customer loyalty by using impact factors for customer value; ensuring external validity by expanding denotation and applying the findings to other service industries; and undertaking continuous research. This study has limited generalization potential because the target for this survey was located only in the Seoul area.

THE ROLE OF LUXURY BRAND ATTACHMENT ON CONSUMER BRAND RELATIONSHIP

Anwar Sadat Shimul,Michael Lwin,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study aims to investigate the role of luxury brand attachment on consumer brand relationship by examining the relationship with trust, commitment, satisfaction and loyalty. This also examines the interrelationships among trust, commitment, satisfaction and loyalty from luxury branding context which provides a good number of theoretical and practical implications. Introduction The global luxury market exceeded $1 trillion in the year 2015 with a 5% annual growth (Bain & Co., 2015). However, industry experts predict that the luxury industry will face challenges in upcoming year primarily due to the economic instability and turmoil in the global foreign exchange market (Robert, 2015). Therefore, the luxury brand executives should carefully target their future consumer segment to sustain the current growth (Luxury Society, 2015). Earlier studies demonstrate that consumers seek various types of emotional benefits from luxury brands such as status seeking (Nelissen & Meijers, 2011), hedonic pleasure (Tsai, 2005), feeling good (Aaker, 1999), pleasurable experience (Atwal & Williams, 2009), mental peace (Silverstein & Fiske, 2003), and impressing others (Wiedmann, Hennigs, & Siebels, 2009). Moreover, these emotional benefits create a comprehensive and memorable experience in terms of ownership and consumption of luxury brands (Choo et al., 2012). Therefore, luxury brand marketers should emphasize more on emotional attachment for building a long term and sustainable customer relationship (Orth et al., 2010). Research Gap Existing literature on consumer-brand relationship mostly considers cross-cultural issues (Chang & Chieng, 2006), reviving brand loyalty (Fournier, 1997), consumer attitude (Aggarwal, 2004), satisfaction (Sung & Choi, 2006), self-brand connection (Cheng et al., 2012), trust-based commitment (Hess & Story, 1995) and such other dimensions on brand evaluation (e.g. Swaminathan et al., 2007). Few studies have considered luxury products (Hodge et al., 2015) and the role of emotional aspects (Hwang & Kandampully, 2012) in the consumer-brand relationship. Still, there is a lack of empirical support for understanding the role of luxury brand attachment into the construct. This research will attempt to fulfil these research gaps. Conceptual Model and Hypotheses Psychological theories explain attachment as the tie between a person and an object or any other components (Bowlby, 1979; Hazan & Shaver, 1994). Brand attachment is defined as a long-term and commitment oriented tie between the consumer and the brand (Esch et al., 2006). The conceptualization of luxury brand demonstrates that the inherent traits of luxury brands are distinctiveness, high transaction value, superior quality, inimitability, and craftsmanship; and luxury brand consumption is mostly emotion laden (Nueno & Quelch, 1998). Based on the existing attachment concepts and theories, we define luxury brand attachment as the emotional bond that connects a consumer with a specific brand and develops deep feelings toward the brand. Several past studies have found that brand attachment reinforces brand trust and there is a positive relationship between brand attachment and trust (e.g. Belaid & Behi, 2011). In addition, Esch et al. (2006) argue that brand satisfaction and brand attachment are interrelated and satisfaction results long-term consumer-brand relationships (Gladstein, 1984). Moreover, strong commitment from the consumers has been identified as a critical factor of long lasting brand relationship (Li et al., 2014; Sung and Choi, 2010). Further, Thomson et al. (2005) find that brand attachment creates behavioural loyalty for which consumers are also willing to pay higher prices. Expecting similar relationship from luxury branding context, we propose that H1: The higher the luxury brand attachment, the greater the consumers trust in that brand. H2: The higher the luxury brand attachment, the greater the consumer satisfaction for that brand. H3: The higher the luxury brand attachment, the greater the consumer commitment to that brand. H4: Higher luxury brand attachment leads to higher behavioural loyalty to that brand. Scholars explain that satisfaction is an essential element of brand loyalty and both the constructs are positively related (e.g. Agustin and Singh, 2005). Past researches find that highly satisfied consumers demonstrate repeat purchases (e.g. Bennett et al, 2005). Past studies also show that trust toward the brand results brand loyalty and strengthen the relationship (Bansal et al., 2014; Belaid & Behi, 2011). Fournier (1997) identify brand trust as the key determinant of brand loyalty. Thus, we propose that H5: Higher satisfaction to the luxury brand leads to higher behavioural loyalty to that brand. H6: Higher trust to the luxury brand leads to higher behavioural loyalty to that brand. Ganesan (1994) argue that a satisfied customer develop trust toward a specific brand. In support of this, Belaid & Behi (2011) state that if a brand becomes successful in fulfilling the promise with consistence performance, the consumer will have satisfaction and positive feeling about the brand. In addition, the authors find a positive relationship between brand commitment and behavioural loyalty. Expecting similar relationship from luxury branding context, we propose that H7: The higher the trust in luxury brand, the more customer satisfaction in that brand. H8: Higher commitment to the luxury brand leads to higher behavioural loyalty to that brand. Summary of the hypothesised relationships are illustrated in Figure 1. Methodology The simple random sampling will ensure proper representation of the target population and eliminate the sampling bias (Cook & Campbell, 1979; Zikmund, 2002). The sample population will be 300 young Australian consumers aged between 20-30 years. Previous studies have found that there is a growth in luxury brand purchase by individuals in younger age groups e.g. 20 – 30 (Hung et al., 2011). Therefore, this is representative of the possible drift in the ages of consumers in the market for luxury brand purchase (Han et al., 2010). A consumer panel from Qualtrics database will be used and the sample frame consists of consumers who have higher brand likeability (Martin & Stewart, 2001). Established scales will be used to measure the constructs. All items will be measured on a seven-point Likert scale with 1 representing “strongly disagree” and 7 representing “strongly agree”. Research Significance This would be the very first study to investigate the role of luxury brand attachment in consumer brand relationship. This research will provide meaningful insights for the brand managers, brand strategists and advertising managers. This research will assist luxury brand managers in allocation of resources for the action plans that will ensure a stronger tie with the consumers in a cost efficient way. For brand managers luxury brand attachment may help them with segmentation process and well as providing direction on improving attachment to the consumers to influence trust, commitment, satisfaction, and loyalty.

프랜차이즈 뷰티 아카데미의 교육서비스 품질이 관계 몰입을 통한 교육 서비스 성과에 미치는 영향 연구: 신뢰 수준의 조절효과

김창봉,김희수 한국벤처창업학회 2021 벤처창업연구 Vol.16 No.3

Recently, interest in Korean Wave craze and K-beauty, led by K-pop, is increasing. In addition, the popularity and influence of the domestic beauty service industry has increased, and the economic and cultural ripple effects have been continuously expanding. The need to professional manpower training in response to the demand for manpower due to the growing development of domestic beauty services is emphasized, and the number of trainees who are actual consumers of beauty academy is increasing. Therefore, the purpose of our study is to examine the importance of quality factors of educational services to achieve educational purposes in the educational services provided by the Beauty Academy and the relationship between relationship commitment and educational service performance. Furthermore, it is to draw the importance of administrative support services, educational programs as well as educational service provision activities. However, the research for professional manpower training according to the provision of beauty services is insufficient compared to the development speed of the beauty industry. Therefore, at the present time when beauty service education is emphasized, our study will examine the relationship between relationship commitment and educational service performance based on the quality of education service by the students of domestic beauty academy. The measurement variables set for our study are program, instructor quality, tuition, external service, service fairness, relationship commitment, trust level, and educational service performance. The variables were analyzed and derived through the survey, and the following contents were derived from the empirical analysis. First, the quality of education service provided by the beauty academy, such as program, external service, service fairness, relationship commitment and trust level, had a significant effect on relationship commitment. Educational services provided by the institute, such as the systematicity and diversity of educational programs, enabled students to have a uniform relationship commitment. The quality of education service itself is to learn the expertise necessary for providing beauty service from the standpoint of the students and play an organic role in the relationship with the institute. Second, the moderating effect of trust level between academies and students was significant in the quality of education service and the relationship commitment. This means that students will feel higher level of service quality through the practical trust relationship of the students about the educational services provided by the institute. Based on the results of the empirical analysis, the implications of our study are to find ways to improve the students' ability and satisfaction represented by the results of educational services. This is because the quality of education services provided by the institute called Beauty Academy will have a great impact on the career choice of educational facilities and students. The characteristics of consistency, convenience, and knowledge orientation of education itself should be considered comprehensively, and a strong market position should be established through image formation through external service factors, which are external environments of academies.Furthermore, in terms of presenting differentiated strategies with competitors, the educational service quality factors play a significant role in the commitment to the relationship with the students, so the role of relationship marketing will be important for the psychological stability experienced by the students by grasping the demand accompanying the behavior of the students in advance. 최근 K팝을 필두로 한 한류열풍과 K뷰티에 관한 관심이 높아지고 있다. 또한, 국내 뷰티 서비스 산업에 대한 인기와 영향력이 커지며 경제적, 문화적 파급효과가 지속해서 확대되고 있다. 해당 파급효과와 더불어 국내 뷰티 서비스 발전에 따른 인력 수요에 대응한 전문인력양성 필요성이 강조되고 있기도 하며 뷰티 아카데미의 실 수요자인 교육생도 점차 증가하고 있다. 따라서 본 연구의 목적은 뷰티 아카데미에서 제공하는 교육서비스에 있어 교육목적을 달성하기 위한 교육서비스 품질요인의 중요성과 관계몰입 간 영향 관계 및 교육서비스 성과를 살펴보는 것이다. 나아가 교육서비스 제공 활동을 비롯하여 행정지원서비스, 교육프로그램 등의 중요성을 도출하는 것이다. 하지만 뷰티 서비스 제공에 따르는 전문인력 양성을 위한 연구는 뷰티 산업의 발전속도에 비하여 부족한 편이다. 따라서 뷰티 서비스 교육이 강조되고 있는 현재 시점에서 본 연구는 국내 프랜차이즈 뷰티 아카데미의 교육생들이 교육서비스 품질을 바탕으로 하는 관계몰입과 교육서비스 성과에 간의 영향 관계를 살펴볼 것이다. 본 연구 수행을 위해 설정한 측정변수는 프로그램, 강사자질, 수강료, 외적 서비스, 서비스 공정성, 관계몰입, 신뢰수준, 교육서비스 성과이다. 해당 변수들은 설문조사를 통한 자료를 분석하여 측정하였으며 실증분석 결과 아래와 같은 내용을 도출하였다. 첫째, 뷰티 아카데미에서 제공하는 교육서비스 품질인 프로그램, 외적 서비스, 서비스 공정성, 관계몰입 그리고 신뢰수준은 관계몰입에 유의한 영향을 미쳤다. 교육프로그램의 체계성과 다양성 등 학원 측에서 제공하는 교육서비스가 수강생에게 일률적인 관계몰입을 가능케 하는 것으로 나타났다. 교육서비스 품질 자체가 수강생 입장에서 뷰티 서비스 제공에 필요한 전문지식을 학습 받고 학원과의 관계에 유기적인 역할을 하는 것이다. 둘째, 교육서비스 품질과 관계몰입에 있어 학원과 수강생 간 신뢰수준의 조절 효과가 유의하게 나타났다. 이는 학원이 제공하는 교육서비스에 대하여 수강생들의 실질적인 신뢰 관계를 통해 더욱 높은 수준의 서비스품질을 느끼게 된다는 것이다. 위와 같은 실증분석 결과를 바탕으로 본 연구가 가지는 시사점은 교육서비스 성과로 대표되는 수강생 실력과 만족도를 향상할 방안을 강구하는 것이다. 뷰티 아카데미라는 학원 입장에서 제공하는 교육서비스 품질이 교육시설이나 수강생들의 진로 선택에도 큰 영향을 미칠 것이기 때문이다. 교육 자체에 관한 일관성과 편의성, 지식 지향성 등의 특성이 종합적으로 고려되어야 할 것이며 학원의 외부환경인 외적 서비스 요인을 통한 이미지 형성으로 강력한 시장 입지를 구축해야 한다. 나아가 경쟁업체와의 차별화된 전략 제시 측면에서도 교육서비스품질요인은 수강생과의 관계몰입에 상당히 중요한 역할을 하는 것으로 알 수 있기에 수강생의 행동에 수반되는 수요를 사전적으로 파악하여 수강생 개인이 경험하는 심리적 안정감에도 관계 마케팅 역할이 중요할 것이다.