인터넷쇼핑몰에서 신뢰와 친밀감이 고객충성도에 미치는 영향에 관한 연구

고일상,최수정,Ko, Il-Sang,Choi, Su-Jeong 한국경영정보학회 2005 Asia Pacific Journal of Information Systems Vol.15 No.3

In the Internet-based B2C e-commerce, trust has been recognized as a critical factor to reduce uncertainties, through interacting with a well-known specific shopping mall. In this study, we view customer trust as not a unitary concept but multidimensional one consisted of the trustworthiness of trustee, familiarity with the specific shopping-mall, disposition to trust, and institution-based trust. In this study, first, we considered the trustworthiness of trustee consisted of capability, benevolence, and integrity as one of the major factors to build customer trust on the specific Internet shopping-mall. In the context of the Internet e-commerce, the role of institutional structures is very important to assure the customer trust from the various opportunistic behaviors because of the characteristics of internet-based commerce such as impersonality, the lack of information on the other party, and the transactions with a number of anonymous people. Second, we examined the effect of the institution-based trust built by institutional structures on customer trust. Third, we examined the effect of customer trust and familiarity on retaining customer loyalty. Our findings showed that customer trust and familiarity played a major role in retaining customer loyalty with the specific shopping-mall. In conclusions, we discussed the strategies to build the customer loyalty for maintaining the customer. We suggest customer trust and familiarity for the factors to bind the customer with the specific shopping-mall based on these results.

관계회복 관점에서 바라 본 기업의 실패복구에 대한 고객용서의 형성과 작용 메커니즘

라선아 ( Suna La ),차문경 ( Moon Kyung Cha ) 한국소비자학회 2013 소비자학연구 Vol.24 No.1

본 연구는 문제가 발생한 고객-기업 간 관계의 회복에 있어 전제가 되는 ‘고객용서’가 어떻게 형성되고 어떻게 작동하는지를 관계의 양적ㆍ질적 변수들과의 시간적 맥락에서 탐색하였다. 이를 위해 고객-기업 관계특질 변수들을 정적인 개념이 아닌 동적인 개념, 즉 ‘실패 당시 시점과 복구 이후 시점 간의 변화량 차이’로 구체화하여 측정하였다. 기업의 실패복구에 대한 만족은 물론 실패 이전의 고객애정, 고객신뢰라는 질적 변수와 관계기간이라는 양적 변수를 고객용서의 선행요인으로 파악하였으며, 고객용서가 고객애정회복, 고객신뢰회복이라는 ‘관계의 질적 회복’을 통하여 충성도회복이라는 ‘관계행동의 회복’에 미치는 영향을 망라한 모형을 제시하였다. 분석 결과, 복구만족이 고객용서의 가장 영향력 있는 선행요인으로, 실패의 심각성이 복구만족 및 고객용서에 대한 부정적 영향요인으로 나타났다. 그 외에도 기존 관계의 양적 특성인 관계기간과 질적 특성인 고객애정이 고객용서의 원천임을 확인하였다. 중요한 발견은 관계기간, 기존의 고객애정, 복구만족의 효과가 고객용서의 완전매개를 통해 고객애정회복 및 고객신뢰회복을 거쳐 충성도회복에 간접적으로 전달된다는 점이다. 이는 고객이 복구에 만족했더라도 용서하지 않으면 관계의 질적 회복을 기대할 수 없고, 관계의 질적 회복 없이 고객행동의 회복을 기대할 수 없음을 시사한다. 이로써 고객용서가 관계를 복구하는 결정적 전환점임을 확인하였다. 고객용서의 형성은 과거의 신뢰보다는 애정에 의존적이었다. 그렇다고, 기존의 애정이 항상 고객용서를 유발하는 것은 아니었다. 기존의 신뢰가 일정수준 이상일 때에만 그동안 쌓인 애정의 효과가 비로소 발휘되는 흥미로운 현상이 발견된 것이다. 과거의 관계기간은 그 자체로서 고객용서를 유발하는 역할을 한다는 점도 중요한 발견이었다. 요컨대 본 연구는 ‘고객용서’라는 개념이 고객-기업 간 관계와 관련된 변수들의 맥락 속에서 어떻게 발원하고 작용하는지에 대한 심도 있는 이해를 통해 연구자와 실무자 모두에게 중요한 시사점을 제공하고 있다. 연구의 한계 및 향후 연구과제에 대해서도 논의하였다. Despite the importance of customer forgiveness in restoring the customer-firm relationship in failure recovery context, there has been little empirical research on revealing how ``customer forgiveness`` arises and acts on relationship perspective. Current research was conducted to investigate the mechanism how customer forgiveness forms and works, especially focusing on existing relationship strength. Our research extended La(2012a)``s framework for development of research model including customer forgiveness and its antecedents and consequences. Both qualitative and quantitative characteristics of the previous relationship were considered as antecedents of customer forgiveness. Recovery satisfaction and failure severity were also included. The conceptual model is presented in <Figure 1>. To increase internal validity of rebuilt relationship as results of forgiveness, we operationalized ‘customer affection rebuilding’ as ‘the difference(the amount of change) between the levels of the affection at the moment of failure and after the recovery.’ Rebuilt trust and loyalty were measured in the same way. Using structural equation analysis, the proposed model was tested with 295 customers who had an actual experience of failure and recovery within the previous year. <Table 1> shows that all hypotheses except H6 and H8 were supported. For a deep understanding of the results, additional multiple regression analyses were conducted and some interesting findings were drawn(see, <Table 2>). Hypothesized Path Hypothesis Standardized coefficient t-Value Result Failure Severity →(-) Customer Forgiveness H1 -.108 -2.500** accepted Failure Severity →(-) Recovery Satisfaction H2 -.232 -3.649** accepted Recovery Satisfaction → Customer Forgiveness H3 .790 16.930** accepted Relationship Length → Customer Forgiveness H4 .081 2.074** accepted Relationship Length → Customer Affection_before H5 .188 3.195** accepted Relationship Length → Customer Trust_before H6 .001 .028 rejected Customer Affection_before → Customer Forgiveness H7 .115 1.757* accepted Customer Trust_before → Customer Forgiveness H8 .020 .314 rejected Customer Forgiveness → Customer Affection Rebuilding H9 .555 10.021** accepted Customer Forgiveness → Customer Trust Rebuilding H10 .161 4.240** accepted Customer Affection Rebuilding → Customer Trust Rebuilding H11 .798 17.830** accepted Customer Affection Rebuilding → Customer Loyalty Rebuilding H12 .549 7.177** accepted Customer Trust Rebuilding → Customer Loyalty Rebuilding H13 .372 4.928** accepted Customer Forgiveness →(no direct effect) Customer Loyalty Rebuilding H14 -.001 -.014 accepted1) * p < .05, ** p=.001 Note: 1) H14 was tested via the ‘model of direct path from Customer Forgiveness to Customer Loyalty Rebuilding’. The designated path coefficient was insignificant. Model fit indices are as follows: χ2(615)=1257.178(p=.00), χ2/df=2.044, CFI=.949, NNFI=.944, SRMR=.071, RMSEA=.060. <Table 1> Results of Hypotheses Test Results of the research confirm that customer forgiveness is an important construct in the process of restoring customer-firmrelationship in the failure recovery context. Customer forgiveness is crucial to rebuilding of customer affection, trust, and eventually behavioral loyalty. Customer forgiveness fully mediates the effects of recovery satisfaction, relationship length, and past affection to loyalty rebuilding through repair of damaged affection and trust. Interestingly, the study revealed that customer forgiveness is formed via emotional path rather than cognitive path. But considering the results of the additional regression analyses across groups(see, <Table 2>), customer affection without trust cannot solely lead to forgiveness. <Table 2> Results of Multiple Regression across Groups Group Independent Variable β t-Value adjusted R2 F Customer Affection_before_Hi Relationship Length .090 1.761* .584 34.738** Recovery Satisfaction .775 3.389** Customer Affection_before_Lo Recovery Satisfaction .665 2.763** .531 26.488** Customer Trust_before_Hi Recovery Satisfaction .680 2.887** .558 31.312** Customer Affection_b .151 2.354** Customer Trust_before_Lo Relationship Length .107 1.940* .573 32.928** Recovery Satisfaction .676 2.984** * p < .05, ** p=.001 Note: Dependent variable is Customer Forgiveness <Table 2> Results of Multiple Regression across Groups is crucial to rebuilding of customer affection, trust, and eventually behavioral loyalty. Customer forgiveness fully mediates the effects of recovery satisfaction, relationship length, and past affection to loyalty rebuilding through repair of damaged affection and trust. Interestingly, the study revealed that customer forgiveness is formed via emotional path rather than cognitive path. But considering the results of the additional regression analyses across groups(see, <Table 2>), customer affection without trust cannot solely lead to forgiveness. The research findings brings critical attention from the management. The goal of recovery should be set to rebuild customer-firm relationship. Merely providing one-off compensation is not the answer. Complete range of recovery performance covering interactional, communicational, procedural, compensational aspects should be initiated to satisfy customers since recovery satisfaction is the most important factor that leads customer forgiveness. Accordingly, marketers need to perform a long-term recovery program such as follow-up calls and immediate remedies. As the length of relationship facilitates customer forgiveness, a regular implementation of customer retention strategy is also effective when failures occur. In doing so, firms can predict how much of the failed relationship can be restored, which in turn will provide feed back to the next steps. Theoretical implications, limitations and future research ideas are also discussed.

The Analysis of the Factors in Customer Trust and Revisit Decision in Traditional Market

Pan-Jin Kim 한국유통과학회 2017 The Journal of Industrial Distribution & Business( Vol.8 No.7

Purpose – The purpose of this study is to investigate the relationship between customer trust and intention to return to the traditional market by using empirical analysis. Research design, data, and methodology – For the empirical analysis of this study, questionnaires were conducted for adults and over 20s. A total of 200 questionnaires were distributed to consumers with experience in traditional markets, and 163 of them were used for empirical analysis. In order to analyze the relationship between customer trust and return visit intention by consumers visiting the traditional market, variables were selected through 10 constructive concepts and revised based on previous studies. The SPSS for win 18.0 was used for data analysis. Results – In order to clarify the relationship between consumer's visit to traditional market and customer's trust, it was found that the tolerance values of both the visiting factors and the consumers' perceptions of traditional markets were higher than .01. In the relationship between visitor's visit to traditional market and customer's trust, price was positively related to customer trust at 0.1% level. Image, product quality and freshness of traditional market were 5% Positive effects were found. These results show that consumers who visit traditional markets gain customer's trust in price, image, product quality and reliability of traditional market. Conclusions – In this study, the results of this study are as follows: First, the effect of customer trust on customer satisfaction is affected by the image (emotion) consumers feel about traditional market, the trust level about the price of goods offered by the market, The confidence level of freshness, the reliability of consumers' connection with the local economy, the consumer's traditional marketplace, and the level of awareness of the service (kindness) of the variables on the independent variables. As a result of the analysis, it was found that among the influence variables of customer trust used in this study, consumers had a high level of confidence about the price of commodities offered by the market, quality of goods, and freshness, The same relationship, market environment such as hygiene or cleanliness, connection with a local economy, service (kindness) of traditional market did not affect consumers' trust in traditional markets.

외식 프랜차이즈산업 종사원의 감정노동 요인이 신뢰와 고객지향성에 미치는 영향 연구

임현철(Lim, Hyun -Chul),한승호(Han, Seong-Ho) 대한관광경영학회 2016 觀光硏究 Vol.31 No.6

본 연구는 외식프랜차이즈산업 종사원의 감정노동 요인이 신뢰와 고객지향성에 미치는 영향관계를 밝혀내기 위하여 외식프랜차이즈산업 종사원을 대상으로 실증분석을 실시하였다. 이러한 목적을 달성하기 위해 대구, 부산, 경주에 위치한 외식프랜차이즈 업체를 대상으로 2016년 3월1일부터 3월 30일까지 설문조사를 실시하였으며, 총 340부의 설문지를 배포하여 330부가 분석에 사용되었다. 감정노동이 신뢰에 미치는 영향을 분석한 결과, 하부요인인 표면행동, 내면행동, 감정부조화 중에서 표면행동과 감정부조화 요인이 조직신뢰에 영향을 미친 반면 동료신뢰에 대해서는 내면행동과 감정부조화 요인만이 영향을 미치는 것으로 나타 났다. 한편, 신뢰의 하위요인인 조직신뢰와 동료신뢰가 조직지향성에 미치는 영향을 실증분석 해 본 결과, 조직신뢰가 고객지향성에 영향을 미친 반면 동료신뢰는 고객지향성에 영향을 미치지 않은 것으로 분석되었다. 외식프랜차이즈 산업에서 감정노동에 종사하는 종사원의 감정상태는 그 업체의 매출과 직결된다고 볼 수 있다. 따라서 종사원의 감정노동요인을 정확하게 파악 분석하여 조직과 동료에 대한 신뢰수준을 높이고 아울러 고객지향성을 제고 시켜 치열한 경쟁 환경 속에서도 매출을 향상시킬 수 있는 방안을 마련해야 할 필요성이 대두되고 있다. This study aimed to investigate the impacts among organizational trust, co-worker trust and customer orientation in emotion work. The results are like these. First, when examined the regression analysis about the model among emotion work, organizational trust, co-worker trust and customer orientation, each of them has a meaningful effect. Second, when examined the hypothesis that surface acting, deep acting and genuine acting will affect trust, surface acting and genuine acting have a meaningful effect on organizational trust, but deep acting doesn t have any meaningful effect on organizational trust. Third, when examined the hypothesis that surface acting, deep acting and genuine acting will effect on trust, deep acting has a negative effect on trust. Surface acting and genuine acting don t have any meaningful effect on trust. Fourth, when examined the hypothesis that surface acting, deep acting and genuine acting will effect on customer orientation, surface acting effects negatively on customer orientation, but deep acting and genuine acting don t have any meaningful effect on customer orientation. Fifth, when examined the hypothesis that trust will affect organization-centric customer orientation, trust effects on organization-centric customer orientation. Sixth, when examined the hypothesis that trust effects customer-centric customer orientation, trust effects on customer-centric customer orientation.

The Effects on CRM Performance and Relationship Quality of Successful Elements in the Establishment of Customer Relationship Management: Focused on Marketing Approach

장형유 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. Customer Orientation Customer Information Orientation Core Customer Orientation Relatinship Quality ㆍtrust ㆍsatisfaction CRM Outcomes ㆍretention ㆍshare Success Factors in Marketing Approach Marketing Orientation CRM Outcomes An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach’s alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of β coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM ... Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. Customer Orientation Customer Information Orientation Core Customer Orientation Relatinship Quality ㆍtrust ㆍsatisfaction CRM Outcomes ㆍretention ㆍshare Success Factors in Marketing Approach Marketing Orientation CRM Outcomes An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach’s alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of β coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM process in terms of marketing approa...

미용실의 인적서비스, 고객가치, 고객신뢰, 긍정적 감정, 재방문 의도 간의 구조적 관계

문대범 ( Dae-bum Moon ),정연 ( Yeon Jung ),김정옥 ( Jung-ok Kim ) 한국미용학회 2019 한국미용학회지 Vol.25 No.3

The purpose of this study is to investigate the structural relations among the variables of personal social services, customer value, customer trust and positive emotion, which were chosen as the variables that affect customers' intention to revisit the salon. We conducted a questionnaire survey from August 18th to August 25th, targeting 891 women in their 20s to 50s who had experienced hairdressing services over the past 6 months. The data were analysed using SPSS 23.0 and AMOS 24.0 and the results are as follows: First, personal social services, customer trust, and positive emotions directly affected customers' revisit intention in the hair salon. Second, personal social services, customer value, and customer trust of hair salons directly affected the positive emotions. Third, personal social services and customer value of hair salons had a direct effect on the customer trust. Accordingly, in order to increase customers' revisit intention, it is necessary to enhance customer trust. and, in turn, customer value should be raised to increase customer trust. First, the hairdresser should form a personal bond with a customer so that the customer has his or her hair done by the hairdresser with trust. And the hairdresser should provide the consistent hair services that make the customer trust the service-giver. Additionally, the hairdresser should make sure that customer trust comes from the hairdressing technology, try to keep up with the development of technology and technical expertise, and show professionalism and friendliness in the hairdressing service process. It is also necessary to create sustainable management performance by conducting different customer operations and services by using marketing strategies that can maintain loyal customers with trust.

치과의료서비스에서 고객지향성이 관계의 질과 충성도에 미치는 영향에 관한 연구

정옥경 ( Jung Ok Kyung ),신호성 ( Sin Ho Sung ),박철 ( Park Cheol ) 경희대학교 경영연구원 2017 의료경영학연구 Vol.11 No.3

In The demand for medical services is significantly increasing every year due to customers’improved economy power and prolonged average life expectancy. Customers expect higher quality of medical services more than ever, and the market dominance has shifted from medical organizations to customers. That requires medical organizations to think and act in a customer-oriented. Based on previous research, this study investigates the effect of customer orientation on relationship quality (trust, satisfaction, and commitment) and customer loyalty using the data from 202 medical services customers. Results highlight the following five key points. First, customer orientation in service industries has a positive impact on customer satisfaction. Second, customer orientation in service industries has a positive impact on customer trust. Trust built between service employee-customer is fundamental to long-term and sustainable relationship with customers. Service provider’s customer orientation makes customer think the service provider is reliable and taking care of himself/herself, which in turn affect customer trust. Third, customer orientation in service industries has a positive impact on customer commitment. At the medical service encounter, perceived customer orientation of the hospital enhances the level of customer commitment and contributes not only to short-term profits but also to customer relationship. Fourth, relationship quality(satisfaction and commitment) has a positive impact on customer loyalty - the higher the medical service quality and service value, the higher customer loyalty. Lastly, customer trust was hypothesized to positively influence customer loyalty, but that was not supported. The important environmental elements of medical service organizations are climate for uninterrupted treatment and care and patient-doctor relationships. It takes quite a long time to build trust between medical service provider and customer so that longitudinal research is required. The result indicates customer satisfaction and trust have a significant impact on customer loyalty. This study provides managerial implications by highlighting “back to basics”principles to drive customer trust and satisfaction in the medical service context. Doctors should focus on customer relationships and personnel management as well as medical techniques.

고객신뢰가 전환장벽과 고객유지에 미치는 영향 -서울시 특급호텔 레스토랑 고객을 중심으로-

김성대 ( Sung Dae Kim ) 관광경영학회 2012 관광경영연구 Vol.52 No.-

This study analyze the effects of customer maintain using the customer trust and switching-barrier as independent variables respectively. There were three hypotheses tested: 1) the relations between customer trust and switching-barrier. 2) the relations between customer trust and customer maintain, 3) the relations between switching-barrier and customer maintain. Total 280 respondents were surveyed by personal self-administration questionnaire at the five-star restaurants in Seoul between 2012.3.20. - 4.5. Purposive sampling technique was applied. The Principle Component Analysis (PCA) method was used as statistical data analysis. Three major results were founded. First, the effect of customer trust to the switching-barrier was positively accepted. Second, the relations between customer trust and customer maintain also proved in positive way. Third, the effect of switching-barrier toward customer maintain was strongly proved. The research results imply that various custom-made items will be recommended matching with the needs of individual customer, such as accuracy of reservation, satisfaction of desires, price, and promise fulfillment to provide trust toward the customers from the side of hotel.

모바일 고객센터 품질요인이 고객 만족과 신뢰 그리고 고객충성도에 미치는 영향

김창수(Chang-Soo Kim),이인석(In- Seok Lee),유혜인(Hei-In Ryu),이성호(Sung-Ho Lee) 한국IT서비스학회 2010 한국IT서비스학회지 Vol.9 No.3

The mobile customer center is one of major customer service channels to gain company’s competitive advantage, to establish new correlations between customers and service value, and to respond quickly to customer needs. This study attempted to investigate the effect of mobile customer center’s quality on customer satisfaction, trust, and loyalty. For this purpose, we divided quality factors of mobile customer center into mobile service quality and content quality, and then empirically analyzed their impact on customer satisfaction, customer trust, and loyalty. The research result showed mobile service quality and content quality having significant association with customer satisfaction and trust. Moreover, customer satisfaction and trust were closely related to customer loyalty. However, there was no significant difference in the factors affecting customer satisfaction and trust according to the levels of personal innovativeness. It is hoped that this study provides academic foundations for further research on mobile customer center and serves as a useful guideline for operating customer service channels successfully.The research result showed mobile service quality and content quality having significant association with customer satisfaction and trust. Moreover, customer satisfaction and trust were closely related to customer loyalty. However, there was no significant difference in the factors affecting customer satisfaction and trust according to the levels of personal innovativeness. It is hoped that this study provides academic foundations for further research on mobile customer center and serves as a useful guideline for operating customer service channels successfully.

지각된 와인의 가치가 고객만족,신뢰,재구매의도에 미치는 영향

김석지,김석환,김의근 한국외식경영학회 2008 외식경영연구 Vol.11 No.2

This study placed a focus on the favorable roles of wine, which include serving as a beverage, promoting health, and offering social and cultural effective value and thus its contribution to customer satisfaction and trust. A review of the previous study on perceived value, customer satisfaction, trust, and repurchase intention gave birth to a measuring scale that’s proper for the study. This study also investigated the relationships among the constructs and suggested some directions in developing products that would meet the diverse needs of consumers and setting up marketing strategies. The findings are summarized as follows: First, there were five perceived values of wine identified, and they included the functional, health, emotional, social, and conditional value. Value turned out to have positive impacts on customer satisfaction, trust, and repurchase intention. Customer satisfaction was most affected by the functional value, which was followed by the conditional, emotional, health, and social value in the order. Trust was most affected by the health value, which was followed by the functional, social, conditional, and emotional value in the order. And repurchase intention was most influenced by the functional value, which was followed by the emotional, conditional, health, and social value in the order. Second, customer satisfaction had positive impacts on trust and repurchase intention, and trust on repurchase intention This study placed a focus on the favorable roles of wine, which include serving as a beverage, promoting health, and offering social and cultural effective value and thus its contribution to customer satisfaction and trust. A review of the previous study on perceived value, customer satisfaction, trust, and repurchase intention gave birth to a measuring scale that’s proper for the study. This study also investigated the relationships among the constructs and suggested some directions in developing products that would meet the diverse needs of consumers and setting up marketing strategies. The findings are summarized as follows: First, there were five perceived values of wine identified, and they included the functional, health, emotional, social, and conditional value. Value turned out to have positive impacts on customer satisfaction, trust, and repurchase intention. Customer satisfaction was most affected by the functional value, which was followed by the conditional, emotional, health, and social value in the order. Trust was most affected by the health value, which was followed by the functional, social, conditional, and emotional value in the order. And repurchase intention was most influenced by the functional value, which was followed by the emotional, conditional, health, and social value in the order. Second, customer satisfaction had positive impacts on trust and repurchase intention, and trust on repurchase intention