호텔산업 유통 경로상에서 관계의 질에 미치는 영향요인에 관한 연구

정형식(Jung Hyung-Shik),김영심(Kim Young-Shim),최미순(Choi Mi Soon) 조선대학교 지식경영연구원 2004 지역개발연구 Vol.9 No.2

The objectives of this research are to investigate hotel user's service quality and the relationship building factors between travel agency and hotel business companies. Survey were conducted to collect the data with samples of travel agencies and located in Seoul, Pusan. and Gwangju areas. Trained interviewers visited the travel agency offices and asked the respondents to fill out the prepared questionnaires while visiting other offices. 200 usable questionnaires were collected and used for the analyses. LISREL analysis was performed to test the hypotheses. The empirical findings are as follows. First, the relationship characteristics and consumer service quality were found to affect the sources of power significantly. consumer service quality affect source of power than relationship characteristics. It suggest that consumer service qualities were very important to the cognition of sources of power. Second, the relationship characteristics and consumer service quality were not found to affect the relationship quality. It means relationship quality didn't increase the relationship characteristics and consumer service quality in relationship between travel agency and hotel Third, the hotel's sources of power were found to affect negatively the conflict perception and to affect positively the relationship quality the hotel's sources of power such as information and repayment in travel agency was shown to influence conflict on quality of goods, price decision on transaction, conflict on service and communication positively and increase relationship quality with hotel. Fourth, the conflict between travel agency and hotel was shown to decrease relationship quality and was found to relational performance negatively. It provides practical implications for conflict management between the hotel and travel agency. Fifth, relationship quality between travel agency and hotel was found to affect relational performance positively. It would be high on cooperative relationship between travel agency and hotel but continue to continued transaction maintenance such as joint goods development. It seem to explain positive relationship building to higher relationship performance.

The Effect of O2O Platform Quality on Relationship Quality and Personal Behavior Value

Seung-Gon Choi,Ho-Gyu Choi 국제문화기술진흥원 2019 International Journal of Advanced Culture Technolo Vol.7 No.4

This study verified the research hypothesis by establishing a research model to achieve the purpose of empirical analysis on the relationship between O2O platform quality and personal behavioral value and relationship quality. The main results of this study are as follows. First, information quality (hypothesis 1-1), system quality (hypothesis 1-2), service quality (hypothesis 1-3), perceived product quality (hypothesis 1-4), perceived price (Hypothesis 1-5) was statistically significant, indicating a positive effect on individual behavioral value. Second, as a result of empirical analysis of the relationship between O2O platform quality and relationship quality, hypothesis 2, information quality (hypothesis 2-1), perceived product quality (hypothesis 2-4), and perceived price (hypothesis 2-5) While there was a positive effect on quality, system quality (hypothesis 2-2) and service quality (hypothesis 2-3) were not statistically significant. Third, as a result of verifying the relationship between the relationship quality and personal behavior characteristics of hypothesis 3, as the quality of personal behavior improved as the quality of relationship improved, it was required to continuously improve and strengthen the relationship quality.

Examining the Mediating Impact of Relationship Quality on Consumption Intention: In the Case of Korean Professional Volleyball

( Bomin Paek ),( Choong Hoon Lim ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1

Purpose: While there is a plenty of studies on the impact of sport fan motives on various sport fan behaviors, little is still known about factors, which may mediate the relationship between motivational factors and consumption behavior. Thus, based on previous literature in sport marketing and consumer behavior (Andrew, Kim, O’Neal etc., 2009), this study attempt to develop a model to explain the relationship between sport fan motives, relationship quality and consumption intentions. This study utilized three sport fan motivation frameworks (i.e., cognitive, emotional, and behavioral; Raney, Arthur, and Jennings,2009) and five relationship quality model (i.e., trust, commitment, intimacy, self-connection, and reciprocity; Kim and Trail, 2011), in order to predict fan behavior within the context of Korean Volleyball league. Method: Data were collected from fans of Korean professional volleyball. Questionnaires were administered by online survey program. Out of initial 317 surveys collected, 52 were removed because of incomplete data and total 265 data were used in the final analysis. A confirmatory factor analysis was conducted to evaluate measurement model using AMOS 21. In investigating the structural model, we employed second-order Structural Equation Modeling (SEM) using IBM SPSS Statistics 21 and IBM SPSS AMOS 21. Result: The result of measurement model reached a satisfactory level (CFI = .93; TLI = .918; RMSEA = .055). The proposed model specifying the structural relationship among motives, relationship quality, and consumption intentions. Data analysis showed that emotional motives (factor loadings = .51, p < .001) and cognitive motives (factor loadings = .29, p < .05) have a relative strong and positive effect on relationship quality. Further, it was found that relationship quality has a positive and significant effect on consumption intentions (factor loadings = .82, p < .001). Moreover, using Sobel test, data analysis revealed that the relationship quality significantly mediated the effect of emotional motives (|Z|< 3.1) and cognitive motives (|Z|< 2.23) on consumption intention. Conclusion: This research validates the role of relationship quality for predicting the relationship between sport fan motives and sport consumption behavior intention. From this study, the results show that sport fan motives have significant impact on relationship quality and sport consumption intention. Furthermore, three types of sport motives have different levels of impact on relationship quality and sport consumption intention. In addition, this study demonstrates relationship quality has the mediating role between sport motives and sport consumption intention. Therefore, sport marketers need to understand sport fan motives in spectator sport is translated into relationship quality and sport consumption behavior intention. Especially, sport marketers should emphasize on emotional motives and cognitive motives so that they can encourage to better understand sport fans and to promote better relationship between sport fans and sport teams.

고객만족과 관계마케팅 요인이 행동의도에 미치는 영향

양병화(Byung Hwa Yang) 한국경영학회 2008 經營學硏究 Vol.37 No.1

By shifting the marketing paradigm from transactions to customers, it has been recognized that models for customer satisfaction have to include marketing relational components as a human factor. The studies of customer satisfaction have focused on transactional components such as the perceived quality and the perceived value of products/services. This has limitations as an explanation for dynamic marketing flow which reflects the complicated interaction in the customer-firm dyad. That is why the customer relationship, as a human and relational factor, can play a crucial role in improving the customer retention and loyalty. Thus, this study aims to examine the effects of customer satisfaction and relationship marketing on behavior intention. Specifically, we proposed an extended model for predicting customer satisfaction through the connection of the perceived quality (transactional factor) and the relationship quality(relational factor). For this study, a survey was conducted with 95 male and 275 female customers visiting large discount stores. The hypothesized model was tested by using structural equation modeling with the Maximum Likelihood Method. We first tested the measurement model to identify the constructs of research variables and then analyzed the structural relationships of the constructs. We also examined the effect of common method variance(CMV) in order to control the response bias since the measurement of predictors and criteria variables was obtained from the same source. Results reveal that the measurement model is a reasonable fit to the data with GFI=.93, RMR=.021, RMSEA=.048, IFI=.95, and CFI=.95. The structural model also fits to the data reasonably well(GFI=.93, AGFI=.90, RMR=.023, IFI=.95, CFI=.95) and transactional and relational components both have significant effects on customer satisfaction. In particular, the perceived quality influenced the perceived value and the relationship quality, and then they had strong effects on satisfaction and behavior intention, although the effect of relational management on relationship quality was not statistically significant when the common method variance was controlled. The results also indicate that the explained variance of customer satisfaction in the hypothesized model is 74% and the explained variance of behavior intention is 48%. This implies that relational variables such as relationship quality can effectively explain customer satisfaction and loyalty through the connection of the perceived quality and the perceived value of products/services. Our findings suggest that an integration of customer satisfaction and relationship marketing can be developed as an extended model of customer satisfaction to explain ultimate organizational outcomes including customer loyalty and repeat purchasing. The improvement of product/service quality can increase the exchange value of products and services as well as build high quality customer relationships. As a result, high quality marketing relationships positively affect customer satisfaction and long-term loyalty. This implies that the competitive advantage of customer satisfaction in the current market will be achieved by building the beneficial marketing relationships with the product/service quality. Furthermore, this study provides an insight into how customer-centered management can strengthen the connection of quality → satisfaction → repeat purchasing intention. In other words, the management of customer relationships can be very important to manage customers who are satisfied with the specific product/service but do not purchase it.

WILL STRONG RETAILERS ACQUIRE BETTER PROCUMENT PERFORMANCE?: ANALYSIS BASED ON THE MEDIATING EFFECT OF THE QUALITY OF RETAILER-SUPPLIER RELATIONSHIP

Wenchao Liu,Rupan Sun,Xin Xin,Lihui Sun 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Due to the continuous development of international retailers in the Chinese market, and the merger and reorganization among Chinese retailers in recent years, the degree of concentration of the Chinese retail industry has been increasing, and the scale of retailers has been expanding. It is suggested by the report China Powers of Retailing 2014 that an increasing number of large-scale retail groups have been formed in the Chinese retail industry. In large and medium-sized cities in China, such large-scale supermarkets as Wal-Mart, Carrefour and RT-Mart have controlled most market shares of food and daily necessities. And large-scale household appliance chains, such as Gome and Suning, have controlled most market shares of home appliance. Due to the advantage of scale and brand of large-scale retailers, these retailers have gradually occupied a leading role in the supply chain, and formed buyer monopoly power and countervailing power. Intuitively speaking, retailers can acquire obvious advantages in procurement activities, no matter it is the buyer monopoly power or countervailing power that is being utilized. And the advantages are beneficial to the improvement of retailers’ procurement performance. However, it is pointed out by a number of scholars’ research that buyer power’s influence on retail enterprises’ performance is quite complicated. Whether buyer power can improve economic efficiency depends on the quality of retailer-supplier relationship. The quality of the relationships between retailers and suppliers exerts direct influence on the stability, durability and equity of the trade. In the long term, the reinforcement of buyer power will probably exert adverse influence on the suppliers and retailers. By imposing influence on suppliers with buyer power, retailers will cause twisted competition and prifit shrinkage to suppliers in the upstream market. As a result, the quantity of suppliers will be decreased, which will be disadvantageous to the selection of retailers and affect retailers’ utilization of their negotiating advantage. In the meanwhile, by imposing special prices and discounts, collecting extra charges and signing exclusive agreement with suppliers, retailers will lead to suppliers’ impaired benefit. It will further affect the quality of the retailer-supplierrelationship and ultimately exert adverse influence on both parties’ long-term earnings. In the existing research, few scholars have thoroughly discussed the influence of retailers’ buyer power on the quality of retailer-supplier relationship and retail enterprises’ procurement performance. In addition, different conclusions exist in the analysis of the relationships among the three factors, or between two of them. In order to empirically test the influence of retailers’ buyer power on the quality of retailer-supplier relationship and retail enterprises’ procurement performance, we established the theoretical model of this study in figure 1. The research will help us to cognize the influence of retailers’ buyer power more reasonably, and guide retailers better utilize buyer power, an attempt is made to explore the following questions in this research: 1. Does direct positive influence exist between large-scale retailers’ buyer power and retailers’ procurement performance? 2. Are there any differences in the influence of different types of retailers’ buyer power on retailers’ procurement performance? 3. What influence will large-scale retailers’ buyer power exert on the quality of retailer-supplier relationship? 4. When the quality of retailer-supplier relationship is brought in as a mediating variable, what influence will large-scale retailers’ buyer power exert on retailers’ procurement performance? From the perspective of the relationships among channel members, large-scale retailers in the Chinese market, such as Wal-Mart, Carrefour, RT-Mart, OUYA Supermarket and Vanguard, as well as suppliers of their products are taken as the object of the research. Methods like interview, pre-survey and official survery with questionnaire are adopted to verify different hypotheses in the research. During the indepth interview, twelve respondents are invited respectively to the interview. Seven of them are in charge of large-scale retailers’ procurement, and five of them are salespersons of manufacturers, who supply products to retailers. It can be seen from the result of the interview that the twelve respondents hold different opinions towards the relationships among large-scale retailers’ buyer power, the quality of retailer-supplier relationship and retailers’ procurement performance. In terms of the influence of large-scale retailers’ buyer power on retailers’ procurement performance, some believe that there’s positive influence, some believe there’s negative influence, and some believe the influence should be respectively analyzed according to the degree of buyer power. In terms of the influence of large-scale retailers’ buyer power on the quality of retailer-supplier relationship, some believe large-scale retailers’ buyer power exerts positive influence on the quality of retailer-supplier relationship, some believe it exerts negative influence, and some believe the influence depends on specific circumstances. During the pre-survey with questionnaire, scales of retailers’ buyer power, the quality of retailer-supplier relationship and retailers’ procurement performance are developed on the basis of theoretical overview and interview research. Specifically speaking, the scale of retailers’ buyer power is constituted of two level-1 dimensions (buyer’s monopoly power and countervailing power) and seven level-2 dimensions; the scalerelationship and ultimately exert adverse influence on both parties’ long-term earnings. In the existing research, few scholars have thoroughly discussed the influence of retailers’ buyer power on the quality of retailer-supplier relationship and retail enterprises’ procurement performance. In addition, different conclusions exist in the analysis of the relationships among the three factors, or between two of them. In order to empirically test the influence of retailers’ buyer power on the quality of retailer-supplier relationship and retail enterprises’ procurement performance, we established the theoretical model of this study in figure 1. The research will help us to cognize the influence of retailers’ buyer power more reasonably, and guide retailers better utilize buyer power, an attempt is made to explore the following questions in this research: 1. Does direct positive influence exist between large-scale retailers’ buyer power and retailers’ procurement performance? 2. Are there any differences in the influence of different types of retailers’ buyer power on retailers’ procurement performance? 3. What influence will large-scale retailers’ buyer power exert on the quality of retailer-supplier relationship? 4. When the quality of retailer-supplier relationship is brought in as a mediating variable, what influence will large-scale retailers’ buyer power exert on retailers’ procurement performance? From the perspective of the relationships among channel members, large-scale retailers in the Chinese market, such as Wal-Mart, Carrefour, RT-Mart, OUYA Supermarket and Vanguard, as well as suppliers of their products are taken as the object of the research. Methods like interview, pre-survey and official survery with questionnaire are adopted to verify different hypotheses in the research. During the indepth interview, twelve respondents are invited respectively to the interview. Seven of them are in charge of large-scale retailers’ procurement, and five of them are salespersons of manufacturers, who supply products to retailers. It can be seen from the result of the interview that the twelve respondents hold different opinions towards the relationships among large-scale retailers’ buyer power, the quality of retailer-supplier relationship and retailers’ procurement performance. In terms of the influence of large-scale retailers’ buyer power on retailers’ procurement performance, some believe that there’s positive influence, some believe there’s negative influence, and some believe the influence should be respectively analyzed according to the degree of buyer power. In terms of the influence of large-scale retailers’ buyer power on the quality of retailer-supplier relationship, some believe large-scale retailers’ buyer power exerts positive influence on the quality of retailer-supplier relationship, some believe it exerts negative influence, and some believe the influence depends on specific circumstances. During the pre-survey with questionnaire, scales of retailers’ buyer power, the quality of retailer-supplier relationship and retailers’ procurement performance are developed on the basis of theoretical overview and interview research. Specifically speaking, the scale of retailers’ buyer power is constituted of two level-1 dimensions (buyer’s monopoly power and countervailing power) and seven level-2 dimensions; the scaleof the quality of retailer-supplier relationship is constituted of three level-1 dimensions (cooperation, adaption and relationship atmosphere); the scale of retailers’ procurement performance is constituted of three level-1 dimensions (cost performance, time performance and quality performance of procurement). The questionnaire pre-survey is specific to retailers’ procurement staff and suppliers’ sales personnel respectively. A total of valid 179 questionnaires are collected, among which, 86 are from retailers’ procurement staff and 93 are from suppliers’ sales personnel. Based on the survey data, SPSS and AMOS software are utilized in the analysis of items, reliability and validity of the different scales. Finally, the factor structure of the scale regarding retailers’ buyer power is adjusted, and the scale regarding retailers’ buyer monolopy power is re-designed specially. During the official survey with questionnaire, questionnaires are handed out to retailers’ procurement staff and suppliers’ sales personnel respectively. A total of 340 valid questionnaires are collected, among which, 178 are from retailers’ procurement staff and 162 are from suppliers’ sales personnel. The samples, which are quite representative, are evenly distributed. Based on the survey data, SPSS and AMOS software are utilized to further analyze the reliability and validity of the different appraisal scales. Finally, the various hypotheses in the research are tested by causual steps of regression analysis with SPSS. After relatively complicated and elaborate statistical analysis, most of the hypotheses are supported, some are partially supported, and only one is not supported. One of the mediating effect analysis results is show in table 1 and figure 2. Based on direct regression analysis, we can get some important results: First of all, the hypothesis that retailers’ buyer power will overally exert positive influence on retailer enterprises’ procurement performance is supported, but the hypothesis that retailers’ buyer monopoly power and countervailing power will exert positive influence on retailer enterprises’ procurement performance is partially supported. Secondly, the hypothesis that retailers’ buyer power will overally exert negative influence on the quality of retailer-supplier relationship is not supported, and the hypothesis that retailers’ buyer monopoly power will exert negative influence on the quality of retailer-supplier relationship and the dimension is partially supported, and the hypothesis that retailers’ buyer countervailing power will exert positive influence on the quality of retailer-supplier relationship and the dimension is supported. Thirdly, the hypothesis that the quality of retailer-supplier relationship, as well as the dimensions (cooperation and relationship atmosphere) will overally exert positive influence on retailer enterprises’ procurement performance is supported, and the hypothesis that the dimension---the adaptation of the quality of retailer-supplier relationship will exert positive influence on retail enterprises’ procurement performance is only partially supported. Based on causual steps of regression analysis for the mediating effect, we can also get some important results: First of all, the relationship quality plays a complete intermediary role between the retailer’s buyer power and the procurement performance. Secondly, the relationship quality plays a complete intermediary role between the r retailers’ buyer monopoly power and the procurement performance. Thirdly, the relationship quality plays a complete intermediary role between the r retailers’ buyer countervailing power and the procurement performance.Some inspirations are achieved from the research. First of all, basically speaking, the direct influence of retailers’ buyer power on retail enterprises’ procurement performance is significantly positive. Secondly, the influence of retailers’ buyer power on the quality of retailer-supplier relationship is relatively complicated. Thirdly, basically speaking, the influence of the quality of retailer-supplier relationship on retail enterprises’ procurement performance is significantly positive. Fourthly, after the quality of retailer-supplier relationship is brought in as a mediating variable, the influence of retailers’ buyer power on retail enterprises’ procurement performance depends on the specific condition of the retailer-supplier relationship.

O2O 플랫폼이 관계품질과 개인행동 가치에 미치는 영향

최승곤 ( Seung-gon Choi ),최호규 ( Ho-gyu Choi ) KNU기업경영연구소 2021 기업경영리뷰 Vol.12 No.1

본 연구는 O2O플랫폼 품질이 관계품질, 개인행동가치에 미치는 영향과 관계품질이 개인행동가치에 미치는 영향 및 관계품질의 매개역할을 검증하고자 하였다. 이를 위해 2019년 10월 21일부터 11월 22일까지 약 5주간에 설문결과에서 1,052부를 최종 분석 대상으로 하였다. 한편 실증분석을 위하여 SPSS 23.0과 AMOS 23.0의 통계 패키지 프로그램을 활용해 하였다. 본 연구 결과의 주요 내용은 다음과 같이 나타냈다. 첫째, 가설 1인 O2O플랫폼 품질은 관계품질 간 영향관계를 검증한 결과 유의한 영향을 미치는 것으로 나타내어 가설 1은 채택이 되었다. 즉, 가설 1-1인 정보품질은 관계품질, 가설 1-2인 시스템 품질은 관계품질, 가설 1-3인 서비스 품질이 관계품질, 가설 1-4인 지각된 제품품질과 관계품질, 가설 1-5인 지각된 가격과 관계품질은 모두 정(+)의 영향을 미치는 것으로 나타나 모두 채택이 되었다. 둘째, 가설 2인 O2O플랫폼 품질과 개인행동 가치에 미치는 영향관계를 분석한 결과 가설 2-5인 O2O플랫폼 품질의 지각된 가격은 개인행동가치에 긍정적 영향을 나타냈다. 한편, 하위가설 2-1(정보품질과 개인행동 가치), 가설 2-2(시스템 품질과 개인행동 가치), 가설 2-3(서비스 품질과 개인행동 가치), 가설 2-4(지각된 제품품질과 개인행동 가치)는 유의한 영향을 미치지 않아 기각이 되었다. 따라서 가설 2는 부분적으로 채택이 되었다. 셋째, 관계품질은 개인행동 가치에 유의한 영향을 미치는 것으로 분석되었다. 따라서 가설 3은 채택이 되었다. 즉, 사용자들의 품질에 대한 신뢰, 만족, 몰입으로 나타내고 있는 관계품질이 높으면 높을수록 개인행동 가치에 긍정적 요인으로 작용함을 나타내었다. 넷째, 가설 4인 관계품질의 매개효과를 검증한 결과 O2O플랫폼 품질은 개인행동 가치에 부분적인 매개효과를 나타내었다. 즉, 관계품질의 향상을 통해 O2O플랫폼 품질이 개인행동 가치에 긍정적 요인으로 작용함에 따라 관계품질을 향상할 수 있는 실행방안 정립의 필요성을 분석하였다. This study attempted to verify the effect of O2O platform quality on relationship quality and personal action value, and the effect of relationship quality on personal action value, and the mediating role of relationship quality for purchasing activities through the O2O platform. To this end, a questionnaire was conducted for about 5 weeks from October 21, 2019 to November 22, and an empirical analysis was conducted using the statistical package programs of SPSS 23.0 and AMOS 23.0 for the final analysis of 1,052 copies. The main results of this study are as follows. First, hypothesis 1, O2O platform quality, was found to have a significant effect as a result of verifying a significant effect on relationship quality, so hypothesis 1 was adopted. In other words, hypothesis 1-1 is information quality, hypothesis 1-2 is system quality, hypothesis 1-3 is relationship quality, hypothesis 1-3 is service quality, hypothesis 1-4 perceived product quality and relationship quality, hypothesis 1 The perceived price of -5 people and the quality of relations were both adopted as positive (+) effects. Second, as a result of analyzing the impact relationship between hypothesis 2, O2O platform quality and personal action value, the perceived price of hypothesis 2-5, O2O platform quality, showed a positive effect on personal action value. On the other hand, hypothesis 2-1 (information quality and personal action value), hypothesis 2-2 (system quality and personal action value), hypothesis 2-3 (service quality and personal action value), hypothesis 2-4 (perceived product) Quality and personal action value) did not have a significant effect and were rejected. Therefore, hypothesis 2 was partially adopted. Third, relationship quality was analyzed to have a significant influence on the value of individual behavior. Therefore, the hypothesis that the three-member relationship quality will have a positive (+) effect on the value of individual behavior was adopted. In other words, it was shown that the higher the relationship quality, expressed as trust, satisfaction, and commitment to the quality of users, the higher it is, the more positive it is to the value of personal behavior. Fourth, as a result of verifying the mediating effect of the hypothesis 4 person relationship quality, the O2O platform quality showed a complementary mediating effect on the value of personal behavior. That is, the necessity of establishing an action plan to improve the relationship quality was analyzed as the quality of the O2O platform acts as a positive factor on the value of individual behavior through the improvement of relationship quality.

고객-인플루언서의 감정적, 인지적 관계품질이 고객의 모방 및 정보수용의도에 미치는 영향에 관한 연구

우쥔방,김상희 한국마케팅관리학회 2024 마케팅관리연구 Vol.29 No.1

본 연구는 고객과 인플루언서의 관계품질(Influence Relationship Quali ty; IRQ)을 감정적 관계품질(Hot IRQ)과 인지적 관계품질(Cold IRQ)로 구분하고, 관계품질에 영향을 미치는 선행변수와 관계품질로 인해 야기되는 고객반응을 고찰하였다. 관계품질의 선행요인으로 감각적, 감정적, 인지적, 행동적경험을 제시하였고, 결과요인으로 모방의도와 정보수용의도를 제시하였다. 4개의 고객경험이 Hot IRQ 와 Cold IRQ에 미치는 영향이 상이할 수 있다는 것과 Hot IRQ와 Cold IRQ가 모방의도와 정보수용의도에 상이한 영향을 미칠 수 있다는 것을 가설로 설정하였다. 본 연구는 현재 SNS의 인플루언서 계정을 이용하고 있고, 인플루언서에 관심이 많은 20대-50대 이상 일반소비자를 연구대상으로 하여 설문을 시행하였고 403개의 설문으로 가설을 검증하였다. 연구결과 인플루언서에 대한 고객의 4가지 경험(감각, 감정, 인지, 행동)은 모두 Cold IRQ와 Hot IRQ에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그러나 경험이 관계품질에 미치는 상대적 영향을 살펴본 결과 감각적, 감정적 고객경험은 Cold IRQ보다 Hot IRQ에 더 큰 정(+)의 영향을 미치는것으로 나타났고 반면에 인지적, 행동적 고객경험은 Hot IRQ보다 Cold IRQ에 더 큰 정(+)의 영향을미치는 것으로 나타났다. 또한 관계품질(Cold IRQ, Hot IRQ)이 정보수용의도와 모방의도 모두에 유의한 정(+)의 영향을 미치는 것으로 나타났으나 Hot IRQ는 Cold IRQ보다 모방의도에 더 큰 영향을미치는 것으로 나타났고, Cold IRQ는 Hot IRQ보다 정보수용의도에 더 큰 영향을 미치는 것으로 나타났다. 그리고 모방과 정보수용의도는 모두 구매의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 인플루언서를 하나의 휴먼브랜드로 보고 고객과 브랜드의 관계품질에 대한 기존의 선행연구들을 확장시키고 있다. 특히 관계품질을 내용적 측면에서 감정적, 인지적 관계품질로 구분하여 살펴봄으로써 인플루언서가 추구하는 관계품질에 따라 고객에게 제공해야 할 경험이 무엇이며, 이를 통해구축한 감정적, 인지적 관계품질이 궁극적으로 고객의 긍정적 평가와 행동을 유발할 수 있다는 실무적시사점을 제공하고 있다. This study classifies the relationship quality between customers and influencers into emotional relationship quality (Hot IRQ) and cognitive relationship quality (Cold IRQ), and examines the effect of these relationship quality on customer imitation and information acceptance intention. In addition, customer experiences (sensory, emotional, cognitive, and behavioral experience) are presented as antecedents affecting the relationship quality of influencers, and purchase intention is presented as consequences of imitation and acceptance intention. This study conducted a survey targeting consumers in their 20s to 50s who have experience using influencer accounts on SNS and are interested in influencers. 403 questionnaires were used to test the hypothesis. The results are as follows. First, all four of the customers' experiences with influencers were found to have a significant positive(+) impact on Cold IRQ and Hot IRQ. Second, it was found that the customer's sensory and emotional customer experience had a significantly greater positive(+) effect on Hot IRQ than Cold IRQ. On the other hand, cognitive and behavioral customer experience had a significantly greater positive (+) effect on Cold IRQ than Hot IRQ. Third, Relationship quality (Cold IRQ, Hot IRQ) was found to have a significant positive(+) effect on both information acceptance intention and imitation intention. However, Cold IRQ had a greater effect on information acceptance intention, Hot IRQ had a greater effect on imitation intention. Forth, both imitation intention and information acceptance intention were found to have a significant positive(+) effect on purchase intention. This study views influencers as a human brand and expands existing previous studies on brand relationships quality. In particular, relationship quality was examined by dividing it into emotional relationship quality and cognitive relationship quality in terms of content. It provides practical implications that what experience should be provided to customers according to the relationship quality desired by the influencer, and that the emotional and cognitive relationship quality established through this can ultimately lead to positive customer evaluation and behavior.

여행사 서비스의 경험적 가치와 여행사 충성도 간의 관계에서 관계품질의 매개효과 연구

사승훈,유재원,서진욱 한국관광산업학회 2020 Tourism Research Vol.45 No.3

This study aims to identify the measurement dimension of experiential value of travel agency services, and determine the mediating effects among experiential value, relationship quality, and loyalty of travel agency. In addition, this study aims to know which roles the customer will have as a loyalty customer in the future according to the relationship quality perceived after experiencing travel agency services, and provide foundational data to establish marketing strategy of travel agencies by verifying which mediating roles the relationship quality has in the relationship between experiential value of travel agency and loyalty. The study results performed according to the above study objectives are summarized as follows: First, the customer return on investment of experiential value of travel agency services had the largest effect on the commitment of relationship quality followed by playfulness value, and aesthetic value. However, all construct factors of experiential value of travel agency service had a significant impact on trust and satisfaction of relationship quality. Second, all factors of experiential value of travel agency services had an impact on loyalty of travel agency. Third, commitment of relationship quality had the largest impact on loyalty significantly followed by trust and satisfaction factors. Finally, all factors of relationship quality played a mediating role in the relationship between experiential value of travel agency services and loyalty of travel agency. The implications based on the study results are presented as follows: From the academic implication viewpoints, first, the construct factor of experiential value was verified as an antecedent variable of relationship quality and loyalty. Few studies have been conducted on relationship among experiential value, relationship quality, and loyalty with travel consumers, but this study contributed to testing of the effect of experiential value of travel agency service. Second, the customer return on investment was verified as the largest impact on the formation of relationship quality and loyalty of travel agency. Thus, this study contributed to providing foundational data of management measure accordingly. Third, this study verified that travel consumers were reacted positively to the loyalty of practical long-term relationship commitment by forming commitment, trust, and satisfaction. This result implies the importance of relationship formation from the long-term viewpoint rather than short-term profit creation viewpoint for strengthening competitiveness between travel agencies. Finally, this study proposed that the relationship between experiential value of travel agency service and loyalty exhibited that there was a difference in influence of maintaining relationship with corresponding travel agency as the satisfaction on use experience was higher and affection and trust of specific travel agency were formed to maintain the relationship by testing the mediating role of relationship quality, implying the need of studies on continuous relationship quality. 본 연구에서는 전반적인 여행사 서비스를 경험한 후 개인적 의미를 부여하는 경험적 가치와 그 측정차원이 무엇인지 파악하고, 해당 여행사와의 지속적인 유대관계를 배가시키는 관계품질 간의 관계를 규명하고자 한다. 또한 여행사 서비스를 경험한 후 지각하는 관계품질에 따라 향후 해당 여행사의 충성고객으로서 어떠한 역할을 하는지 알아보고자 하며, 더불어 여행사 서비스를 경험한 여행 소비자들의 소비가치와 충성도 간의 관계에서 관계품질이 어떠한 매개역할을 하는지 확인함으로써 여행사의 경쟁력 향상을 통한 마케팅 전략수립의 기초자료를 제공하는데 그 목적이 있다. 본 연구목적에 따라 수행된 연구결과를 요약하면 다음과 같다. 첫째, 여행사 서비스 경험적 가치의 소비자효용성, 유희성, 심미성 요인 순으로 관계품질의 몰입에 영향을 미치는 것으로 분석되었다. 여행사 서비스 경험적 가치의 모든 구성요인은 관계품질의 신뢰와 만족 요인에 영향을 미치는 것으로 나타났다. 둘째, 경험적 가치의 소비자효용성, 유희성, 서비스우수성, 심미성 순으로 여행사 충성도에 영향을 미치는 것으로 분석되었으며, 셋째, 관계품질의 몰입, 신뢰, 만족 순으로 충성도에 유의한 영향을 미치는 것으로 나타났다. 마지막으로 여행사 서비스 경험적 가치와 여행사 충성도 간의 영향관계에서 모든 관계품질은 매개역할을 하는 것으로 나타났다. 이상의 연구결과를 바탕으로 학문적 시사점을 살펴보면, 첫째, 관계품질과 충성도의 선행변인으로 경험적 가치의 측정변인을 확인하였으며, 여행 소비자들이 인지하는 가치연구는 중요함에도 불구하고 여행 소비자들을 대상으로 한 경험적 가치와 관계품질 및 충성도 간의 연구는 미흡한 실정이었기에 이러한 문제를 인식하고 여행사 서비스 경험적 가치의 영향력을 검정하였다는데 연구의 의의가 있다. 둘째, ‘소비자효용성’은 관계품질과 여행사 충성도 형성에 가장 큰 영향을 미치는 변인임을 확인하였으며, 그에 따른 관리방안의 기초자료 제공에 그 의의가 있다. 셋째, 여행 소비자들은 몰입, 신뢰, 만족을 형성하여 실제적인 장기적 관계결속의 충성도에 긍정적인 반응을 보인다는 것을 확인하였으며, 여행사 간 경쟁력 강화를 위해서는 여행 소비자와의 상호관계에서 단기적인 수익창출 관점보다 장기적 관점에서의 관계형성의 중요함을 시사한다. 마지막으로 경험적 가치와 충성도 간의 영향관계에서 관계품질의 매개역할을 검정함으로써 특정 여행사 서비스에 대한 관계유지에 대한 애착과 신뢰가 형성되고 이용경험에 대한 만족이 높을수록 해당 여행사에 대한 관계유지에 영향력 차이가 있음을 제시하였다. 경험적 가치는 여행 소비자들이 인지하는 관계품질에 따라 충성도에 영향을 미치기에 지속적인 관계연구가 필요함을 시사한다.

고객만족 - 고객충성도 간의 관계에서 관계품질의 매개효과와 관계길이의 조절효과

최덕철 한국전략마케팅학회 2012 마케팅논집 Vol.20 No.3

본 연구는 고객과의 장기적인 관계형성과 유지가 강한 은행서비스를 통해 고객만족-관계품질-고객충성도 간의 관계에서 거래의 관계길이에 따라 관계품질의 매개역할이 어떻게 변하는가를 확인하고, 또 고객만족-관계품질, 고객만족-고객충성도, 관계품질-고객충성도 간의 관계에서 관계길이가 이들 변수 간의 관계를 어떻게 조절하는지를 검증하고자 했다. 연구결과 서비스에서 고객만족과 고객충성도 간의 관계에서 관계품질의 매개역할이 관계길이에 따라 다르게 나타나고 있음이 확인되었다. 즉, 거래초기 관계길이가 짧은 경우에는 고객만족이 고객충성도에 직접 영향을 주기에 관계품질의 매개효과는 없었다. 하지만 관계길이가 길어지면 만족은 충성도에 직접 영향을 미치지 않고 대신 관계품질을 통해서 큰 영향을 미치고 있음이 밝혀져 매개효과가 있었다. 관계길이는 고객만족-고객충성도, 관계품질-고객충성도 간의 관계에서는 조절역할을 하나 고객만족-관계품질간의 관계에서는 조절역할을 하지 않는 것으로 나타났다. 고객만족은 관계길이에 상관없이 지속적으로 관계품질에 큰 영향을 주고 있기 때문이다. 이와 같은 관계길이의 조절효과 분석을 통해서 관계길이에 따라 관계품질의 매개역할과 만족이 충성도에 미치는 영향이 어떻게 변화하는지를 보다 분명하게 파악할 수가 있다. 은행서비스와 같이 거래관계가 장기적인 경우에 고객만족은 거래 초기에는 충성도에 긍정적인 영향을 주지만 관계길이가 길어지면 부정적인 조절역할을 하는 것으로 나타나 전환장애로 인한 의사충성도의 가능성이 있을 수 있다. 이는 고객만족은 충성도에 영향을 미친다는 기존의 연구결과를 해석하는데 있어 관계길이라는 변수를 고려해야 함을 시사한다. The purpose of this study is to examine whether there is a difference of mediating role of relationship length between customer satisfaction and customer loyalty and to confirm whether relationship length moderates the relationship between customer satisfaction and relationship quality, customer satisfaction and customer loyalty, relationship quality and customer loyalty. The results of this study confirmed that relationship quality has mediating effect on the relationship between customer satisfaction and customer loyalty in banking service. However, according to relationship length, the results are different. When relationship length is low, there is no mediating effect of relationship quality, because that customer satisfaction has only direct influence on customer loyalty. When relationship length is high, customer satisfaction has indirect influence on customer loyalty through relationship quality. As a result, there is mediating effect of relationship quality. Relationship length moderates the relationship between customer and customer loyalty and between relationship quality and customer loyalty. However, it doesn't moderate the relationship between customer satisfaction and relationship quality. With the analysis of mediating and moderating effects, we can find more obviously how relationship quality has played mediating role in customer satisfaction-customer loyalty and relationship length has played moderating roles in customer satisfaction-relationship quality-customer loyalty relationships. The moderating roles of relationship length in relationships among satisfaction, relationship quality, and customer loyalty may help to explain inconsistent findings with regard to satisfaction in previous studies. A possible reason for these inconsistent findings is that previous studies may have not considered the moderating roles of relationship length. With no regard to relationship length, customer satisfaction has always a stronger positive effect on relationship quality. Customer satisfaction has a positive effect on customer loyalty when relationship length is low. However, when relationship length is high, customer satisfaction has a negative effect on customer loyalty. This means that there seems to be spurious loyalty resulting from such switching barriers and inertia.

소상공인의 경영교육 서비스 품질의 영향요인에 관한 연구:교육만족, 관계품질 및 재이용의도의 관계를 중심으로

나상균,김태호 한국경영교육학회 2014 경영교육연구 Vol.29 No.5

This paper is aimed at analyzing the structural relationship among management educational service quality, relationship quality, education satisfaction and intent for re-use of small enterprises. The analysis resulted in the following outcomes:First, with regard to the relationship between management educational service quality and relationship quality, the former is found to have influence upon the latter, which means that the relationship quality is an important factor for performance of management educational service quality. Second, as for the relationship between management educational service quality and education satisfaction, it is revealed that educational service quality affects education satisfaction. This signifies that lecturers are requested to make efforts and to take practical measures to improve their teaching service quality in an attempt to satisfy requirements for education. Third, in terms of the relationship between relationship quality and education satisfaction, the former turns out to exercise little impact upon the latter, leading to the conclusion that trust and commitment have nothing to do with relationship between lecturers and students. Fourth, concerning the relationship between relationship quality and intent for re-use, the analysis shows that the former exerts certain amount of influence upon the intent for re-use. This means that relationship quality can act to prevent current clients from leaving and to induce new clients. Fifth, from the analysis of the relationship between education satisfaction and intent for re-use, it is learned that the former affects the latter, which means that students who are satisfied with lectures are ready to attend the class again and to recommend them to other students. 본 연구는 소상공인의 경영교육서비스 품질, 관계품질, 교육만족도, 재이용 의도 간에 어떠한 구조적 관계가 있는지를 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 경영교육서비스 품질과 관계품질과의 관계이다. 분석결과, 경영교육서비스 품질은 관계품질에 영향을 미치고 있어, 이는 교육서비스 품질의 성과 요인으로 관계품질이 중요한 요인임을 의미한다. 둘째, 경영교육서비스 품질과 교육만족도와의 관계이다. 교육서비스 품질은 교육만족도에 영향을 미치고 있은 것으로 분석되었다. 이는 교육만족도를 높이기 위해서는 강사들의 강의 서비스 품질 향상을 위한 노력과 실천 방안이 필요함을 의미한다. 셋째, 관계품질과 교육만족도와 관계이다. 분석결과, 관계품질은 교육만족에 영향을 주지 않은 것으로 분석되어, 강사와 수강자의 관계에 있어 신뢰와 몰입은 교육만족도에 영향을 주지 않은 것으로 볼 수 있다. 넷째, 관계품질과 재이용의도와의 관계이다. 분석결과, 관계품질은 재이용의도에 영향을 미치는 것으로 분석되었다. 이는 관계품질이 현재의 고객이탈을 방지하여 주고, 새로운 고객을 유인하는 효과를 가져 온다고 할 수 있다. 다섯째, 교육만족도와 재이용의도와의 관계이다. 교육만족도가 재이용의도에 영향을 미친다는 것은 강의에 참여한 수강자들의 만족여부에 따라서 강의를 다시 듣고 싶은 의도와 타인에게 추천을 의미한다.