서비스산업에서 획득채널 고객별 추가구매에 대한 관계품질변수의 차별적 역할에 관한 연구 = The Different Roles of Relationship Quality Variables to the Additional Selling According to the Acquired Customers in Service Industry

다국어 초록 (Multilingual Abstract)

As the competition becomes fierce and complex, many firms strive for the additional selling (e.g. cross selling and up-selling) based on the favorable customer relationship building. Therefore, firms are interested in executing the differential customer management according to the type of customer. This study suggests that there are different roles among the three relationship quality variables (satisfaction, trust, and commitment) to the additional selling according to the customers acquired through two types of channel (face-to-face channel vs. direct channels). The results show that 1) in case of the customers acquired through the face-to-face channel, the role of trust and commitment is more important than that of satisfaction and 2) in case of the customers acquired through the direct channel, the role of satisfaction is more critical than that of trust and commitment. This study has both the theoretical and practical implications in that the relationship quality variables are also important to the additional selling as well as repurchase and customer retention and there are different roles among relationship quality variables according to the customers acquired through the different channels.

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