고객자산활동과 상향구매의도의 관계에 대한 고객감동의 매개역할

국문 초록 (Abstract)

본 연구는 호텔의 고객자산활동이 고객의 상향구매의도를 향상시키는지 확인하고자 한다. 또한 이들 관계에 고객감동이 매개역할을 하는지도 함께 밝히고자 한다. 이를 위하여 고객자산활동은 대표적인 차 원인 가치자산활동, 브랜드자산활동, 관계자산 등 세 가지로 구성하였다. 가설검증결과는 다음과 같다. 첫째, 고객자산활동 중 가치자산활동은 고객감동에 유의하게 영향을 미치지 않으나 브랜드자산활동과 관계자산활동은 유의하게 긍정적으로 영향을 미치는 것으로 나타났다. 둘째, 고객자산활동의 세 가지 구성요소 모두 상향구매의도에 긍정적으로 유의하게 영향을 미치는 것으로 나타났다. 셋째, 고객감동은 상향구매의도에 긍정적으로 유의하게 영향을 미치는 것으로 나타났다. 이러한 실증결과를 토대로 본 연 구의 학문적 및 실무적 시사점을 제안하였다.

다국어 초록 (Multilingual Abstract)

This paper explores the relationship among customer equity activities(value equity, brand equity, relationship equity), customer delight, and up-buying intention for customer relationship management. We analyze the research model through Hayes’ method for serial multiple mediator model. The major empirical findings are as follows: first, value equity activity does not have the direct influence on customer delight but has the direct influence on up-buying intention. Second, brand equity activity has the direct influence on customer delight and upbuying intention. Third, relationship equity activity has the direct influence on customer delight and up-buying intention. We conclude that customer delight does not have the mediating role on the relationship between value equity activity and upbuying intention. But it has the mediating role on the relationship between other equity activities and up-buying intention. Lastly, based on this empirical results, we suggest some theoretical and practical implications for customer relationship manage.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 연구모형
• 2.1 고객자산활동
• 2.2 고객감동
• 2.3 상향구매의도
• 2.4 연구모형 및 연구가설
• Ⅲ. 연구방법
• 3.1 변수의 조작적 정의 및 측정방법
• 3.2 표본의 선정 및 자료수집방법
• Ⅳ. 실증분석 결과
• 4.1 변수의 신뢰성 및 타당성
• 4.2 가설검증
• V. 결론
• 5.1 연구의 요약 및 시사점
• 5.2 연구의 한계점 및 향후과제
• 참고문헌
• Abstract

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