고객참여행동과 프렌드십의 관계 및 이들의 관계마케팅 성과에의 영향 = The Relationship between Customer Participation and Friendship and Their Influences on Relational Outcomes

국문 초록 (Abstract)

본 연구는 서비스마케팅 분야에서 주목받고 있는 고객참여행동과 프렌드십의 관계에 대해 살펴보고, 이들의 관계마케팅 성과에의 영향에 대해 규명한다. 고객 참여행동은 서비스접점에서 서비스제공자와의 상호작용과정에 강력한 영향을 미 치고 있어 서비스접점은 기능적 요소뿐만 아니라 사회적 요소를 발생시키는 주요 한 순간이다. 따라서, 지난 선행연구들에서 밝혀진 고객참여행동의 고객만족 및 서비스 품질 향상에의 기여와 같은 내용에서 벗어나 고객참여행동과 사회적 결속 에 따른 관계마케팅적 성과에 대해 살펴보고자 하는 것이다. 연구의 결과, 고객참여행동의 상호작용과정에 미치는 영향과 상호작용과정을 통해 형성되는 프렌드십의 관계는 직접적으로 유의한 긍정적인 영향이 있는 것으 로 실증되었다. 또한, 고객참여행동 및 상호작용과정을 통해 형성된 프렌드십은 관계의 질 및 고객충성도와 같은 관계마케팅 성과에도 긍정적인 영향이 있는 것 으로 나타났다. 결론적으로, 고객참여행동은 서비스접점에서의 상호작용과정을 풍 부하게 하고 이를 통해 고객과 서비스제공자 간의 프렌드십 형성이 가능하며, 이 는 궁극적으로 관계적 성과로 이어질 수 있다고 평가할 수 있다.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• 1. 기존연구의 한계
• 2. 고객참여행동
• 3. 프렌드십
• 4. 고객참여행동과 프렌드십의 관계
• Ⅲ. 연구설계 및 가설설정
• 1. 연구모형
• 2. 연구가설
• Ⅳ. 연구분석
• 1. 자료의 수집
• 2. 변수의 조작적 정의
• 3. PLS
• 4. 가설검증
• Ⅴ. 결론 및 논의
• 1. 연구결과의 요약
• 2. 연구의 시사점
• 3. 한계점 및 향후과제
• 참고문헌
• 부록
• Abstract

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