관계마케팅 활동에서 관계감정의 역할에 관한 연구 : 사회문화적 성의 차이를 중심으로 = Study on the role of relationship affection in relationship marketing setting

다국어 초록 (Multilingual Abstract)

In recent researches, the research of relationship marketing as the marketing strategy which to ensure customer loyalty by focusing on the relationship between service provider and consumer has become an important axis. The important research issues in relationship marketing activities are focusing on relationship marketing effort as the antecedent variables, relationship quality as the intervening variables, and relationship result as the consequence variables. However, there is still no explanation of relationship affective causes in multidimensional ways which leading the relationship development in relationship marketing activity. The relationship which formed for purpose of exchanging will be different with the affection occurred by personnel relationship. That is, relationship affections toward service provider which perceived by customer in relationship marketing activity will play a role as intervening variables in relationship marketing construction.
In this research, I clarify the relationship affection as the intervening variables between relationship marketing effort and relationship quality in service enterprise. Moreover, I indicate that differences in relationship affection will be occurred depending on gender in relationship marketing activity and I also present the differences specifically.
There are two implications in this research largely. First, although the basic concept model of relationship marketing is presented as the develop steps of relationship marketing effort, trust, commitment, and relationship maintenance, we can still find theoretical implications through this concept model within relationship affection as the mediating variables which inspect a new mediating result. The research result is inspected through empirical analysis about relationship affection is playing a mediating role in relationship marketing activity. Moreover, through qualitative analysis, the components of relationship affection which plays a mediating role in relationship marketing activity is developed, and two dimensions which called approaching relationship affection and separated relationship affection are ensured through definite factor analysis. Relationship affection is assorted to two dimensions that is composed of six positive factors which are comfort, recognition, gratitude, good feeling, humanity, familiarity, and six negative factors which are feeling of blaming, discomfort, uncertainty, discrepancy, unkindness, ignored and these are all approaching relationship affections.
Second, I apply gender within the existed concept then compare the differences between masculine and feminine gender which influence each other and examine the group characters. Especially in the structural relationship of relationship marketing which emotional reaction is considered important, we can ensure that approaching relationship affection and separated relationship affection are different depending on social cultural gender. Independent variables such as communication is considered important both within social cultural male and female. However, the dependence toward service provider is only important for forming relationship affection of social cultural female. employee's expertise can be an important independent variable for forming relationship affection of social cultural male. Meanwhile, for social cultural female, forming of approaching relationship affection is considered important to trust and commitment but we can find different tendency that social cultural male form believe through inducing approaching relationship affection, and they need to form commitment through separated relationship affection. Moreover, social cultural females will maintain the relationship when they believe but social cultural male will maintain relationship only when they are committed. In this aspect, there is necessity to follow the social cultural gender when enterprises are building strategies for maintaining relationship. In this research, though there are some implications as I showed below, limitations still exist. Because the responders in this research are mainly college student in Busan region, there is limitation in generalization for all service enterprises. Besides, after proceeding with this research, there is a limitation which is the disregard of emotion changing in relationship development progress. That is, I cannot show the differences in relationship affection dimension depending to relationship duration, relationship age or length, continuity. This kind of limitations can be proceeded in my future researches.

국문 초록 (Abstract)

본 연구에서는 관계마케팅 활동에서 고객이 지각한 서비스기업의 관계마케팅 노력과 관계품질 간의 관계감정의 매개 역할을 중요한 연구과제로 하고 있다. 관계마케팅 활동에서 관계감정이 관계품질과 관계유지에 미치는 영향을 살펴보고 관계감정의 역할의 중요성을 재조명하였다. 나아가 관계마케팅의 구조적 관계에서 관계마케팅 노력, 관계감정, 관계품질, 관계유지 간의 관계는 사회문화적 성에 따라 차이가 있음을 밝히고, 구체적으로 어떠한 차이가 있는지 실증분석을 통해 확인하였다.
관계마케팅 활동에서 매개 역할을 하는 관계감정은 접근적 관계감정으로 구분되는 편안함, 인정스러움, 고마움, 호감이 감, 인간적임, 친숙함으로 긍정적인 6개 구성요인과, 분리적 관계감정으로 구분되는 원망스러움, 못마땅함, 미심쩍음, 차별받는 느낌, 불친절하게 느낌, 무시당하는 느낌으로 부정적인 6개 구성요인인 두 가지 차원으로 분류할 수 있었다. 선행연구들은 관계마케팅의 기본적인 개념 모델로 관계마케팅 노력, 고객 신뢰, 고객 몰입, 관계 유지의 단계로 전반적인 구조를 제시하였다. 이러한 개념 모델에 관계감정을 매개요인으로 개발함으로써 매개효과를 재조명하였다는 본 연구의 시사점을 찾을 수 있다. 관계감정은 교환을 목적으로 하는 마케팅 활동 영역에서 관계에 대해 느끼는 감정으로써, 차원을 발굴하고 구성요인을 새롭게 정의했다는데 연구 의의가 있다. 이런 측면에서 본 연구에서 개발한 접근적 관계감정, 분리적 관계감정이라는 2가지 차원은 중요한 구성요인으로 밝히고 있다.
더불어 감정적 반응이 중요하게 조명되고 있는 관계마케팅의 구조적 관계에서 사회문화적 성에 따라 접근적 관계감정, 분리적 관계감정은 서로 상이하게 나타남을 확인할 수 있었다. 커뮤니케이션과 같은 독립변수는 사회문화적 남성과 사회문화적 여성 모두에게 중요하게 고려되었다. 하지만, 대서비스제공자 의존성은 사회문화적 여성의 관계감정 형성에 중요하며, 종업원 전문성은 사회문화적 남성의 관계감정 형성에 중요한 독립변수가 됨을 알 수 있었다. 또한 사회문화적 여성에게 접근적 관계감정의 형성이 신뢰와 몰입에 매우 중요하게 고려되지만, 사회문화적 남성은 접근적 관계감정 유발을 통해 신뢰감을 형성하고 분리적 관계감정을 통해 몰입을 형성하게 해야 한다는 측면에서 서로 다른 성향을 보였다. 또한, 사회문화적 여성은 신뢰하면 관계를 유지하나 사회문화적 남성은 몰입해야 관계를 유지한다는 측면에서 관계유지를 위한 기업의 전략에도 이러한 사회문화적 성에 따른 구분이 필요함을 보여준다. 관계마케팅 활동에서 고객 유형을 사회문화적 성에 기반하여 구분하는 것이 보다 설득력이 있음을 본 연구를 통해 밝히고 있다.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경 및 목적 1
• 1. 연구의 배경 1
• 2. 연구의 목적 4
• 제2절 연구방법과 논문구성 5
• 1. 연구방법 5
• 2. 논문구성 6
• 제2장 이론적 배경 7
• 제1절 관계마케팅 정의 및 활동요인 7
• 1. 관계마케팅 정의 7
• 2. 관계마케팅 활동요인 10
• 제2절 관계발전단계에서 고객의 감정 17
• 제3절 관계품질 20
• 1. 만족 22
• 2. 신뢰 26
• 3. 몰입 28
• 제4절 관계유지 31
• 제5절 소비자행동과 사회문화적 성 33
• 1. 생물학적 성과 사회문화적 성의 차이 33
• 2. 사회문화적 남성성과 여성성의 차이 35
• 제3장 관계감정 차원 개발 41
• 제1절 관계감정 차원의 확인 필요성 41
• 제2절 관계감정 관련 문헌조사 41
• 제3절 관계감정 차원의 확인 43
• 1. 정성적 조사의 필요 44
• 2. 정성적 조사의 결과 45
• 제4절 연구대상 및 절차 48
• 제5절 분석 51
• 1. 탐색적 요인분석과 신뢰성 검증 51
• 2. 확인적 요인분석 53
• 제6절 관계감정 차원에 대한 결과 59
• 제4장 연구설계 및 가설설정 62
• 제1절 연구과제 1과 가설설정 62
• 1. 연구모형 1 62
• 2. 가설설정 1 64
• 제2절 연구과제 2와 가설설정 75
• 1. 연구모형 2 75
• 2. 가설설정 2 77
• 제5장 연구방법 및 결과 81
• 제1절 변수의 조작적 정의와 설문의 구성 81
• 1. 변수의 조작적 정의 81
• 2. 설문의 구성 85
• 제2절 연구방법 및 설계 86
• 1. 서비스 유형의 선택 및 자료수집 86
• 2. 설문항목 구성 88
• 제3절 변수의 타당성 및 신뢰성 검증 89
• 1. 외생변수 확인적 요인분석 90
• 2. 관계감정 변수 확인적 요인분석 92
• 3. 내생변수 확인적 요인분석 96
• 4. 상관관계계수 및 판별타당성 98
• 제4절 가설검증 99
• 제5절 관계마케팅에서 사회문화적 성에 따른 비교 105
• 1. 기초 분석 105
• 2. 경로 간 차이 검증 107
• 제6장 결론 113
• 제1절 연구의 결과 113
• 제2절 연구의 시사점 116
• 1. 이론적 시사점 116
• 2. 실무적 시사점 117
• 제3절 연구의 한계점 및 미래 연구 119
• 참고문헌 121
• 설문지 143
• Abstract 149

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