관계마케팅 요인이 관계품질과 점포충성도에 미치는 영향 : 귀금속ㆍ보석 도매점포를 중심으로

국문 초록 (Abstract)

논문 개요

우리나라 귀금속ㆍ보석 산업의 산업화 태동기는 1976년 익산 귀금속ㆍ보석 수출산업 단지 조성부터이다. 1980년대의 경제성장, 삶의 질에 대한 관심 증가, 소비패턴의 변화 등으로 귀금속⋅보석에 대한 관심이 증가되었다. 이와 더불어 1991년 정부의 보석수입 전면 자유화 정책이 귀금속ㆍ보석 산업의 발전의 주요한 계기가 되었다.
귀금속․보석 시장의 개방은 해외 명품 주얼리의 유입과 프랜차이즈 점포 등의 확산 등으로 경쟁이 치열해 질 것이다. 이에 따라 기존 고객의 중요성은 더욱 부각될 것이다. 따라서 귀금속․보석점포 경영자는 새로운 고객을 확보하는 것도 중요하지만 기존고객의 유치에 더욱 많은 관심을 두지 않으면 안 되게 된 것이다.
2000년대를 맞이하면서 마케팅의 이론과 사례측면에서 중요한 방향전환이 이루어지고 있는데 그것은 바로 관계마케팅에 대한 관심이고 그 초점은 고객이다. 귀금속⋅보석 산업은 전형적으로 관계마케팅이 중요시되는 산업 중의 하나이다. 귀금속⋅보석 산업은 인적 서비스(전문성, 커뮤니케이션, 유대관계)등이 이상적으로 제공되어야만 서비스의 가치가 발휘되는 것이 특징이다. 귀금속․보석 점포의 관계마케팅의 중요성은 매우 강조되고 있음에도 이에 대한 관심은 매우 낮아 관계마케팅 개발에 관한 그 동안의 연구는 미비하다.
따라서 귀금속․보석 점포에서 고객과의 지속적인 관계구축 및 유지를 하는데 있어서 관계마케팅의 다양한 실행 요인들 중 전문성, 커뮤니케이션, 명성(평판), 물리적 환경, 가격요인, 유대관계가 고객만족과 신뢰에 미치는 영향과 점포충성도에 미치는 영향을 밝혀 그 동안 귀금속․보석 점포에서 연구되어지지 않았던 관계마케팅 개념 도입의 유용성을 검토하고, 효과적인 관계마케팅 전략 방안을 제안하려는 데 있다.

목차 (Table of Contents)

• 목 차
• 제 1 장 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구의 목적 5
• 제 3 절 연구의 범위와 연구방법 6
• 제 2 장 연구의 이론적 고찰 7
• 제 1 절 관계마케팅에 관한 이론적 고찰 7
• 1. 관계마케팅의 등장배경 7
• 2. 관계마케팅의 정의 10
• 3. 관계마케팅의 발전 13
• 4. 관계마케팅의 특성 14
• 5. 관계품질의 개념 16
• 제 2 절 관계마케팅 요인과 관계품질에 관한 선행 연구 18
• 1. 관계마케팅 요인 18
• 2. 관계품질 요인 25
• 3. 관계품질과 점포충성도 26
• 제 3 절 선행연구의 비판적 검토 및 관련 변수의 도출 30
• 1. 선행연구의 비판적 검토 30
• 2. 관련 변수의 도출 31
• 제 3 장 연구모형 및 가설의 설정 48
• 제 1 절 연구모형 48
• 제 2 절 가설의 설정 50
• 1. 관계마케팅 요인과 관계품질 50
• 2. 관계품질의 점포충성도 관계 54
• 3. 관계품질의 관계마케팅 요인 과 점포충성도 관계 55
• 제 4 장 연구 방법 57
• 제 1 절 변수의 조작적 정의 57
• 1. 변수의 조작적 정의 57
• 제 2 절 조사 방법 59
• 1. 표본의 선정 및 자료수집 방법 59
• 2. 설문지의 구성 59
• 3. 자료의 분석방법 61
• 제 5 장 분석 결과 62
• 제 1 절 표본의 기본 특성 분석 62
• 제 2 절 측정도구의 신뢰도 및 타당도 분석 63
• 1. 관계마케팅에 대한 타당도 및 신뢰도 분석 63
• 2. 관계품질에 대한 타당도 및 신뢰도 분석 65
• 3. 점포 충성도에 대한 신뢰도 분석 67
• 제 3 절 가설의 검증 67
• 1. 가설 1에 대한 분석 결과 68
• 2. 가설 2에 대한 분석 결과 69
• 3. 가설 3에 대한 분석 결과 71
• 4. 가설 4에 대한 분석 결과 72
• 제 6 장 요약 및 결론 73
• 제 1 절 연구의 요약 및 결론 73
• 1. 연구결과의 시사점 75
• 제 2 절 연구의 한계 및 향후 과제 77
• 참고문헌 79
• 설문지 94
• ABSTRACT 98
• 감사의 글 100

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