점포이미지에 따른 고객의 잔존의도 및 전환의도에 대한 점포속성만족, 몰입의 상대적 영향

다국어 초록 (Multilingual Abstract)

Recently, the customer commitment is regarded as a key variable on relationship with service providers and customers. This study defines the roles of affective commitment and calculative commitment, which are antecedents of customer retention intention and switching intention, and investigates these commitment's different effects on customer retention intention and switching intention, and relation of two commitment and roles of attribute satisfactions, which are antecedents of affective commitment and calculative commitment, based on hedonic and utilitarian store image.
The results provide support for the model and indicate that first, calculative commitment influences affective commitment, and affective commitment and calculative commitment as well significantly influence customer retention intention and switching intention. Specially, affective commitment affects customer retention intention more than switching intention, and calculative commitment affects switching intention more than customer retention intention. Second, attribute satisfactions affect affective commitment and calculative commitment directly, and attribute satisfactions affect customer retention intention and switching intention through mediated commitment(affective, calculative).

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구 배경 1
• 제 2 절 연구 목적 4
• 제 3 절 연구 내용 및 논문의 구성 5
• 제 2 장 이론적 배경 및 문헌연구 7
• 제 1 절 점포속성만족 7
• 1. 점포속성 7
• 가. 점포속성의 정의와 선행연구 7
• 나. 점포속성 구성요인 8
• 다. 점포속성 측정방법 10
• 2. 점포속성만족 11
• 가. 점포속성만족 개념 11
• 나. 점포속성만족과 몰입과의 관계 12
• 다. 점포속성만족과 몰입과의 관계에 있어 소매점포 이미지의 역할 15
• (1). 소매점 분류 15
• (2). 백화점과 대형마트의 점포선택 행동 18
• 제 2 절 몰입 22
• 1. 몰입의 정의 및 선행연구 22
• 2. 몰입의 차원 25
• 3. 몰입의 매개역할 27
• 가. 감정적 몰입의 역할 28
• 나. 계산적 몰입의 역할 34
• 제 3 절 고객의 잔존의도와 전환의도 38
• 제 3 장 연구가설 및 모형 41
• 제 1 절 연구가설 41
• 1. 점포속성만족과 몰입과의 관계 41
• 가. 계산적 몰입과의 관계 41
• 나. 감정적 몰입과의 관계 43
• 다. 점포속성만족이 감정적 몰입과 계산적 몰입에 미치는 상대적 영향력 44
• 2. 몰입간의 관계 46
• 3. 몰입과 고객의 잔존의도 및 전환의도와의 관계 48
• 가. 몰입이 전환의도, 잔존의도에 미치는 영향 48
• 나. 전환의도, 잔존의도에 대한 몰입의 상대적 영향력 49
• 제 2 절 연구모형 51
• 제 4 장 연구방법 52
• 제 1 절 표본의 대상 및 자료의 수집 52
• 제 2 절 변수의 조작적 정의 및 측정 54
• 제 5 장 분석결과 55
• 제 1 절 표본의 일반적 특징 55
• 제 2 절 실증분석 57
• 1. 측정모형의 검증 58
• 2. 연구모형의 검증 63
• 가. 연구모형의 적합도 평가 63
• 나. 가설 검정 및 논의 64
• 3. 추가분석1: 잔존의도와 전환의도의 다중공선성 분석 78
• 4. 추가분석2: 점포속성만족과 전환의도, 잔존의도에 있어서의 몰입의 매개 역할 검증 78
• 5. 추가분석3: 백화점, 대형마트 간 경로비교 81
• 6. 추가분석4: 전환의도, 잔존의도 두 종속변수와 각각의 단일 종속변수의 영향력 비교 84
• 제 6 장 결론 87
• 제 1 절 요약 및 시사점 87
• 제 2 절 연구의 한계 및 향후 연구방향 91
• 참고문헌 94
• ABSTRACT 111
• 설문지 113

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