관계효익이 관계 질에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate relational benefits affecting the relationship quality and the existence of differences to which relational benefits are most important to the customers across the type of services that customer buys and customer's relationship orientation in how they orientate their relationships with service firms. The results of this study are summarized as follows: First, all relational benefits, economic, social, psychological, functional benefits, is related the relationship quality. Second, There is a difference in the perceived relative importance of relational benefits that customers will lead to the establishment of a long-term relationship across the type of service. The more service is customized, the less economic benefits affect relationship quality and the more psychological benefits affect relationship quality. however there isn't a difference in the effect of functional benefits on relationship quality across the types of service, functional benefits are a important benefits both situations. Third, There is a difference in the perceived relative importance of relational benefits that customer will lead to the establishment of a long-term relationship across customers. The more customers orientate their relationships with service firms, the more psychological benefits affect relationship quality. The less customers orientate their relationships with service firms, the more economic and functional benefits affect relationship quality. However there isn't a difference in the effect of social benefits on relationship quality across customers. In addition to, relationship orientation is related to demographic facets such as sex-type, age and income. Male is higher relationship orientation than female. The more customers are older, the more they orientate their relationships with service firms and the more customers have income, the more they orientate their relationships with service firms.

목차 (Table of Contents)

• I. 서론
• II. 이론적 고찰
• 1. 관계마케팅과 관계효익
• 2. 관계효익
• 3. 관계 질
• 4. 소비자의 관계지향성
• III. 가설설정과 연구설계
• 1. 가설설정
• 2. 연구설계
• IV. 가설의 검증 및 해석
• 1. 표본의 특성
• 2. 신뢰성 및 타당성 검증
• 3. 가설의 검증
• V. 결론
• 참고문헌
• Abstract