CRM이고객이 행동의도에 미치는 영향 = 고객의 지각된 관계적 편익과 관계몰입의 매개적 역할

다국어 초록 (Multilingual Abstract)

This research examines, in the perspective of customers, how perceived firm`s custpmers-relational efforts influence customers behavioral intention. More specifically, it investigates structural relationships among customers` perceptions on a firm`s relational efforts, customers` perceived relational benefits, relationship commitment, and behavioral intention. Data were collected from two-hundred customers at a department store and analyzed with AMOS 4.0. The findings suggest that perceived relational efforts have a positive relationship with both customers` perceived sociopsychological and economic benefits, that economic benefits have a positive relationship with sociopsychological benefits, that these benefits have a positive relationship with relationship commitment, and that the relationship commitment also has a positive relationship with behavioral intention. Furthermore, in the relationship of the two kinds of customers` perceived benefits and relationship commitment, sociopsychological benefits appeared to have a stronger relationship than did economic benefits. Finally, most of, if not all. the effect of perceived relational efforts on relationship commitment appeared to be mediated by the two kinds of perceived benefits, and most of, if not all, the effect of the two kinds of perceived benefits on behavioral intention appeared to be mediated by relationship commitment. Theoretical and managerial contributions, limitations, and future research directions are discussed at the end of the paper.