고객만족과 기업의 수익성의 관계에 대한 실증연구 -구매의도가격을 중심으로- = Do Satisfied Customers Really Contribute to Firm's Profit?

다국어 초록 (Multilingual Abstract)

Most of marketing literature and studies consistently identified customer satisfaction as a
key antecedent to customer loyalty, WOM and repurchase, but current knowledge fails to explain CS' contribution to firm's profitability in full capability. Thus, it is difficult to confirm
the relationship between customer satisfaction and firm's profitability.
The main objective of this study can stated as follows.
Therefore, this study examine relationship between customer satisfaction and willingness
to pay. Second, this study concentrated on customer loyalty and how willingness to pay is
affected by customer loyalty. These tests will be done to a group of customers who have used
the product of a same brand repeatedly and those who have not. Lastly, this study explore
moderating effect on customer satisfaction into willingness to pay.
As a result of the empirical research, we can reconfirm the fact that the relationship
between CS and WTP, the primarily purpose of the research, is affirmative. In case of durable
goods like cellular phones, there are no differences in a willingness to pay between loyal customers and those who are not. Finally, increase in CS of a product have affected price customers are willing to pay for the product.

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