귀금속·보석 산업 소비자의 만족과 신뢰가 고객유지와 구전에 미치는 영향 = (A)study of the impact of customer satisfaction and trust on customer retention and positive word of mouth in the precious metals·gem industry

국문 초록 (Abstract)

고객만족은 전통적으로 장기적인 소비자 행동의 근본적인 결정요인으로 고려되어 왔으며 기업이 고객만족을 추구하는 것은 지극히 당연한 일이다. 그러나 만족만으로는 지속적으로 단골고객을 유지할 수 없으며 만족과 신뢰는 매우 밀접한 관계가 있긴 하지만 개념적으로 다르다.
귀금속ㆍ보석제품은 점포에 대한 신뢰에 따라 소비자의 구매결정이 대부분 이루어지고 신뢰는 만족한 소비자들의 구전에서 비롯된다. 이러한 실무경험을 바탕으로 한 이론적 추론은 업계에서도 그 중요성이 폭넓게 인식되어 왔음에도 불구하고 이들 속성들 간의 실증적인 관계규명을 위한 노력은 매우 미흡한 실정이다. 한편 소비자 행동과 관련된 다양한 문헌들의 공통점을 살펴보면 제품 및 서비스 구매를 위해 치르는 대가(sacrifice), 서비스 품질(service quality), 가치(value), 만족(satisfaction)을 독립변수로 그리고 이로 인한 행위의도를 결과변수로 고려하였다는 것이다. 즉 선행연구들은 결과 변수로 행위의도를 고려하였으나 구체적인 행위의도의 유형을 차별화 하지 않았다.
따라서 본 연구는 귀금속ㆍ보석 소비자들의 구체적인 행위의도의 유형을 재 구매의도와 긍정적 구전의도로 차별화 하고 이에 대한 신뢰와 만족이라는 구성개념의 상대적 설명력을 고찰하였다.
연구결과 귀금속ㆍ보석 산업에서의 고객 만족은 구전에 유의한 영향을 미쳤으나 고객유지에는 영향을 미치지 않는 것으로 나타났다. 한편 신뢰는 고객유지와 긍정적 구전 모두에 유의한 영향을 미치는 것으로 나타났다. 특히 고객유지와 긍정적 구전에 있어 신뢰가 만족 보다 유의한 영향을 미치는 것으로 나타나 귀금속ㆍ보석 산업에 있어서는 신뢰구축의 문제가 보편적인 고객만족을 위한 활동보다 중요하다는 점을 확인 하였다. 따라서 귀금속ㆍ보석 산업의 성공에 있어 지속적인 관계유지를 하면서 재 구매와 구전효과를 기대하려면 신뢰구축이 선행되어야 할 것이다.

다국어 초록 (Multilingual Abstract)

Customer satisfaction has always been a crucial element in deciding the behavioral patterns of consumers, and thus is an important factor in the decision making processes of corporations. However, satisfaction alone is insufficient to maintain stable relationships with consumers. Although satisfaction and trust maintain an intimate relation to each other, they are conceptually different.
Decisions of purchasing items such as jewelry depend on the consumer confidence in the store, which results from previous satisfaction from the consumers. Like such, although there is a clear distinction between satisfaction and confidence on behalf of the consumers, there has been little significant effort to prove this vital difference. In analyzing the purchasing behaviors of consumers, factors that have been considered include things such as the sacrifice, service quality, value, and satisfaction as independent variables. The resulting decisions of the consumers are recognized as the dependent variables. In other words, previous studies have recognized the consumers’ decisions as dependent variables, but have failed to distinguish specifically the different types of the behaviors.
This study will shed light on the difference between the customers’ satisfaction and consequential spreading of information and the consumers’ willingness to engage in another economic transaction of the same sort, as well as comparing the two components of these actions, satisfaction and trust.
The results of this study have shown that consumer satisfaction in the jewelry industry have a significant impact on the positive word of mouth while being insufficient to maintain steady customers retention. On the other hand, trust has succeeded in giving a positive stimulus for the successful maintenance of both keeping steady customer retention as well as positive word of mouth. In both of these criteria, it has been proven that customer trust harvested significantly greater results than satisfaction itself. Thus, it can be concluded that the creation of a solid base of customer trust is a prerequisite for the amelioration of a continuous and prosperous relationship between the precious metals and jewellery industry and its consumers.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제제기와 연구목적 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 4
• 제2절 연구범위와 연구방법 = 5
• 1. 연구 범위 = 5
• 2. 연구 방법 = 6
• 제2장 연구의 이론적 고찰 = 7
• 제1절 구전의 이론적 고찰 = 10
• 1. 구전의 정의 = 14
• 2. 구전의 동기 = 17
• 3. 구전의 특성 = 22
• 4. 구전의 영향 = 26
• 5. 마케팅 믹스로서의 구전 = 31
• 제2절 구전의 영향요인 = 33
• 1. 고객유지(customer retention) = 33
• 2. 고객 만족(customer satisfaction) = 39
• 3. 신뢰(trust) = 42
• 4. 서비스 가치(service value) = 52
• 5. 서비스 품질(service quality) = 58
• 6. 희생(sacrifice) = 61
• 제3 절 연구모델과 연구가설 = 68
• 1. 연구모델 = 68
• 2. 연구가설 = 72
• 제3장 조사설계와 분석방법 = 84
• 제1절 조사설계 = 84
• 1. 조사방법 = 84
• 2. 설문의 구성 = 85
• 2. 변수의 조작적 정의 = 86
• 제2 절 분석방법 = 88
• 제4장 분석결과 = 91
• 제1절 기술통계 = 91
• 1. 표본의 인구통계학적 특성 = 91
• 2. 신뢰성과 타당성 검증 = 95
• 제2절 연구가설의 검증 = 99
• 1. 측정 모델 분석 = 100
• 2. 구조모델 분석 = 105
• 3. 경로분석 결과 = 107
• 제3절 연구가설의 검증결과 = 108
• 제5장 결론 = 115
• 제1절 연구결과의 요약 = 115
• 제2절 연구의 한계 및 향후 연구과제 = 118
• 참고문헌 = 120
• 설문지 = 141
• Abstract = 147
• 부록 = 149
• 감사의 글 = 152

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