소매유통업에서 소비자들이 지각하는 윤리적 요인들이 관계의 질과 점포충성도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate ethical/unethical factors perceived by customers in retail trade. In addition, this study examines the important ethical/unethical factors influencing on the relationship quality with salespeople and companies while customers are experiencing with retail stores. Furthermore, it is to look for the influence of the relationship quality on a store loyalty as well. As a result, customers perceived bad relationship quality with salespeople as well as companies when they perceived that store salespeople as well as companies are unethically behaved. Specifically, customers perceived not a good relationship quality with salespeople when they felt deceptive behaviors of salespeople and felt some pressure from them. In addition, customers perceived a good relationship quality with company when they perceived that companies were transparent management and doing socially responsible activities. Finally, the better relationship quality customers perceived, the higher store loyalty they have.

참고문헌 (Reference)

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