외식업체의 관계 효익에 의한 고객가치와 신뢰가 고객만족, 긍정적 구전의도에 미치는 영향

국문 초록 (Abstract)

자주 이용하는 외식업체는 고객과의 관계효익이 장기적 유지관계에 중요한 역할을 한다. 본 연구에서는 관계마케팅의 관계효익을 심리적 효익과 경제적효익, 고객화효익으로 분류한 후 이들이 고객가치와 신뢰에 미치는 관련성을 확인하고자 하였다. 또한 고객가치와 신뢰가 고객만족과 긍정적 구전의도에 미치는 영향을 살펴보고자 하였다. 연구 결과, 관계효익은 신뢰에 영향을 미쳤으나 고객가치는 심리적효익과 경제적효익은 영향을 미치지 않았고, 고객화효익이 고객가치에 긍정적 영향을 미쳤다. 고객가치와 신뢰는 만족과 긍정적 구전의도에 유의한 영향을 미칠 것이라고 설정되었는데 긍정적 영향을 미치는 것으로 확인 되었다. 이러한 결과를 바탕으로 시사점 및 한계와 추후 연구방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

Relational benefit in food service business, that we often use, takes crucial role in maintaining long term relationship with customers. The purpose of this study is to identify the relevance of relational benefit of relational marketing to the customer value and trust after classifying it into psychologic is to examine the effect of customer value to the customer satisfaction and positive word-of-mouth intention. As a result, relational benefit affects the trust, however psychological benefit, economical benefit, and customerizing benefit. Another goal of this study values did not affect psychological benefit and ecological benefit. Also, customerizing benefit positively affects customer value. Customer value and trust were set up to greatly affect satisfaction and positive word-of-mouth intention as a hypothesis, and were confirmed to positively affect them. With the basis of the results, suggestions, limitations and direction of study afterwards are presented.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ.연구모형 및 가설
• Ⅳ. 연구 방법
• Ⅴ. 분석결과
• Ⅵ. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

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