Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Contact Intensity and Relationship Termination Cost as Mediators of Long-Term Relational Retention -Focusing on Relationship between Fashion Retail Store and Customer-

장기적 관계유지의 매개변인으로서 접촉강도와 관계단절비용의 효과 -패션점포와 고객간의 관계를 중심으로-

  • Ju, Seong-Rae (Dept. of Clothing & Textiles, Chonnam National University) ;
  • Chung, Myung-Sun (Human Ecology Research Institute, Chonnam National University)
  • 주성래 (전남대학교 생활과학대학 의류학과) ;
  • 정명선 (전남대학교 생활과학연구소)
  • Published : 2007.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

Relationship marketing research has traditionally focused on the relationship among customer satisfaction, trust, and customer commitment, while assuming that the causal relationship of customer $satisfaction{\rightarrow}trust{\rightarrow}commitment$ is well understand. However, recently many scholars argue that customer satisfaction, trust, commitment can not explain long-term orientation fully, and suggest the need for more extensive researches investigating the determinants of long-term relational retention. The purpose of this study was to explained the relationship development process through the mediation effect of contact intensity and relationship termination cost between customer satisfaction and trust, and between trust and commitment, and an analysis the causal relationship among these variables. The results were as follows. First, the customer satisfaction had both direct and indirect effects on trust mediated by contact intensity. Second, the trust had both direct and indirect effects on commitment mediated by relationship termination cost. Third, the commitment influenced long-term orientation. Finally, the empirical results confirmed that the model add to the concept of mediation with contact intensity and relationship termination cost plays a strong, central role in explaining relationship development process between customer and fashion retail stores.

Keywords

References

  1. 김상현, 오상현. (2002). 고객 재구매 의도 결정요인에 관한 연구. 고객가치, 고객만족, 전환비용, 대안의 매력도. 마케팅연구, 17(2), 25-55
  2. 김세환. (1997). 판매자와 구매자의 관계유지에 미치는 영향 요안에 관한 실증적 연구. 경남대학교 대학원 석사학위 논문
  3. 김은정, 이선재. (2001). 의류점포의 대고객 관계마케팅에 관한 연구: 백화점을 중심으로. 한국의류학회지, 25(6), 1079-1090
  4. 김용정. (1998). 대고객 관계마케팅에 과한 실증적 연구-관계의지와 신뢰의 매개변수 효과를 중심으로-. 마케팅과학연구, 1, 21-42
  5. 박성연, 이은미. (1999). 관계마케팅 실현을 위한 고객만족과 고객몰입에 관한 실증적 연구. 이화여대 경영논총, 17(2), 81-98
  6. 안광호, 황선진, 정찬진. (2005). 패션마케팅 서울: 수학사
  7. 안소현, 이경희. (2000). 판매원과 고객간의 장기적 관계발전에 관한 고찰. 한국의류학회지, 24(8), 1230-1241
  8. 유영진, 이용기. (2001). 관계의 질에 영향을 미치는 관계마케팅 요인: 이용경험에 따른 차이에 대한 탐색적 분석. 호텔경영학연구, 10(3), 89-110
  9. 이유재. (2000). 서비스마케팅. 서울: 학현사
  10. 이순묵. (1990). 공변량구조분석. 서울: 성원사
  11. 이승희, 이병화. (2003). 디자이너 브랜드 샵마스터의 CRM에 관한 연구. 한국의류학회지, 27(2), 239-249
  12. 이지현, 이승희, 임숙자. (2003). 패션제품의 e-CRM에 관한 연구(제1보)-신뢰와 관계 몰입을 중심으로-. 한국의류학회지, 27(6), 685-695
  13. 이켈렙. (1997). 유통경로내 신뢰의 선행요소 및 장기지향성과의 관계에 관한 연구-이동통신 산업내의 구매자와 판매자 관계를 중심으로-. 고려대학교 대학원 석사학위 논문
  14. 조은영, 구양숙. (2002). 의류제품 판매원에 대한 고객만족과 판매원 충성도에 대한 연구. 한국의류학회지, 26(3/4), 431-442
  15. 주성래, 정명선. (2002). 패션점포와 고객간의 관계효익이 관계의 질과 고객만족에 미치는 영향. 한국의류학회지, 26(7), 1043-1054
  16. 주성래, 정명선. (2005). 지각된 서비스 품질과 관계효익이 패션점포와 고객간의 관계발달 과정에 미치는 영향. 한국의류학회지, 29(2), 328-339
  17. 최낙환, 나광진, 이진렬. (2000). 관계지향적 고객의 구전 및 재구매 의도에 대한 전반적 만족과 신뢰 및 몰입의 매개적 역할에 관한 연구. 한국마케팅저널, 2(4), 13-35
  18. 홍대식. (1986). 사회심리학. 서울: 박영사
  19. Anderson, E, W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(Spring), 125-143 https://doi.org/10.1287/mksc.12.2.125
  20. Bentler, P. M. & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606 https://doi.org/10.1037/0033-2909.88.3.588
  21. Berry, L. L. & Parasuraman, A. (1991). Marketing service: Competing through quality. New York: The Free Press
  22. Bettemcourt, L. A. (1997). Customer voluntary performance: Customer voluntary performance: Customer as partners in service delivery. Journal of Retailing, 73(1), 383-406 https://doi.org/10.1016/S0022-4359(97)90024-5
  23. Crosby, L. A., Evans, K., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(July), 68-81 https://doi.org/10.2307/1251817
  24. Dick A. S. & Basu, K.(1994). Customer loyalty: Toward and integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113 https://doi.org/10.1177/0092070394222001
  25. Dwyer, F. R., Shurr, P. H., & Oh, S. J. (1987). Developing buyer-seller relationship. Journal of Marketing, 51 (Apr.), 11-27 https://doi.org/10.2307/1251126
  26. Ellen, G. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(April), 70-87 https://doi.org/10.2307/1251946
  27. Ford, D. (1980). The development of buyer-seller relationship in industrial markets. European Journal of Marketing, 14(May-June), 339-354 https://doi.org/10.1108/EUM0000000004910
  28. Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56(Jan.), 6-21 https://doi.org/10.2307/1252129
  29. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationship. Journal of Marketing, 58(April), 119
  30. Gremler, D. D. (1995). The effect of satisfaction, switching costs and interpersonal bones on service loyalty. Unpublished dissertation, Arizona State University, Tempe
  31. Gundlach, G. T. & Murphy P. E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(October), 35-46 https://doi.org/10.2307/1252217
  32. Illingworth, J. D. (1991). Relationship marketing: Pursuing th perfect person-to-person relationship. Journal of Services Marketing, 5(Fall), 49-52 https://doi.org/10.1108/08876049110035657
  33. Kumar, N. (1996). The power of trust in manufacture-retailer relationships. Harvard Business Review, 74(November-December), 92-106
  34. Levitt, T. (1983). The marketing imagination. New York: The Free Press
  35. Mackenzie, S. B., Lutz, R. J., & George, E. B. (1986). The role of attitude toward the ad as a mediator of advergising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(May), 130-143 https://doi.org/10.2307/3151660
  36. Mazursky, D. P. & Labarbera, A. A. (1987). When consumers switch brands. Psychology and Marketing, 4(1), 17-30 https://doi.org/10.1002/mar.4220040104
  37. McDonald, G. W. (1981). Structural exchange and martial interaction. Journal of Marriage and the Family, 43(November), 825-839 https://doi.org/10.2307/351340
  38. Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20-38
  39. Oliver, R. L. (1993). Cognitive affective and attribute bases of satisfaction research. Journal of Consumer Research, 20, 418-430 https://doi.org/10.1086/209358
  40. Ping, R. A. (1993). The effects of satisfaction and structural constraints of retailer exiting, voice, loyalty, opportunism and neglect. Journal of Retailing, 69(Fall), 320-352 https://doi.org/10.1016/0022-4359(93)90010-G
  41. Robert, W. A. J. (1989). Towards and understanding of relational commitment: An empirical test of several models. Doctorial dissertation, Arizona State University, Tempe
  42. Scanzoni. J, (1979). Social exchange and behavioral independence, social exchange in developing relationships. In Burgess, R. L. & Huston, T. L. (Eds.). New York: Acdemic Press, Inc
  43. Wackman, D. B., Salmon, C. T., & Salmon, C. C. (1986). Developing an advertising agency-client relationship. Journal of Advertising Research, 26(6), 21-28
  44. Williamson, O. E. (1985). The economic institutions of capitalism. New York: The Free Press

Cited by

  1. The relationship of the characteristics of fashion brand SNS, relationship quality and purchase intention - Focusing on Facebook - vol.22, pp.5, 2014, https://doi.org/10.7741/rjcc.2014.22.5.834