가족자원경영과 정책 (Journal of Family Resource Management and Policy Review)
- 제12권3호
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- Pages.1-21
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- 2008
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- 1738-0391(pISSN)
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- 2713-9662(eISSN)
소비자 지각 및 성향이 만족도와 전환의도에 미치는 영향
The Effects of Consumer Perception and Propensity on Satisfaction and Switching Intention
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김현경
(한양사이버대학교 경영학부)
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Kim, Hyun-Kyung
(School of Business Administration, Hanyang Cyber Univ.)
- 발행 : 2008.08.30
초록
Research has emphasized that relationship marketing programs enhance customer satisfaction and reduce switching intentions by building switching barriers. However, the psychological reactance theory demonstrates that building switching barriers can make customers fsel that the alternative not chosen is more attractive, because their freedom of choice has been deprived. It can be hypothesized that a relationship marketing program, which is intended to offer various benefits to customers, may not result in positive customer attitude and behavior. This paper examines the effects of relationship marketing programs on customers' perceptions of switching cost and loss of freedom. The effects of those perceptions on customer satisfaction and switching intentions were identified. In addition, the moderating role of personal reactance was examined. The results of this study suggest that (1) perceived switching cost has significant influence on boosting perceived loss of freedom; (2) perceived loss of freedom has no significant effects on customer satisfaction; (3) perceived loss of freedom enhances customers' switching intentions. Furthermore, psychological reactance has a significant influence on customers' switching intentions. This study concludes that the role of relationship marketing programs should be reconsidered, especially in terms of customers' switching intentions. Customer satisfaction is not the key factor of predicting customers' future behavior.
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