Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Impact of Customer Relationship Management Strategy on Relationship Quality and Customer Loyalty: Focused on for Parents Who Use Infant and Toddler Education Institutions

고객관계관리전략이 관계품질과 고객로열티에 미치는 영향에 관한 연구: 영유아교육기관 이용 부모를 대상으로

  • Kim, Eun Joung (ProjectManagement, Soongsil University) ;
  • Yoon, Hyo Jung (Department of ProjectManagement, Graduate School of Soongsil University) ;
  • Park, Jong Woo (Department of Business Administration, Soongsil University)
  • 김은정 (숭실대학교 프로젝트경영학과) ;
  • 윤효정 (숭실대학교 프로젝트경영학과) ;
  • 박종우 (숭실대학교 경영학부)
  • Received : 2024.05.02
  • Accepted : 2024.05.14
  • Published : 2024.06.30
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Abstract

Purpose: The purpose of this study is to examine the structural paths of relationship quality in the relationship between customer relationship management strategies perceived by parents of service users and customer loyalty, and to provide basic data for improving institutional operations to enhance service quality. Methods: The collected data were analyzed using the SPSS 22.0 and Smart PLS 4.0 statistical analysis programs to check and verify the data. Results: The results of the study showed that all of the relationships between customer relationship management strategies and the sub-dimensions of relationship quality, except for professionalism and customer orientation, have a positive impact on customer satisfaction. Additionally, the mediation effect of customer trust was rejected in the verification process. Finally, it was found that customer orientation and professionalism have a sequential mediating effect on the relationship between customer satisfaction and customer trust in the relationship between customer loyalty and customer relationship management strategies. Conclusion: Through the research results, it can be concluded that early childhood education institutions should consistently and continuously respond to ensure that service users, parents, have confidence in the services provided, which is an important strategic point.

Keywords

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