The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Exploration of Relationship among Positive and Negative Word-of-Mouth and Customer Loyalty

긍정적 및 부정적 구전효과와 고객 충성도와의 관계 탐구

  • Mira Kang ;
  • Hyeonsu Byeon (Dept. of Public Administration and Information Convergence, Korea National University of Transportation)
  • 강미라 (백석예술대학교 항공서비스과) ;
  • 변현수 (국립 한국교통대학교 행정정보융합학과)
  • Received : 2024.08.24
  • Accepted : 2024.11.01
  • Published : 2024.11.30
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Abstract

The main goal of this paper is to investigate the influence of word-of-mouth on customer loyalty in accordance with several dimensions of those variables. The research adopted a structural equations method through quantitative statistical technique. This study confirmed that positive word-of-mouth had a significant and positive influence on attitudinal, behavioral, and composite customer loyalty, while negative word-of-mouth had a partial impact on behavioral customer loyalty. These results suggest that negative word-of-mouth should be dealt with in consideration of the service industry.

본 연구의 목적은 구전효과가 고객 충성도에 미치는 영향을 각각의 변수를 세부 차원으로 구분하여 살펴 보려고 하는 데에 있다. 변수간 관계를 확인하기 위해 구조방정식 모형을 설정하여 상호간 관계를 구체적으로 살펴 보았다. 연구결과 긍정적 구전효과는 태도적, 행동적, 복합적 고객 충성도에 모두 긍정적이고도 유의한 영향을 미치고 있었다. 상대적으로 부정적 구전효과는 행동적 고객 충성도에만 부분적으로 유의한 영향을 미치고 있었다. 이러한 결과는 특히 부정적 구전효과에 대한 새로운 시각을 가져야 함을 나타내고 있다.

Keywords

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