Browse > Article
http://dx.doi.org/10.5850/JKSCT.2007.31.7.1107

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-  

Ju, Seong-Rae (Dept. of Clothing & Textiles, Chonnam National University)
Chung, Myung-Sun (Human Ecology Research Institute, Chonnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.7, 2007 , pp. 1107-1118 More about this Journal
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
Customer satisfaction; Trust; Commitment; Contact intensity; Relational termination cost;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 김용정. (1998). 대고객 관계마케팅에 과한 실증적 연구-관계의지와 신뢰의 매개변수 효과를 중심으로-. 마케팅과학연구, 1, 21-42
2 박성연, 이은미. (1999). 관계마케팅 실현을 위한 고객만족과 고객몰입에 관한 실증적 연구. 이화여대 경영논총, 17(2), 81-98
3 이순묵. (1990). 공변량구조분석. 서울: 성원사
4 이승희, 이병화. (2003). 디자이너 브랜드 샵마스터의 CRM에 관한 연구. 한국의류학회지, 27(2), 239-249
5 주성래, 정명선. (2002). 패션점포와 고객간의 관계효익이 관계의 질과 고객만족에 미치는 영향. 한국의류학회지, 26(7), 1043-1054
6 주성래, 정명선. (2005). 지각된 서비스 품질과 관계효익이 패션점포와 고객간의 관계발달 과정에 미치는 영향. 한국의류학회지, 29(2), 328-339   과학기술학회마을
7 홍대식. (1986). 사회심리학. 서울: 박영사
8 Bettemcourt, L. A. (1997). Customer voluntary performance: Customer voluntary performance: Customer as partners in service delivery. Journal of Retailing, 73(1), 383-406   DOI   ScienceOn
9 Illingworth, J. D. (1991). Relationship marketing: Pursuing th perfect person-to-person relationship. Journal of Services Marketing, 5(Fall), 49-52   DOI
10 Kumar, N. (1996). The power of trust in manufacture-retailer relationships. Harvard Business Review, 74(November-December), 92-106
11 McDonald, G. W. (1981). Structural exchange and martial interaction. Journal of Marriage and the Family, 43(November), 825-839   DOI   ScienceOn
12 Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20-38
13 이유재. (2000). 서비스마케팅. 서울: 학현사
14 Dwyer, F. R., Shurr, P. H., & Oh, S. J. (1987). Developing buyer-seller relationship. Journal of Marketing, 51 (Apr.), 11-27   DOI   ScienceOn
15 Robert, W. A. J. (1989). Towards and understanding of relational commitment: An empirical test of several models. Doctorial dissertation, Arizona State University, Tempe
16 Oliver, R. L. (1993). Cognitive affective and attribute bases of satisfaction research. Journal of Consumer Research, 20, 418-430   DOI   ScienceOn
17 안소현, 이경희. (2000). 판매원과 고객간의 장기적 관계발전에 관한 고찰. 한국의류학회지, 24(8), 1230-1241
18 이켈렙. (1997). 유통경로내 신뢰의 선행요소 및 장기지향성과의 관계에 관한 연구-이동통신 산업내의 구매자와 판매자 관계를 중심으로-. 고려대학교 대학원 석사학위 논문
19 Dick A. S. & Basu, K.(1994). Customer loyalty: Toward and integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113   DOI
20 Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationship. Journal of Marketing, 58(April), 119
21 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
22 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
23 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   DOI   ScienceOn
24 Gremler, D. D. (1995). The effect of satisfaction, switching costs and interpersonal bones on service loyalty. Unpublished dissertation, Arizona State University, Tempe
25 Ellen, G. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(April), 70-87   DOI   ScienceOn
26 김상현, 오상현. (2002). 고객 재구매 의도 결정요인에 관한 연구. 고객가치, 고객만족, 전환비용, 대안의 매력도. 마케팅연구, 17(2), 25-55
27 Anderson, E, W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(Spring), 125-143   DOI   ScienceOn
28 Berry, L. L. & Parasuraman, A. (1991). Marketing service: Competing through quality. New York: The Free Press
29 Williamson, O. E. (1985). The economic institutions of capitalism. New York: The Free Press
30 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   DOI   ScienceOn
31 Mazursky, D. P. & Labarbera, A. A. (1987). When consumers switch brands. Psychology and Marketing, 4(1), 17-30   DOI
32 김세환. (1997). 판매자와 구매자의 관계유지에 미치는 영향 요안에 관한 실증적 연구. 경남대학교 대학원 석사학위 논문
33 안광호, 황선진, 정찬진. (2005). 패션마케팅 서울: 수학사
34 이지현, 이승희, 임숙자. (2003). 패션제품의 e-CRM에 관한 연구(제1보)-신뢰와 관계 몰입을 중심으로-. 한국의류학회지, 27(6), 685-695
35 김은정, 이선재. (2001). 의류점포의 대고객 관계마케팅에 관한 연구: 백화점을 중심으로. 한국의류학회지, 25(6), 1079-1090
36 Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56(Jan.), 6-21   DOI   ScienceOn
37 Bentler, P. M. & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606   DOI
38 Gundlach, G. T. & Murphy P. E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(October), 35-46   DOI   ScienceOn
39 유영진, 이용기. (2001). 관계의 질에 영향을 미치는 관계마케팅 요인: 이용경험에 따른 차이에 대한 탐색적 분석. 호텔경영학연구, 10(3), 89-110
40 Levitt, T. (1983). The marketing imagination. New York: The Free Press
41 Crosby, L. A., Evans, K., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(July), 68-81   DOI   ScienceOn
42 Ford, D. (1980). The development of buyer-seller relationship in industrial markets. European Journal of Marketing, 14(May-June), 339-354   DOI
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 조은영, 구양숙. (2002). 의류제품 판매원에 대한 고객만족과 판매원 충성도에 대한 연구. 한국의류학회지, 26(3/4), 431-442