• 한국의류학회지
• /
• 제31권7호
• /
• pp.1107-1118
• /
• 2007

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.

• 지식경영연구
• /
• 제12권3호
• /
• pp.39-58
• /
• 2011

As the information from today's knowledge-based society alters the awareness of patients and provides a wider selection of medical institutions, the reality of medical institution management is struggling compared to the past. CRM was introduced to domestic hospitals as marketing strategy to dominate the competition under varying medical environment. Thus, this research invests on CRM activity types used in hospitals and the effects of CRM activities toward loyalty and switching intention. Futhermore, we investigate the mediating role of customer relationship commitment and termination in CRM activities. The subjects in this study included three hundred customers who are using hospital settings or who had experience with using the hospital settings. The researcher collected 262 survey questionnaires from May 23th, 2011 to June first. In order to evaluate the hypothesis in this study, structural equation model was analyzed by using AMOS 18.0.