• 경영과정보연구
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• 제25권
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• pp.339-370
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• 2008

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.81-93
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• 2022

This research aims to construct a model that combines brand love, brand loyalty, brand image, customer satisfaction, and service quality into a single model, with brand loyalty coming foremost, and test its predictive power in building brand love. Moreover, mediating effect of customer satisfaction and brand image on service quality and brand loyalty affecting brand love was checked. The study adopted an alliance context using an existing SERVQUAL model, a bi-dimensional aspect of brand loyalty and parasocial love relationship theory, to identify brand love as a construct or outcome in the consumer-brand relationship. Using a quantitative approach, survey questionnaires were distributed by unrestricted random sampling among 507 Saudia Airlines customers. Data were analyzed using structural equation modeling with SmartPLS 3.0. The results revealed significant relationships between four variables except for the brand image. It was found that brand image had no mediating effect on the relationship between service quality and customer loyalty. The outcome of this study highlights the importance of airline alliances for service quality, which leads to positive customer satisfaction, brand image, and customer loyalty. A unique contribution of the study is that it revealed that brand loyalty is also an antecedent of brand love.

• 품질경영학회지
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• 제45권1호
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• pp.39-54
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• 2017

Purpose: This study evaluated the effect of customer relationship management (CRM) on customer's brand loyalty in the holistic perspective of relational benefits, relationship quality and relation value. This paper attempted to find out the psychological process that links the relational benefits and brand loyalty. Methods: The data was collected by using the structured questionnaires to VIP customers and general customers of major domestic banks. The proposed research model is empirically tested using 324 valid questionnaires using SPSS 23 and AMOS 23. Results: This research indicated the partially positive relationship between the relational benefits and relation values, and between relational benefits and relationship quality. The relation value and relationship quality positively affects the relation commitment and the relation commitment also positively affects brand loyalty. This study also shows that the relation value affects the brand loyalty through the mediation of relation commitment, but also the relationship quality affects the brand loyalty through the media of relation commitment. Conclusions: This study investigates the role of perceptional factors(relational value and relationship quality) and affective factors(relation commitment) to find the relationship between relational benefits and brand loyalty. It also suggest the relative influence of relational benefits on relation value.

• 웰빙융합연구
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• 제4권4호
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• 유통과학연구
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• 제14권9호
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• pp.111-120
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• 2016

Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions - The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the 'love becomes hate' effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers' complaining behaviors. This is more significant for companies with strong brand reputations.

• 한국의류학회지
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• 제40권3호
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• 한국의류학회지
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• 제33권5호
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• pp.782-792
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• 2009

The purpose of this research were 1) to identify the distribution of customer equity about sports fashion brands, 2) to identify the dimensions of fashion brand attributes influencing customer satisfaction and customer equity, and 3) to investigate relationships among sports fashion attributes, customer satisfaction and customer equity. Survey questionnaire was used to collect data and 900 responses were used for the data analysis. Descriptive statistics(i.e., frequency, percentage), factor analysis and multiple regression analysis were used for the data analysis. The results of this study were as following. First, 67.4%(i.e., outdoor sports brands) of customer equity distributes under 1 million won while 61.3%(i.e., general sports brand) and 54.3%(i.e., golf brands) distributes. Second, the sportswear brand dimensions consist of 6 factors, product quality value, convenience value, perceived value, unique brand image, trust relationship, and personalized relationship. Third, the higher the product quality value, perceived value, unique brand image, and trust relationship were, the higher customer satisfaction was. Fourth, the higher customer satisfaction was, the higher customer equity was.

• 산업융합연구
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• 제14권2호
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• pp.1-14
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• 2016

According to the previous studies about relationship marketing, customers who have relationship with preferable brand or company take spontaneous word of mouth(WOM) and make more purchases than those who don't. Recently, as e-commerce has been combined with social media, many companies that are looking for solution which can promote customer relationship quality using social media. This study aims to investigate the role of customer's perceived value on brand relationship quality in social media. Although perceived value has been defined from many perspectives, we only consider "perceived social value" and "perceived emotional value" in this paper. According to social capital theory, self-esteem is an important variable when we explain the relationships. Thus this paper considers "self-esteem" as a moderating variable between relationship quality and relationship retention. To serve the research purpose, we collect 226 valid questionnaires from social media users. And we analyze data set and test research hypotheses by using SPSS 20.0 and AMOS 20. We expect that the result contain a lot of implication for both researchers and practitioners. Major findings from analyzing 226 valid questionnaires are as follows. First, when customer recognizes social value about brand or company, relationship quality with the brand or company has been improved. Second, when customer recognizes emotional value about brand or company, relationship retain intention with the brand or company has been improved. Third, self-esteem doesn't have moderating effect between relationship quality and relationship retention in social media.

• 경영과정보연구
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• 제32권4호
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• pp.225-254
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• 2013

브랜드 경험에 관한 주요 척도의 개발이나 일부 제품에의 적용은 국내외의 연구에서 이루어 졌으나, 서비스 분야에의 적용은 아직 미진한 실정이다. 본 연구는 의류소매 서비스 분야에서 고객과 브랜드의 관계의 질과 강도에 브랜드 경험의 구성요소인 감각적, 감정적, 행동적, 지적 경험이 미치는 영향을 조사하고 있다. 연구 결과, 브랜드의 관계의 질에 미치는 브랜드 경험 하위차원들의 영향은 모두 유의하였다. 상대적으로 감각적 경험이 가장 큰 영향을 미쳤으며, 이는 본 연구에서 의류 소매매장 브랜드를 다루고 있기에 나타난 결과인 것으로 추정된다. 연구의 결과는 기존의 개별 제품 브랜드에서 적용되던 브랜드 경험효과 연구를 소매 서비스업에 확장할 수 있었다는 점에서 의의를 가지며, 향후 다양한 서비스 브랜드들의 고객경험 및 체험 관리에 대한 지표를 마련하는 데에도 도움을 줄 수 있을 것으로 기대한다.

• 벤처창업연구
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• 제9권4호
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• pp.163-173
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• 2014

1990년대 이후, 브랜드는 현대인의 소비생활에서 중요한 요소로 자리잡아왔다. 소비자들은 제품의 물리적 속성 및 기능만을 중시하지 않고 제품자체나 소비와 관련된 감성에 의하여 많은 영향을 받고 있다. 이에, 브랜드가 기업 가치를 창조하는 하나의 무형자산으로 인식되면서 브랜드에 대한 관심의 증대와 함께 브랜드에 대한 많은 연구들이 활발히 진행되었다. 본 연구는 선행연구와 이론적 논의를 토대로 브랜드 충성도에 영향을 미치는 선행변수들 간의 관련성에 대한 분석하고자 한다. 구체적으로, 소비자들이 자주 이용하는 정유사를 연구대상으로 삼아 브랜드 충성도에 영향을 미치는 선행요인인 지각된 브랜드 품질, 고객만족, 브랜드 신뢰 간의 관계를 체계적으로 밝힘으로써 이러한 관계가 결과적으로 브랜드 충성도에 기여한다는 의미 있는 결과를 도출해 학술적, 실무적 시사점을 제시하고자 한다. 본 연구를 통한 분석 결과는 다음과 같다. 정유사를 대상으로 소비자가 지각하는 브랜드 품질이 고객 만족 및 브랜드 신뢰에 유의한 영향을 미치고, 고객 만족 및 브랜드 신뢰 모두 브랜드 충성도에 유의한 영향을 미치는 것으로 조사되었다. 본 연구 결과에 따르면, 비 차별화된 제품을 판매하는 정유시장에서 소비자가 기름 품질 자체에 대해 인식하는 것은 쉽지 않은 상황이다. 따라서 정유사들은 그 정유사 브랜드 이미지, 서비스, 주유소 시설 등 전반적으로 소비자가 지각하는 정유사 브랜드 품질이 브랜드 충성도를 형성하는 초반이 되며, 이것은 곧 고객 만족 및 브랜드 신뢰에 영향을 미치고 이를 바탕으로 브랜드 충성도를 구축, 유지해야 한다는 점에 주목해야 할 것이다.