• 한국의류학회지
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• 제35권2호
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• pp.230-241
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• 2011

This study investigates how the relational benefits of fashion retail stores influence the relationship quality (trust, satisfaction, and commitment) and CRM effects (revisit intention and word of mouth intention). This study also analyzes the moderating effect of consumer characteristics between relational benefits and relationship quality. The subjects of this study consisted of 340 female consumers whose age ranged from 20 to 50s and the results were analyzed using AMOS 18.0 and SPSS 12.0. The results of the study were as follows: First, there were three types of relational benefits of psychological, social and economic relational benefits in the CRM activities of fashion retail stores. In addition, it was found that the psychological and economic relational benefits had positive effects on the relational qualities of fashion retail stores; however, the social relational benefits did not have any effects on the relational qualities of fashion retail stores. Second, the relationship quality had a positive influence on CRM effects such as revisit intention and word of mouth intention. Third, it was confirmed that the consumer characteristics variables were effective mediators linking the relational benefits and relational qualities of fashion retail stores.

• 한국의류학회지
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• 제26권7호
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• pp.1043-1054
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• 2002

The purposes of this study were to empirically examine the effect of relational benefits and relationship quality in the core variables of relationship marketing on customer satisfaction, to investigate the causal relationships among these variables. The questionnaires was administered to 417 women shopped in a fashion retail store in Gwang-ju city during January 14-18, 2002. For analysis of data, frequency, factor analysis, regression analysis, and path analysis were applied. The results were as follows: 1. The customers' perceived relational benefits were categorized as follow: 1) special treatment,2) social, and 3) psychological benefits. Relationship quality was categorized into two factors: trust and commitment 2. The relational benefits significantly influenced customer satisfaction. 3. The relational benefits significantly influenced relationship quality. 4. The relationship quality significantly influenced customer satisfaction. 5. The relational benefits had both direct and indirect effects on customer satisfaction mediated by relationship quality. The results indicated that causal relationship was existed among these three variables.

• 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.

• 한국의류학회지
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• 제33권3호
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• pp.467-476
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• 2009

The purpose of this study is to investigate the effect of customer satisfaction and customer loyalty with relational benefits on the Internet shopping mall. For the study, utilizing the convenient sampling method, the sample of study was composed of female and male adults aged between 20 and 30 living in Seoul metropolitan area who had experienced purchase of fashion products on the web. Of 350 distributed, 311 useful questionnaires were returned. The survey research design was employed with structured questionnaire. For data analysis, descriptive statistics, factor analysis, reliability analysis, cluster analysis and multiple- regression analysis were used. The results of this study are as follows: Psychological benefits had higher influence than other relational benefits(social benefits, customization benefits, economic benefits) on the both customer satisfaction and customer loyalty positively. There was a high relationship between the customer satisfaction and the customer loyalty. The customer satisfaction had a positive influence on the customer loyalty. And social benefits had the least influence among the sub-factors of relational benefits on the customer satisfaction. Also, customization benefits had the least influence among the sub-factors of relational benefits on the customer loyalty.

• 패션비즈니스
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• 제21권2호
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• pp.30-44
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• 2017

The purposes of this study were to (a) identify dimensions of relational benefits in the social commerce market, (b) predict the effects of relational benefits on satisfaction, repurchase intention, and word of mouth (WOM) intention, (c) examine the mediating effects of satisfaction, and (d) compare the differences in the effects of relational benefits on satisfaction, repurchase intention, and WOM intention between the two groups of market mavenism. For collecting data, a self-administered questionnaire was undertaken by an online research agency. A total of 490 usable responses were obtained from consumers who have used social commerce sites. The sample included a slightly higher number of females (50.8%) than males and age was ranged from 20 years to 40 years. An exploratory factor analysis generated four factors of relational benefits such as confidence, convenience, special treatment, and information. Multiple regression models showed that confidence, convenience, and special treatment benefits were significant predictors of satisfaction and repurchase intention; the confidence and convenience benefits were significant for WOM intention. Satisfaction significantly mediated the relationship between relational benefits and repurchase intention, and the relationship between relational benefits and WOM intention. The group with high level of market mavenism more highly perceived the relational benefits than the other groups. Confidence benefit had a significant effect on repurchase intention regardless of the level of market mavenism, while convenience benefit had a significant effect on repurchase intention in the non-market maven group. This study discussed the managerial implications for customer relationship management in the social commerce marketplace.

• 한국조리학회지
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• 제20권4호
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• pp.266-279
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• 2014

본 연구는 관계혜택에 따라 패밀리 레스토랑의 시장을 세분화하고 각 세분시장 간의 인구통계학적 특성, 레스토랑 방문행태, 관계의 질, 관계성과에 차이가 있는지를 살펴보는데 그 목적이 있다. 이를 위해 미국 내 패밀리 레스토랑 고객을 대상으로 얻은 총 510부의 자료를 빈도분석, 요인분석, 신뢰도 분석, 군집분석, 다변량 분산분석, 판별분석, 교차분석, 일원배치 분산분석을 통해 분석하였다. 요인분석 결과 확신적, 특별대우, 사회적 혜택 등 세 개의 관계혜택요인을 도출하였으며, 군집분석 결과 관계혜택의 정도에 따라 '높은 관계혜택 소비자,' '중간 관계혜택 소비자,' '낮은 관계혜택 소비자'의 세 개의 세분시장이 도출되었다. 세 개의 세분시장그룹은 연령(p<0.05)과 교육수준(p<0.05)에 차이가 있었다. 또한 관계혜택을 높게 인식하는 소비자일수록 레스토랑의 방문빈도(p<0.001), 관계의 질(p<0.001), 관계성과(p<0.001)가 보다 높게 나타났으며, 그 뒤를 중간 관계혜택 소비자, 낮은 관계혜택 소비자 순으로 높게 인식하는 것으로 나타났다. 결과적으로 패밀리 레스토랑은 높은 관계의 질과 관계성과를 얻기 위해 고객들에게 높은 관계혜택을 제공해야할 것이다. 이에 대한 실무적인 시사점을 제시하였다.

• 한국의상디자인학회지
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• 제17권3호
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• pp.225-240
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• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.

• 한국의류학회지
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• 제32권12호
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• pp.1927-1938
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• 2008

소비자와의 장기적 관계 관리가 강조되는 현 시점에서, 소비자들이 인터넷 쇼핑몰에서 의류제품을 구매할 때 지각하는 관계혜택에 초점을 두고, 소비자들의 관계혜택지각이 쇼핑몰에 대한 관계몰입 및 충성도에 미치는 영향을 규명하고자 하였다. 본 연구를 위해 인터넷 의류구매 경험이 있는 20대 및 30대 남녀 소비자 343명에게 설문조사하였다. 연구결과, 인터넷 의류구매에서의 관계혜택지각은 쇼핑몰에 대한 관계몰입 및 충성도에 유의한 영향을 미쳐, 관계혜택지각이 클수록 쇼핑몰에 대한 관계몰입 및 충성도가 높은 것으로 나타났다. 또한 관계혜택지각 차원에 따라 소비자들을 유형화한 결과, 소비자들은 '사회적 혜택지각 집단', 경제/쇼핑편이성 혜택지각 집단', '쇼핑편이성 혜택지각 집단', '고객화 혜택지각 집단', '정보적 혜택지각 집단', '심리적 혜택지각 집단'으로 구분되었으며, 이들의 쇼핑몰에 대한 관계몰입 및 충성도에도 유의한 차이가 있는 것으로 나타났다. 본 연구는 인터넷 기업이 고객과의 관계를 결속시키고 나아가 쇼핑몰에 대한 충성도를 높이는데 도움을 줄 수 있을 것으로 본다.

• 한국의류학회지
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• 제32권8호
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• pp.1202-1212
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• 2008

As increasing the rates of purchasing cosmetic in internet shopping mall, the relationship marketing between purchaser and shopping mall service providers has become more important. At this point, the purpose of this study was to investigate factors of relational benefits and commitment, and to analyze the effects of relational benefits and commitment on word-of-mouth intention and repurchase intention for cosmetic purchaser in internet shopping mall. With convenience sampling, the research was surveyed to 20’s to 30’s female and male who had purchased cosmetics in internet shopping mall. The 308 responses were analyzed by frequency analysis, factor analysis, reliability test, and multi-regression analysis. The results were as follows. First, the factors of relational benefits were divided into psychological benefits, social benefits, and economic benefits. Also the factors of commitment were divided into calculative commitment and affective commitment. Second, only psychological benefits affected to calculative commitment, and all three factors of relational benefits affected to affective commitment. Third, the word-of-mouth intention for cosmetic purchaser in internet shopping mall was affected by psychological benefits, social benefits, economic benefits, calculative commitment and affective commitment. Lastly, the repurchase intention of cosmetic in internet shopping mall was affected by psychological benefits, social benefits, economic benefits, calculative commitment, affective commitment and the word-of-mouth intention.

• 경영과정보연구
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• 제3권
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• pp.99-131
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• 1999

The purpose of this study is to investigate relational benefits affecting the relationship quality and the existence of differences to which relational benefits are most important to the customers across the type of services that customer buys and customer's relationship orientation in how they orientate their relationships with service firms. The results of this study are summarized as follows: First, all relational benefits, economic, social, psychological, functional benefits, is related the relationship quality. Second, There is a difference in the perceived relative importance of relational benefits that customers will lead to the establishment of a long-term relationship across the type of service. The more service is customized, the less economic benefits affect relationship quality and the more psychological benefits affect relationship quality. however there isn't a difference in the effect of functional benefits on relationship quality across the types of service, functional benefits are a important benefits both situations. Third, There is a difference in the perceived relative importance of relational benefits that customer will lead to the establishment of a long-term relationship across customers. The more customers orientate their relationships with service firms, the more psychological benefits affect relationship quality. The less customers orientate their relationships with service firms, the more economic and functional benefits affect relationship quality. However there isn't a difference in the effect of social benefits on relationship quality across customers. In addition to, relationship orientation is related to demographic facets such as sex-type, age and income. Male is higher relationship orientation than female. The more customers are older, the more they orientate their relationships with service firms and the more customers have income, the more they orientate their relationships with service firms.