관계몰입의 결정요인: 관계효익, 핵심품질, 그리고 관계만족 (The Determinants of Relationship Commitment: Relational Benefits, Core Quality, and Relationship Satisfaction)

서지정보

· 발행기관 : 한국고객만족경영학회
· 수록지 정보 : 고객만족경영연구 / 10권 / 1호 / 51 ~ 69페이지
· 저자명 : 이용기, 유동근, 정연국

초록

본 연구는 관계만족과 관계몰입(감정적, 행동적, 그리고 지속적 몰입)에 대한 관계효익(확신적, 사회적, 그
리고 특별대우 효익)과 핵심품질(제품품질, 서비스품질)의 영향을 호텔과 패밀리 레스토랑 상황을 맥락으로
하여 실증 분석하였다. 제안된 모형을 검증하기 위하여 호텔과 패밀리 레스토랑을 이용하는 회원 고객 300명
으로부터 자료를 수집하여 분석하였다.
분석 결과는 다음과 같다. 첫째, 핵심품질은 관계만족에 직접적으로 영향을 미치나, 관계효익은 관계만족
에 영향을 미치지 않는 것으로 나타났다. 둘째, 관계효익은 감정적 몰입에 직접적으로 영향을 미치나, 핵심품
질은 영향을 미치지 않는 것으로 나타났다. 셋째, 관계효익과 핵심품질은 행동적 몰입에 직접적으로 영향을
미치지 않는 것으로 나타났다. 넷째, 관계만족은 감정적 몰입과 지속적 몰입에 유의한 영향을 미치나 행동적
몰입에는 영향을 미치지 않는 것으로 나타났다. 다섯째, 감정적 몰입은 행동적 몰입에 영향을 미치며, 그 결
과, 지속적 몰입을 증대시키는 것으로 나타났다. 마지막으로, 본 연구의 시사점, 토의내용, 그리고 연구의 한
계점과 향후 연구방향이 제시되었다.

영어초록

This research is to examine the relative impacts of relational benefits (social, confidential, and special treatment
benefits) and core quality (core product and core service quality) on relationship satisfaction and relationship
commitment (emotional, behavioral, and temporary commitment) in hotel and family restaurant context. In order to
empirically investigate the proposed model, the data were collected from 300 respondents randomly selected from
among the customer members who use the hotel and family restaurant if he or she agreed to participate in the
survey.
To test unidimensionality of the measures of each construct we employed scale refinement procedure. The results
of reliability test with Cronbach's α, and confirmatory factor analysis warranted unidimensionality of the measures
for each construct. In addition, convergent and discriminant validity of the measures was warranted from the result
of comparisons of correlation analysis and measurement model analysis. The data were analyzed with structural
equation modeling with LISREL 8.7W and SPSS Win/PC+ 12.0.
The results and implications are follows:
First, core quality had an effect on relationship satisfaction, but relational benefits did not have a significant
effect on relationship satisfaction. Second, relational benefits had a positive effect on affective commitment, but core
quality did not have a positive effect on emotional commitment. Third, relationship satisfaction had an effect on
affective and temporary commitment, but did not have a significant effect on behavioural commitment. Finally,
affective commitment had a positive effect on behavioral, and, in turn, increase temporal commitment.
This study found what factors play in the process of developing commitment from the relational approach and
the core service one. That is, the findings specify clearly the mechanism that customers use in understanding of
organization-customer relationship in service industries. In this regard, this research was to meet the call of previous
studies (eg., Iacobucci et al., 1994; Butcher, Sparks, and O'Callaghan, 2003), which suggest that marketing scholars
should focus more on managerially relevant constructs that are associated with firm-customer interaction.
The results suggest that both relational benefits and core quality concepts should be regarded as the core of
relationship-oriented marketing concept and indispensable for gaining a short- and long-term relationship. The finding
indicates that core service quality is still significant and substantial driver of customer satisfaction. It shows that
improving core quality perceptions leads to higher satisfaction, and, ultimately to stronger commitment. In addition,
relational benefits contribute to explain the relationship of firm-customer in service setting. This implies that
relational benefits are well placed to provide managers with a useful predictive tool. This also provides insights
with managers that customers who maintained a service relationship with a specific service employee are likely to
be more loyal.
In summary, the findings tell us somewhat about why the customer satisfied. In other words, this study
explain that customer's decision for entering into and maintaining a long-term with service firm is driven by
their assessment of the core quality and the relational benefits' aspects. Thus, the challenge facing service
researchers is to investigate which factors influence the strength of the firm-customer relationship.
The findings also are likely to support the Iacobucci et al.'s (1994) work, which explained overall
satisfaction could be improved by either core quality or the friendly peripherals being good. It is also
interesting to note that relationship satisfaction mediates the effect of core quality on the outcome variables
such as affective, behavioral, and temporary commitment. These results imply that the development of
relationships based on satisfaction and commitment (social approach) through combining relational benefits
and core quality can be adequate to explain customer-service firm relationships. That is, this study shows
that one way to get customer's commitment is engendering relationship satisfaction using combined relational
and core quality approach.

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