고객만족과 재구매가격의 관계에 관한 연구 (A Study of the Relationship Between Customer Satisfaction and Repurchase Price)

서지정보

· 발행기관 : 한국생산성학회
· 수록지 정보 : 생산성연구: 국제융합학술지 / 22권 / 4호 / 75 ~ 98페이지
· 저자명 : 강명수, 이한석, 이정훈

초록

Most of marketing literature and studies consistently identified customer satisfaction
as a key antecedent to customers’ loyalty, WOM and repurchase. But these are indirect
components to explain CS’ contribution to firm's profitability, fails to explain direct
relationship. So we tried to discover direct relationship between CS and firm's
profitability using real purchase price.
To discover the relationship between CS and purchase price we used equity theory.
Equity theory suggests that if customers experience elevated states of satisfaction, they
perceive a high outcome of an exchange and therefore are willing to pay more than less
satisfied customers because this results in an equitable ratio of outcome to input. The
objective of this study can stated as two folds.
This study shows relationship between customers’ satisfaction on their real purchase
price for the product first. Second, this study finds linear effect and nonlinear effect in
satisfaction - outcome link. There is no consensus about the functional structure for this
specific relationship. Using previous research of WTP this study hypothesize about the
functional structure.
As a result of the research, we can confirm the fact that the relationship between CS
and purchase price, the primarily purpose of the research, is affirmative. Our study
illustrate the usefulness of equity theory in understanding the relationship between
pricing issues and satisfaction. But we can't address nonlinear effects on outcomes of
satisfaction. The theoretical and practical implication of this paper can be stated as follows.
As we said our research reconfirm the managerial belief that satisfied customers who
are really pay more by huge survey data. This research has important implications of
investment in CS and for setting prices. Further research should explore the functional
structure of the relationship in more detail.

영어초록

Most of marketing literature and studies consistently identified customer satisfaction
as a key antecedent to customers’ loyalty, WOM and repurchase. But these are indirect
components to explain CS’ contribution to firm's profitability, fails to explain direct
relationship. So we tried to discover direct relationship between CS and firm's
profitability using real purchase price.
To discover the relationship between CS and purchase price we used equity theory.
Equity theory suggests that if customers experience elevated states of satisfaction, they
perceive a high outcome of an exchange and therefore are willing to pay more than less
satisfied customers because this results in an equitable ratio of outcome to input. The
objective of this study can stated as two folds.
This study shows relationship between customers’ satisfaction on their real purchase
price for the product first. Second, this study finds linear effect and nonlinear effect in
satisfaction - outcome link. There is no consensus about the functional structure for this
specific relationship. Using previous research of WTP this study hypothesize about the
functional structure.
As a result of the research, we can confirm the fact that the relationship between CS
and purchase price, the primarily purpose of the research, is affirmative. Our study
illustrate the usefulness of equity theory in understanding the relationship between
pricing issues and satisfaction. But we can't address nonlinear effects on outcomes of
satisfaction. The theoretical and practical implication of this paper can be stated as follows.
As we said our research reconfirm the managerial belief that satisfied customers who
are really pay more by huge survey data. This research has important implications of
investment in CS and for setting prices. Further research should explore the functional
structure of the relationship in more detail.

참고자료

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