중소유통업의 공동브랜드 마케팅믹스전략이 고객만족 및 충성도에 미치는 영향 (The Effects of Cooperative Brand Marketing Mix Strategies on the Customer Satisfactions and Loyalties)

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 14권 / 2호 / 29 ~ 53페이지
· 저자명 : 김기평, 윤기창

초록

본 연구에서는 중소유통업의 공동브랜드 마케팅믹스전략이 고객만족 및 충성도에 미치는 영향에 대하여 규명하기 위하여 연구모델을 제시하였으며, 이를 뒷받침하기 위하여 공동브랜드 마케팅믹스, 고객만족, 신뢰 및 고객충성도에 대한 선행연구 들을 검토하고 각 변수들 간의 관계를 규명할 가설들을 설정하여 공분산구조분석을 실시하였다.
실증분석결과, 공동브랜드에 따른 고객만족과 신뢰도가 고객충성도에 영향을 미친다는 것을 알 수가 있게 되었다. 본 연구에서 고객만족과 신뢰는 고객충성도를 증가시켜 재구매의도와 추천의도 등을 유발시킨다는 것을 사실을 밝혀 졌다. 그러므로 중소유통업의 경쟁력 확보를 위해서는 공동브랜드화를 통한 제품, 품질, 가격, 유통, 광고 등의 요소들을 강화하여 고객만족도와 신뢰도를 향상시킬 수 있으며, 더 나아가 고객충성도에도 긍정적인 영향을 미치는 것이 확인되었다. 따라서 공동브랜드를 통한 중소유통업체들이 협력할 수 있는 정책적 지원이 적극적으로 요구된다 하겠다.

영어초록

The laboratory suggested that people in small commerce and industry business' marketing mix strategies have an effect on customer satisfaction and loyalties. In order to support our theory, we set up hypothesis about Cooperative Brand, marketing mix strategies, customer satisfaction and loyalty.
The research can be summarized as follows. First, Cooperative Brand's marketing mix strategies on customer service have an effect and it is as in the following. As we verify a hypothesis, the result shows that the Cooperative Brand's marketing mix strategies on customer service have an positive effect such as the price without distribution, quality, advertisement. According to the result, customer satisfaction levels are taken from the positive gauge of Cooperative Brand's price, quality, and advertisement.
Second, the Cooperative Brand marketing strategy has been authenticated and it is as in the following. As we verify a hypothesis, the result shows that the Cooperative Brand's marketing mix strategies on credibility of brand have an positive effect such as quality, advertisement. Therefore, gaining customer's trust is related to Cooperative Brand's quality and advertisement.
Third, the customer satisfaction strategy has been authenticated that is affect to trust on brand and it is as in the following. As the result of setting the theory 'the customer satisfaction has a exert influence on the trust' shows its positive effect.
Forth, the customer satisfaction strategy has been authenticated on brand loyalty and it is as in the following. As we verify a hypothesis, 'the customer satisfaction will have an effect on customer's trust on brand', the customer satisfaction has an influence on the purpose of repeat sales and recommendations.
Finally, it is followed that the relationships between trust and customer's loyalty. As we verified the theory, 'trust will effect on customer's loyalty', the trust have an influence on the purpose of repeat sales and recommendations.
In conclusion, as we mentioned above that customer's satisfaction and the trust are effect on customer's loyalty on the brand. So, we examined a hypothesis that customer's satisfaction and the trust are cause the purpose of repeat sales and recommendations. For that reasons, we need to consider a countermeasure on the factors such as Cooperative Brand's product, quality, price, distribution, and advertisement in order to Strengthening the small commerce and industry business's competitiveness.

참고자료

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