한국 면세점을 방문한 중국소비자들의 지각된 관계혜택 및 관계품질이 고객충성도에 미치는 영향: 전환 장벽의 조절역할 (The Influence of Having been visited to Korea duty-free stores Chinese Consumers’ Perceived Relational Benefits and Relationship Quality on Customer Loyalty:The Moderating Effect of Switching Barriers)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 21권 / 1호 / 55 ~ 80페이지
· 저자명 : 이인남, 신건철

초록

지속적인 중국경제의 성장에 따른 높은 구매력을 지닌 중국 소비자들의 한국 방문이 꾸준하게 이어지고 있다. 이러한 환경은 국내 면세점 소비시장의 활성화를 통해 면세점 간의 경쟁이 치열해지는 모습으로 나타나고 있다. 이와 같은 상황에서 고객관계관리 기반의 관계마케팅의 중요성은 더욱 중요하게 요구되고 있는 실정이다. 본 연구는 고객들의 지각된 관계혜택을 구성하는 주요 요소들을 규명하고, 지각된 관계혜택이 신뢰 및 몰입으로 구성된 관계품질의 매개역할을 통한 고객충성도에 미치는 영향을 탐구하고자 한다. 더불어 전환 장벽의 조절효과에 대한 실증적 규명을 하고자 한다. 이를 위해 국내면세점에서 구매경험이 있는 중국소비자들을 대상으로 조사를 진행하였으며, 부적합한 응답을 제외한 총 479의 유효 표본을 이용하였다. 본 연구를 통하여 고객관계를 평가하는 과정에서의 고객과 서비스제공자와의 상호작용 및 커뮤니케이션(communication)을 통한 다각적이고 구체적인 전략의 구축을 위한 연구의 토대를 마련하였다. 또한 관계품질에 긍정적인 영향을 미치는 다양한 고객들의 지각된 관계혜택 구성요소를 확인하게 되었다. 선행연구의 결과와 부분유사하게 사회적 혜택을 제외한 심리적 혜택, 경제적 혜택, 그리고 고객화 혜택은 관계품질에 정(+)의 유의한 영향관계를 갖고 있다는 것이 확인되었다. 더불어 관계품질이 고객충성도에 정(+)의 영향을 나타낸다는 점도 확인할 수 있었다. 이로써 관계마케팅 연구에서 관계품질 강화를 통한 고객욕구충족에 대한 새로운 초점과 방향을 제시한다고 볼 수 있다. 한편, 전환 장벽은 관계품질 및 고객충성도에 대한 조절효과를 갖고 있다고 확인되었다. 각 하위요소들의 조절효과의 방향성에 대한 검증 결과는 전환비용을 높게 지각하는 고객일수록 고객충성도에 정(+)의 영향을 나타냈으며, 역으로 대안매력을 높게 지각하는 고객일수록 부(-)의 영향을 미칠 것으로 예상했던 가설과 일치하는 것으로 확인되었다. 하지만 고객유대의 조절효과는 유의미하지 않는 것으로 나타났다. 본 연구는 이러한 결과를 토대로 후반부에 시사점과 한계점 및 향후 연구방향을 제시하였다.

영어초록

Ⅰ. Introduction The Korea Culture & Tourism Institute survey was conducted by the total of Chinese tourists amounted to 6.12 million in 2014 (41.6% increase compared to last year). It was expecting to exceed 8.0 million tourists in 2015. In order to meet the needs of Chinese consumers purchasing power it is necessary to identify perceived relationship benefits factors to promote the relationship marketing successfully.
So this paper calls attention to the central problem as to identify the influence of perceived relational benefits and relationship quality on customer loyalty according to the moderating effect of switching barriers. The purpose of this research is (1) to examine the factors of the perceived relational benefits in order to identify customer's attitude and needs, (2) to illustrate the effect of perceived relational benefits on the relationship quality, (3) to test the relationship between relationship quality and customer loyalty, (4) to investigate the moderating effect of switching barriers between the perceived relational benefits and relationship quality, and evaluate importance about the configuration factors of the switching barriers. (5) Through understanding the Chinese consumer's shopping orientation, provide practical and effective measures in order to explore the marketing strategies in the future research.
Ⅱ. Theoretical Background and Research Hypotheses Sheth and Parvatiyar(1995) contend that "consumers like to reduce choices. Long-term relationships may facilitate choice reduction through confidence benefits.” So recognize the importance of relational benefits and relationship quality are important there are added benefits for organizations engaging in long-term relationships. These benefits are not only important to customers but should be directly important to organizations given their positive relationship to several outcomes (loyalty, positive word of mouth, relationship continuance, and customer satisfaction) valued by firms(Gwinner, Gremler and Bitner 1998). Jones, Mothersbaugh and Beatty(2000) said that "switching barriers are important factors impacting a customer’s decision to remain with a service provider", it is connect to core-service satisfaction and customer loyalty was a critical determinant of retention.
Hypotheses are developed on the basis of the previous studies as follows.
H1: Customers perceived relational benefits are positively related to relationship quality.
H1a: Social benefits are positively related to relationship quality.
H1b: Psychological benefits are positively related to relationship quality.
H1c: Economic benefits are positively related to relationship quality.
H1d: Customization benefits are positively related to relationship quality.
H2: Relationship quality are positively related to customer loyalty.
H3: Between the relationship quality and customer loyalty it will have the moderating effect of switching barriers.
H3a: Switching costs have a positive effect between the relationship quality and customer loyalty.
H3b: Attractiveness of alternative have a negative effect between the relationship quality and customer loyalty.
H3c: Interpersonal relationship have a positive effect between the relationship quality and customer loyalty.
Ⅲ. Research Model and Methodology According to integration of the above hypothesis the conceptual framework underlying the study is presented in figure 1.
To verify the proposed research model and hypotheses, during the period from early May to the end of September data was completed with 479 Chinese adults who experienced the duty-free shopping when they visited Korea recently. The samples were collected from diverse attractions and shopping malls in Seoul. Before conducting a survey, we explained to the subject purpose, contents of survey and received oral consent. The consumers who did not want to participate in this survey were excluded. All respondents were selected through non-probability sampling at attractions and shopping malls. The measurement-scale items were developed for previous studies, demographic characteristics and consuming patterns were analyzed using SPSS 22.0. It was subjected to factor analysis and reliability analysis to verify the validity and reliability of the measurement items. The hypothesis testing was carried out multiple regression analysis.
Ⅳ. Results and Conclusions The content analysis results showed that the customers perceived relational benefits and relationship quality were affecting the customer loyalty, but the influencing factors were different according to the moderating effect of switching barriers.
We ran the first model tapped the first-order customers perceived relational benefits including of social benefits, psychological benefits, economic benefits, and customization benefits. R²=.626, F=198.153, sig.=.000, it shows the fit of the model significantly higher. Psychological benefits(β=.328, p<.001), economic benefits(β=.269, p<.001), and customization benefits(β=.217, p<.001) were positively related to relationship quality in support of H1b, H1c, H1d. In contrast social benefits(β=.065, p>.1) does not have a direct impact on the relationship quality offering no support for H1a. The results suggest that customers perceived relational benefits were positively related to relationship quality(β=.784, p<.001), so in support of H1.
The second model tapped the second-order relationship quality including of trust and commitment. R²=.315, F=219.671, sig.=.000, it also shows the fit of the model significantly higher. The results suggest that relationship quality were positively related to customer loyalty(β=.562, p<.001), so in support of H2.
To verify the hypothesis 3 including the effects of the interaction between relationship quality and switching barrier, R²=.343, F=82.513, p<.05, ΔR²=.006, it shows the fit of the model significantly higher so switching barriers that have a moderating effect between relationship quality and customer loyalty, H3 was supported. Switching costs(β=.818, p<.001) were positively related to customer loyalty, and attractiveness of alternative(β=-.566, p<.05) were negatively related to customer loyalty in support of H3a, H3b. In contrast Interpersonal relationship(β=.065, p>.1) does not have a direct impact on the customer loyalty offering no support for H3c.
The research contributes to emphasizing the strategic implications and the importance of build a long-term customer relationship management and development of the relationship of marketing. It emphasizes the importance of customer behavior analytics through the analysis of switching barriers of the choice of channel based on perceived relationship benefits, relationship quality and customer loyalty variables and propose a strategic way to gain a competitive advantage for Chinese consumers duty-free shopping. For all the reasons given previously, we convinced that in order to efficiently maintain and build customer loyalty depending on the relationship benefits and upward the relationship quality is required. In future research will need to obtain sample with more and different regional characteristics and determine the customers perceived relationship benefits and relationship quality factors in greater detail.

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