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관계혜택이 충성도 및 구전효과에 미치는 영향에 관한 연구 원문보기
Effects of Relation Benefits Factors on Loyalty and Worth of Mouth Communication

  • 저자

    최영식

  • 학위수여기관

    昌原大學校 經營大學院

  • 학위구분

    국내석사

  • 학과

    경영학과 경영학전공

  • 지도교수

  • 발행년도

    2003

  • 총페이지

    iv, 83p.

  • 키워드

    관계혜택 충성도 구전효과 영향;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T9168178&outLink=K  

  • 초록

    Relatively little research has been conducted in relation benefits factors. Existing works have been mostly theoretical, and have focused almost exclusively on the performance implications of relation benefits factors. The current study empirically tested the relationship between relation benefits Factors, Satisfaction, loyalty, and Worth of mouth in Service firms. First, to review relation benefits factors that might influence satisfaction with the employee(salesperson etc). Second, to set up research model specifying relationships between employee and company. Third, to set up the research model specifying relationships between satisfaction with employee and loyalty, worth of mouth. Five sets of research hypothesis were developed for the research objectives. H1: Functional benefits will have a positive influence on satisfaction with the employee. H2: Psychology benefits will have a positive influence on satisfaction with the employee. H3: Social benefits will have a positive influence on satisfaction with the employee. H4: Satisfaction with the employee will have a positive influence on the satisfaction with the company. H5: Satisfaction with the company will have a positive influence on the loyalty. H6: Satisfaction with the company will have a positive influence on worth of mouth. Surveys were completed with the help of the people who live in Changwon and Masan City, 310 consumers. Marketing implications drawn from the findings of this study are; First, functional Benefits were positively related to satisfaction with the employee. Second, psychology benefits were positively related to satisfaction with the employee. Third, social benefits were positively related to satisfaction with the employee. Forth, satisfaction with the employee was positively related to satisfaction with the company. fifth, satisfaction with the company was positively related to the loyalty. sixth, satisfaction with the company was positively related to worth of mouth. Implications drawn from fitting the model fitting; First, functional benefits, psychology benefits and social benefits were positively related to satisfaction with the employee. And then, service firms will supply the customers relation benefits direct and indirectly. Second, satisfaction with the employee was positively related to satisfaction with the company directly. Employee satisfaction appears to translate to vital bottom line consequences for the firm-company satisfaction third, satisfaction with the company was positively related to loyalty and worth of mouth. Company satisfaction was shown to be important precursor to loyalty and worth of mouth. Limitations of this study are; First, validity and reliability of data collection methods used in this study were questionable because of the lack of past researches in Korea. Second, results of this study were hard to be generalized because the cross sectional research method was employed in this study. Third, data were collected in selected Changwon and Masan city. Results of this study might have been different if other areas had been included.


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