- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
고객가치가 관계품질 및 고객충성도에 미치는 영향: 치과병·의원을 중심으로
A Study of the Impact of Customer Value on Relationship Quality and Customer Loyalty
차은광 (Duke University Graduated)
Abstract
Purpose - Recent rapid environmental changes in the hospital industry are accelerating the spread of customer satisfaction management. Customers' desires have become diversified and advanced; in the past, customers tended to preferred popularized and standardized care, whereas they now prefer individualized and differentiated care, based on an increase in income. Specifically, this study tries to analyze the mediating effects of factors that affect the configuration portion of customer value and relationship quality (customer trust and relationship commitment) by investigating the impacts and configuration factor of customer value on relationship quality and determining how these factors impact customer loyalty directly or indirectly. Research design, data, and methodology - This study aims to determine the customer value factors that impact the perceptions of dental hospital customers, how these factors impact relationship quality and customer loyalty, and the causal relationship of these factors, and to verify the research model based on previous research. To increase the validity and reliability of the questionnaire, the authors of this study constructed basic questions using measurement tools already verified for reliability and validity in existing studies. In this study, customer value is defined as customers' recognizing value by exchanging goods or services and is measured using a five-point Likert scale using 19 questions about the 4-Ds, such as convenience value, quick service, response value, and trustworthiness. For each question, "very low" was set at 1 point and "very high" at 5 points. Customer trust, relationship commitment, and customer loyalty are also measured using a five-point Likert 5-point scale (1 = very low, 5 = very high) based on previous studies. Results - For customer value, trustworthiness and quick service are shown to have direct significant positive impacts on customer loyalty. For customer value and quality of the relationship (customer confidence and commitment), trustworthiness, response value, confidence value, and quick service are shown to have a significant positive impact on customer truth, in order of impact. For the relationship between customer value and commitment, quick service and response value are shown to have significant positive impact. Customer confidence has a very high positive influence on commitment. For the relationship between the quality of the relationship (customer confidence and commitment) and customer loyalty, customer confidence is shown to have more of an impact than commitment, in terms of a direct influence of customer loyalty. Commitment showed a positive impact on customer loyalty. For the relationship between customer confidence and customer loyalty, commitment showed a mediating effect. Conclusions - Many additional variables could apply; this study focused on customer value, quality of the relationship, and customer loyalty. In particular, there will be significant value in identifying the relationships among customer value, relationship quality, and customer loyalty by using impact factors for customer value; ensuring external validity by expanding denotation and applying the findings to other service industries; and undertaking continuous research. This study has limited generalization potential because the target for this survey was located only in the Seoul area.
- keywords
- Customer Value, Customer Trust, Relationship Commitment, Relationship Quality, Customer Loyalty, Dental Hospitals
참고문헌
An, U.S. (2004). A Study on the Logistics Service Quality, Customer Satisfaction, Relationship Quality and Repurchase Intention in Internet Shopping Mall. Journal of the Korean Society for Quality Management, 32(4), 30-47.
Ba S. L., & P. A. Pavlou (2002). Evidence of the effect of trust building, technology in electronic markets: Price preminus and buyer behavior. MIS Quarterly, 26(3), 243-268.
Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., & Lee, J. (1996). Customer-Sales Associate Retail Relationships. Journal of Retailing, 72(3), 223-248.
Becker, H. S.(1960). Notes on the concept of commitment. American Journal of Socialogy, 66, 32-40.
Bendapudi, N., & Berry, L. L. (1997). Customer Receptivity to Relationship Marketing. Journal of Retailing, 73(1), 15-37.
Berry, L.L.(1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23 (4), 236-245.
Berry, L.L., & Parasuraman, A. (1991). Marketing Services:Competing through Quality, New York: Free Press.
Bettencourt, Lance A. (1997), "Customer Voluntary Performance:Customer as Partners in Service Delivery. Journal of Retailing, 73(3), 383-408.
Bojanic, D. C. (1996). Consumer perceptions of price, value and satisfaction in the hotel industry: An exploratory study. Journal of Hospitality & Leisure Marketing, 4(1), 5-22.
Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(March), 375-384.
Brynjolfsson, Erik., Yu J. Hu., & Smith, Michael D. (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers. Management Science, 49(11), 1580-1596.
Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.
Carman, J. M. (1990). Consumer Perceptions of Service Quality:An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-54.
Choi, N.-H., Lee, J.-R., & Na, K.-J. (2000). Mediating Roles of General - Satisfaction Trust and Commitment on Word of Mouth and Repurchasing Intention of Relationship -oriented Customers. Asia Marketing Journal, 2(4), 13-35.
Cronin, J., Brady, M., & Hult, G. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioural intentions in service environments. Journal of Retailing, 76(2), 193-218.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Czepiel, J. A. (1990). Service Encounters and Service Relationships : Implications for Research. Journal of Business Research, 20, 13-21.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward and Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61, 35-51.
Dorsh, M. J., Swanson, S. R., & Kelley, S. W. (1998). The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers. Journal of the Academy of Marketing Science, 26(2), 128-142.
Dwyer, F. R., & Oh, Sejo (1987). Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels. Journal of Marketing Research, 24, 347-358.
Gale, Bradley T. (1994). Managing Customer Value. New York:Free Press.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Garbarino, E., & Johnson, M. (1999). The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87.
Geyskens, I. J., Steenkamp, E. M., Scheer, L. K., & Kumar, N. (1996). The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study. International Journal of Research Marketing, 13(4), 303-317.
Griffin, J. (1995). Customer Loyalty: How to Earn It, How to Keep It. San Francisco, CA.: Jossey-Bass,
Gronroos, C. (1990). Service Management: A Management Focus for Service Competition. International Journal of Service Industry Management, 1(1), 6-14.
Gwinner, K. P., Grembler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
Holbrook, M. B. (1994). The Nature of Customer Value. In Roland T. Rust and Richard L. Oliver (Eds), Service Quality: New Direction in Theory and Practice, (pp. 21-71), Thousand Oaks, CA: Sage Publication.
Hong, S.-H. (2007), "Multi-level Model on Hierarchical and Longitudinal Data," Yonsei University Graduate School of Social Welfare, Advanced Research Methodology Workshop Series Ⅱ, 18-30.
Hwang, S.-A. & Hwang, S.-J. (2005). The Influences of Employees` Customer Orientation and Relationship Quality(satisfaction, trust, commitment) on Revisit Intention and Word of mouth Intention. Journal of the Korea Service Management Society, 6(2), 151-186.
Jones, H., & Farquhar, J. (2003). Contact Management and Customer Loyalty. Journal of Financial Services Marketing, 8(1), 71-78.
Jones, T. O., & Sassers, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73(6), 88-99.
Joo, J.-H. (2004). An Empirical Study on the Relationship between Customer Value and Repurchase Intentions of Online Business. Asia Pacific Journal of Information Systems, 14(4), 1-22.
Joung, M.-Y. (2009). Effect of Customer Value on Customer Loyalty in Primary Care: Focusing on the Mediating Role of Customer Satisfaction. Seoul, Korea: Thesis for Doctorate in Seoul Venture University.
Jung, J.-E. (2010). The Effects of Customer Value, Customer Satisfaction and Voluntary Behavioral Intention: Focus on Service Quality of Discount Store. Seoul, Korea: Master's Thesis in Hanyang University.
Kang, D.-W. (2003). A Study on the Customer Satisfaction, Relationship Quality and Repurchase Intention in e-Commerce Logistics Service Quality. Seoul, Korea:Thesis for Doctorate in Graduate School of Kyonggi University.
Kenney, R. L. (1999). The Value of Internet Commerce to the Customer. Management Science, 45(4), 533-542.
Kim, J.-L., Lee, Y.-C., Han, S.-H., & Lim, S.-J. (2013). The Impact of Service Quality on Customer Satisfaction, Service Value, and Store Loyalty in a University-Based Convenience Store. Journal of Distribution Science, 11(5), 5-15
Kim, Y.-K., Jung, K.-T., Ann, Y.-S., Lee, S.-E., Jang, Y.-H., & Han, B.-R, (2003). The Influence of Dental Service Qualities on The Patient Satisfaction and Royalty in Dental Clinics and Hospitals. Korean Journal of Hospital Management, 8(3), 49-71.
Kim, Y.-D. (2000). An Empirical Study on the Influence of Relationship Marketing on Relationship Quality and Channel Performance in Distribution Channel Industry. Seoul, Korea: Thesis for Doctorate in Kyungsung University.
Kim, J.-H., & Shin Y.-S. (2001). Empirical Research on Structural Relationship among Service Quality, Service Value, Satisfaction, Relation Quality, and Re-Use Intention. Journal of Global Scholars of Marketing Science, 8, 451-473.
Lee, M.-M. (2004). A Study of Influencing Factors for Repurchase Intentions in e-Learning Sites. Journal of Knowledge Studies, 30-69.
Lee, J.-W., & Kim, Y.-S. (1999). A Study on the Relationship Marketing Activities of Clinics and Hospitals. Inje Publications, 15(1), 199-218.
Lee, J,-W., & Michael K. (2013). Green Growth and Sustainability: The Role of Tourism, Travel and Hospitality Service Industry in Korea. The Journal of Distribution Science, 11(7), 15-22.
Lee, H.-S., & Lim, J.-H.(2003). The Mediating Roles of Customers` Perceived Relational Benefits and Relationship Commitment : The Effects of a Firm`s CRM on Customers` Behavioral Intention. Korean Management Review, 32(5), 1317-1347.
Mittal, B., & Lassar, W. M. (1996). The Role of Personalization in Service Encounters. Journal of Retailing, 72(1), 95-109.
Mohr, J., & Spekman R. (1994). Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15, 135-152.
Monroe, Kent B. (1990). Pricing: Making Profitable Decisions. New York, NY: McGraw-Hill Companies, Inc.
Moorman, C., Deshpandé, R., & Zaltman, G. (1992). Relationship Between Providers and Users of Market Research: The Dynamic of Trust Within and Between Organizations. Journal of Marketing Research, 29, 314-329.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57, 81-101.
Morgan, R. M., & Hunt, S. D. (1994). The commitment trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Mowday, R. T., & McDade, T. (1980). The development of job attitudes, job perceptions and withdrawal propensities during the early employment period. Proceedings of the 40th Annual Meeting of the Academy of Management, Detroit: AMA.
Oliver, R. L., & Wayne S. D. (1988). Response Determinants in Satisfaction, Judgments. Journal of Consumer Research, 14, 495-507.
Palmatier, Robert W., Dant, Rajiv P., Grewal, Dhruv, & Evans, Kenneth R. (2006). Factors, Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70, 136-153.
Parasurman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
Parasuraman, A., Zeithamal, V. A., & Berry, L. L. (1998). SERVQUAL : A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 65, 12-40.
Sanchez, J., Callarisa, L.L.J., Rodriquez, R.M., & Moliner, M.A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(4), 394-409.
Sharma, N., & Patterson, P. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 150-170.
Sheth, Jagdish N., Newmann, Bruce I., & Gross, Barbara L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
Storbacka, K., Strandvik, T., & Gronroos, C. (1994). Managing Customer Relationships for Profit : The Dynamics of Relationship Quality. Industrial Marketing Management, 5(5), 21-38.
Sweeney, J. C., & Soutar, Geoffrey N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, 203-220.
Wilson, D. T. (1995). An Integrated Model of Buyer-Seller Relationships. Journal of the Academy of Marketing Science, 23(4), 335-45.
Woodruff, R. B. (1997). Consumer Value: The Next Source for Competitive Advantage. Journal of the Academy Marketing Science, 25(2), 139-153.
Wulf, K. D., Odekerken-Schroder, G., & Iacobucci, D. (2001). Investment in Consumer Relationship : A Cross-Country and Cross-Industry Exploation. Journal of Marketing, 65, 35-50.
Yang, H.-C. & Ju, Y.-H.(2012). Effects of Perceived Choice Attributes in Traditional Markets and Relationship Quality:Moderating Effects of Consumption Emotion and Consumer’'s Value. The Journal of Distribution Science, 10(12), 25-34.
Yang, Z., & Peterson, R. (2004). Customer perceived value, satisfaction and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeithamal, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수