할인점에서 고객관계의 선행변수 및 결과변수에 관한 연구 (An Exploratory Study on The Antecedents and Consequences of Customer Relationship in The Discount Store)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 16권 / 2호 / 25 ~ 56페이지
· 저자명 : 정경역, 전인수, 배일현

초록

본 연구는 B to C 거래이지만, B to B 거래의 특징을 갖는 할인점과 고객 간의 거래를 연구대상으로 하고 있다. 할인점과 고객간의 거래를 고객만족의 관점이 아니라 고객관계의 관점으로 보는 것이 본 연구의 주요 특징이다. 고객관계의 선행변수를 소매마케팅믹스로 한정한것 또한 특징이며(기존의 관계마케팅모델과 다름), 결과변수로 행동의도와 실제행동(지갑점유율) 두 변수 모두를 사용한 것도 본 연구의 특징이다. 연구목적을 검증하기 위해 13개 가설을설정하여 이 중 10개 가설이 지지되었으며 연구결과는 다음과 같다. 첫째, 소매마케팅믹스 중에서 커뮤니케이션이 고객관계에 미치는 영향이 지지되지 않았다. 이것은 고객관계에 대한 일반모델의 결과와는 다르다. 소매업의 경우 일상적으로 반복구매가 이루어지기 때문에 커뮤니케이션의 중요성이 약할 수도 있는 것으로 해석할 수 있다. 둘째, 가치프로세스인 가치의 창조(제품구색, 가격, 점포디자인), 소통(커뮤니케이션), 제공(고객서비스, 애호도 프로그램)에서제공이 고객관계에 미치는 영향이 가장 크다는 점이 기존연구와 다른 점이다. 기존 연구는 창조가 가장 중요한 것으로 보고 있다. 셋째, 고객관계가 행동의도와 실제행동(지갑점유율)에 미치는 영향이 입증되었다. 끝으로, 흥미로운 사실은 반복쇼핑의도 및 고객추천의도와 실제행동인 지갑점유율의 관계가 지지되지 않은 점이다. 이는 행동의도를 지금까지 중요한 결과변수로사용하는 것은 비판적으로 검토해볼 필요가 있음을 시사한다.

영어초록

A shifting of marketing paradigms from transaction to relationship has shown in many studies. Although there are many researches about relationship marketing, few of them focuses on relationship marketing combined with retail mix. This study define and measure customer relationship, and find the antecedents and consequences of the customer relationship. For the research, data were collected from 540 persons who are currently customers of five branches of E-mart and Homeplus in Seoul, Korea. Data analysis was performed under the AMOS 6.0. The results are summarized as following;Firstly, the relationship among elements of retail marketing mix and the relationship quality appears significant except communication program. This finding means that communication effect decreases at some point when communication program is excessive. Secondly, the relationship of customer relationship and three factors (frequent shopping intention, up-buying intention and recommend intention) are significant. Thus,this result supports the reasoning why discount stores make an effort to improve customer relationship. Thirdly, the relationship between share of wallet and two factors (frequent shopping intention and recommend intention) appears insignificant. Fourthly,the relationship between share of wallet and up-buying intention is significant. This result implies that up-buying intention is an important factor for discount stores,because up-buying intention is directly linked to financial performance of discount stores.
Finally, the direct path between customer relationship and share of wallet is significant relation. For this reason, customer relationship should be managed consistently by discount stores.
Many empirical studies continuously identifies relationship quality as a key antecedent to repurchase and satisfaction. Although prior research points to several variables that may moderate the satisfaction-repurchase relationship, empirical results are equivocal and difficult to reconcile(Seiders et al. 2005). Although many studies about relationship marketing, few of them focuses on relationship marketing combined with retail mix which are product assortment, price, store design, communication, customer service and loyalty program. So the purpose of this study is to define and measure customer relationship, and to find the antecedents and consequences of the customer relationship.
We suggest the following large 8 hypotheses to attain research purpose. Hypotheses are as follows:∙ H1: The retail mix has on positive impact on quality of customer relationship.
∙ H1-1 : The abundance of product assortment has on positive impact on quality of customer relationship.
∙ H1-2 : The appropriateness of price has on positive impact on quality of customer relationship.
∙ H1-3 : The convenience of store design has on positive impact on quality of customer relationship.
∙ H1-4 : The ease of communication has on positive impact on quality of customer relationship.
∙ H1-5 : The customer service has on positive impact on quality of customer relationship.
∙ H1-6 : The loyalty program has on positive impact on quality of customer relationship.
∙H2 : The quality of customer relationship has on positive impact on frequent shopping intentions.
∙H3 : The quality of customer relationship has on positive impact on up-buying intentions.
∙H4 : The quality of customer relationship has on positive impact on intention of recommendation.
∙H5 : The frequent shopping intentions has on positive impact on share of wallet.
∙H6 : The up-buying intention has on positive impact on share of wallet.
∙H7 : The intention of recommendation has on positive impact on share of wallet.
∙H8 : The quality of customer relationship has on positive impact on share of wallet.
Data were collected from 540 customers of 2 branches of E-Mart(Yeoksam, Yangjae)and 3 branches of Home Plus(Geumcheon, Gayang, Dongdaemun). The data were analyzed by using SPSS 16.0 and Amos 6.0. The result of the overall model analysis are as follows;χ2=401.901, p-value=0.00, GFI=0.929, RMSR=0.241, NFI=0.945, CFI=0.964.
The results and implications of this study are as follows:Firstly, the retail mix has a significant impact on quality of customer relationship except communication. This finding means that communication effect is decreased at some point when communication is excessive. And also, this result supports the reasoning why discount stores make an effort to improve quality of customer relationship.
Secondly, a quality of customer relationship has a significant impact on frequent shopping intentions, up-buying intentions and intention of recommendation. For this result, a quality of customer relationship should be consistently managed by discount store.
Thirdly, up-buying intention, only one factor, has a significant impact on share of wallet, but frequent shopping intentions and intention of recommendation don't have a significant impact on share of wallet.
Fourthly, direct path between a quality of customer relationship and share of wallet creates significant relation.
Finally, most retail mix are confirmed as a significant antecedents of a quality of customer relationship. And also, intention of recommendation, up-buying intention and share of wallet are confirmed as a significant consequences.
The results of this study have a managerial implication that discount store pay more attention to retail mix and a quality of customer relationship.

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