The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Relation between the Switching Costs and Corporate Image

전환비용과 기업이미지와의 관계

  • Published : 2009.01.28
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Abstract

The purpose of this study is to review causal effect of corporate image, customer royalty on switching cost. Specifically, giving managerial view point to build strategic CRM is major purpose of this research with finding out how the switching cost influences to the corporate image and customer loyalty deciding customer's desire of repurchase and knowing the important factors of corporate image. The result of this study is that switching cost has an effect on corporate image as the important factors. Also corporate image influences on customer loyalty.

본 연구는 기업이미지, 전환비용 고객충성도간의 통합적인 관계를 모형화하고 이를 실증 분석하는 것이다. 현행 연구들은 전환비용을 기업이미지와 고객충성도 사이에서 매개 및 조절 변수로서의 규명에 중점을 두고 연구가 이루어 져 왔다. 그러나 본 연구에서는 전환비용이 기업이미지를 결정짓는 주요 요인으로 파악하고 이들 관계를 검증하였다. 따라서 본 연구결과는 날로 격해지고 있는 경쟁상황하에서 전환비용과 기업이미지의 새로운 관계를 규명함으로써 차별적 마케팅 전략 방향을 제시하고, 또한 연구 개념의 관계적 유의성과 경로를 연구함으로써 학문적 연구의 확장은 물론 실무적 관점에서의 활용을 제고시킬 수 있다.

Keywords

References

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