Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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An Empirical Study on the Effect of Customer Satisfaction and Customer delight on Customer Loyalty; Focusing on Repurchase and Customer Retention

고객만족과 고객감동이 고객충성도에 미치는 영향에 관한 실증연구; 재구매와 고객유지에 대한 중점 연구

  • 박연자 (국립인천대학교 경영학과)
  • Received : 2019.01.14
  • Accepted : 2019.02.25
  • Published : 2019.02.28
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Abstract

Recently, As the desire of consumer gets complexed and demanding, business environment is they are rapidly changing to customer-oriented ones. In order to survive in an age of fierce competition with competitor encompassing changing and customer's needs of consumer company emphasizes market orientation to have a sustainability. It is necessary not only satisfy consumer but also to provide customer delight. We want to see if customer's loyalty can be increased by experiencing C/S and C/D. First, customer's loyalty influences repurchase intention after experiencing customer's satisfaction and customer's delight. Second, customer's satisfaction is influenced by customer's satisfaction level. Especially Joy is one of the most important factor affecting customers delight. Third, customer's loyalty is one of the most important factor affecting customer's satisfaction. Finally, through this study, it was found tha customer's satisfaction and customer's satisfaction improve the repurchase relationship which is crucial from customer's loyalty.

최근 소비자의 욕구가 복잡해지고 까다로워지면서 점차 기업환경이 고객중심으로 빠르게 변화하고 있다. 이에 기업은 시장 및 고객의 욕구변화를 포함하는 무한경쟁 시대에 생존하기 위해, 고객 지향적이며 기업의 지속성을 강조하고 있다. 고객의 다양한 욕구를 충족시키기 위해서는 고객의 만족에서 머무는 것이 아니라 고객감동을 제공해야 한다. 고객감동의 증대가 고객충성도에 미치는 영향을 알아보고자 하였다. 본 연구에서는 첫째, 고객만족과 고객감동의 영향을 받고 있는 고객충성도는 재구매의도에 영향을 미치고 있으며, 둘째, 고객만족 수준이 기대이상이면 고객감동에 영향을 주는 것으로 나타났으며, 고객감동의 중요한 요인으로는 고객의 기쁨을 확인하였다. 셋째, 고객충성도는 고객 유지를 강화시키는 것으로 고객감동 요인 중 관심에 영향을 받는 것으로 나타났다. 마지막으로, 고객만족과 고객감동이 고객충성도의 재구매와 고객유지를 향상시키는 것으로 나타났다.

Keywords

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Fig. 1 Research Model

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Fig. 3 Structural Equation Model

Table 1 Respondent General

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Table 2 Customer Satisfaction Exploratory Factor Analysis

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Table 3 Exploratory Factor Analysis of Customer Loyalty

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Table 4 Model Fit Indices

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Table 5 Confirmatory Factor Analysis Parameter Estimation

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Table 6 Customer Delight Test

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Table 7 Customer Loyalty Technical Statistics and Reliability Analysis

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Table 8 Correlation between Research Variables

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Table 9 Multiple Regression Analysis for Repurchase

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Table 10 Multiple Regression Analysis for Customer Retention

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Table 11 Research Model Parameter Estimates

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