소비자의 관계효익과 공정성 지각이 프랜차이즈 점포와의 장기적 관계지향성에 미치는 영향

• 영문명: The Influence of Consumers Perception toward Relationship Benefit and Fairness on Long-term Relationship Orientation with Franchise store : Focus on hair service
• 발행기관: 한국창업학회
• 저자명: 신봉섭(Bong Sup Shin)
• 간행물 정보: 『한국창업학회지』제9권 제4호, 178~198쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

Recently customers’ desire become diversified while a heavy competition prevailed among franchise stores and general stores in the hair service market. Accordingly keeping and managing existing customers is fairly important and most efficient way from the customer relationship marketing perspective. This study scrutinizes the effects of customers’ perception of relationship benefit and fairness on a long-term relationship orientation via satisfaction and trust for hair service stores. In this regard, this study also aims to witness the difference between franchise stores and general stores. The on-line survey is conveyed with 300 respondents aged between 10 and 60 and the collected data was used for the analysis. The analysis results showed that there is statistical difference in relationship benefit perception but in fairness perception between franchise stores and general stores. Also, the relationship benefit and fairness statistically affect the satisfaction and trust which also statistically affects the long-term relationship orientation. However, the model fit of franchise stores is stronger than that of general stores. The result of this study will strengthen the theoretical background of relationship marketing and provide some valuable insights of marketing strategy for hair service stores.

목차

Ⅰ. 서론

Ⅱ. 연구의 배경

Ⅲ. 연구방법 및 절차

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

Abstract

키워드

Long-term Relationship Orientation Relationship Benefit Fairness Hair Service Relationship Marketing