Earticle

초록

영어

The purpose of this study is to identify the accurate concept of relationship marketing and to investigate the factors of influence which could build and develope the relationship between the customers and the companies in automobile industry. This study suggests the effective relationship marketing strategies in automobile industry and intends to contribute with relationship marketing development. This study, therefor, examined the factors of influence which could build up relationship between customers and company. Major findings from this study are summarized as follow; 1. Customers considered the major attributes of automobile in the following order; safety, economical efficiency on operating powers of engine, and convenience. 2. There were no significant differences in the degree of satisfaction with product among customers` charcteristics. Customers, however, showed high degree of satisfaction with product in general. Especially they showed high degree of satisfaction in automobile quality. 3. Customers showed passiveness in mutual behaviors between customer-salesperson. Therefore, the role of salesperson was proved to keep, develope, and strengthen the relationship with customers. 4. Degree of interactive relationship, circumstantial status, and the level of satisfaction with product had an effect on the relationship continuance. Especially, the role satisfaction and trust in interactive relationship, company images and information by word of mouth in circumstance, the satisfaction with soft attribates in products have effect on relationship continuance in order. Therefore, it was shown that the relationship reinforcement with customers through the role satisfaction of salesperson was the most important in marketing activities. Findings of this study have implications that automobile industry conducts the relationship marketing stratigies to complete the maximization of customers satisfaction and increasing marketing efficiency. First of all, the goal of relationship marketing stratigies should be reinforcement of the role satisfaction and trust with salesperson. Therefore the companies should strengthen the custmer orientation and develope the ability of salesperson. The company also should reinforce the soft attributes of automobile to increase realationship continuance with product, and intensify the physical service areas to improve relationship continuance with product. But the company should reinforce the product quality and economical efficiency to solve the customer`s dissactifaction with automobile. Therefore, company should keep and intensify customers` satisfaction factors in instrumental functions. The company must improve the circumstantial factors. Therefore, the company upgrade its images for confirm the positioning in the market. To acomplish this relationship marketing, the marketer should conduct the systematical management.

목차

I. 서론
  1. 연구의 목적
  2. 연구의 방법 및 범위
 II. 관계마케팅의 이론적 배경
  1. 관계마케팅의 개념
  2. 관계마케팅의 밭전과정
  3. 관계마케팅의 대상
 III. 대고객 관계마케팅의 영향요인
  1. 대고객 관계마케팅의 영향요인
  2. 선행연구의 고찰
 IV. 연구조사의 설계
  1. 연구모형의 설계
  2. 변수의 정의
  3. 가설의 설정
 V. 실증분석
  1. 변수에 대한 신뢰성 및 타당성 검토
  2. 설문자료의 일반적 특성
  3. 가설의 검정 및 해석
 VI. 결론
 참고문헌
 Abstract

저자

• 鄭奇泳 [ 정기영 | 동주여자전문대학 세무회계과 전임강사 ]

참고문헌