Earticle

초록

영어

Most of marketing literature and studies consistently identified customer satisfaction as a key antecedent to customers’ loyalty, WOM and repurchase. But these are indirect components to explain CS’ contribution to firm's profitability, fails to explain direct relationship. So we tried to discover direct relationship between CS and firm's profitability using real purchase price. To discover the relationship between CS and purchase price we used equity theory. Equity theory suggests that if customers experience elevated states of satisfaction, they perceive a high outcome of an exchange and therefore are willing to pay more than less satisfied customers because this results in an equitable ratio of outcome to input. The objective of this study can stated as two folds. This study shows relationship between customers’ satisfaction on their real purchase price for the product first. Second, this study finds linear effect and nonlinear effect in satisfaction - outcome link. There is no consensus about the functional structure for this specific relationship. Using previous research of WTP this study hypothesize about the functional structure. As a result of the research, we can confirm the fact that the relationship between CS and purchase price, the primarily purpose of the research, is affirmative. Our study illustrate the usefulness of equity theory in understanding the relationship between pricing issues and satisfaction. But we can't address nonlinear effects on outcomes of satisfaction. The theoretical and practical implication of this paper can be stated as follows. As we said our research reconfirm the managerial belief that satisfied customers who are really pay more by huge survey data. This research has important implications of investment in CS and for setting prices. Further research should explore the functional structure of the relationship in more detail.

목차

I. 연구의 배경과 연구과제
 II. 이론적 배경
 III. 고객만족과 실제구매가격의 관계에 대한 실증연구
 IV. 종합적 토의
 참고문헌
 Abstract

키워드

저자

• 강명수 [ Kang Myung-Soo | 한성대학교, 무역학과 조교수 ]
• 이한석 [ Lee Han-suk | 서울대학교, 경영학과 박사과정 ]
• 이정훈 [ Lee Jeong-hoon | 서울대학교, 경영학과 박사과정 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330