Earticle

초록

영어

Most of marketing literature and studies consistently identified customer satisfaction as a key antecedent to customer loyalty, WOM and repurchase, but current knowledge fails to explain CS' contribution to firm's profitability in full capability. Thus, it is difficult to confirm the relationship between customer satisfaction and firm's profitability. The main objective of this study can stated as follows. Therefore, this study examine relationship between customer satisfaction and willingness to pay. Second, this study concentrated on customer loyalty and how willingness to pay is affected by customer loyalty. These tests will be done to a group of customers who have used the product of a same brand repeatedly and those who have not. Lastly, this study explore moderating effect on customer satisfaction into willingness to pay. As a result of the empirical research, we can reconfirm the fact that the relationship between CS and WTP, the primarily purpose of the research, is affirmative. In case of durable goods like cellular phones, there are no differences in a willingness to pay between loyal customers and those who are not. Finally, increase in CS of a product have affected price customers are willing to pay for the product.

목차

I. 연구의 배경과 연구과제
 II. 이론적 배경
 III. 연구의 내용
 IV. 실증연구
 V. 결론
 참고문헌
 Abstract

키워드

저자

• 강명수 [ Myung Soo Kang | 한성대학교 무역학과 조교수 ]
• 이한석 [ Hansuk Yi | 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