Earticle

본 연구는 중국 부동산 개발 기업의 CSR(기업의 사회적 책임) 활동이 고객충성도에 미치는 영향을 분석하고자 한다. 이를 위해 연구모형의 구축 후, 설문조사를 실시하였고, 수집된 데이터를 이용하여 다중회귀분석을 수행하였 다. 또한 실증 결과와 문헌연구를 바탕으로 전략적 시사점도 제시하였다. 즉, 중국 부동산 기업의 CSR 활동이 고객 만족도, 소비자 태도, 고객충성도에 미치는 영향을 분석하되, 특히 기업이미지의 매개효과와 신뢰의 조절효과도 함 께 고찰하였다. 실증분석의 결과, 첫째, 윤리적 책임 활동, 사회공헌 활동, 소비자보호가 고객충성도에 유의한 정(+)의 영향을 미 쳤다. 반면 경제적 책임 활동, 법적 책임 활동, 환경적 책임 활동은 고객충성도에 통계적으로 유의한 영향이 나타나 지 않았다. 둘째, 기업이미지는 다양한 CSR 활동과 고객만족, 소비자태도, 고객충성도 사이에 긍정적 매개효과가 나 타났다. 셋째, 신뢰는 CSR 활동과 소비자 태도 사이에 정(+)의 조절효과를 보였다. 일부 세부적인 기업의 사회적 책 임(CSR) 활동 변수 중에는 설정된 가설과 일치하지 않는 경우도 있었다. 중국은 사회적 책임에 대한 법적 제도가 미흡하며, 따라서 이에 대한 올바른 법과 제도의 정착이 필요하다. 특히, 다양한 노력을 통해 부동산 개발 회사의 사회적 책임에 대한 중국 기업과 소비자의 인식 개선이 필요하다. 충성도 가 높은 고객을 만들기 위해서는 CSR 활동을 중장기적 비즈니스 전략과 연계해야 한다. 특히, 본 연구에서 다루고 있는 중국 부동산 기업들은 CSR 활동의 중요성을 이해하고, 향후 중장기 성과와 매칭을 통해 올바른 CSR 활동과 지속가능경영에 주의를 기울일 필요가 있다.

This study focuses on the effect of Corporate Social Responsibility (CSR) activity of Chinese real estate development enterprises on customer loyalty. A survey was conducted in China, and multiple regression analyses were performed with collected data. Base on empirical results and literature research, this study intends to suggest significant implications. The results were as follows: First, ethical responsibility activities, philanthropy responsibility activities, and consumer protection had a significant positive effect on customer loyalty. On the other side, economic responsibility activities, legal responsibility activities and environmental responsibility activities did not affect customer loyalty. Second, corporate image has mediating effects between CSR activities and customer satisfaction, customer attitude, customer loyalty. Finally, trust shows positive moderating effects between the CSR activities and customer attitude. Some detailed CSR variables did not show significance to the established hypotheses. Based on these results, the following implications are suggested. In China, the legal system for CSR is underdeveloped, so legalization should be pursued. It is necessary to spread awareness among Chinese consumers about the social responsibility of real estate development companies. To retain more loyal customers, companies need to link their CSR activities with mid- to long-term business strategy. Real estate companies in China should focus on the accurate conception of CSR to deeply understand the impact of CSR activities and sustainable management performance for the future.

Objective: The objective of this study is to provide medical institutions with theoretical basis by analyzing the effect of service quality-related factors. It will be helpful for hospitals to enhance service quality which will be of use to attain customer satisfaction and ultimately competitive advantage. Design: An empirical study. Methods: To verify the model, I conducted a questionnaire survey analysis. Items for measurement have been extracted from several related studies on medical industry. The survey target has been set by convenience sampling method and consists of citizens reside in Seoul and Gyeonggi-do Province, and total number of 161 samples have been analyzed. To verify validity and reliability, I conducted factor analysis and reliability analysis, and for hypotheses verification, multiple regression analyses have been performed. Results: This study aims to investigate the relation between service quality factors and customer satisfaction, and also those factors and customer loyalty. Service quality factors consist of Tangibles(X1), Reliability(X2), Assurance(X3), Responsiveness(X4), and Empathy(X5). According to the results of regression analyses, X1, X2, X3, and X5 have been proved to have positive relations with customer satisfaction and loyalty, whereas hypothesis related X4 has not been supported. Finally, customer satisfaction has been founded to affects positively to customer loyalty. Conclusions: Service quality factors are significantly related to customer satisfaction and loyalty. So medical institutions should aware of this and try to enhance service quality for attaining competitive advantage.

This study aimed to examine the relationship between the marketing mix and customer satisfaction, customer loyalty, and customer revisit intention in the makeup service sector. The research sought to identify factors of the 7P marketing mix (physical evidence, process, place, price, product, promotion, people) that influence customer satisfaction (artist, cosmetics, service, price), customer loyalty, and customer revisit intention (satisfaction, total service) for those who received makeup services. The goal was to propose a research model of marketing mix, customer satisfaction, customer loyalty, and customer revisit intention by testing the mediating effects between variables. The analysis results are as follows: First, customer revisit intention was derived as two factors: satisfaction and total service. Second, among the 7P marketing mix, the process of service delivery was found to have the most significant impact on customer satisfaction, customer loyalty, and customer revisit intention. Third, regarding customer satisfaction's influence on customer loyalty and revisit intention, the artist factor was identified as the most influential. Fourth, customer satisfaction and customer loyalty were found to have partial mediating effects. The significance of this study lies in its identification of the most influential factors and the derivation of a model showing how the marketing mix affects customer satisfaction, customer loyalty, and customer revisit intention.

풀필먼트 센터는 온라인 판매자가 제품을 저장과 주문을 처리하고 배송하는 모든 과정을 담당하는 시설 이다. 이는 입고, 재고관리, 주문접수, 상품포장, 배송까지의 모든 단계를 포함하고 있다. 본 연구의 목적은 풀필먼 트 센터에서 물류서비스품질이 고객만족도와 고객충성도에 미치는 영향을 검증하는데 있다. 이를 위해 수도권과 부산에서 풀필먼트 센터를 이용하고 있는 280명의 소비자들을 대상으로 약 7주간에 걸쳐 설문조사를 실행하였다. 설문내용은 선행연구를 참고하여 변수를 “전문성, 편리성, 대응성, 안전성, 신뢰성, 고객만족도, 고객충성도”로 구성 하였다. 연구결과, 독립변수 중에서 대응성과 신뢰성은 매개변수인 고객만족도에 유의한 영향을 미치는 것으로 조 사되었으나 전문성과 편리성, 안전성은 고객만족도에 유의하지 않은 것으로 확인되었다. 또한 고객만족도는 종속 변수인 고객충성도에 유의한 영향을 미치는 것으로 나타났다. 고객만족도를 높이기 위해서는 대응성과 신뢰성을 향상시켜 나가야 한다. 풀필먼트 서비스에 직원 대응이 친절하고 고객 요구를 잘 반영하면서 실수가 발생하면 신 속히 해결해야 한다.

A fulfillment center is a facility where an online seller is responsible for all processes of storing, processing orders, and shipping products. This includes all stages from receiving, inventory management, order receipt, product packaging, and delivery. The purpose of the study is to verify the impact of fulfillment center logistics service quality on customer satisfaction and customer loyalty. To this end, a survey was conducted over a period of about seven weeks on 280 consumers who use fulfillment centers in the Seoul metropolitan area and Busan. The survey content was composed of the variables “Professionalism, Convenience, Responsiveness, Safety, Reliability, Customer Satisfaction, and Customer Loyalty” based on previous research. The research results showed that responsiveness and reliability, among the independent variables, had a significant impact on customer satisfaction, which was a mediating variable, but expertise, convenience, and safety were not significant. In addition, customer satisfaction was found to have a significant impact on the dependent variable, customer loyalty. To increase customer satisfaction, responsiveness and reliability must be improved. The fulfillment service must be staffed with friendly and responsive employees who are able to quickly resolve any mistakes that occur while reflecting customer needs.

본 연구는 프로세스 관점에서 제품품질 및 서비스품질(SERVQUAL)이 고객만족도 및 고객충성도에 미치는 효과를 분석하는데 그 목적이 있다. 이러한 연구목적을 달성하고자 중국 진출 국내 L사 농기계를 구매한 중국 소비자 153명을 표본으로 하여 경로분석을 통한 실증분석을 실시하였다. 분석 결과를 요약하면 다음과 같다. 첫째, 제품품질은 고객만족도에는 긍정적인 영향을 미치는 것으로 나타났으나, 고객충 성도에는 직접적인 영향을 미치지 못하는 것으로 나타났다. 둘째 서비스 품질수준은 고객만족도를 매개하여 고객충성도에 긍정적인 영향을 미칠 뿐 아니라, 고객충성도에 직접적으로도 영향을 미치는 것으로 나타났다. 마지막으로 강화된 고객만족도는 고객충 성도 형성에 직접적인 영향을 미치는 것으로 나타났다. 따라서 중국시장에 진출했거나 진출을 고려하고 있는 국내기업은 제품 품질수준 향상과 서비스 품질강화 등의 활동을 통하여 일차적으로 고객만족도 형성에 대한 투자를 증대할 필요가 있다. 또한, 제품 판매 후 구매고객을 대상으로 주기적인 고객만족도 조사 및 사후 조치를 강화할 필요가 있다.

The purpose of this study is to analyze the effect of product quality and service quality (SERVQUAL) on customer satisfaction and customer loyalty from a process perspective. In order to achieve this research purpose, 153 Chinese consumers who purchased L-company in China were selected as a sample and the results were analyzed through path analysis. The results of the analysis are summarized as follows. First, product quality has a positive effect on customer satisfaction. On the other hand, the effect of product quality on customer loyalty was not statistically significant. Second, service quality level positively influences customer loyalty as well as customer loyalty directly through customer satisfaction. Finally, enhanced customer satisfaction has a direct impact on customer loyalty formation. Therefore, domestic companies that have entered or are considering entry into the Chinese market need to increase investment in the formation of customer satisfaction through activities such as improving product quality and enhancing service quality. In addition, there is a need to strengthen periodic customer satisfaction surveys and follow-up on customers who purchase after-sales products.

본 연구는 베트남의 미용사 서비스 지향성이 고객 만족과 고객 충성도로 이어지는 경로를 파악하여 베트남 진출을 모색하는 한국 기업에 현지 미용 서비스 시장에 대한 실상에 대한 정보를 제공하고자한 다. 조사대상은 베트남 내 뷰티서비스업체 직원 260여 명, 20대 이상 방문고객에게 270여 통을 배포했으 며 조사기간은 2020년 1월부터 3개월간 베트남어로 번역해 자체보고조사를 실시했다. 배포된 설문지는 503부(직원 251부 및 고객 252부)의 복사본을 사용했으며, 최종 분석을 위한 데이터로 불성실 응답을 제 외했습니다. 분석 방법은 요인 분석 및 상관 분석을 확인하였고, AMOS 2.0을 사용하여 경로 분석을 수 행하여 연구 모델의 적합성과 가설을 검증하였다. 연구 결과 분석에 의하면 서비스 지향에 따르면 고객 만족도와 충성도에 상당한 영향을 미치며, 고객 만족도는 고객 충성도에는 큰 영향을 미치지 않는 것으 로 나타났다. 본 연구에서 사용된 설문 문항은 연구의 목적에 맞게 수정되었으며, 베트남 지역의 환경과 특성에 정 확히 일치하는 내용이 부족하다는 점이 있었으나, 서비스 지향성은 성과에 상당한 영향을 미치는 요소 로, 고객 만족도의 성과 뿐만 아니라 보상과 관련된 지원 및 연구에 대한 직원의 만족도를 고려해야 할 것으로 사료되었다. 향후 연구에서는 새로운 요인 탐색 및 보다 정교한 측정 질문의 적용이 필요하다고 할 수 있다. 본 연구는 베트남의 지역적 특성을 고려한 제한된 자원의 한계점을 알 수 있었으며, 더 많은 자원이 투자되어야 하는 부문에 대한 정보를 제공하고, 고객들이 현명한 결정을 내리고 그들의 장기적인 요구를 충족시킬 수 있는데 도움이 되기를 바란다. 또한, 본 연구는 베트남의 미용사들과 고객들 간의 상호영향 관계를 파악하여 정확한 평가를 확인했다는 점에서 의미가 깊다고 할 수 있다. 이와 같이 개인의 욕구에 대한 관심이 커질수록 뷰티 서비스 시장의 발전 가능성이 커지며 서비스를 제공하는 직원의 서비스 지향성은 충성 고객을 확보하고 기업을 지속적으로 성장 및 발전시키는데 중요 한 역할을 할 것으로 예상할 수 있다.

This study aims to provide the status of the local beauty service market to Korean companies seeking to enter Vietnam by identifying the route that the service orientation of beauty service workers in Vietnam leads to customer satisfaction and customer loyalty. The survey targets distributed 260 copies of employees working for beauty service companies in Vietnam and 270 copies to visiting customers in their 20s or older and the survey period was translated into Vietnamese for three months from January 2020 to conduct self-report survey. The distributed questionnaire used 503 (employee 251 and customer 252) copies, excluding unfaithful responses as data for the final analysis. The method of analysis was explored and confirmed factor analysis and correlation analysis, and path analysis was performed using AMOS 2.0 to verify the suitability and hypothesis of the research model. According to the analysis service orientation has a significant impact on customer satisfaction and loyalty. In addition, customer satisfaction was found to have no significant impact on customer loyalty. The survey questions used in this study were modified to suit the purpose of the study, and it is believed that there was a lack of content that exactly matched the environment and characteristics of the Vietnamese region. Service orientation is a factor that has a significant impact on performance, so employee satisfaction should be considered for performance of customer satisfaction, as well as training on support and research on its relevance to compensation. Future studies suggest that new factor exploration and more sophisticated application of measurement questions are needed. We hope this study will provide information on which sectors more resources should be invested with limited resources that take into account Vietnam’s regional characteristics to help customers make wise decisions and meet their long-term needs. This study is meaningful in that it confirmed the customer’s accurate assessment of employees by identifying the mutual impact relationship between beauty workers and customers in Vietnam. The greater the interest in individual needs, the greater the potential for development of the beauty service market, and the service orientation of contact employees who provide services will be able to secure loyal customers and continue to grow and develop companies.

This study demonstrates how online hotel reviews can classify customer loyalty by analyzing textual features such as sentiment, rating, and loyalty keywords. Using a review dataset from TripAdvisor, the research applies sentiment analysis tools (VADER, TextBlob, SenticNet) and topic modeling techniques to classify loyalty. Results show that loyalty keywords imply a significant difference in their presence between loyal and non-loyal customers. At the same time, a considerable difference in their presence between loyal and non-loyal customers, while sentiment scores present significantly moderate results. However, Rao-Striling diversity and review length do not exhibit a significant difference. The study contributes a framework for using review content to identify loyal customers, offering practical methods for businesses to enhance customer retention and improve CRM strategies. Limitations include reliance on sentiment scores for loyalty classification and the exclusion of behavioral data, suggesting future research could incorporate more comprehensive customer data for validation.

최근 몇 년 동안 세계 커피 시장은 커피 소비의 대중화로 인해 빠르게 성장하였다. Choi et al. (2006)의 충성도에 대한 이분법적 접근에 따라, 이 연구는 커피 체인 산업의 맥락에서 충성도와 비충성도에 대한 매커니즘을 제안하였다. 제안 된 모델은 150 개의 한국 샘플과 105 개의 몽골 샘 플로 실증적으로 검정되었다. 그런 다음 회귀 분석 결과를 비교하여 두 국가 사례의 차이점을 탐색하였다. 첫째, 브랜드 이미지에 대한 품질 요인 별 상대적 중요성의 차이를 조사 하였다. 한국의 경우 커피 품질이 브랜드 이미지에 가장 중요한 요소였고 서비스 품질이 두 번째였다. 몽골의 경 우 서비스 품질이 가장 중요한 요소이고 커피 품질이 그 다음이었다. 물리적 환경의 품질은 한국과 몽골 모두에서 가장 덜 중요한 요소였다. 둘째, 브랜드 이미지가 충성 행위와 비충성 행위에 미치는 영향의 차이를 확인하였다. 한국의 경우 브랜드 이미지 제고는 충성 행위를 유발하는 동시에 비충성 행위를 감소시킬 수 있다. 그러나 몽골의 경우 브랜드 이미지가 높으면 충성 행위를 유도 할 수는 있지만 비충성 행위의 감소를 보장 할 수 는 없다. 이 연구는 글로벌 기업과 현지 기업 간의 경쟁이 심화되고 있는 기업의 생존을 위해 고객의 충성도/비충성도가 중요한 한국과 몽골의 다국적 커피 체인 브랜드에 특히 유용 할 것이다.

In recent years, the global coffee market has grown rapidly due to the popularization of coffee consumption. Based on Choi et al. (2006)'s dichotomous approach for loyalty, this study suggested a mechanism for loyalty and disloyalty in the context of coffee chain industry. The suggested model was empirically tested with 150 Korean samples and 105Mongolian ones. Then, the differences between two country cases were explored by comparing the result of regression analysis. First, the difference in the relative importance of each quality factor on brand image was investigated. In the case of Korea, coffee quality was the most important factor for brand image and service quality was the second. In the case of Mongolia, service quality was the most important factor and coffee quality was the next. Physical environment quality was the least important factor in both of Korean andMongolia cases. Second, the difference in the impacts of brand image on loyal behavior and disloyal behavior was identified. In the case of Korea, improvement of brand image might cause loyal behavior and reduce disloyal behavior simultaneously. In the case of Mongolia, however, high brand image could not guarantee less disloyal behavior, though it could induce loyal behavior. This study could be useful especially for multi-national coffee chain brands in Korea and Mongolia, where competition between global firms and local firms is getting so intensified that customers’ loyalty/disloyalty is crucial for firm’s survival.

획기적인 기술의 변화와 이동통신 고객의 급격한 성장과 포화는 서비스 사용자 충성도에 대한 학문적, 실무적 관심을 더욱 증폭시키고 있다. 본 연구는 ‘customer loyalty process (CLP: 고객 충성도 과정),’이라는 통합적인 모델을 제시하고 어떻게 이동통신 사용자들이 서비스 제공업체의 서비스에 충성고객이 되는지 그 과정을 실증, 분석하였다. CLP는 이동통신 서비스 마케팅 분야에서 자주 제시되는 주요 변수들– 서비스 품질, 전환장벽, 고객만족도, 고객 충성도-을 재정리하고 변수들 간의 논리적 연관성을 규명하고자 한다. 더 나아가 CLP 모델을 바탕으로 한국과 중국의 이동통신 서비스 이용자를 대상으로 실증적으로 비교, 차이점을 분석하였다. 요인 분석을 통하여 각각의 주요변수들의 개념 및 측정 항목들을 재정의 하였다. 특히, 이차 확인적 요인분석을 통하여 서비스 품질과 전환장벽의 명확한 정의와 두 연구개념의 하부요소들을 구체화 하였다. 연구 결과, 대부분의 주요 변수들간에는 직접적인 관계가 발견되었으며 고객만족도와 충성도간의 직접적인 관계는 유의하지 않았으며 전환장벽의 매개효과를 통한 유의성이 검증되었다. 가설대로 본 연구를 통하여 한국과 중국의 소비자인식의 차이점도 발견되었다. 특히, 고객유대와 고객 충성도에 대한 관계와 서비스 품질과 전환장벽간의 인과관계에 있어서 양국가간의 차이가 나타났다. 본 연구는 한국과 중국의 이동통신 산업을 이해하는 주요한 이론적, 그리고 국제경영의 관리적 공헌점을 제시하고 있다.

Fast changing, unprecedented growth of mobile telecommunications users elicits the importance of customer loyalty. This research proposes a new model labeled ‘customer loyalty process (CLP),’ to explore how mobile telecom users become loyal to their service providers. It clarifies the concepts and integrates logical linkages among variables that are frequently mentioned in mobile telecom service marketing discipline – i.e. service quality, switching barriers, customer satisfaction and customer loyalty. The CLP is used to empirically test Korean and Chinese mobile telecom service. Through factor analyses, the research refines the concepts and measurement items of variables in the model. More specifically, second-order confirmatory factor analysis is used to extract and clarify the sub-dimensions of two of its variables – i.e. service quality and switching barriers. The findings provide a strong support for the model except for the direct causal relationship between customer satisfaction and loyalty where the relationship is only significant through the mediating role of switching barriers. The study identifies notable disparities between Korean and Chinese markets, particularly on the perceptions of interpersonal relationship and customer loyalty, and the causal relationship between service quality and switching barriers. It provides several theoretical and empirical insights in enhancing the understanding of mobile telecommunications service in Korea and China.

본 연구의 목적은 금융기관 서비스품질의 만족도를 높이고 충성도 있는 고객을 확보하여 지속성장 가능한 수협은행 관련 연구가 현실적으로 부족하였다는 문제의식에서 출발하였다. 본 연구결과에서 수협은행의 서비스품질 을 위한 제고방안은 결정요인 결과를 토대로 유용성. 흥미성. 신뢰성. 안전성의 고객만족과 고객관계관리 관계성을 정립 하여 고객의 니즈에 맞는 새로운 욕구를 고려하는 제고방안이 수립되어야 하며 유의수준이 높은 내적품질 요인을 높 일 수 있는 서비스 품질의 제고방안을 맞춤형 서비스로 확대 시킬 필요가 있다. 급변하는 금융환경의 변화에 맞게 전 문경영인 체제와 능력위주의 인사정책 도입으로 수협은행에 사회적, 경제적, 가족적, 문화적 변화 특성을 정확히 이해 하고, 그러한 변화에 대응할 수 있는 프로그램 개발 운영이 필요하다.

The purpose of this research is to explore ways to raise the quality of the financial services of Suhyup Bank, to secure its customers’ loyalty, and to help it achieve sustainable growth. The results of this research showed that the ways to improve the service quality of Suhyup Bank are as follows: establish a relationship between its customers’ satisfaction with the usefulness, creativity, reliability, and safety of its services and its customer management based on its customers’ decision-making factors; establish service improvement schemes that consider new customer needs and desires; and improve its service quality and raise its internal quality factors, which are the keys to its expansion to customized services.

Corporate social responsibility is paid attention to by government and consumers again due to importance of environmental, ethical and well-being issues. The purpose of this paper is to investigate the effects of ethical responsibility, environmental responsibility and well-being responsibility on customer loyalty. In addition, the study first proposes that each CSR variable has a positive effect on perceived service quality, and brand image.. Therefore, this study highlights the importance of managing CSR for corporate that intends to enhance customer loyalty. Fast food firms should consider how CSR activities in connection with corporate goal practice effectively and strategically in an era of rising share values.

The purpose of this study is to investigate the effect of sports marketing on the psychological state and purchasing behavior of consumers. In addition, another purpose of this study is to collect consumer opinions in order to find out more efficient sports marketing methods. A total of 14 people participated in the interviews of this study, and the results are summarized as follows. Consumers are known to be positively influenced by sports marketing because information on sports products or services can be obtained. It was found that consumers perceived the image of a company that invests a lot of money and effort in sports marketing more positively. Therefore, it was found that consumers trust products or services with a more familiar image of the company. Companies that market sports can easily obtain a high level of customer loyalty and are advantageous for more successful management. The importance of sports marketing is being emphasized because companies with many regular customers are easier to sell products or services to and can generate high profits by securing more customers. It has been found that it is important to provide accurate information on the products or services that customers want for a more efficient means of sports marketing. Therefore, the implications of this study can be said to be more practical and efficient. Since this study aims to find a more efficient sports marketing method, it is necessary to accurately grasp what consumers want.

This study explores the relationship between the characteristics of online shopping platforms and customer loyalty, with a focus on the moderating effects of involvement and generation. A survey was administered to 250 individuals who had utilized online shopping platforms within the previous three years. The collected data were subjected to frequency analysis, exploratory factor analysis, reliability testing, correlation analysis, as well as multiple and hierarchical regression analyses. The findings reveal that Price Reasonableness, Transaction Security, Ease of Use, and Customer Service Quality positively and significantly influence customer loyalty. Additionally, involvement was found to exert a direct positive effect on customer loyalty. Furthermore, this study examined the moderating role of involvement in the relationship between online shopping platform characteristics and customer loyalty through hierarchical regression analysis. The results offer valuable insights for marketing strategies, emphasizing the importance of fostering customer involvement through personalized content and value-centric communication to enhance customer loyalty.

목적: 본 연구는 미용서비스를 경험할 수 있는 매장을 방문하는 고객들이 지각하는 관계혜택이 관계결속과 고객충성도에 미치는 영 향을 분석하여, 미용서비스가 제공되는 현장에서 고객과의 긍정적 관계형성의 중요성을 강조하고 관계혜택을 통해 고객과의 관계 결속과 충성도를 향상시킬 수 있는 방안을 제안하는데 그 목적을 두고 있다. 방법: 분석방법으로 SPSS Ver. 22.0 프로그램을 활용 하여 빈도분석, 요인분석, 신뢰성 분석 그리고 회귀분석을 실시하였다. 연구대상은 서울 및 수도권 지역의 미용서비스를 경험할 수 있는 매장을 방문한 고객 240명을 대상으로 2023년 03월 06일부터 04월 01일까지 설문조사를 실시하였으며, 표본으로 활용할 수 없는 8부를 제외한 232부를 최종 분석 자료로 사용하였다. 결과: 첫째, 관계혜택은 관계결속에 긍정적인 영향을 미치는 것으로 나 타났으며, 이 중 정보적 혜택, 신뢰적 혜택, 특별대우 혜택 순으로 관계결속에 대한 영향력 정도가 있는 것으로 나타났다. 또한 관계 혜택은 고객충성도에도 긍정적인 영향을 미치는 것으로 나타났으며, 이 중 신뢰적 혜택, 정보적 혜택, 특별대우 혜택 순으로 고객 충성도에 대한 영향력 정도가 있는 것으로 나타났다. 둘째, 관계결속은 고객충성도에 긍정적인 영향을 미치는 것으로 나타났다. 결 론: 고객이 경험을 통해 지각되는 주관적인 혜택인 관계혜택은 고객과의 관계형성에 가치의 의미를 부여하여 긍정적 유대관계를 형 성하게 된다. 이는 미용서비스에 대한 애정의 감정 상태를 유지시켜 지속적인 경제적 교환관계를 통한 효율적인 경영성과가 달성될 수 있을 것이라 사료된다.

Purpose: This study examines the impact of relationship benefits on relationship solidification and loyalty of customer who frequent stores offering beauty services. It also highlights the importance of establishing a positive relationship with customers at the site where beauty services are provided. Methods: The SPSS Ver. 22.0 program was used to conduct frequency, factor, reliability, and regression analyses. From March 6 to April 1, 2023, 240 customers who visited stores offering beauty services in Seoul and the metropolitan area were surveyed, and 232 copies were used as final analysis data, excluding eight copies that could not be used as samples, Results: First, relationship benefits have a positive effect on relationship cohesion. In particular, information benefits have the greatest influence cohesion, followed by trust benefits and special treatment benefits. Furthermore, relationship benefits have a positive effect on customer loyalty, and among them, trust benefits had the greatest influence on customer loyalty, followed by information benefits and special treatment benefits. Second, relationship solidarity positively affects customer loyalty. Conclusion: Relationship benefits, which are subjective benefits perceived by customers through experience, place a premium on the formation of positive relationships with customers. Moreover, maintaining an emotional state of affection for beauty services can lead to efficient management performance through continuous economic exchange relationships.

目的: 本研究探讨了关系利益对经常光顾提供美容服务的商店的关系巩固和忠诚度的影响。它还强调了在提供美 容服务的场所与顾客建立积极关系的重要性。方法: SPSS 22.0程序用于进行频率、因子、可靠性和回归分析。 2023年3月6日至4月1日期间，对240名到访首尔及首都圈提供美容服务的商店的顾客进行了调查，并以232份作 为最终分析数据，排除了不能作为样本的8份，结果: 第一，关系利益对关系团结有正向影响。其中，信息利益 对关系团结影响最大，其次是信任利益和特殊待遇利益。此外，关系利益对客户忠诚度有正向影响，其中信任 利益对客户忠诚度影响最大，其次是信息利益和特殊待遇利益。第二，关系团结积极影响客户忠诚度。结论: 关 系利益是客户通过体验感知到的主观利益，它重视与客户建立积极的关系。此外，保持对美容服务的感情状态 可以通过持续的经济交换关系带来高效的管理绩效。

Rapid development of information technology has generated a new industry and market. In particular, network technology such as the Internet and other computer networks made transaction activities switched from traditional offline commerce to e-commerce. Among them, digital content is bit-based object which is created and distributed through electronic environment. In particular, many entertainment contents such as the music, the movies, and the computer game softwares are main products. Although digital content commerce has high potential demand, it lacks the consideration about the factor related to maintaining existing customer such as customer loyalty and switching costs. There has been a number of research on customer loyalty and other factors affecting it in the traditional electronic commerce environment, but there is a lack of research which examines the characteristics of digital content. The study about the effect of switching costs on customer loyalty in digital content commerce is necessary because the customers of digital content commerce market are from those of other e-commerce market or traditional offline commerce market. In addition, customer loyalty and switching costs are important factors because they may build up greater customer retention. For that reason, this study focused on examining the relationships among switching costs, antecedents for switching costs, and customer loyalty in online digital music service industry. The study has three major purposes: (1) to find antecedents of switching costs on digital content commerce and examine effect of antecedents for switching costs; (2) to identify effect of switching costs on customer loyalty in digital content commerce and examine moderating effects of alternative attractiveness; (3) to identify the differences of antecedents for switching costs by contents transmission type(streaming service and downloading service). And, the online digital music service industry is selected in this study since there are many users and transactions incurring. To accomplish these purposes, a survey questionnaire was developed and distributed to 256 informants. Survey instrument was developed based on previous research and pre-established survey items. Total of 206 surveys are collected and used in the data analysis. Among the respondents, 56.8% is male and 43.2% is female. Also, 86 responses were streaming service user group and120 responses were download service user group. These data was analyzed using regression analysis. Major findings of empirical analysis can be summarized as follows. First, switching costs have positive effect on customer loyalty in digital content commerce environment. Second, the influence of switching costs on customer loyalty increases under conditions of high alternative attractiveness. Third, DRM convenience and breadth of use have positive effect on switching costs. The findings imply that the digital content provider should pay more attention to switching costs in addition to customer satisfaction in order to attract customers. Also, increasing the convenience of DRM use by securing the convenience of user interface and expanding the support device and increasing the service use scope by providing diverse value-added service helps to create a switching barrier. The result of the study can become a practical use in marketing strategy for maintaining existing customer. In particular, switching barrier is very important under conditions of high competition in the online music service market. This study can be used as a basis for further studies about customer retention in digital content commerce.