Earticle

본 연구에서는 우리나라 기업중 S기업을 중심으로 하여 고객이 인지한 S기업의 이미지와 관계몰입간의 영향관계를 살펴보고, 이를 통한 마케팅전략수립의 기초가 되고자 하였으며 연구결과 고객들이 S기업의 관계몰입을 생각하는 데 공정성이 크게 영향을 미치는 것으로 나타났다. 기업의 성장성 또한 S기업과의 관계몰입에 어느 정도 영향을 미치고 있기 때문에 이미지만으로 승부를 하기보다 어느 정도의 기술성도 영향을 미친다고 볼 수 있다. 이와 함께 영향을 미치지 않는 여러 가지 요인들 중 신뢰성, 혁신성, 최고경영자 이미지 등에 대한 기업 차원의 신중한 검토를 토대로 하여 보다 고객이 믿을 수 있는 미래 지향적인 기업으로의 이미지제고에 신경을 써야 할 것이다.

In this study, gieopjung S corporations around the country the customer's perceived image of S corporations and relationships affect the relationship between commitment and see it through the marketing strategy was to become the foundation of the relationship of the findings customers commitment to S corporations used to think showed significantly affect impartiality. Growth of corporate commitment to the relationship between S corporations also affect to some extent because of the image rather than just winning and how much that technology can be seen to affect the Saints. In addition, does not affect the reliability of several factors, innovation, enterprise-wide chief executive officer, and so on image based on careful consideration of a more customer-oriented company with a reliable image of the future must be concerned with is improving.

The objective of this study was to verify the effects of brand equity of small & medium hospitals on trust and relationship commitment and mediation effect of trust in the relation between brand equity and relationship commitment. For testing reliability and validity of the measurement tool, Cronbach's α and confirmatory factor analysis was used, respectively. A structural equation model was applied for verifying the study model suggested. Out of 450 questionnaires distributed, 439 was returned. On the study results, brand image and perceived quality positively determined trust of customers for small & medium hospitals. Customers’ trust also has a positive effect on relationship commitment. Brand awareness positively influence the levels of relationship commitment. Moreover, a mediation effect was identified. Customers’ trust mediated the effects of brand image and perceived quality on relationship commitment of hospitals customers. On conclusions, relationship commitment was determined, either directly or indirectly, by brand image and perceived quality, while trust mediated the their relationship. Thus, hospitals management may use the concepts of brand equity and trust as a key success factor of their business purposes.

This purpose of this study is to clarify the influences of golf range employees' customer orientation and consistent relationship quality(customer satisfaction, customer trust and customer commitment) on intention of consistent relationship. for the subject of survey, about 200 samples were collected from 10 golf range related, located in Seoul, Gyeonggi, Chungnam in 2005. 196 samples were utilized for final analysis, except 4 unfaithful samples. For the analysis of the data collected for this study, we used the qexploratory factor analysis (SPSS WIN Ver 12.0), the confirmatory factor analysis and the structural equation modeling method (AMOS 4.0). The following results were obtained from the analyses. First, the employees' customer orientation has significant effects on customer satisfaction. Second, the customer satisfaction has significant effects on the customer trust. Third, the customer satisfaction has significant effects on the customer commitment. Fourth, the customer trust has significant effects on the customer commitment. Fifth, the customer satisfaction has no effects on the intention of consistent relationship. Sixth, the customer trust has no effects on the intention of consistent relationship. Seventh, the customer commitment has significant effects on the intention of consistent relationship.

본 연구는 서비스 상황에서 고객이 맺고 있는 사회적 교환관계들(고객지원인식과 고객-종업원 교환관계)이 고객만족 및 고객몰입과 갖는 각각의 관계 그리고 고객만족이 고객몰입과 갖는 관계를 실증 검증하고자 실시되었다. 연구모형과 가설 검증을 위해 미용실 이용고객들을 대상으로 설문지를 통해 자료를 수집하였고, 345부를 최종분석에 사용하였다. 공분산구조분석결과 연구모형의 적합도는 변수들 간의 관계를 확인하는데 적정하였고, 5개의 가설 가운데 4개가 채택되었다. 구체적 검증결과는 다음과 같다. 첫째, 고객지원인식은 고객만족에는 정(+)의 영향을 주지만, 고객몰입에는 통계적으로 유의한 영향을 주지 않는 것으로 나타났다. 둘째, 고객-종업원 교환관계는 고객만족과 고객몰입 모두에 정(+)의 영향을 주는 것으로 확인되었고, 셋째, 고객만족은 고객몰입에 정(+)의 영향을 주는 것으로 밝혀졌다. 이러한 연구결과에 근거해 본 연구의 이론적, 실무적 시사점을 도출하였으며, 본 연구의 한계와 향후 연구방향을 제시하였다.

The purpose of this study was to examine the effects of social exchanges(perceived support for customers and customer-member exchange) on customer satisfaction and customer commitment, and to investigate the influence of customer satisfaction on customer commitment. In order to analyze the fitness of the research model and to test the hypotheses, the data are collected from 345 customers of beauty shops through the administration of structured questionnaires. A structural equation analysis is performed by the AMOS package. The goodness of fit indices indicate that the fit of the model to the data is generally good. In addition, four of five hypotheses are supported by the data. The results of this study exhibit that social exchanges(perceived support for customers and customer-member exchange) are positively related to customer satisfaction, and customer-member exchange and customer satisfaction are positively related to customer commitment. Theoretical and practical implications are discussed and future research direction are outlined.

A customer loyalty program (i.e., FFP) has become more important to keep loyal customers especially for legacy airlines. Therefore, the researchers intended to examine the elements of an airline loyalty program and how these elements influenced the effects of the loyalty program. To set up the research framework, the commitment-trust model (i.e., KMV model) in the loyalty program was used in this study. Shared values, benefits, serviceabilities, and affiliated companies were considered as independent variables (i.e., elements of FFP). Trust and commitment added as mediating variables and customers' loyalty were examined as a dependent variable. A survey has been conducted. All independent variables had positive relationships with trust and commitment and trust influenced commitment. Lastly, the mediating variables had positive effects on customers' loyalty.

[연구목적] 본 연구는 은행의 조직역량(평판, 서비스품질, 디지털금융역량, 은행전환비용)과 영업사원의 개 인역량(전문성, 공감성, 고객지향성, 영업사원전환비용)이 거래기업의 은행신뢰 및 영업사원신뢰를 매개로 거 래지속의도에 미치는 영향을 실증적으로 분석하였다. 추가로 영업사원의 접촉빈도와 기업의 규모가 조절변수 로 작용하는지 검토하였다. [연구방법] 본 연구는 선행연구와 이론적 고찰을 바탕으로 총 8개의 연구 가설을 설정하였다. 가설 검증을 위해 기업금융 거래 경험이 있거나 은행 업무를 담당하는 직장인 및 은행의 영업사원을 직접 상대하는 기업의 담당자를 대상으로 온라인 설문조사를 실시하였다. 수집된 데이터를 바탕으로 신뢰성과 타당성 검토를 진행하 였으며, 구조방정식 모형(SEM)을 활용하여 설정된 연구 가설을 검증하였다. [연구결과] 은행의 평판과 서비스품질은 은행신뢰를 매개로 기업고객의 거래지속의도에 유의미한 영향을 미쳤다. 영업사원의 전문성, 공감성, 고객지향성, 영업사원전환비용은 영업사원신뢰와 은행신뢰를 매개로 거래 지속의도에 강한 영향력을 행사하였다. 은행의 디지털금융역량과 은행전환비용은 거래지속의도에 유의미한 영 향을 미치지 않는 것으로 나타났다. 영업사원의 공감성이 전문성보다 중요한 요인임이 확인되었으며, 이는 기 존 연구와 차별화된 결과로 주목할 만하다. [연구의 시사점] 첫째, 급속한 디지털화(digitalization)와 비대면 거래 환경 속에서도 기업금융 거래에 중요 한 영향을 미치는 핵심 요인은 은행의 평판, 서비스품질, 영업사원의 전문성, 공감성, 고객지향성, 영업사원전환 비용이었다. 이에 따라 은행은 평판 리스크 관리 및 서비스품질을 지속적으로 개발하고 관리할 필요가 있다. 특히, 기업고객을 위한 맞춤형 금융상품과 차별화된 서비스 제공에 집중하여 고객 만족과 신뢰를 더욱 높이는 전략을 추진해야 한다. 둘째, 영업사원은 은행과 거래기업 간의 관계에서 신뢰를 형성하는 중요한 매개체로 작용한다. 은행은 영업사원의 공감성과 전문성 개발을 위한 체계적 교육 및 역량 강화 프로그램을 도입해야 할 것이다. 셋째, 본 연구는 은행의 평판 및 서비스품질의 지속적 관리, 영업사원의 역량 강화, 그리고 고객 맞춤 형 서비스의 필요성을 실증적으로 검증한 점에서 의미가 있다.

[Purpose] This paper examines how the banks' competencies(reputation, service quality, and switching costs) and salespersons' competencies(expertise, empathy, customer orientation, and switching costs) influence the customers' commitment to relationship maintenance with their trust Additioanlly, the moderating effects of salesperson contact frequency and corporate size are examined. [Methodology] Based on a review of previous studies, eight research hypotheses were set up. To test these hypotheses, an online survey was conducted among employees experienced in commercial banking transactions, responsible for banking operations, and directly interacting with salespersons. The collected data were analyzed for reliability and validity, and the proposed research hypotheses were tested using Structural Equation Modeling (SEM). [Findings] The results show that bank reputation and service quality significantly influence customers' commitment to relationship maintenance with a trust in bank Additionally, salesperson expertise, empathy, customer orientation, and switching strongly influence it. However, banks' digital financial capabilities and switching costs were found to have no significant influence. Notably, salesperson empathy was identified as a more critical factor than expertise, distinguishing this study from prior research. [Implications] First, despite the rapid digitalization and the rise of non-face-to-face banking transactions, key factors influencing commercial banking relationships between bank and customer, are bank reputation, service quality, salesperson expertise, empathy, customer orientation, and switching costs related to salespersons. Therefore, banks should constantly manage reputation risk and enhance service quality, with a particular focus on tailored financial products and differentiated services in order to strengthen customer trust and satisfaction. Second, salespersons play very important roles as intermediaries in fostering trust between banks and commercial customer. Thus, banks should perform structured training programs and competency development initiatives to enhance the empathy and expertise of their sales personnel. Third, this study provides empirical validation of the importance of sustained management of bank reputation and service quality, salesperson competency development, and customer-centric service offerings. These findings contribute valuable insights for financial institutions seeking to strengthen long-term commercial banking relationships.

The purpose of this study is to examine whether the influence relationship between the consumer experience of the casino and the emotional response is formed, and in this influence relationship, to provide empirical data for establishing marketing strategies for casino companies through a review of whether relationship cohesion plays a role of adjustment. The results of the analysis are as follows. First, as for customers who use the casino, the higher the consumption experience of playfulness, profitability, and esthetics was, the higher the positive reaction was. Second, it is analyzed that casino customers have lower negative responses when they have higher consumption experience of profitability. Consumption of customers in the casino industry means direct cash outflow. Third, in the influential relationship between the aesthetic consumption experience and the positive reaction, the computational binding was a pseudo moderator variable functioning as positive (+) adjustment. Fourth, in the influential relationship between consumption experience of sharability and esthetics and positive response, emotional bonding was found to be a pure moderator variable functioning as positive (+) adjustment, and in the influential relationship between the aesthetic consumption experience and the negative reaction, emotional bonding was found to be a pseudo moderator variable functioning as negative (‐) adjustment.

Purpose : This study measures the degree of sexual harassment and verbal abuse from customers and analyzes their effect on job satisfaction, organizational commitment, and turnover intention of hotel employees. Methods : We collected the data with questionnaire from 240 employees of five different hotels and analyzed 231 effectual responds among them. We analyzed this data through descriptive statistics, t-test, ANOVA, Pearson’s coefficient, multiple regression analysis, using SPSS 23.0. Results : The result of a multiple regression analysis conducted with general characteristics and degree of sexual harassment and verbal abuse from customers appeared as following: the ability of the analysis of job satisfaction results was 24.0% (p<.001); the ability of the analysis of organizational commitment results was 13.0% (p<.001); and the turnover intention results was 14.0% (p<.001). Conclusion : The verbal abuse from customers causes a negative effect on organizational commitment and turnover intentions as well as on job satisfaction of hotel staff. Therefore, for not only the job stabilization of hotel workers but also the organizational stabilization, organizational efforts to prevent verbal abuse from customers at the hotel industry level are necessary.

경쟁이 치열해진 의료 환경에서 중소병원 또한 환자 중심의 고객 만족은 불가피한 실정이다. 이에 본 연구는 중소병원 경영전략 수립에 필요한 방향성을 제시하고자 이용 고객(환자)이 지각하는 서비스 지향성이 관계결속과 친사회적 행동에 미치는 영향을 알아보는데 그 목적이 있다. 서비스 지향성의 구성요인을 중소병원의 특성에 맞게 고객 대우, 서비스 실패회복, 서비스 표준으로 구성하였다. 이때 서비스 지향성의 3가지 하위요인이 관계결속에 영향을 미처 친사회적인 행동을 유발하는지를 검증하기 위해 AMOS를 통해 경로 분석하였다. 연구 결과 서비스 지향성의 하위요인 모두 본 연구에서는 유의미한 결과를 보였으며, 관계결속과 친사회적 행동 또한 유의미한 영향을 미친다는 결과가 도출되었다. 이런 연구 결과에 근거하여 시사점을 제시하고 미래 연구를 제안하였다.

The objective of this study is to understand the effects of service-orientation perceived by customers(patients) on relationship commitment and prosocial behavior, in order to suggest the direction necessary to establish the management strategies of small & medium-sized hospitals. The elements of service-orientation were composed of customer treatment, service failure recovery, and service standard suitable for the characteristics of small & medium-sized hospitals. In order to verify if the effects of three sub-factors of service-orientation on relationship commitment would cause prosocial behavior, the path analysis through AMOS was conducted. In the results of study, all the sub-factors of service orientation showed significant results, and also the relationship commitment and prosocial behavior showed significant effects. Based on such results, the implications and future research were suggested.

This study was designed in order to examine causality by dyadic relationship targeting employees, who are engaged in beauty service business, and customers, who received service from the employees. The aim was first to clarify influence of employees' job characteristic upon job satisfaction and service commitment targeting employees, and then to examine influence of employees' service commitment upon service quality and customer behavior targeting customers. Examining the findings, all of functionality, importance, and autonomy, which are 3 elements in job characteristic, were indicated to have positive influential relationship upon job satisfaction. Also, even in relationship between job satisfaction and service commitment, the positive influence was confirmed. And, even in relationship between service commitment and service quality targeting customers, all of reliability, sympathy, typology, correspondence, and guarantee, which are 5 elements in service quality, were indicated to have positive influence. Even in relationship between service quality and customer behavior, all of five characteristics in service quality were confirmed to have positive influence upon customer behavior.

The purpose of this study was to examine the structural relationship between customers’ perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 customers in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees' authenticity had relatively great influence on customers’ continuous and affective commitment and their justice had greater influence on customers’ normative commitment. Also, customers’ continuous commitment, normative commitment, and affective commitment significantly influence customer participation behavior, while normative commitment and affective commitment have a significant effect customer citizenship behavior. Research thus far divided justice and authenticity into separate concepts and examined relation with customer commitment or behaviors but the present study put cognitive process of justice and emotional process of authenticity on the same line and evaluated their different influence on customer commitment and behaviors, thereby verifying that not justice perceived by customers induced desirable customer behaviors but authenticity they felt with their heart played a more superior role in customer commitment or behaviors. This means that authentic services rather than justice induce customers' positive behaviors.

The objective of this study is to verify the effects of relationship marketing of the licensed real estate agent on quality of relation with customers and revisit intention. In addition, the relationship between trust and commitment of relation for the licensed real estate agent and their customers and the effects on revisit intention was verified. The results show that the relationship marketing of the licensed real estate agent has a positively significant effect on trust and commitment of relation between the licensed real estate agent and their customers. It was also found that the quality of relation such as trust and commitment of relation between the licensed real estate agent and their customers has a positively significant effect on revisit intention.

항공서비스에 대한 욕구가 높아지고 있는 오늘날 항공사는 고객들이 원하는 욕구를 충족시켜 고객의 이탈 등을방지하기 위하여 최일선인 항공사 기내서비스에서 고객의 참여를 적극 유도하여야 한다. 이는 항공서비스 접점에서 고객은 단순한 수혜자로서의 역할보다는 부분적 직원의 역할로 참여하여 항공서비스 제공자인 직원들과 상호작용을 하면 서비스에 대한 자신의 욕구를 충족할 수 있기 때문이다. 본 연구에서는 항공사 기내서비스에서 고객참여가 브랜드몰입, 브랜드신뢰, 고객만족에 미치는 영향을 검증함에 목적을 두고 있고 실증적으로 규명하기 위하여, 관련 선행연구결과를 토대로 개념을 정립하고, 측정도구를 도출하고 연구가설을 설정하였다. 연구가설은 항공사 기내서비스에서 고객참여와 브랜드몰입의 영향관계, 브랜드몰입과 브랜드신뢰의 영향관계, 브랜드몰입과 고객만족의 영향관계, 브랜드신뢰와 고객만족의 영향관계이다. 설문방법은 온라인 설문조사로 진행하였고 온라인 조사는온라인 커뮤니티 카페의 SNS를 통해 해당 URL을 전송하여 자발적으로 설문에 응답하는 편의표본추출방법을 선택하였다. 최근 3개월 이내 국제선 항공기를 탑승한 경험이 있는지에 대해 물어 본 후, 탑승 경험이 있는 사람은 설문의다음 페이지로 진행하고, 탑승경험이 없는 사람은 응답이 중단되게 설정하였다. 총 353부를 회수하여 코딩과정을거쳐 분석에 사용한 유효설문수는 305매이며, 본 연구의 분석을 위하여 SPSS 22.0과 AMOS 22.0을 활용하였으며, 응답자의 인구통계학적 특성 분석을 위하여 빈도분석을 설명하였다. 이후 확인적 요인분석, 타당성과 신뢰성, 구성개념 간 인과관계를 규명하기 위해 구조방정식 모델링을 실시하였다. 연구가설을 검증한 결과에서 항공사 기내서비스의 참여경험이 있는 고객들을 대상으로 한 조사결과에서 가설이 모두 채택되었는데, 즉 항공사 기내서비스에서고객참여는 브랜드몰입에 영향을 미쳤고, 브랜드몰입은 브랜드신뢰에 영향을 미쳤고, 브랜드몰입은 고객만족에영향을 미쳤고, 브랜드신뢰는 고객만족에 영향을 미쳤음이 검증되었다. 본 연구의 실증적 결과에 기초하여 항공사들은 현재와 미래의 고객들을 충성고객으로 하게 하기 위하여 서비스의 질을 향상 시키고 이에 기초한 관계마케팅수단을 적극적으로 활용하여야 할 것이고, 이 연구결과에 대한 논의는 후속연구의 방향을 제시하게 될 것이다.

Airlines are supposed to induce the customers to participate in the cabin service by fulfilling their demands. Through this involvement as a partial server, not a mere recipient, customers can interact with service staff and satisfy their needs. This study is aimed at verifying the effects of customers’ participation in cabin service on their Brand Commitment, Brand Trust, and Customer Satisfaction. For the empirical identification, the hypotheses were established based on the related previous studies, and they are concerning the effects and relations among Brand Commitment, Brand Trust, and Customer Satisfaction. The information was collected through the online surveys by using various SNS such as online community services called cafes. The 353 respondents who had used international flights within three months participated in the surveys voluntarily, and valid 305 questionnaires were used for the analysis using SPSS 22.0 and AMOS 22.0. The frequency analysis on demographic characteristics of respondents was presented, and then confirmatory factor analysis, correlation analysis, and structural equation modeling to diagnose the cause-and-effect relationships among componential concepts were conducted. The study results show that all hypotheses on the customers who have the cabin service participation experiences are adopted: Customer Participation has a relevant influence on Brand Commitment, Brand Commitment has on Brand Trust, Brand Commitment has on Customer Satisfaction, and Brand Trust has on Customer Satisfaction. Based on the results of this study, airlines need to improve the quality of their cabin service and make use of the appropriate marketing methods to turn the present and future customers into their loyal customers.

This study identifies meaningful factors that influence relationship switching intention and multi-channel use intention for department store customers. Two types of commitment (affective and calculative commitment) are proposed as mediators between satisfaction and behavioral intention. A web-based survey collected fashion product data from consumers who had a relationship with a department store. A total of 150 responses were analyzed by frequency analysis and reliability analysis, CFA, and SEM analysis with SPSS 18.0 and AMOS 18.0. Department store attributes were composed of four factors (product, salespersons, facilities and place, and price and promotion). Department store satisfaction was specified as a second order latent construct which was reflected in the satisfaction with the four department store attributes. Department store satisfaction had a significant negative influence on calculative commitment and a positive effect on affective commitment. Calculative commitment affected switching intention and affective commitment determined multichannel use intention. This study has implications for retail marketers that target fashion consumers and academics who research consumer behavior in retail settings. The most important result is that the affective commitment and the calculative commitment serve different functions. Department store managers need to make an increased effort to instigate an affective customer commitment in order to reduce switching intention.

The purpose of this study was to examine the importance of relationship marketing of family restaurants and connection of relation marketing, relationship quality, commitment and royalty. In order to empirically investigate the proposed hypotheses, the data were collected from 300 respondents randomly selected from among the customers who visited the family restaurants. But availability questionnaires of 300 questionnaires was 288. The data were analyzed with SPSS 12.0. Several statistical methods were used including frequency analysis, factor analysis, reliability analysis, regression analysis, t-test, ANOVA. The results can be summarized as follows: First, human services, food services are positively associated with satisfaction and trust. And customer marketing, price policy are only positively associated with satisfaction. Second, relationship qualities(satisfaction, trust) are positively associated with commitment, royalty. Third, commitment is positively associated with royalty. It is interesting to note that royalty is through commitment better simple factor of trust, satisfaction. And family restaurants effort to get customer's satisfaction, for example, use the activities of relationship marketing as differentiating strategies. At the end of the paper, managerial implications and limitations are discussed. The results of studies showed the customer royalty is closely related to the relationship marketing, relationship quality and commitment.

This study examines the impacts of blog marketing on customers' confidence, commitment, and intention in the wedding service industry. 1) Intimacy, interrelationship, and economical efficiency among the characteristics of wedding blogs have positive impacts on customers' confidence in the blogs. 2) Pleasure, intimacy, interrelationship, and economical efficiency among the characteristics of wedding blogs have positive impacts on customers' commitment in the blogs. 3) Pleasure, intimacy, interrelationship, and economical efficiency among the characteristics of wedding blogs have positive impacts on customers' intention in the blogs. 4) Customers' confidence in wedding blogs has positive impacts on customers' commitment in the blogs. 5) Customers' confidence in wedding blogs has positive impacts on customers' intention of doing something in the blogs. 6) Customers' commitment in wedding blogs has positive impacts on customers' intention of doing something in the blogs. However, This study could not cover a comprehensive area of wedding service industry in the sampling procedure. It means that the results of this study can barely be generalized and applied to the wedding service industry.

본 연구는 서울지역 패밀리레스토랑을 이용하는 고객들을 대상으로 그들이 지각하는 공정성이 몰입, 만족과 충성도에 미치는 영향관계를 밝히는 인과관계연구이다. 이와 같은 연구의 목적을 달성하기 위해 선행연구를 통하여 관련변인들을 추출하고 설문을 통해 자료를 수집하였다. 분석결과는 다음과 같다. 첫째, 상호작용공정성은 몰입뿐만 아니라 만족에도 강력한 영향을 미치는 것으로 나타났다. 둘째, 상호작용공정성과 마찬가지로 분배공정성도 종업원에 의해 전달되는 서비스의 경험을 통해 고객이 만족을 하게 되면 충성 등의 고객의 자발적 행위에 중요한 영향을 미치는 것으로 나타났다. 셋째, 몰입과 만족도 고객의 충성도에 영향을 미치는 것으로 나타났다. 따라서 약속된 서비스 경험을 통해 느끼는 고객의 전반적인 감정 상태는 고객이 레스토랑에 대한 충성도를 유발할 수 있는 필수적인 변수로 보아야 할 것이다.

This study is to define the causal relationship among family restaurant customers' justice perception and their commitment, satisfaction, and loyalty. To achieve this goal, related determinants were extracted through precedent studies and data was collected through a survey. The analysis results are as follows. First, interactional justice has a huge influence on customers' satisfaction as well as their commitment. Second, like interactional justice, distributive justice has a significant influence on customers' voluntary behavior such as customer loyalty if customers are satisfied with restaurant employees' service. Third, customers' commitment and satisfaction have an influence on their loyalty. Therefore, customers' general emotional state experienced through appointed service is a critical determinant in inducing customers' loyalty for the restaurant.

This study is to determine of frequency of use and Long-term relationshiporientation the franchised cafes and their customers' Cheong, RelationshipCommitment. I drew the conclusions based on the survey conducted for theoreticalconsideration and actual investigation with 309 customers who used such franchisedcafes more than 5 times in Seoul, Daejon, and Daegu. Based on the theoretical consideration and actual investigation of the results, I cansuggest the following conclusions. First, the intimacy, hospitality, and sensibleemotions that a customer experiences in a franchised cafe have a direct impact ontrust and engagement in the relation. Second, such trust and engagement that acustomer has against a franchised cafe have a direct impact on Long-termrelationship orientationThrough the objective study, I could see that emotional sustainability-orientedservices are the core marketing strategy in a franchised cafe management.

This study analyzed how characteristics of internal customers in a servicescapes of food service kitchen influence Organizational Commitment. Based on theoretical researches, the relationships among variables were extracted and then, the following hypotheses were set. First, demographic properties significantly affect servicescapes factors. Second, servicescapes factors significantly affect organizational commitment. According to the results of hypothesis testing, the influence of demographic properties on the servicescapes was R=0.401, (R2=0.161), F=8.247 and P=0.000 which means that the statistical model was appropriate. Also, age was analyzed to significantly impact the servicescapes, based on a regression coefficient, and the influence of servicescapes factors on organizational commitment of internal customers was R=0.416, (R2=0.173), F=9.008 and P=0.000 and thus it was proven that the statistical model was appropriate, too. In addition, stability that is one of servicescapes factors, had a significant effect on organizational commitment, based on a regression coefficient. These findings demonstrate that internal customers working in food service kitchens are highly influenced by kitchen's servicescapes, depending upon their age. Moreover, among several servicescapes factors of food service kitchen, stability significantly influenced organizational commitment of internal customers. Therefore, restaurant managers need to design the kitchen and install facilities, in consideration of stability, functionality, convenience and air-conditioned environment, from the planning of kitchen facilities so internal customers can be committed to their organizations. This study is limited in representing the entire kitchen environment, since it was focused on four servicescapes factors of food service kitchen only. Accordingly, a further research will have to be targeted at more various factors.

본 연구의 목적은 급변하는 금융시장에서 고객정보에 기초한 고객관리강화와 고객욕구 파악을 통한 평생고객의 확보, 고객의 충성도를 제고하기 위한 관계마케팅 구축활동의 일환이다. 실증분석 결과는 첫째, 고객이 은행으로부터 얻는 고객화 편익과 경제적 편익은 관계신뢰에 정(+)의 영향관계로 나타났으며, 은행에 대한 고객의 관계신뢰는 관계몰입에 정(+)의 영향관계를 미치는 것으로 확인되었다. 둘째, 한국적 정(情)은 고객의 은행에 대한 관계신뢰와 관계몰입 간에 있어서 조절효과를 나타내고 있었다. 본 연구의 경영교육적 함의는 첫째, 고객들이 은행에 대해 고객화 편익과 경제적 편익을 무엇보다도 소중하게 간주하고 있음에 따라 시중은행들은 금융상품 개발에 이런 편익을 보완 강화시킬 필요가 있다. 둘째, 한국 고유의 심리적 특성을 의미하는 정(情)은 관계신뢰와 관계몰입 간에 조절효과를 작용하는 것으로 보아 앞으로 금융상품 개발 및 경영관리 유지에 한국적 정(情)을 적극적으로 도입ㆍ활용할 것을 제안한다. 셋째, 본 연구는 은행들의 고객관리강화, 새로운 수익성 창출, 불확실성에 대한 수익 변동성의 위험완화, 은행의 브랜드 이미지 제고 등에 도움이 될 수 있는 가치있는 정보를 확보하는 기회 및 응용할 수 있게 되었다.

This study was to investigate a relational study on relationship benefits, trust, commitment between bank and customer in korea's bank industries. we examined bank & finance channel relationship by moderating the idea of cheong which is a unique feeling an postiche role in korean society. Questionnaire of 228 PCs were uses this study in order to analyze suggested hypothesis. First, customization benefit and economic benefits on relationship benefits is positively related to relational trust and its was partially supported. Second, relational trust on bank was positively related to relational commitment. Third, korea's cheong between trust and long-term orientation was appeared moderating effect. Forth, korea's cheong is positively related to relational commitment. Various strategy and detailed implications on analysis results can found not to mention in the conclusions.