온라인 쇼핑몰의 관계마케팅전략이 고객만족을 매개로 관계지속의도에 미치는 영향

Abstract

In this study, we analyzed the effects of preferential treatment benefits, personalization, and communication, which are the relationship marketing factors of online shopping mall, on the relationship continuity intention through customer satisfaction and the control effect of switching cost on customer satisfaction and relationship continuity intention. The results of the analysis are as follows. First, the preferential treatment benefits and communication of the relationship marketing strategy factors showed a positive (+) influence on the customer satisfaction, but the personalization did not have a significant effect on the customer satisfaction. Especially, the preferential treatment benefits of the relationship marketing strategy factor has the biggest influence on customer satisfaction. Second, customer satisfaction due to the relationship marketing strategy of online shopping mall affects positively (+) on relationship continuity intention. Third, the switching cost does not have a moderating effect on the relationship between customer satisfaction and relationship continuity intention. Fourth, based on these results, we discussed the theoretical and practical implications of this study, limitations of research and future directions.