고객만족과 충성도 간의 관계: 조절초점의 조절효과

Abstract

The literatures about the association between customer satisfaction and loyalty have revealed mixed results and almost have indicated that the relationship is linear. But some studies have found it to be non-linear more than linear lately. A survey study focused on beauty salon consumers in Korea and China each, to test either a linear or a nonlinear relationship between customer satisfaction and retention as one of loyalty dimensions at first. Then the survey examined regulation focus as one of the customer characteristics to moderate the satisfaction–loyalty relationship based on the first finding. The results by a hierarchical regression analysis are as follows: First, it was confirmed that the relationship between Korean customer satisfaction and loyalty was found to be nonlinear, but that the relationship between Chinese customer satisfaction and loyalty was found to be linear. Second, based on the first findings, it was found that regulation focus moderated the nonlinear relationship between Korean customer satisfaction and loyalty, but that it did not moderate the linear relationship between Chinese customer satisfaction and loyalty. Finally, this study provides theoretical and managerial implications of findings and suggests directions for future research.