고객만족과 관계지속의도간 관계에 있어 전환장벽의 조절효과에 관한 연구

Abstract

This is a comparative study on the moderating effects of the switching barriers on the relationship between customer satisfaction and relation continuance intention through both Chinese and Korean sample analyses. The data for this survey consisted of 342 customers (Korean 195 and Chinese 147) who had experienced the beauty salon for at least 3 months. The results through SAS 9.1 and AMOS 4.0 show as following: First, in the main-effect model, irrespective of country, both customer satisfaction and interpersonal relationship were positively associated with relation continuance intention in two countries. Especially, the switching cost affects the relation continuance intention positively in the Korean Model but does not significantly affect the relation continuance intention in the Chinese Model. Second, in the interaction effect model, both satisfaction and interpersonal relationship are positively and significantly associated with relation continuance intention in the Korean model but not in the Chinese model. Finally, the interaction between satisfaction and switching cost and the interaction between satisfaction and interpersonal relationship are all not associated with relation continuance intention in both models.