실내스키장 관계마케팅 요인에 따른 고객만족이 고객충성도에 미치는 영향

Abstract

ABSTRACT

The Impacts of Relationship Marketing on Customer Loyalty through Customer Satisfaction Among Indoor Skiers

Se-Hun, Moon Advisor : Prof. Myeongsu, Jeong, Ph.D. Department of Physical Education Graduate School of Chosun University

The purpose of the present study is to examine the causal relationships between relationship marketing factors, customer satisfaction, and customer loyalty among customers of the indoor ski slopes, and to draw out theoretical and practical implications in terms of the enhancement of customer loyalty.

A comprehensive literature review on relationship marketing, customer satisfaction and customer loyalty was undertaken to study the current state of knowledge about the content and scope of customer loyalty in the realm of the indoor ski slopes. According to the results of literature review, a research model was identified and four hypotheses were proposed to test the structural relationships between the aforementioned variables.

The survey included a number of questions designed to explore customer loyalty of indoor skiers and its determinants. The study was undertaken in G Metropolitan City. Between December 2016 and January 2017, anonymous questionnaires were sent to a sample of 450 indoor skiers selected conveniently from the one indoor ski slope. A total of 420 questionnaires were analyzed by way of such statistical analysis as descriptive statistics, reliability analysis, correlation analysis, confirmatory factor analysis, t-test, ANOVA and SEM(structural equation modeling).

The major results of the present study are as follows. First, according to the test results of measurement model, convergent validity was obtained for all the constructs in the research model. Second, upon estimation employing the SEM procedure, the current study yielded a relatively good fit given the sample data with χ2=86.068, df=28, p=0.000, GFI=0.963, TLI=0.900, CFI=0.938, and RMSEA=0.070.

Third, the present study identified a number of significant causal relationships between relationship marketing factors, c relationship marketing factors, c relatioof the indoor skiers: (1) Relationship marketing factors could have a significant positive effect etiactors, c relati; (2) Relationship marketing factors could have a significant positive effect etiactors, cnship market; (3) Customer satisfaction could have a significant positive effect on customer loyalty. In addition, one hypothesis was tested with regard to the mediating effect of customer satisfaction between relationship marketing factors and customer loyalty of the indoor skiers. According to the result of the test, relationship marketing factors are indirectly related to customer loyalty through customer satisfaction. Finally, based on the results of the study, theoretical and practical implications and suggestions were discussed. Further studies were also recommended to examine the various aspects of customer satisfaction and customer loyalty of the indoor skiers.

Key words: indoor ski slopes, relationship marketing, customer satisfaction, customer loyalty