주유소의 고객충성도에 영향을 미치는 관계마케팅요인에 관한 연구

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The Effects of Relationship Marketing Factors on Customer
Loyalty of Gas Stations
주유소의 고객충성도에 영향을 미치는 관계마케팅요인에 관한 연구
tae-sik, Jeon
Advisor : Prof. Yun-Yong Hwang, Ph.D.
Department of Business Adminstration
Graduate School of Business Adminstration, Chosun University

This research was based on the relationship of the related marketing factors, customer trust, customer satisfaction and devotion to the customers by suggesting the factors on related marketing.
First of all, one of the related marketing factor such as customers and relationship unity were found out to be effective to build trust of the customers and also their satisfaction, in positive ways.
Second, the related marketing factors like customer, communication efforts, relationship maintenance effect the customers' satisfaction in positive ways, but the reasonable price was not one of the factors effecting customers' satisfaction.
Just like this, we need to know the factors that can satisfy our customers' needs, and provide the appropriate informations so that we can maximize the satisfaction of our customers using such strategy.
Finally, the trust and the satisfaction was found out to be the effective factors positively affecting customer devotion part. As you can see, when a customer has built a trust based upon the services provided by the gas stations, he or she is more likely to visit the gas station again, and even recommend the gas stations to others.
Alternative Author(s)
Jeon, tae sik
경영대학원 경영학석사학위과정
Awarded Date
2008. 8
Table Of Contents
목 차


1. 서 론 1

제1절 연구의 배경 및 목적 1
제2절 연구의 방법 및 구성 3
2. 이론적 배경 4
제1절 주유소의 경영환경 변화와 대응전략 연구 4
제2절 관계마케팅에 관한 이론적 배경 8
제3절 관계마케팅요인과 관계품질 및 관계성과에 관한 선행연구 11
3. 연구모형 및 가설의 설정 15
제1절 연구모형 15
제2절 가설의 설정 16
4. 실증연구 21
제1절 변수의 조작적 정의와 측정 21
제2절 변수의 신뢰도 및 타당도 분석 24
제3절 연구가설의 검증 및 논의 27
5. 결론 32
제1절 연구결과의 요약 및 시사점 32
제2절 연구의 한계점 33

참고문헌 34
조선대학교 경영대학원
전태식. (2008). 주유소의 고객충성도에 영향을 미치는 관계마케팅요인에 관한 연구
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Business > Theses(Master)(경영대학원)
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