주유소의 고객충성도에 영향을 미치는 관계마케팅요인에 관한 연구

Abstract

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.