관계효익, 정(情)이 충성도 및 관계지속의도간의 관계에 관한 연구

A Study on the Relationship between Relational Benefits, Cheong, Loyalty and Intent to Relationship Continuity: The Supplier s Perspective

The Purpose of this study is to analyzed a study upon the relationship between relational benefits, cheong on loyalty and intent to relationship continuity focused on goji herb suppliers. This thesis is based upon relationship marketing theory. The subject used for the study were 152 PCs questionnaire. analysis methods were used frequency analysis, factors analysis, reliability analysis, correlation analysis, and multiple regression, The results of this study were as follows. First, hypothesis 1 and sub hypothesis were to proven to have a crucial influences to relational benefits on supplier loyalty, Second, hypothesis 2 that moderate cheong variable used also were to proven to have positive impacts on relational benefits on supplier loyalty excepts intent to relationship continuity, Detailed and implications and suggestions were presented in the conclusions.