소매점의 지각된 관계투자와 관계품질 및 고객충성도 관계에서 정서의 인과적 역할

Causal Role of Emotions in Explaining Relationships Between Perceived Relationship Investment and Relationship Quality and Customer Loyalty in Retailing Stores

The purpose of this study is to investigate the effect of perceived perception of the financial, social, and structural aspects of the investment factors provided by retail stores selling everyday consumer goods on relationship satisfaction and emotion, and to examine the effect of relationship satisfaction on relationship commitment and customer loyalty, and verifies the influence of emotions on these variables. In order to confirm the purpose of this study, I was conducted a questionnaire survey with 280 purchasing experience, and confirmed the validity and reliability of the data using SPSS 21.0 and AMOS 20.0 statistical packages. The research hypothesis was obtained by structural equation modeling (SEM). The results of the study as follows. perceived financial relationship investment affected relationship satisfaction and emotion, and perceived structural relationship investment affected emotions. Also, relationship satisfaction affected customer loyalty, and emotion affected both relationship satisfaction, relationship commitment, and customer loyalty. However, perceived social relationship investment and perceived structural relationship investment did not affect relationship satisfaction, relationship satisfaction had no effect on relationship commitment, and relationship commitment had no effect on customer loyalty. Therefore, Retail stores that mainly sell convenience goods such as large discount stores and large supermarkets should be provide tangible rewards and special benefits at all times to strengthen their relationship with customers so that customers can positively evaluate them and emotionally react positively.