관계유형에 따른 관계마케팅의 성과 차이 : 비즈니스관계와 프렌드십관계를 중심으로 = The Differences of Relational Outcomes by Relationship Types : Business Relationship vs. Friendship

다국어 초록 (Multilingual Abstract)

This paper figures out the differences of relational outcomes between customer-firm business relationship(instrumentality) and friendship relationship(instrumentality and intimacy). Unlike previous researches, this paper divides relationships into business relationship and friendship relationship first, and then examines the role differences of each relationship type in the relationship developing steps and in the process of service failure and recovery respectively. Conclusively, this study can discover the importance of relationship features, not just relationship existence or nonexistence.
As results of study 1, relationship existence could build up more customer relationship satisfaction and customer loyalty positively, than relationship nonexistence. But, customers perceived more relationship satisfaction and loyalty in friendship relationship than in business relationship. In study 2, by interacting with customer relationship satisfaction, friendship relationship could explain more customer loyalty positively than business relationship could. Moreover, in the process of service failure and recovery, friendship relationship could moderate perceived fairness more positively in service failure, than business relationship could. Therefore, insisting that true relationship like friendship relationship could mitigate service failure is correct, not just insisting that relationship could mitigate service failure.

국문 초록 (Abstract)

본 연구에서는 기업과 고객의 관계가 비즈니스 차원(도구성)에서 이해될 수 있느냐와 프렌드십(friendship) 차원(도구성과 친밀성)에서 이해될 수 있느냐에 따라 기업-고객의 관계가 관계성과에 미치는 영향이 다를 수 있음을 지적하고자 한다. 고객과 기업의 관계의 유형을 프렌드십 관계와 비즈니스 관계로 구분하고 이 두 관계의 유형별 관계발전단계에서의 역할의 차이와 서비스 실패시 회복과정에서의 역할의 차이를 규명함으로써 관계마케팅의 전략적 지향점에 대해 올바른 방법을 제시하고자 하였다.
study 1의 연구결과, 관계는 기업과 고객의 교환에서 고객의 관계만족 및 고객충성도 형성에 긍정적인 역할을 하는 것으로 나타났다. 물론, 비즈니스 관계보다는 프렌드십 관계일 경우에 더욱 관계만족 및 고객충성도가 크게 지각된다는 사실을 알 수 있었다. study 2를 통해, 관계의 유형에 따른 관계발전단계에서의 차이와 상반된 연구결과가 있어왔던 서비스 실패시 회복과정에서의 관계의 역할의 차이를 살펴봄으로써 이미 잘 알려져 왔던 경로에서 관계의 유형에 따른 상호작용효과가 있다는 사실을 알 수 있었다. 프렌드십 관계는 비즈니스 관계에 비해 상대적으로 관계만족과 상호작용하여 고객충성도를 더욱 잘 설명하고 있었다. 또한, 프렌드십 관계는 비즈니스 관계에 비해 비교적 서비스 실패에 따른 기업의 노력에 대해 호의적으로 평가함으로써 훨씬 공정성을 더 크게 지각하는 것으로 나타나고 있다. 단순히 관계가 서비스 실패를 완화시켜준다는 주장보다는, 프렌드십 관계와 같은 진정한 관계가 서비스 실패를 완화시켜준다고 말할 수 있는 것이다.

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