소비자와 소매점간의 관계품질의 영향요인과 효과에 관한 연구

In an intense competition among businesses, caused by a rapid change in market environment, only a business that can gratify consumer's need can survive. In this marketing environment, the importance of relationship marketing, whose goal is to secure a dominant position in the market by improving relationship quality through a long-term ties with customers, is growing. This research, investigating retailer-customer relationship and relationship quality, has three distinct intended contributions: 1)It show that different relationship marketing tactics(tangible rewards, preferential treatment, interpersonal communication)have a differential impact on consumer perceptions of a retailer's relationship investment. 2)It demonstrates that perceived relationship investment effect upon relationship quality. 3)Ultimately, relationship quality leads to biased partner positive perceptions, devaluation of alternatives, attribution biases, attitudinal/ behavioral loyalty.