고객이 지각한 인터넷 쇼핑몰의 관계마케팅 전략이고객충성도에 미치는 영향에 관한 컨틴전시 관점

As the exponential increases in Internet shopping mall and the unprecedented rate of growth in the number of e-retailers, the building of strong customer relationship management has been suggested as a means for gaining a competitive advantage in Internet shopping mall as well as in off-line shopping mall. From this perspective, this study investigate the relationships between perceived relationship marketing strategies, alternative attractiveness, switching costs, and customer loyalty. The nine hypotheses was developed. As the result of factor analysis, special treatment relationship marketing strategies explained 51.89% of the total variance, and the lost performance costs of switching costs explained 41.75% of the total variance. The moderated regression analysis was performed to test the nine hypotheses. The results and implications are as follows. First, the addition of interaction terms (relationship marketing strategies * alternative attractiveness) to main effect relationship improved the amount of variance explained for customer loyalty. Thus, the result shows that alternative attractiveness did not act as moderator between relationship marketing strategies and customer loyalty, but played as antecedents of customer loyalty. Second, communication of relationship marketing strategies had a positive effect on customer loyalty. Third, pre-switching search and evaluation costs of switching costs influenced customer loyalty. At the end of this paper, limitations and further research directions were suggested.