고객에 대한 제공가치 및 고객만족과 재무성과의 상호관련성

This study purports to examine any causal relationships among value proposition, customer satisfaction, customer loyalty, and financial performance.To achieve research objectives, hypotheses about the relationships among the factors of interest were set within a frame of BSC model's customer and financial perspectives.It is found that the consistent source of customer satisfaction is the value created from such attributes. Second, simultaneous examination of relationships among customer satisfaction, financial performance and value proposition such as attributes of product/service, image, and customer relations reveals significantly positive effects of value proposition on customer satisfaction, customer satisfaction on customer loyalty, and customer loyalty on financial performance, respectively. Third, relationships between value attributes and customer satisfaction, between image and customer satisfaction, between customer relations and customer satisfaction, between customer satisfaction and financial performance are confirmed. Specifically, in the high－loyalty group, variables of value attributes, image, and customer relations have positive effects on customer satisfaction, which, in turn, also have positive effects on financial performance. On the other hand, in the low－loyalty group, the data show otherwise. Only the variable of value attributes has positive effects on customer satisfaction. It should be noted that customer satisfaction does not have significantly positive effects on financial performance, and that corporate image and customer relations are not highly regarded by the low－loyalty group.