싱글족의 관계지속성 기대에 영향을 미치는 관계마케팅 요소에 관한 연구

The purpose of this study is to identify the marketing factors of the companies with an increasing number of singles for lasting relationships. To this end, this paper examines trust, commitment, and relationship sustainability expectations based on three perspectives (consumer’s perspective, sellers’ perspective, and two-way) presented by Palmatier et al. (2006). The results of the study showed that the increase in relational benefits, which is a variable from the consumer's point of view, affects commitment and trust (H1, H2) but does not directly affect relationship sustainability expectations (H3). In addition, the expertise of the seller (variable from the seller's point of view) and the communication as a variable in the two-way point of view have an effect on trust (H4, H8), but not on commitment (H5, H7) or relationship sustainability expectations (H6, H9). In addition, trust had a significant effect on commitment (H10) and relationship sustainability expectations (H11), and commitment had a significant effect on relationship sustainability expectations (H12). This study can be differentiated from previous studies in that it identified the performance of the marketing factors using different point of views such as customer's perspective, seller's perspective, and two-way perspective variables. It is meaningful that it clarified that it is meaningful that it identified the effect of the reinforcement of relationship marketing on the performance from the customer’s point of view through empirical analysis.