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철도 여행자가 인지하는 관계 효익이 철도공사에 대한 신뢰성과 서비스 충성도 미치는 영향에 관한 연구
A Study on the Effect of Relational Benefits Perceived by Railway Traveler on Reliability and Service Loyalty of Korail

한국철도학회 논문집 = Journal of the Korean Society for Railway, v.21 no.6 = no.109, 2018년, pp.611 - 621  

양재훈 (School of Economics, Finance & Logistics, Kyungsung University)

초록
AI-Helper 아이콘AI-Helper

관계 효익은 서비스 제공자와 이용자의 관계에 따라 상호 획득할 수 있는 이익이며, 경제적 효익, 사회적 효익, 심리적 효익 그리고 고객화 효익으로 구성된다. 이 연구는 서비스 제공자와의 관계를 통해 소비자에게 제공되는 혜택이 기업에 대한 신뢰를 향상시키고 기업의 서비스를 지속적으로 이용할 것이라는 가정에 기초한다. 가설을 검증하기 위해 철도여행 경험자들을 대상으로 설문을 실시한 결과, 사회적 효익을 제외한 나머지 관계 효익의 구성요소가 모두 철도공사에 대한 신뢰도에 유의한 정의 영향을 미치며 또한 신뢰서는 서비스 충성도에 유의한 효과를 미치는 것을 확인했다. 특히, 고객화 효익을 통해 신뢰성이 축적되었을 때 철도서비스의 이용의도가 가장 크게 나타나는 것을 알 수 있었다. 결국, 경제적 혜택의 제공과 고객 맞춤화된 상품 및 정보의 제공이 가장 중요하다는 결론을 얻었으며 구체적으로는 연계상품의 확대, 맞춤화 상품의 개발, 장기이용자에 대한 혜택, 그리고 적극적인 SNS 홍보 전략을 확대 제공할 것을 제시했다.

Abstract ▼ AI-Helper 아이콘AI-Helper

Relational benefits are the profits from each other that service providers and users obtain from their relationship, and consist of economic benefits, social benefits, confidence benefits, and customization benefits. This study is based on the assumption that benefits provided to consumers through r...

주제어

#관계효익   #철도공사   #기업신뢰도   #서비스 충성도   #고객 맞춤화  

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