본 연구는 관계마케팅 전략 하에서 전환의도에 영향을 미치는 변수를 확인하는데 주요 목적이 있다. 고객의 서비스 전환현상이 어떻게 일어나는지 파악함으로써 관계관리에 대한 통찰을 제시하는데 그 의의가 있다. 이를 위해 다양한 마케팅 노력이 만족에 미치는 영향을 살펴보고, 만족과 결속 및 전환의도와의 관계를 검토하였다. 연구결과 브랜드 신용, 관계투자 및 문제해결은 만족에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 만족은 정서적 결속과 계산적 결속을 증가시키고 전환의도를 감소시키는 것으로 나타났다. 또한 정서적 결속은 전환의도를 감소시키는 것으로 나타났지만, 계산적 결속이 전환의도를 감소시키는데 유의한 영향이 없는 것으로 나타났다.

This study is focused on identifying the variables influencing switching intention under the relationship marketing strategy. Specifically, this study is intended to suggest the insight into relationship management by understanding the determinants of service provider switching. To reach these goals, first, we examined the effect of various marketing efforts on satisfaction, second, the relationship between satisfaction, commitment and switching intention. The results are as follows. Firstly, satisfaction was positively effected by brand credibility, relationship investment and problem solving. Secondly, satisfaction increased affective commitment and calculative commitment, while decreased switching intention. Lastly, affective commitment diminished switching intention, but calculative commitment didn't have a significant effect on switching intention.

This study is focused on identifying the variables influencing switching intention under the relationship marketing strategy. Specifically, this study is intended to suggest the insight into relationship management by understanding the determinants of service provider switching. To reach these goals, first, we examined the effect of various marketing efforts on satisfaction, second, the relationship between satisfaction, commitment and switching intention. The results are as follows. Firstly, satisfaction was positively effected by brand credibility, relationship investment and problem solving. Secondly, satisfaction increased affective commitment and calculative commitment, while decreased switching intention. Lastly, affective commitment diminished switching intention, but calculative commitment didn't have a significant effect on switching intention.

Satisfaction, Commitment, Switching Intention