초록 열기/닫기 버튼
Purpose – The purpose of this study is to explore the effect of relational benefits, customer satisfaction of natural wine store and switching intention. Design, data, and methodology –The survey for customers of natural wine store in Seoul was progressed. And relational benefit was divided into Four main components: ‘social benefits’, ‘psychological benefits’, ‘customization benefits’ and 'economic benefits'. Based on previous studies. Result –Among the relational benefits of natural wine store, ‘social benefits’ and ‘psychological benefits’ had a significant impact on customer satisfaction. ‘social benefits’, ‘psychological benefits’, and 'customerization benefits' affected the intent of switching intention. In addition, Customer satisfaction affected switching intention. Conclusions –In many previous studies, most relational benefits had a positive impact on customer satisfaction and had a negative impact on transition intent, but ‘customization benefits’ and ‘economic benefits’ did not affect customer satisfaction in this study. 'customization benefits' had a positive effect on switching intention. Natural wine stores need to focus more on a comfortable and friendly atmosphere and trust in wine quality and stores than on small economic benefits to maintain existing customers, the results showed.
키워드열기/닫기 버튼
Relation benefit, Customer satisfaction, Switching intention, Natural wine
