earticle

영어

The purpose of this study is to identify the accurate concept of relationship marketing and to investigate the factors of influence which could build and develope the relationship between the customers and the companies in automobile industry. This study suggests the effective relationship marketing strategies in automobile industry and intends to contribute with relationship marketing development. This study, therefor, examined the factors of influence which could build up relationship between customers and company. Major findings from this study are summarized as follow; 1. Customers considered the major attributes of automobile in the following order; safety, economical efficiency on operating powers of engine, and convenience. 2. There were no significant differences in the degree of satisfaction with product among customers` charcteristics. Customers, however, showed high degree of satisfaction with product in general. Especially they showed high degree of satisfaction in automobile quality. 3. Customers showed passiveness in mutual behaviors between customer-salesperson. Therefore, the role of salesperson was proved to keep, develope, and strengthen the relationship with customers. 4. Degree of interactive relationship, circumstantial status, and the level of satisfaction with product had an effect on the relationship continuance. Especially, the role satisfaction and trust in interactive relationship, company images and information by word of mouth in circumstance, the satisfaction with soft attribates in products have effect on relationship continuance in order. Therefore, it was shown that the relationship reinforcement with customers through the role satisfaction of salesperson was the most important in marketing activities. Findings of this study have implications that automobile industry conducts the relationship marketing stratigies to complete the maximization of customers satisfaction and increasing marketing efficiency. First of all, the goal of relationship marketing stratigies should be reinforcement of the role satisfaction and trust with salesperson. Therefore the companies should strengthen the custmer orientation and develope the ability of salesperson. The company also should reinforce the soft attributes of automobile to increase realationship continuance with product, and intensify the physical service areas to improve relationship continuance with product. But the company should reinforce the product quality and economical efficiency to solve the customer`s dissactifaction with automobile. Therefore, company should keep and intensify customers` satisfaction factors in instrumental functions. The company must improve the circumstantial factors. Therefore, the company upgrade its images for confirm the positioning in the market. To acomplish this relationship marketing, the marketer should conduct the systematical management.