earticle

영어

The purpose of this study is to investigate and explain the causal effect of affective satisfaction, trust toward service employees and relationship commitment in relationship between perceived relationship efforts and loyalty in service setting. In order to confirm the purpose of this study, I was conducted a questionnaire survey with 278 people who had service purchasing experience, and confirmed the validity and reliability of the data using SPSS 21.0 and AMOS 20.0 statistical packages. The research hypothesis was obtained by structural equation modeling(SEM). The results of the study are as follows. Perceived relationship effects affected affective satisfaction, and affective satisfaction affected both trust toward the service employees and relationship commitment, and both trust toward the service employees and relationship commitment affected both attitudinal loyalty and behavioral loyalty. Attitudinal loyalty affected behavioral loyalty. Therefore, It is necessary to provide a service strategies that enables the customer to emotionally evaluate positively since the role of the front-line employees are very important in the evaluation processes of the customer. And Service employees can ultimately enhance customer loyalty by providing the right and appropriate services to the customers participating in the services and by increasing the level of trust to the service employees and relationship commitment to their customers.