關係惠澤이 顧客忠誠度에 미치는 影響

Abstract

Understanding customers more accurately in the long-range relation with customers is the key to survive in business, and nonprofit organization is no exception. In Korea, the Chamber of Commerce & Industry is protected by law which obliges the companies to become a member of chamber. As the law has been revised, however, some chambers started relationship marketing. The purpose of this study is to look closely the effect of customer loyalty with relational benefits on Hwaseong (city) Chamber. Four factors of relational benefits were identified: social benefit, psychological benefit, economical benefit and customization benefit. And customer satisfaction and factors related to the membership are also considered. In this study, 200 questionnaires were distributed to the company members and 127 useful questionnaires were returned. For data analysis, descriptive statistics(i.e., frequency, percent), correlation analysis and multiple-regression analysis were used. The result of the factors which affect customer loyalty is following as: Customer satisfaction is first, followed by psychological benefits, the expectation of relational benefits, customization benefits and compulsory membership.