The Effect of Cosmetic Companies CRM Activities on Relationship Benefits, Relationship Commitment and Brand Switching Reduction Intention Department of Fashion Design, Sungkyunkwan University Lecturer : Seona Hwang Professor : Sun Jin Hwang <Abstract> This study examined the relations among CRM activities of cosmetic companies, relationship benefits, relationship commitment, and brand switching reduction intention. The participants consisted of 399 women over the age of 20. The results of this study were as follows: First, CRM activities were perceived as a concept of sub-components, and the customers recognized the relationship benefits and commitments. Second, CRM activities did not make a positive effect on brand switching reduction intention. Third, CRM activities had a positive influence on relationship benefits, and the relationship benefit affected the brand switching reduction intention positively. Fourth, CRM activities created a positive effect on relationship commitment, and also the relationship commitment had a positive effect on brand switching reduction intention. Lastly, relationship benefits had a positive effect on relationship commitment and it was precedent variables. CRM(CRM activities), (relationship benefit), (relationship commitment), (brand switching reduction intention), (two-step approach) Corresponding Author : Sun Jin Hwang, Department of Fashion Design, Sungkyunkwan University, MyungRyun Dong 53, Jong Ro Gu. Seoul, 110-745, Korea Tel: +82-760-0515 E-mail: sjhwang@skku.edu * * 2010-97 -
- 98 -
- 99 -
- 100 -
- 101 -
- 102 -
α α α α α χ χ χ χ - 103 -
χ χ χ χ χ - 104 -
χ γ χ - 105 -
χ - 106 -
β - 107 -
- 108 -
Allen, N. J., & Meyer, J. P.(1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1-18. Amold, D.(1992). The Hand Book of Brand Management Add, Addition Wesley Publishing Company. Journal of Marketing Research, 29(Feb), 1-9. Anderson, J. C., & Gerbing, D. W.(1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach Psychological Bulletin: Washington. Berry, L. L.(1995). Relationship Marketing of Service Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. Fornell, C., & Yi, Y.(1992), Assumptions of the Twostep Approach : Reply to Anderson and Gerbing, Sociological Methods and Research, 20, 334-339. Gil-Saura, I., & Ruiz-Molina, M. E.(2009). Retail Customer-Segmentation Based on Relational Benefits. Journal of Relationship Marketing, 8, 253-266. Gruen, T. W., Summers, J. O., & Acito F.(2000). Relationship Marketing Activities, Commitment and Membership Behavior in Professional Associations. Journal of Marketing, 64(3), 34-49. Guthrie, M. F., & Kim, H. S.(2009). The Relationship Between Consumer Involvement and Brand Perceptions of Female Cosmetic Consumers, Brand Management. Palgrave Macmillan, 17(2), 114-133. Gwinner, K. P., Dwayne, D. G., & Bitner, M. J.(1998). Relational Benefits in Service Industries : The Customer s Perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C.(1998), Multivariate Data Analysis, Englewood Cliffs, NJ: Prentice Hall. MacNeil, I. R.(1980). Constracts : Adjustment of Longterm Economic Relations under Classical, Neoclssical and Relational Contract Low, Northwestern University Law Review, 72, 854-902. Meyer, J. P., Paunonen, S. V., Gellatly, I., Goffin, R. D., & Jacson, D. N.(1989). Organizational Commitment and Job Performance : It s the Nature of the Commitment That Counts. Journal of Applied Psychology, 74(1), 152-156. Moorman, C., Rohit, D., & Zaltman, G.(1993). Factors Affecting Trust in Market Research Relationship. Journal of Marketing, 57(January), 81-101. Morgan, R. M., & Hunt, S. D.(1994). The Commitment- Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38. Reynolds, K. E., & Beatty, S. E.(1999). Customer Benefits and Company Consequences of Customer-Salesperson Relationship in Retailing, 75(1), 11-32. Sambamdam, R., & Kenneth, R. L.(1995). Switching Behavior in Automobile Markets : A Consideration- Sets Model. Journal of the Academy of Marketing Science, 23(1), 57-65. Sharma, N., & Patterson P. G.(1999). The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Service, The Journal of Service Marketing, 13(2), 151-160. Wulf, K. D., Gaby, O. S., & Lacobucci, D.(2001). Investments in Consumer Relationships : A Cross-Contry and Corss-Industr Exploration, Journal of Marketing, 65(4), 33-50. Zeithaml, V. A., Leonard, L. B., & Parasuraman, A. (1996), The Behavioral of Consequences of Service Quality, Journal of Marketing, 60(2), 31-46. - 109 -