컨테이너터미널의 관계혜택과 보상프로그램이 관계결속에 미치는 영향 : 전환비용 매개효과

Abstract

The purpose of this study is to find out the influence of the relational benefits and reward system on switching costs and relational commitment. Recently, as the number of container terminal has been rapidly growing. This market has been strengthened competitive structure. This situation implies that customer value creation will lead to long-term relational maintenance. In the existing literature on the ports and container terminal is to provide "core services" ware mainly in the study. The container terminal is thereby in a competitive environment as a way of differentiating marketing the relational benefits and rewards program that the need for the value effect is presented.

Thus, the study applied the concept of proposed by Gwinner et al. (1998) and expended by Jones et al. (1998) to identify a point view virtual environment the concept of switching cost in container terminal which kind of factors have an influence on relational commitment. Based on the proposed model to investigate the moderating effect to the switching cost.

This research model has been conducted by selecting 2 independent variables(relational benefits: psychological benefits, social benefits, economic benefits, customization benefits, rewards system: tangible rewards, intangible rewards), parameter(switching costs: continuous costs, learning costs, initialization costs), and dependent variables(relational commitment: long-term orientation, relationship effectiveness). To implement the study, the following activity have been done : literature reviews on benefits and rewards, switching barriers and commitment, suggestion of the research model, questionnaire survey and hypothesis test. For the empirical analysis has been used data for customers in container terminal using 226. The research analyses the causality among variables through reliability and factor analysis that SPSS 18.0 has been used to get the statistics, AMOS 18.0 has been used to get the hypothesis test.

Consequences of the research are as follows :

First, relational benefits and rewards system in container terminal on the switching costs was a positive impact. Switching costs had influence on relational commitment, rewards system was directly effects on relational commitment.

Second, relational benefits(psychological benefits, social benefits, customization benefits) was a positive influence on switching costs.

Third, depending on the type of rewards system was measured.

Fourth, continuous costs, learning costs and initialization costs was effects on relational commitment.

Fifth, economic benefits of switching costs related to the negative impact was found. It is found that to customers perception as a service standardization of core services.

Results, this study suggests the need for value-added services, and differentiated according to the type of rewards system by offering strategic suggestions can help.