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KMID : 1159320170190020127
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Korean Journal of Vision Science
2017 Volume.19 No. 2 p.127 ~ p.137
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A Study on Relationship Benefits and Switching Barrier, Repurchase Intention in Spectacle Shop
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Kim Min-Hyuk
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Abstract
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Purpose: The objective of the study is to identify the effect to switching barrier and repurchase intention by dividing them into economic benefit, customer benefit, social benefit and psychological benefit by concept of the relationship benefits offered to customers through previous studies of various industries.
Method: The study surveyed 347 customers who have purchased frames, lens and C/L in spectacle shops and analyzed the data. SPSS 18.0 statistics program was used for data analysis; frequency analysis, factor analysis, and regression analysis were conducted to verify the research hypothesis on relational benefit and switching barrier, repurchase intention of spectacle shop.
Result: First, the psychological benefit and customization benefit of the relationship benefit positively influenced on the formation of the switching barrier. Second, three of the relationship benefits, psychological benefit, economic benefit, and customization benefit, have a positive effect on repurchase intention. Third, switching barrier have a positive effect on repurchase intention.
Conclusions: In this study, we found that psychological benefits play a crucial role in the switching barrier and repurchase intention among relationship benefits of spectacle shop, and that the customization benefits of the four factors have an effect on the switching barrier and repurchase intention. Because the economic benefits only affect repurchase intentions, the spectacle shop manager should try to establishing to switching barrier and repurchase intention by customer relationship management.
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KEYWORD
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Relationship marketing, Relationship benefit, Switching barrier, Repurchase intention
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