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Purpose: This study examined the effect of factors of relationship marketing effort on relationship quality for customers with department store experience and confirmed whether they directly affect relationship quality and customer loyalty. We also found that customer loyalty was influenced by cognitive strength and emotional strength, which are the main components of relationship intensity. In addition, we examined the variables that have more influence on customer loyalty among these two relationship strengths. Research design, data, and methodology: This study used statistical package SPSS20.0 and AMOS20.0 to analyze the empirical analysis data of 270 customers who have used department store. The variables used were three relationship marketing activity effort variables and relationship satisfaction, trust, emotional relationship strength, cognitive relationship strength, and customer loyalty. Results: As a result of analyzing the research hypothesis presented in this study, structural relationship marketing activity effort did not affect trust, social relationship marketing activity effort did not affect relationship satisfaction, and customer satisfaction did not affect customer loyalty. It did not directly affect customer loyalty. All other pathways were found to have a significant effect. Conclusions: The results of this study are as follows: First, there are different influences on the relationship between relationship marketing efforts and relationship quality factors that department store thinks important for customer relationship formation. Second, there is a difference in the effect on the customer loyalty by the relationship quality dimension perceived by the customer. A Third, consumers who have relationship satisfaction and trust, which is a positive relationship quality factor of retailers, have different effects on customer loyalty depending on the relationship strength. Through relationship marketing efforts, customers who have satisfied the relationship have confirmed that they lead to repeated purchases or WOM through the strength of the relationship. In particular, the comparison of cognitive and emotional aspects of relationship strength showed that customers had more influence on relationship satisfaction and trust in purchasing situations, and emotional relationship strength also had a greater effect on customer loyalty Respectively.
