초록 열기/닫기 버튼
Purpose - The purpose of this study is to investigate the effect of perceived relationship efforts on loyalty, and to examine the moderating effect of spatial proximity in relationsips perceived relationship efforts and affective satisfaction in service setting. Design/methodology/approach - This study conducted a questionnaire survey with 278 people who had service purchasing experience, and confirmed the validity and reliability of the data using SPSS 21.0 and AMOS 20.0 statistical packages. The research hypothesis was obtained by structural equation modeling (SEM). Findings - Perceived relationship effects affected affective satisfaction, and affective satisfaction affected both trust toward the service employees and relationship commitment, and both trust toward the service employees and relationship commitment affected both attitudinal loyalty and behavioral loyalty. Attitudinal loyalty affected behavioral loyalty. Also, There was moderating effect in relationship perceived relationship efforts and affective satisfaction. Research implications or Originality - It is necessary to provide a service strategies that enables the customer to emotionally evaluate positively by providing the desired service in a short distance from the customer since the role of the front-line employees are very important in the evaluation processes of the customer. And Service employees can ultimately enhance customer loyalty by providing the right and appropriate services to the customers participating in the services and by increasing the level of trust to the service employees and relationship commitment to their customers.
