A Study on the Effects of Relational Benefits and Customer Personality

Transcription

1 , pp A Study on the Effects of Relational Benefits and Customer Personality Eun Ju Heo 1, Saebum Kim 2 and Hui Sun 3 1 Dept. of Business Administration, Gyeongsang National University, hstorylab@naver.com 2 Professor, Dept. of Business Administration, Gyeongsag National University, BERI sbumkim@gnu.ac.kr 3 Dept. of Business Administration, Gyeongsang National University, suntaotao5858@naver.com Abstract. This study was intended to investigate the effect of the relational benefits of customer satisfaction, trust and the relational continuance intention in the cosmetic medical market. It also went a step further to identify the moderating effects of customer personality types on the above mentioned between variables. A survey was performed with the actual customers of the cosmetic medical market and analysis was carried out using SPSS 19.0 and AMOS The study results verified that there is a significant influence between relational benefits and research variables and that there are significant moderating effects according to personality types. Keywords: The Market of Cosmetic Medicine, Relational Benefits, Customer Satisfaction, Trust, Relational Continuance Intention, Personality. 1 Introduction One of the most appropriate methods to understand the customers' characteristics is to understand their personality. A study on customer personality types in the cosmetic medical market can make it possible to provide a differentiated service strategy to customers. Hence, it is an important factor to identify customers' behavior trends and to predict their future behaviors. Therefore, this study aims to investigate the effect of the relational benefits on customer satisfaction, trust and relational continuance intention in the market of cosmetic medicine while identifying the moderating effects of the customer's fivefactor personality model to provide a meaningful insight on marketing strategy for the cosmetic medical market. ISSN: ASTL Copyright 2016 SERSC

2 2 Related Researches Relational benefits refer to the benefits a customer receives as a result of engaging in a long-term relationship with a service firm. In previous researches, the relational benefits are categorized into social benefits (SB), confidence benefits (CB), economic benefits (EB) and customization benefits (CUB)[1]. It was verified that customer satisfaction plays a significant effect as an antecedent variable of trust[2]. Relational continuance intention (RCI) refers to the intention of a satisfied customer with a company products and service, to continue business relationships with this company [3]. It was verified that the satisfaction in medical services is an antecedent variable and that the higher the customer satisfaction, the higher the chance a person has to return and do more business [4]. The earlier studies claimed that there are differences in purchase intent [5] According to the customer's 5-factor personality model type. Based on previous studies, the hypotheses were set as follows. H1: Relational benefits will have a positive (+) effect on customer satisfaction. H2: Relational benefits will have a positive (+) effect on trust. H3: Customer satisfaction will have a positive (+) effect on trust. H4: Customer satisfaction will have a positive (+) effect on relational continuance intention. H5: Trust will have a positive (+) effect on relational continuance intention. H6: The effect of relational benefits on customer satisfaction will differ according to the customer's personalities. H7: The effect of relational benefits on trust will differ according to the customer's personalities. H8: The effect of customer satisfaction on trust will differ according to the customer's personalities. H9: The effect of customer satisfaction on relational continuance intention will differ according to the customer's personalities. H10: The effect of trust on relational continuance intention will differ according to the customer's personalities. 3 Empirical Analysis 3.1 Analysis of reliability and validity For analyzing the measurement model, AMOS 21.0 was used; the model itself was evaluated through the validity indicators according to the maximum likelihood method. The analyzed results of the measurement model's overall reliability and validity are shown on Table 1. 8 Copyright 2016 SERSC

3 3.2 Path analysis and hypothesis verification The path coefficient values and hypothesis test results of the analyzed entire model are summarized in Table Results of verifying moderating effect To verify the moderating effect of the customers' 5-factor personality types on customer satisfaction, trust and relational continuance intention, the 5-factor personality types were divided into two groups: one group of high, another group of low. Multiple group path analysis was performed. The verification on measurement invariance on groups with high intelligence and low intelligence showed that measurement invariance was achieved but the result of testing the multiple group analysis path hypothesis showed that the significance level was over 5%. In the case of intelligence, all hypotheses were rejected. Therefore, the results of the hypothesis test on the moderating effects for extraversion(e), conscientiousness(c), agreeableness(a), and neuroticism(n) are verified while excluding the intelligence. Table 1. Results of Confirmatory Factor Analysis Variable Item Standardized estimates S.E. t-value p Cronbach α C.R AVE social benefits(sb) confidence benefits(cb) economic benefits(eb) customization benefits(cub) sb sb sb cb cb cb cb cb eb eb eb cub cub Copyright 2016 SERSC 9

4 cub sa Customer Satisfaction (CS) Trust Relational Continuance Intention(RCI) sa sa sa sa tr tr tr tr rci rci rci χ 2 (df)= (250), p=0.000, CMIN/DF=1.586, GFI=0.913, AGFI=0.877, IFI=0.984, TLI=0.979, CFI=0.984, RMSEA=0.043, RMR=0.040 Table 2. Results of Confirmatory Factor Analysis Hypotheses Path coefficient t-value p-value Results H1-1 SB -> CS Supported H1-2 CB -> CS ** Supported H1-3 EB -> CS Not supported H1-4 CUB-> CS ** Supported H2-1 SB -> Trust * Supported H2-2 CB -> Trust * Supported H2-3 EB -> Trust Not supported H2-4 CUB -> Trust * Supported H3 CS -> Trust ** Supported H4 CS -> RCI ** Supported H5 Trust-> RCI * Supported χ 2 (df)= (254), p=0.000, CMIN/DF=1.621, GFI=0.910, AGFI=0.876, IFI=0.983, TLI=0.978, CFI=0.983, RMSEA=0.045, RMR=0.044 Notes: ** p<0.01, * p< Copyright 2016 SERSC

5 4 Results The results of this study are as follows. First, it was shown that the confidence and customization benefits of relational benefits have a positive (+) significant effect on customer satisfaction. Second, the hypothesis that the social, confidence and customization benefits of relational benefits have a positive (+) significant effect on trust was shown to be significant and thus accepted. Third, the hypothesis that customer satisfaction has a positive (+) effect on trust was shown to be significant and thus accepted. Fourth, by analyzing the effect of customer satisfaction and relational continuance intention showed that the hypothesis of positive (+) effect was found to be significant and thus accepted. Fifth, the hypothesis of having positive (+) effect on trust and relational continuance intention. Sixth, the result of analyzing the moderating effects of the customers' 5-factor personality types in terms of relational benefits, customer satisfaction, trust and relational continuance intention showed that, excluding the intelligence, four personality types have a significant effect. References 1. Heo, E. J., Kim, S. B.: The Effects of Relational Benefits on Customer Satisfaction and Relational Continuance Intention in the Market of Cosmetic Medicine -Focusing on the Mediating Effects of Relational Frequency-. Academy of Customer Satisfaction Management. 16(4), (2014) 2. Ok, C., Back, K. J., Shanklin C. W.: Modeling Roles of Service Recovery Strategy: a Relationship-Focused View. Journal of Hospitality and Tourism Research, 29(4), (2005) 3. Kim, J. H., Yoon, M. H.: Moderating and Mediating Role of Transaction and Relational Factors in Relationships among Recovery Performance, Satisfaction and Relationship Intention. Journal of Korean Strategic Marketing Association, 19(4), 1-22 (2011) 4. Kim, H. J., Yom, Y. H.: The Impact of Patient Satisfaction With Nursing Care Services, Switching Costs and Perceived Risk on Intention of Reuse in the Emergency Medical Center. Journal of Korean Academy of Nursing Administration, 17(4), (2011) 5. Moon, S. J., Jung, H. K.: The Effects of Personality Traits on the Word of Mouth and Purchase Intention: Focused on Mobile Phone Buyers. Journal of Business Education, 23(3), (2009) Copyright 2016 SERSC 11