ScholarWorks@숙명여자대학교

초록

The impact of relationship building on customer satisfaction has significant implications for marketing public relations, and consumer relations in particular. Favorable relationships increase consumers' level of satisfaction, and this satisfaction can create bottom-line benefit for the organization. This study reviews the interrelationships between relationship-building and bottom-line outcomes to the organization and aims to empirically investigate the effects of relationship dimensions on customer satisfaction, loyalty, and future behavior. In essence, relationship-building theories can be strengthened and supported by connecting relational components and bottom-line consequences. Results from structural equation modeling revealed that satisfaction and loyalty mediated the link between relational components and future behavioral outcomes. In other words, customer satisfaction and customer loyalty were both predictors and exogenous variables in the model. Customers who perceived the bank as trustworthy were more likely to stay with the current bank even after they graduate from the university.

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