Many companies stress on the customer relationship management to assure their success and competitive advantage. Recently they build up and manage online customer community to strength customer relationship and get more profit from their customer. In this study, we have validated relationship between community commitment by personal and community factor. We have also demonstrated relationship between purchase loyalty and customer commitments empirically. First, we defined and explained customer community through comparing existing communities. Next we developed and hypothesized commitment factor in online customer community by personal and community perspectives. Also we divide commitment into attitudinal and behavioral sides to explain the effect on corporate image and purchase loyalty more accurately. Finally we also consider factors such as price, product quality affecting purchase loyalty. To analyze the hypotheses, we used 280 data obtained from a web survey.
The results of data analysis demonstrated that some personal and community factors have affected to attitudinal and behavioral commitment. We also found that attiudinal commitment have affected to only corporate image. Finally behavioral commitment as well as price, product quality and corporate image have contributed to purchase loyalty significantly. We found the important results that behavioral commitment affects purchase loyalty significantly. We found the important results that behavioral commitment affects purchase loyalty directly but attitudinal commitment affects purchase loyalty indirectly through corporate image.
The implication of finding and future research directions are discussed
NO. 많은 회사들이 고객 확보와 유지를 위해 많은 노력을 하고 있다. 이러한 고객관계 관리의 일환으로 최근 많은 기업들이 온라인상에서 고객커뮤니티를 운영하고 있다. 고객 커뮤니티를 통해 고객과 실시간으로 접촉이 가능해지면서 고객과의 관계가 더욱 강화되어 수익에 긍정적인 영향을 미칠 것으로 예상되기 때문이다. 본 논문에서는 온라인 고객커뮤니티에서의 고객들이 커뮤니티에 몰입하는 원인을 살펴보고, 몰입의 유형에 따라 회사의 수익에 직접적인 영향을 미치는 고객들의 구매 충성도와의 관계에 대해 한 기업의 온라인 고객커뮤니티를 대상으로 웹 설문을 통해 검증하였다.
