2008쓪4퓂ꆡꆡꆡꆡ뗚24뻭ꆡ뗚2웚ꆡꆡꆡꆡꆡꆡ쿻럑뺭볃CONSUMERꆡECONOMICSVo1124ꆡNo12듓욷없캣믺쫂볾뾴쿻럑헟ꆪ욷없맘쾵뗄퓙탸ꇵ싞죘ꆡ샮폂믔(쿦첶듳톧짌톧풺,뫾쓏쿦첶411105)햪ꆡ튪:퓚떱뷱쫐뎡뺺헹틑평닺욷훷떼쪱듺뷸죫욷없훷떼쪱듺뗄듳놳뺰쿂,웳튵뗄짺듦뫍랢햹풽살풽좡뻶폚쿻럑헟폫욷없횮볤뗄맘쾵ꆣ욷없캣믺쫂볾쫇떼훂쿻럑헟훕횹욷없맘쾵뗄훘튪풭틲,뛸닉좡폐킧듫쪩펦뛔욷없캣믺쫂볾쓜쪵쿖쿻럑헟ꆪ욷없맘쾵뗄퓙탸,쪹웳튵쮳샻뛈맽캣믺ꆣ듓훚뛠욷없캣믺쫂볾훐컒쏇뗃떽웴쪾:쫷솢맋뿍닺맛쓮ꆢ붨솢욷없캣믺맜샭믺훆뫍헦돏쏦뛔쿻럑헟쫇퓙탸쿻럑헟ꆪ욷없맘쾵뗄맘볼ꆣ맘볼듊:쿻럑헟ꆪ욷없맘쾵;욷없캣믺;퓙탸훐춼럖샠뫅:F76;F71315ꆡꆡꆡꆡꆡꆡ컄쿗뇪쪶싫:Aꆡꆡꆡꆡꆡꆡ컄헂뇠뫅:1007-5682(2008)02-0057-04ꆡꆡ튻ꆢ틽퇔컊쳢ꆣ쿻럑헟ꆪ욷없맘쾵(brandrelationship)뗄룅쓮ퟮ뛾ꆢ욷없캣믺쫂볾폫쿻럑헟ꆪ욷없맘쾵뗄뛏쇑퓧평Blankston폚1992쓪퓚맘쾵펪쿺샭싛뫍짧믡탄폫퓙탸샭톧훐뗄죋볊맘쾵샭싛믹뒡짏쳡돶ꆣ쯻죏캪,쿻럑Tꆤhtinen뫍Halinen(2004)붫쿻럑헟ꆪ욷없맘헟ꆪ욷없맘쾵쫇쿻럑헟뛔욷없뗄첬뛈폫욷없뛔쿻럑쾵뛏쇑뗄틲쯘맩뷡캪폕떼틲쯘ꆢ뷴벱쫂볾뫍쮥복틲헟뗄첬뛈횮볤뗄뮥뚯ꆣ퓚뎤웚뗄욷없뺭펪훐,평폚쯘[1]ꆣ웤훐,욷없캣믺쫂볾뗄춻랢믡퇏훘펰쿬쿻럑훖훖풭틲,틑붨솢뗄욷없맘쾵뿉쓜돶쿖뛏쇑믲훐횹ꆣ헟ꆪ욷없맘쾵ꆣFajer뫍Schouten(1995)튲죏캪,웳듓쒿잰욷없맜샭뗄샭싛뫍쪵볹쟩뿶살뾴,헹좡튵뢺쏦탅쾢뗄웘맢뫍뒦샭늻떱쫇떼훂풭폐쿻럑헟ꆪ탂맋뿍뫍놣돖쿖폐맋뿍헢솽랽쏦뗃떽뫜듳돌뛈뗄훘욷없맘쾵뛏쇑뗄훘튪풭틲ꆣ벴쪹쯹캽뗄잿쫆욷없튲쫓ꆣ떫뛔폚욷없맘쾵뗄퓙탸벴뮽믘틑쇷쪧맋뿍컞싛쓑틔ퟨ떲틲뢺쏦탅쾢뗄엻슶뛸퓬돉뛔쿻럑헟ꆪ욷없쫇듓샭싛짏뮹쫇쪵볹짏뚼뮹캴틽웰ퟣ릻뗄맘힢ꆣ맘쾵뗄웆뮵ꆣ횪쏻욷없뢺쏦탅쾢뗄엻슶,쪹뗃쿻럑펪쿺쪵볹뇭쏷,쿻럑헟폫욷없횮볤뗄맘쾵쫇랢헟뛔헢킩욷없뗄탅죎뛈벱뻧쿂붵,죴뒦샭늻떱,쿻럑햹뇤뮯뗄,쿻럑헟ꆪ욷없맘쾵늢늻쫇튻뺭붨솢뻍폀헟벫폐뿉쓜훕횹폫헢킩욷없뗄맘쾵ꆣ뻃컈만,튲늢럇훕횹뫳뻍컞램퓙탸ꆣ죧맻쓜ퟶ뫃쿻떫쫇,욷없맘쾵뗄훕횹늢늻틢캶ퟅ쿻럑헟ꆪ욷럑헟ꆪ욷없맘쾵뛏쇑뫳뗄퓙탸릤ퟷ,쓜퓚뫜듳돌뛈없맘쾵뗄폀뻃뛏쇑ꆣAker뫍Fournier뗈톧헟(2001)짏놣횤쿻럑헟ꆪ욷없맘쾵뗄쿠뛔컈뚨,쫇쪵쿖욷없쓪횸돶,쿻럑헟ꆪ욷없횮볤뗄맘쾵뗄랢햹쫇튻룶뚯횮쫷뎤쪢늻쮥뗄훘튪놣횤ꆣ쯦ퟅ맘쾵펪쿺샭싛뫍쪵첬뗄맽돌,퓚쳘뚨뗄쳵볾쿂,돊쿖돶붨솢ꆪꆪꆪ뛏볹뗄톸쏍랢햹,쿻럑헟ꆪ욷없맘쾵퇐뺿틑돉캪맘쾵쇑ꆪꆪꆪ퓙탸웰럼늨샋ힴ첬ꆣHavila뫍Wilkinson펪쿺벰욷없샭싛퇐뺿뗄잰퇘뿎쳢ꆣ퓚욷없맘쾵맜샭(2001)횸돶,폐킩뛏쇑쇋뗄맘쾵퓚튻뚨쳵볾쿂듦퓚훐,웳튵쪼훕쏦쇙ퟅ죧뫎퓙탸쿻럑헟ꆪ욷없맘쾵뗄믖뢴뗄뿉쓜ꆣ웳튵퓚돶쿖쇋늻샻뗄쿻쾢뫳,죧맻닉쫕룥죕웚:20080211ퟷ헟볲뷩:싞ꆡ죘(1970ꆪ),얮,뫾쓏쿦첶죋,짏몣닆뺭듳톧늩쪿퇐뺿짺,쿦첶듳톧짌톧풺붲쪦;샮폂믔(1969ꆪ),쓐,뫾쓏쓾풶죋,쿦첶듳톧짌톧풺뷌쫚ꆣ57
좡믽벫폐킧뗄늹뻈듫쪩,뿉틔쪵쿖쿻럑헟ꆪ욷없맘쾮뫳,믲퓢쫜훘뒴튻늻헱,믲뎹뗗떹뇕쿺짹쓤벣ꆣ쾵뗄퓙탸ꆣ쫂쪵짏,퓚쎿룶욷없뗄돉뎤맽돌훐,늻뿉헢좡뻶폚웳튵쫇럱닉좡폐킧뗄펦뛔듫쪩,튻랽쏦뇜뇜쏢믡랢짺룷훖캣믺쫂볾ꆣ퓚캣믺쏦잰,춬퇹쫜떽쏢쿻럑헟쇷쪧뗄ꆰ슩춰ꆱ쿖쿳랢짺,룼훘튪뗄쫇튪쪵쎽쳥뿚훯뇊랥,춬퇹쫜떽쫐뎡폫쿻럑헟뗄훊틉,떫폐쿖쿻럑헟ꆪ욷없맘쾵뗄퓙탸ꆣ뗄욷없좴췹췹뚼쓜뮯쿕캪틄;뛸폐뗄욷없퓚캣믺살뇭1ꆡ훸쏻욷없캣믺쫂볾벰쿻럑헟ꆪ욷없맘쾵뗄뇤뮯욷없쫂볾벰맋뿍랴펦욷없첬뛈뫍탐뚯쫂볾뫳욷없맘쾵뇤뮯쟩뿶쿻럑헟틲쪹폃닺욷뫳욤럴돶쿖퇷뫍쳛춴,ힴ룦SK-ꋲ쯹쫴놦뷠릫쮾쎻폐햾퓚쿻럑헟뗄솢뎡SK-ꋲ뺭쿺SK짌ꆣ듋뫳쿻럑헟쪹폃뇭쿖돶뛔맋뿍뗄맘탄뫍맘쟐,닉좡뗄늻쫇믽벫쫂볾랢짺뫳,SK-ꋲ폐뫜뛠샏맋뿍SK-ꋲ-ꋲ뫳돶쿖룷훖늻솼랴펦뗄쳻ퟓ퓚펦뛔뗄닟싔,뛸쫇놻쎽쳥뫍쿻럑헟쏇튻훂죏캪훕횹쇋폫놦뷠뗄맘쾵,놦뷠탻늼SK췸짏뾪쪼듳솿쇷뒫,쿻럑헟럗뗄ꆰ냁싽ꆱ첬뛈,뛔췋믵짨훃냔췵쳵뿮,퓢쫜맣-II퓝쪱췋돶훐맺쫐뎡,럗튪쟳췋믵ꆣ듳쿻럑헟뗄잿쇒늻싺ꆣ뿏뗂믹쯹쫴냙쪤닍틻벯췅퓚뗚튻쪱볤쿲좫맺릫뿏뗂믹믽벫엤뫏ꆢ뷒슶컊쳢,쪼훕틔뿏뗂믹탂냂뛻솼뾾돡뫍탂냂뛻늼뗷닩뷡맻,맺쓚쯹폐뿏뗂믹닍쳼벴뿌춣횹쫛늻믘뇜퓰죎뗄헽쏦ퟋ첬돶쿖퓚릫훚뿏솼뾾벦췈놤뗷쇏퓚볬닩훐놻랢싴헢솽훖닺욷,ힷ닩컊쳢뗷쇏뗄살풴뫍웤쯼쇷뗂쿖몬폐쯕떤뫬돉럖ꆣ뿏뗂믹뗄쿲,붫맺쓚쯹폐닍쳼뫍엤쿺훐탄뗄컊쳢뗷쇏뷸쏦잰,럀횹쇋폟싛뮷뺳뗄뷸튻늽뛱뮯,쯜퓬쇋튻룶폐탅폾뫍룒폚돐떣믹짺틢쏷쿔쿂뮬,폫욽뎣뗄죈쓖탐믘쫕뫍쿺믙ꆣ춬쪱,톸쯙췪돉쯹폐쳦듺뗷쇏쿠뇈짺닺,늢뺭맺볒튵믺릹좫쏦볬닢퓰죎뗄솼뫃욷없탎쿳,,좷죏늻몬쯕뻸뛠쫽쿻럑,샤쟥탭뛠ꆣ떤뫬돉럝ꆣ듋뫳,뿏뗂믹짦뫬샠뿬닍쪳욷슽탸헟듲쿻쇋틉싇,폫뿏뗂믹퓙탸잰풵ꆣ퓚좫맺믖뢴릩펦ꆣ뿏뗂믹죔좻ퟹ컞탩쾯ꆣ맣훝룟슶뷠ퟘ폐쿞릫쮾돐떣훐췢쎽쳥쫽냙볇싗뛘ꆶ뇪ힼ췭놨ꆷ놨뗀:뎬쫐샯헟퓚뺩뗄쪳쯞ꆢ붻춨럑폃,뻙탐냼삨뚭쫂뎤ꆢ뢱룟맦룱ꆢ듳맦쒣뗄쎽쳥랢늼믡,틔벰룟돶쫛뗄쫽쪮훖퇀룠듦퓚훂납틾ퟜ닃ꆢ퇇첫쟸ퟜ닃뗈룟맜퓚쓚뗄탂컅랢늼믡뷨훺좨췾믺릹벰훐췢횪쏻볒살쫍,뷨슶뮼ꆣ쫂볾놻훐맺쎽쳥놨뗀뫳,훺횪쏻맺볊쎽쳥틉,뷏폐쮵럾솦,쿔쪾쇋룟슶뷠릫쮾,폃뷏캪컂뫍뗄쫖램횸돶늿럖뷠룟슶뷠퇀룠뗄쿺쫛솿벱쯙쿂쎽쳥뗄놨뗀쪧쪵,늢헹좡떽훐뮪뿚잻튽톧믡뫍뛔맋뿍뗄룟뛈훘쫓뫍헦돏틔벰췬믘뮬ꆣ훐뮪풤럀튽톧믡뛔룟슶뷠퇀룠뗄낲좫횧돖,볓쿻럑헟뗄돏틢뫍뻶탄,췬믘쇋듳늿듳쇋퓚퇫쫓뗈훷쇷뗧쫓쎽쳥맣룦춶럅ꆣ럖쿻럑헟,돉킧쫇뇈뷏쿔훸뗄ꆣ헣붭쪡릤짌뻖퓚좫쪡랶캧쓚뛔퓚릤짌늿쏅릫늼뷡맻뗄좸뎲릫맘닣쏦뗄좱캻뫍쏦뛔ힴ뿶뗄15쳬횮잰,좸뎲릫쮾뻍뛹춯쪳욷뷸탐뗄훊솿돩닩랢틑횪뗀볬닢뷡맻,떫죃늻뫏룱닺욷퓚쫐뎡짏쿺쿻벫돁쒬,췟뷢쇋쿻럑헟뛔좸뎲욷없쿖뗄훒돏뛈ꆣ냼삨볒샖뢣퓚쓚뗄튻킩,엺듎캪20040921뗄좸뎲뷰쫛뎤듯냫룶퓂횮뻃뛸쎻폐벰쪱뺯쪾쿻럑헟ꆣ뛸좸없돉뎤3+쓌럛뗢몬솿뎬뇪ꆣ퓚쫂쟩랢짺뫳,좸뎲릫쮾튻랽쏦돐죏뗢뎬뇪듳탍뎬쫐틑붫좸뎲컊쳢쓌럛뎷뻜ꆣ,쇭뎲좸뎲퓚쿻럑헟탄쒿뗄솼뫃뿚놮쫜떽5퓂25죕헣붭쪡릤짌뻖뛔췢튻랽쏦폖쮵ꆰ닺욷쫇낲좫뗄ꆱ,늢쟒탻돆늻횪뗀릫늼:좸뎲뷰없돉뎤3+쓌럛늻뫏룱쓌럛뗄짺닺솿뫍쿺쫛뗘ꆣ헢훖뛔쿻럑헟퇏훘돥믷ꆣ퓚웤쯻뎬쫐뫜짙폐쿻럑캪늻뫏룱닺욷ꆣ좸뎲쓌럛쿺솿늻뢺퓰죎뗄첬뛈틔벰쏦뛔쎽쳥뗄돁쒬폫샤떭헟릺싲좸뎲닺욷ꆣ룼캪퇏훘뗄쫇,뮹,벱뻧쿂붵ꆣ쇮쿻럑헟쪮럖랴룐ꆣ퇪벰떽쇋좸뎲뗄웤쯻닺욷,쪹좸뎲웤쯻닺욷뗄쿺쫛쫜떽퇏훘펰쿬ꆣ쓏틲쪹폃돂쿚ꆢ쎹쇏훆ퟷ퓂뇽뗄쓏뺩맚짺풰볈쎻폐벰쪱릫뾪뗀잸,튲쎻폐쿲쿻쓏뺩맚짺풰뺭펪ힴ뿶튻슷쿂뮬,퓚뺩쇓벣놻퇫쫓뗈탂컅쎽쳥웘맢럑헟ퟶ돶럻뫏쟩샭뗄뷢쫍,뷸뛸릫뾪탻돆쪹폃쿻럑헟탄쒿훐,ꆰ맚짺풰ꆱ돉캪늻쫘맚뫳,맚짺풰퓂뇽컞죋컊뷲,좫맺ꆰ돂쿚ꆱퟶꆰ탂뇽ꆱ퓚헻룶탐튵쓚쿠떱웕뇩ꆣ맚ꆰ돏탅ꆱ뗄듺쏻듊ꆣ2002쓪3퓂,쓏짺룷뗘듳킡뎬쫐뗄맚짺풰퓂뇽럗짺풰듋뻙늻뷶믙쇋ퟔ벺,뛸쟒퇏훘펰쿬쇋헻룶뺩맚짺풰헽쪽쿲쓏뺩쫐훐벶죋쏱램풰럗쿂볜ꆣ퓂뇽탐튵쫐뎡ꆣ풺짪쟫웆닺ꆣꆡꆡ쇏살풴:ퟷ헟룹뻝쿠맘쇏헻샭ퟜ뷡뛸돉ꆣ58
ꆡꆡ듓짏쫶럖컶뿉틔뾴떽,욷없캣믺쫂볾랢짺뫳,웳튲뿉쓜쪧냜,돶쿖ꆰ럖쇑ꆱힴ첬,헢훷튪믹폚솽랽쏦:튵샤쒮뗄첬뛈ꆢ동뛙뗄듫쪩믡톸쯙뛱뮯쿻럑헟ꆪ욷뗚튻,욷없룶탔폫쿻럑헟죏횪랢짺돥춻,틔훁ꆰ쇋뷢ꆱ없맘쾵,짵훁떼훂욷없맘쾵뗄뛏쇑;뛸랲쫇닉좡쇋믽뷗뛎돶쿖죏횪ꆰ럖쇑ꆱ;뗚뛾,ꆰ쿠냩ꆱ믲ꆰ릲짺ꆱ뷗뛎,벫훷뚯ퟋ첬뗄뎧짌,믽벫톸쯙폫쿻럑헟뷸탐릵춨,뢺떱욷없캣믺쫂볾퓬돉뛔욷없탎쿳뗄퇏훘쯰몦쪱,붫쏦놨뗀믡쏷쿔복짙,뿉틔돉릦뮽믘쓇킩톡퓱훕횹욷떼훂쿻럑헟늻풸볌탸놣돖풭폐뗄욷없쟩룐ꆣ뛸떱욷없맘쾵뗄쿻럑헟ꆣ없맘쾵돶쿖ꆰ럖쇑ꆱ쪱,릫쮾믽벫닉좡캣믺맜샭닟싔,죽ꆢ뛔쿻럑헟ꆪ욷없맘쾵뗄샭싛럖컶훷뚯탞뢴욷없맘쾵,퓲욷없맘쾵뿉틔ꆰ퓙탸ꆱ훘탂믘11쿻럑헟ꆪ욷없맘쾵뻟폐뚯첬탔뫍뷗뛎탔떽ꆰ쿠냩ꆱ믲ꆰ릲짺ꆱힴ첬ꆣAaker뫍Fournier뗈톧헟룹뻝죋볊맘쾵컥뷗뛎샮몣춢ꆢ뿗쇮튻(2007)붫쿻럑헟ꆪ욷없맘쾵쾸(웰쪼ꆢ돉뎤ꆢ캬돖ꆢ뛱뮯ꆢ췟뷢)(Levinger,1983)뫍싲럖캪ꆰ욷없뚨캻ꆪꆪꆪ욷없룶탔탎돉ꆪꆪꆪ욷없죏싴맘쾵컥뷗뛎(횪쿾ꆢ첽쯷ꆢ삩햹ꆢ돐억ꆢ뛏쇑)(Dwyer횪ꆪꆪꆪ욷없첬뛈탎돉ꆪꆪꆪ욷없쟩룐탎돉ꆪꆪꆪ욷없훒뗈,1987)쳡돶쇋쿻럑헟ꆪ욷없맘쾵랢햹뗄쇹룶뷗돏탎돉ꆱ쇹룶뷗뛎ꆣ웳튵튪붨솢뫍랢햹솼뫃뗄욷없뛎ꆪꆪꆪ힢틢ꆢ쇋뷢ꆢ릲짺ꆢ쿠냩ꆢ뛏쇑뫍퓙탸[2]ꆣ뺡맜맘쾵,튪퓚쎿튻뷗뛎훆뚨잡떱뗄펪쿺햽싔뫍놣헏볆Aaker뫍Fournier뗈죋늢쎻폐뛔죧뫎퓙탸뛏쇑뫳뗄쿻뮮,횻폐헢퇹닅쓜믱뗃룟뗄맋뿍훕짭볛횵(Customer럑헟ꆪ욷없맘쾵뷸탐짮죫퇐뺿,떫쯻쏇뾪뒴탔뗘쳡L[4]ifetimeValue)ꆣ떱욷없캣믺랢짺뫳,웳튵뛔듽쿻돶쇋쿻럑헟ꆪ욷없맘쾵퓙탸뗄룅쓮,틽웰쇋톧뷧뛔럑헟뗄첬뛈틔벰쎿룶뻙듫뚼붫횱뷓펰쿬떽쿻럑헟뛔쿻럑헟ꆪ욷없맘쾵뛏쇑뫳퓙탸컊쳢뗄맘힢,뾪췘쇋욷없뗄첬뛈뫍쟩룐,뷸뛸룄뇤쿻럑헟ꆪ욷없맘쾵ꆣ탂뗄퇐뺿쇬폲[3]ꆣ죧맻웳튵놧ퟅ캪맋뿍ퟅ쿫뗄헦돏첬뛈늢닉좡폐킧뗄퓚Fournier(1998)뗄욷없맘쾵쒣탍훐,욷없폫쿻늹뻈듫쪩,쿻럑헟뗄쟩룐늻쫜떽짋몦,쿻럑헟ꆪ욷없럑헟횮볤뗄맘쾵놻뮮럖캪쇹룶뷗뛎,벴힢틢ꆢ쇋뷢ꆢ맘쾵붫뷸죫욷없훒돏뷗뛎,듋뷗뛎뗄쿻럑헟뛔폚웳릲짺ꆢ쿠냩ꆢ럖쇑뫍뢴뫏ꆣ욷없맘쾵뺭ꆰ힢틢ꆪꆪꆪ쇋튵살쮵볛횵쫇ퟮ룟뗄ꆣ뷢ꆱ뗄죏쪶맽돌,춨맽쿻럑헟뫍욷없횮볤뗄뷓뒥,쿻뇊헟죏캪,쿻럑헟ꆪ욷없맘쾵뿉뮮럖캪컥룶돌럑헟쇋뷢욷없룶탔,죴쿻럑헟풸틢폫욷없볌탸퓶뷸뛈붥뷸뗄뷗뛎,퓚늻춬뗄뷗뛎쿻럑헟뗄쿻럑탐캪뫍쟩룐,뻍쓜듯떽ꆰ릲짺ꆱꆢꆰ쿠냩ꆱ뷗뛎,벴욷없돉캪쿻쫜욷없캣믺쫂볾뗄펰쿬돌뛈뚼뻟폐늻춬뗄쳘헷ꆣ틔럑헟짺믮훐뗄튻늿럖ꆣ떫쿻럑헟뫍욷없횮볤뗄릵춨쿂쫇춼쪾쮵쏷:춼1ꆡ쿻럑헟ꆪ욷없맘쾵뷗뛎쳘헷춼ꆡꆡ헽틲캪쿻럑헟ꆪ욷없맘쾵뻟폐뚯첬탔뫍뷗뛎듳솿뗄횤뻝뇭쏷,쪵쿖쿻럑헟ꆪ욷없맘쾵뗄퓙탔,쟒늻춬뷗뛎뻟폐늻춬뗄쳘헷,틲듋,튻떩돶쿖욷탸쓜릻룸웳튵듸살럡뫱믘놨[5]ꆣTokman뗈톧헟없캣믺,쿻럑헟ꆪ욷없맘쾵뇘붫쫜떽돥믷뛸랢짺뚯(2007)죏캪,훘탂뮽믘쿻럑헟쓜릻룸웳튵듸살뷏룟첬뇤뮯,뒦샭뫃쇋,뿉쓜뎯ퟅ룼룟뷗뛎싵뷸,쪹욷없뗄뺭볃믘놨ꆣStauss뫍Friege(1999)쓪뗄퇐뺿뇭쏷,뫍웳튵폐뺪컞쿕,뮯쿕캪틄;뒦샭늻뫃퓲믡췋떽뗍벶퓚튻킩샻죳뿕볤뷏듳뗄탐튵,뛔튻룶탂맋뿍뷸탐춶뷗뛎,쪹욷없뫍웳튵퓢쫜훘듳쯰쪧ꆣ뗄믘놨싊쫇23%,뛸뛔튻룶틑쇷쪧맋뿍뷸탐춶,21쿻럑헟ꆪ욷없맘쾵퓙탸뗄쫕틦믘놨싊뿉룟듯214%[6]ꆣ훘믱맋뿍뗄룟믘놨훷튪살59
ퟔ폚:(1)쿠뛔폚펮뗃탂맋뿍,뮽믘샏맋뿍횻탨튪뢶탸뗄폐킧춾뺶쫇탂탎쫆쿂웳튵욷없맜샭뗄훘튪쓚돶뷏뗍뗄돉놾ꆣ(2)춨맽뮽믘샏맋뿍,웳튵뿉틔믱뗃죝ꆣ룹뻝짏쫶럖컶,컒쏇뗃떽죧쿂웴쪾:쏷좷뗄룄뷸믺믡;(3)웳튵뿉틔춨맽뮽믘쇷쪧뗄맋뿍11쫷솢맋뿍닺맛쓮ꆣ톧쾰뗖폹럧쿕뗄쓜솦;(4)뿉틔복짙쇷쪧맋뿍뗄뢺쏦ퟔ1996쓪Blattberg뫍Deighton쳡돶맋뿍닺뗄뒫능,늢춨맽뮽믘맋뿍퓶볓헽쏦뒫능ꆣHunt(2002)룅쓮틔살,틑쫜떽풽살풽뛠톧헟뗄죏춬뫍맘힢ꆣ맋죏캪,뮽믘샏맋뿍쫇웳튵쪵탐좫쏦쿻럑헟탐캪맜샭뿍늻횹쫇웳튵뗄샻죳살풴,뛸쟒풽살풽돉캪웳튵펮뗄뫋탄쓜솦횮튻[7]ꆣ뗃뺺헹폅쫆뗄훘튪닺ꆣ맋뿍닺맛쓮죏캪ꆰ닺욷쇭튻랽쏦,MarketingMetrics릫쮾퇐뺿랢쿖,췬믘쫇뛌퓝뗄,뛸맋뿍쫇폀뫣뗄ꆣꆱ맋뿍뛸럇닺욷쫇웳튵쇷쪧뗄뿍뮧뇈뾪랢탂뿍뮧뗄돉릦믺믡룼듳ꆣ쫽뻝쿔샻죳뗄풴좪,웳튵돉릦뗄쏘뻷퓚폚쪹쿻럑헟폫욷없쪾폐20-40%뗄돉릦뿉쓜탔쿺쫛룸쓇킩쇷쪧뗴뗄뿍횮볤놣돖튻훖솼뫃컈만뗄맘쾵ꆣ헢훖쿻럑헟ꆪ욷없뮧,뛸횻폐5-20%뗄돉릦뿉쓜탔쿺쫛룸쓇킩잱퓚뗄맘쾵뻟폐뻞듳뗄볛횵,쫇웳튵짺듦뫍랢햹뗄룹놾ꆣ탂뿍뮧ꆣ훘믱맋뿍뇈컼틽탂맋뿍돉릦싊룼룟뗄튻룶쳘뇰쫇돶쿖욷없캣믺쪱,맋뿍뻟폐잿쇒뗄ꆰ럖쇑ꆱ뚯훘튪풭틲쫇:웳튵뛔폚쇷쪧뗄맋뿍뇈잱퓚맋뿍펵폐믺,듋쪱웳튵죧늻붫맋뿍쓉죫닺뗄랶돫,쫆뇘붫ퟔ룼뛠뗄탅쾢ꆣ욾뷨쯻쏇뗄샺쪷쿻럑볍슼,쓜뇈뷏쟥벺췆떽쿻럑헟뗄뛔솢쏦,듓뛸웆뮵틑붨솢뗄쿻럑돾뗘횪뗀샏맋뿍뗄룶탔뫍욫뫃,쓜냯훺웳튵훆뚨룼헟ꆪ욷없맘쾵,ퟮ훕붫쪹웳튵쫜쯰ꆣ쫷솢맋뿍닺폐헫뛔탔뗄듫쪩살헒톰ꆢ뷓뒥뫍훘탂뮽믘쯻쏇,뛔폚맛쓮,뻍쫇튪춨맽붨솢튻훖폐샻폚쿻럑헟ꆪ욷없맘잱퓚맋뿍헢뗣좴뫜쓑ퟶ떽ꆣ쾵,틔듋믱뗃늢캬돖뎤뻃뗄펯샻쓜솦ꆣ틲뛸맋뿍31욷없맘쾵퓙탸쫇욷없맜샭훐늻뿉좱짙뗄뮷뷚닺맛쓮쫇뛔쿻럑헟ꆪ욷없맘쾵뗄뷸튻늽?쫍,돤럖컼틽탂맋뿍(붨솢돵쪼욷없맘쾵)ꆢ놣쇴쿖폐맋쳥쿖쇋쿻럑헟뗄볛횵ꆣ떱캣믺살쇙쪱,웳튵늻뷶늻뿍(캬뮤쿖폐욷없맘쾵)뫍훘믱샏맋뿍(퓙탸풭폐욷믡붫쿻럑헟쫓캪볛횵헹뛡뗄뛔솢쏦,뛸쫇믡햾퓚쿻없맘쾵)뇭쏦짏뾴웰살쯆뫵릦쓜룷틬,떫죽듳맜샭좴럑헟뷇뛈뷢뻶컊쳢,뛈맽캣믺,듓뛸붨솢웰룼볓컈쫇쿠뮥틀삵쿠뮥횧독뗄ꆣ튻랽쏦,퓙탸욷없맘쾵폫뚨ꆢ쿠뮥탅죎ꆢ뮥쿠틀삵뗄뫏ퟷ맘쾵,ퟮ훕쪹쿻럑돵쪼욷없맘쾵뻟폐쿠춬뗄욷없맘쾵훷쳥(쿻럑헟ꆢ욷헟ꆪ욷없맘쾵볛횵뗃떽쳡짽,웳튵뫍쿻럑헟릲춬믱없뫍웳튵),돵쪼욷없맘쾵쫇욷없맘쾵퓙탸뗄믹뒡,샻,벴웳튵폫쿻럑헟뗄맘쾵듓ꆰ쇣뫍늩?ꆱ뷗뛎짏짽맋뿍쫇럱훘탂톡퓱풭살뗄욷없믡쫜떽쿈잰쟩룐틲쯘떽ꆰ릲펮ꆱ뷗뛎ꆣ뗄펰쿬;쇭튻랽쏦,욷없맘쾵뗄퓙탸뻍쫇욷없맘쾵뗄21붨솢욷없캣믺맜샭믺훆훘탂붨솢,웤쪵훊죔좻쫇쿻럑헟폫욷없맘쾵뗄붨솢욷없맜샭헟펦룃쫷솢헢퇹뗄틢쪶:컞싛쓣쫇뛠뫍펮뗃맋뿍ꆣ늻훘쫓뛔욷없맘쾵뗄퓙탸,늻ퟶ뫃쇷쎴폐쏻뗄웳튵,뚼늻뿉쓜늻폶떽캣믺ꆣ뛔웳튵뛸퇔,쪧맋뿍뗄뮽믘릤ퟷ,헹좡탂맋뿍뫍놣돖쿖폐맋뿍뗄캣믺쎿쪱쎿뿌뚼폐랢짺뗄뿉쓜ꆣ뛸퓚떱뷱뗄탅쾢쪱얬솦늻뿉쓜돉릦ꆣ듺,캣믺퓬돉뗄뢺쏦펰쿬퓚벫뛌뗄쪱볤쓚뻍쓜뒫뇩횵뗃힢틢뗄쫇,퓚퓙탸욷없맘쾵쪱,맋뿍믡뾼싇쫀뷧,퓬돉벫캪퇏훘뗄뫳맻ꆣ쪵볹횤쏷,튻룶웳튵죧략믘뫳뗄볛횵캬뛈,죧볛룱룟뗍ꆢ럾컱훊솿뗈쪱뫲퓶맻쎻폐췪짆뗄욷없캣믺맜샭믺훆,퓚캣믺뒦샭랽쏦뷸,쳘뇰쫇쓇킩틲욷없캣믺쫂볾쟩룐쫜떽짋몦뗄쇷닉좡뗄듫쪩쪧떱,붫쪹웳튵뗄욷없탎쿳뫍웳튵탅폾쪧맋뿍,튪뾼싇쯻쏇뗄늹뎥탄샭ꆣStauss뫍Friege쫜떽훂쏼듲믷,짵훁캣벰짺듦ꆣ컒맺듳뛠쫽웳튵듲(1999)틔벰ThomasꆢRobert뫍Edward뗈(2004)뗄퇐퓬욷없뗄쪱볤뷏뛌,펦뛔욷없캣믺뗄뺭퇩늻ퟣ,듓뛸뺿죏캪,웳튵퓚쪵쪩횼퓚훘믱맋뿍뗄듫쪩쪱,뇈뷏뎣떼훂쿻럑헟ꆪ욷없맘쾵뛏쇑뗄쿖쿳룼캪웕뇩,폐킩폃뗄닟싔쫇쳡릩뇈풭살룼듳뗄볛횵,헢샯뗄볛횵늻짵훁쫇폀뻃탔뗄뛏쇑ꆣ뷶뷶횸뗄욷없뗄뺭볃볛횵,뮹냼삨욷없뗄짧믡볛횵31뛔쿻럑헟헦돏첹싊(Gassenheimer뗈1998)ꆣ틲듋웳튵퓚훆뚨쿻럑헟ꆪ캣믺쫂볾뫳쪵쿖쿻럑헟ꆪ욷없맘쾵퓙탸뗄룹놾욷없맘쾵퓙탸닟싔쪱,늻뷶튪쳡릩뺭볃볛횵믘놨,뮹풭퓲쫇햾퓚쿻럑헟헟뷇뛈틔돏쿠듽뷢뻶컊쳢ꆣ쫂쪵펦룃캪쿻럑헟쳡릩뺡뿉쓜뗄짧믡볛횵ꆣ쯤훘튪,첬뛈쫇맘볼ꆣ퓚뫜뛠캣믺쫂볾뗄뒦샭훐,웳쯄ꆢ웴쪾튵ퟮ훘튪뗄쫇첬뛈ꆣ튻룶웳튵죧맻폐돏틢,뻍믡벱듓욷없캣믺쫓뷇톰쟳쪵쿖쿻럑헟ꆪ욷없맘쾵퓙ꆡ(쿂뗚74튳)60
돤럖뛸폖뿉뾿뗄탅쾢ꆣ틑폐퇐뺿횤쏷,풭닺뗘탎쿳ퟔ듓풭닺뗘킧펦뗄룅쓮닺짺뫳,죋쏇뛔웤킧펦뗄탅쾢퓚쿻럑헟뗍뛈닎폫뗄잰쳡쿂쫇ퟮ틗놻쿻럑헟뷸탐쇋뛠뷇뛈뗄퇐뺿ꆣ냩쯦좫쟲뮯뗄뷸돌,ꆰ믬뫏ꆱ늶ힽ떽뗄탅쾢ꆣ퓚헢튻쳵볾쿂,풭닺뗘탎쿳쳡릩룸닺욷죕틦웕뇩,쿠펦뗘,풭닺뗘킧펦튲믱뗃쇋뛠훖탎쿻럑헟뗄탅쾢쫇ퟮ캪횱맛뫍쪵퓚뗄,맊뛸뻟폐뷏룟쪽ꆣ듓샭싛짏뛔풭닺뗘킧펦뷸탐럖샠,폐훺폚웳튵뗄뿉탅뛈ꆣ퓚룟뛈닎폫뗄쳵볾쿂,쯤좻풭닺뗘탎쿳퓚닟싔짏뫏샭뗘퓋폃늻춬뗄풭닺뗘킧펦뛔쿻럑헟쪩뗄펰쿬폐쯹쿂붵,떫죔좻쫇펰쿬쿻럑헟움볛뫍뻶닟볓펰쿬,틔쪵쿖웳튵뗄펪쿺쒿뗄ꆣ뗄튻룶틲쯘ꆣ듋쪱,풭닺뗘탎쿳뿉틔붵뗍웤쯻닺욷폫닎뾼좺쳥뗄펰쿬ퟷ폃샠쯆,풭닺뗘킧펦듓쯼탅쾢뗄늻좷뚨탔,쳡룟헻쳥탅쾢뗄뿉탅뛈ꆣ뗄펰쿬샠탍뾴뿉틔럖캪탅쾢탔킧펦ꆢ릦쓜탔킧펦뫍ꋚ릦쓜탔뗄펰쿬:붨솢퓚룶쳥탨튪듓쯻죋쓇샯볛횵탔킧펦죽샠ꆣ헢훖쟸럖뛔폚웳튵잡떱뗘퓋폃풭믱뗃뿏뚨ꆢ붱짍믲뇜쏢돍랣뗄틢풸벰웤쿠펦뗄얬솦닺뗘킧펦뗄펰쿬뻟폐훘튪뗄쪵볊ퟷ폃ꆣ짏ꆣ평폚쿻럑헟퓚릺싲뻶닟훐,쪼훕쾣췻놾듎뻶닟놾컄첽쳖쇋풭닺뗘킧펦뗄럖샠,늢쫔춼붫닎뾼쓜릻싺ퟣퟔ벺뗄ퟮ듳샻틦,붫뿉쓜돶쿖뗄췾킲붵떽좺쳥뗄펰쿬ퟷ폃폫풭닺뗘킧펦솪쾵웰살,뷸뛸뻟쳥ퟮ뗍ꆣ맊뛸퓚뿉믱뗃뗄닺욷탅쾢벫짙뗄쟩뿶쿂,톡뗘첽쳖풭닺뗘킧펦뗄늻춬펰쿬ퟷ폃ꆣ뇊헟쿠탅,믹퓱풭닺뗘탎쿳ퟮ뫃뗄닺욷,뿉틔ퟮ듳돌뛈뗄붵뗍ퟔ폚닎뾼좺쳥뗄쫓뷇뛔풭닺뗘킧펦뗄뻟쳥ퟷ폃뷸탐럖벺놾듎릺싲뗄럧쿕ꆣ샠퇐뺿,쫇튻룶퓚샭싛짏뫍쪵볹짏폐첽쯷틢틥뗄틩ꋛ볛횵뇭듯랽쏦뗄펰쿬:룶쳥퓚탄샭짏뻟폐폫쳢ꆣ튻룶죋믲ퟩ횯뗄뚨캻뇭듯솪쾵웰살뗄탐캪쟣쿲ꆣ듋췢풭닺뗘탎쿳놾짭뻍쫇쿻럑헟뛔폚튻룶맺볒믲뗘쟸ꆲ닎뾼컄쿗ꆳ탎쿳뗄탄샭뚨캻ꆣ떱맺볒탎쿳뗄쿻럑헟탄샭뚨캻뷏[1]PapadopoulousN1,HeslopL1A1,Product-CountryImages:Impact룟쪱andRoleinInternationalMarketing[M]1InternationalBusiness,쿻럑헟풸틢뫶싔닺욷뗄럧쿕볛횵,캪닺욷횧뢶뿉쓜뗄틧볛;랴횮,떱쿻럑헟탄샭뚨캻뷏뗍쪱Press,19931,쿻럑헟퓲믡붫릺싲쯹닺짺뗄럧쿕돉놾볆쯣퓚쓚ꆣ[2]SchoolerR1D1ProductBiasintheCentralAmericanCommonMarket[J]1JournalofMarketingResearch,1965,Vol12:394ꆫ397죽ꆢ킡뷡(짏뷓뗚60튳)쿻럑헟횮쯹벱,싇쿻럑헟횮쯹싇,뻍믡톸쯙뗘닉좡쇮ꆲ닎뾼컄쿗ꆳ쿻럑헟싺틢뗄룷훖뻙듫,늻믡췏퇓,늻믡췆?,퓚ퟮ[1]Tꆤhtinen,J,andHavila,Virpi1Enhancingresearchinexchangere2뛌뗄쪱볤샯뷩죫캣믺lationshipsdissolution[J]1JournalofMarketingManagement,2004,,뺡뿉쓜뗘헹좡쎽쳥ꆢ헾뢮늿쏅뫍좨췾믺릹뗄횧돖,쿻돽쿻럑헟뗄틉싇,뇜쏢쫂첬뗄20:919-9261컞캽삩듳ꆣ뛔쿻럑헟뛸퇔,횻폐헦쪵뗘룐쫜떽쇋웳[2]Aker,J,Fournier,S,andBrasel,S1Chartingthedevelopmentofconsumer-brandrelationgships[R]1ResearchPaperSeries,Gradu2튵뗄돏틢,닅믡훘쪰뛔욷없뗄탅죎뫍탅탄,뛏쇑쇋뗄ateSchoolofBusinessStanfordUniversity,Nov120011쿻럑헟ꆪ욷없맘쾵닅폐뿉쓜퓙탸ꆣ[3]믆뺲,태캡1쿻럑헟욷없맘쾵뗄뛏쇑폫퓙탸:샭싛믘맋폫햹췻퓚뷸탐캣믺짆뫳뒦샭릤ퟷ뗄맽돌훐,웳튵뇘탫[J]1췢맺뺭볃폫맜샭,2007,(7):51-551ퟶ떽튻룶ꆰ돏ꆱퟖ,뛔폚떼훂짧믡릫훚샻틦쫜쯰뗄훘[4]샮몣춢,뿗쇮튻1욷없맘쾵쒣탍뗄럖컶벰펦폃[J]1톧쫵붻쇷,듳퓰죎쫂맊2007,(1):107-1101,웳튵뇘탫돐떣웰퓰죎,룸폨릫훚튻뚨뗄[5]Turnbull,P1David,F,andMalcolm,C1Interaction,relationships뺫짱늹뎥뫍컯훊늹뎥ꆣ횻튪쿻럑헟쫇평폚쪹폃쇋놾andnetworksinbusinessmarkets:Anevolvingperspective[J]1The웳튵뗄닺욷뛸쫜떽쇋짋몦,웳튵뻍펦룃퓚뗚튻쪱볤Journalofbusiness&IndustrialMarketing,1996,11(3):44-621쿲짧믡릫훚릫뾪뗀잸틔쪾돏틢,늢쟒룸쫜몦헟쿠펦[6]Stauss,B,andFriege,C1Regainingservicecustomers[J]1Journal뗄컯훊늹뎥ꆣ뛔폚쓇킩좷쪵듦퓚컊쳢뗄닺욷펦룃늻ofServiceResearch,1999,1(4):347-3611쾧듺볛톸쯙쫕믘,솢벴룄뷸웳튵뗄닺욷믲럾컱,틔뇭[7]Hunt,SD1Foundationofmarkingtheory:Towardageneraltheoryofmarketing[M]1Armonk,NY:M1E1Sharpe,20021쏷웳튵뷢뻶캣믺뗄뻶탄ꆣ74
