ꆡ뗚5웚ퟜ뗚175웚짌ꆡ튵ꆡ뺭ꆡ볃ꆡ폫ꆡ맜ꆡ샭No15Vol1175ꆡꆡ2006쓪5퓂BUSINESSECONOMICꆡSAꆡꆡ맋뿍럝뛮뗄탎돉믺샭폫쳡룟닟싔쇵붨탂1,쯯쏷맳2(1.컷쓏듳톧,훘쟬400715;2.뚫뮪듳톧,짏몣200051)ꆡꆡ햪ꆡ튪:쯦ퟅ쫐뎡럝뛮뫢솿웳튵펯샻쓜솦뫍뺺헹폅쫆뗄좱쿝늻뛏놩슶,맋뿍럝뛮틲쓜룼ힼ좷ꆢ룼횱뷓ꆢ룼폐킧뗘뫢솿펯샻쓜솦잿죵뫍뺺헹폅쫆듳킡뛸돉캪맣듳웳튵닉폃뗄탂횸뇪,늢쟒헽퓚랢햹돉캪웳튵펮뗃맋뿍뗄탂샭쓮뫍탂닟싔ꆣ놾컄붫퓚좫쏦럖컶맋뿍럝뛮뗄믹놾쓚몭믹뒡짏,춨맽릹붨맋뿍럝뛮탎돉믺샭뷰ퟖ쯾쒣탍짮죫웊컶맋뿍럝뛮뗄탎돉믺샭폫펰쿬틲쯘,늢뻝듋뷸튻늽쳡돶웳튵쳡룟맋뿍럝뛮뗄닟싔톡퓱ꆣ맘볼듊:맋뿍럝뛮;탎돉믺샭;쳡룟닟싔훐춼럖샠뫅:ꆡꆡ컄쿗뇪쪶싫:Aꆡꆡ컄헂뇠뫅:1000-2154(2006)05-0046-07튻ꆢ맋뿍럝뛮뗄믹놾쓚몭붨솢뺺헹폅쫆,뻟쳥쳥쿖퓚웳튵뫢솿맋뿍풴쫽솿뫍뺺헹폅쫆뗄맘볼횸뇪ꆪꆪꆪ쫐뎡럝뛮믲맋뿍럝뛮퓚쫐뎡뺭볃쳵볾쿂,컞싛펪쿺맛쓮ꆢ펪쿺랶쪽믲짏ꆣ펪쿺닟싔죧뫎뇤뮯,웳튵폫웳튵믲ꆰ릩펦솴폫릩펦ퟔ20쫀볍70쓪듺쏀맺햽싔맦뮮퇐뺿쯹쳡돶웳솴ꆱ횮볤뗄뺺헹맩룹떽뗗쫇뛔맋뿍풴뗄뺺헹튵믹폚맦쒣뺭볃ꆢ맋뿍럧쿕욫뫃ꆢ쫐뎡솦솿뫍쒳훖릲(Kotler,1999),펮뗃맋뿍쫇웳튵뺺헹뗄룹놾쒿뗄뫍춬뗄폅쿈틲쯘뗈풭틲믡쪹펯샻싊쯦ퟅ쫐뎡럝뛮쿟탔쓚퓚쪵훊ꆣ쪧좥쇋맋뿍풴,웳튵뇣쪧좥쇋삵틔듦짏짽뗄퇐뺿뷡싛ꋚ뫳,쫐뎡럝뛮튻횱틔살뻍돉캪듳퓚뗄룹믹,떱좻튲뻍쪧좥쇋ퟮ룹놾뗄짺듦좨폫랢햹뛠쫽웳튵맣랺닉폃뫢솿웳튵펯샻쓜솦뫍뺺헹폅쫆뗄좨벰쿠펦뗄뺺헹폅쫆(Porter,1985ꋙ)ꆣ좻뛸,웳튵뺺훷튪횸뇪ꆣ탭뛠웳튵뛔쫐뎡럝뛮ꆰ뚥샱쒤냝ꆱ,늻쾧헹맋뿍뗄랽쪽좴늻쫇캨튻뗄,듓뺭볃톧짏뾴훁짙폐톪놾뗘뛡좡믲삩햹쫐뎡럝뛮(Schoeffier,Buzzel,1975;죽훖랽쪽:튻쫇벼쫵뺭볃,틔탂닺욷ꆢ탂럾컱펮뗃맋Webster,2002)ꆣ좻뛸,헽쫇쫐뎡럝뛮햽싔붫탭뛠웳뿍뫍틔벼쫵뇚생릹훾뺺헹캻쫆;뛾쫇맦쒣뺭볃,틔뗍튵듸죫ꆰ쫐뎡럝뛮뫚뚴ꆱ,쪹헢킩웳튵쿝죫춴뿠뗄짮돉놾ꆢ뗍볛룱펮뗃맋뿍뫍틔쿺쫛랶캧릹훾뺺헹캻쫆;풨뛸늻쓜ퟔ냎ꆣ듙쿺/맣룦뗄럨뿱펪쿺ꆢ뛔쫐뎡럝뛮죽쫇짮뛈뺭볃,틔폅럾컱ꆢ룟싺틢펮뗃맋뿍뫍틔맋뿍뗄쎤쒿돧냝ꆢ듳솿맋뿍룸뺭펪듸살뗄듭뻵뫍쫐뎡퓶훒돏릹훾뺺헹캻쫆ꆣ평폚뿆톧벼쫵죕탂퓂틬뗄랢햹뎤삭뚯춶탨쟳뗈쫐뎡럝뛮햽싔헽퓚붫웳튵듸죫돉떼훂벼쫵룼탂맽뿬뫍닺욷춬훊뮯퇏훘,웳튵풽살풽놾뻧퓶ꆢ맜샭믬싒ꆢ샻죳탩컞뫍뷰놻쳗뗈삧뺳,평쾰맟폚춨맽맦쒣뺭볃믲헟짮뛈뺭볃믱좡맋뿍풴뫍듋뛸떼훂웳튵헵퓺ꆢ떹뇕ꆢ놻볦늢ꆢ캣믺쯄럼뗈ꆣ쫕룥죕웚:2006-01-25믹뷰쿮쒿:놾컄쾵맺볒ퟔ좻뿆톧믹뷰쿮쒿ꆰ맋뿍싺ퟣ뗄뻶뚨틲쯘ꆢ움볛랽램폫맜샭랽쪽퇐뺿ꆱ(70172039)뗄뷗뛎퇐뺿돉맻ퟷ헟볲뷩:쇵붨탂(1979-),쓐,췁볒ퟥ,뫾놱뛷쪩죋,컷쓏듳톧뺭볃맜샭톧풺붲쪦;쯯쏷맳(1963-),쓐,즽뚫삳훝죋,뚫뮪듳톧탱죕릤짌맜샭톧풺풺뎤,뷌쫚,늩쪿짺떼쪦ꆣꋙ:CreatingandSustainingSuperiorPerformance\[M\].NewYork:TheFreePress,1985.ꋚRobertDBuzzell,:LinkingStrategytoPerformance\[M\].NewYork:TheFreePress,1987.
뗚ꆡ5ꆡ웚쇵붨탂,쯯쏷맳:맋뿍럝뛮뗄탎돉믺샭폫쳡룟닟싔47ꆡRolandetal(2001)튲죏캪듺뇭맽좥튵벨뗄쫐뎡럝뛮늢뗄뇤잨ꆢ쿻럑샭쓮뗄룼탂뫍쫐뎡뺺헹뗄볓뻧,틔쫐뎡늻쓜췪좫랴펳캴살쟷쫆,죧맻닺튵놾짭퓚쮥췋,떱잰럝뛮뫢솿웳튵펯샻쓜솦뫍뺺헹폅쫆뗄뇗뛋죕틦놩퓙듳뗄쫐뎡럝뛮튲쎻폐죎뫎틢틥ꆣ헽쫇믹폚쫐뎡럝슶,풽살풽뛠뗄웳튵톡퓱맋뿍럝뛮믲룶뿍럝뛮(죽마뛮뛔돉놾뫍캴살뗄늻췪좫뾼싇뫍랴펳,Griffin(1995)뫪훎,1999)좡듺쫐뎡럝뛮살뫢솿ퟔ짭펯샻쓜솦뫍뺺쳡돶쇋맋뿍럝뛮뗄룅쓮,붨틩폃맋뿍럝뛮좡듺쫐뎡헹폅쫆뗄잿죵ꆣ럝뛮ꆣ펪쿺쪵볹튲뇭쏷,맋뿍럝뛮햽싔뷏횮폚쫐뎡럝Griffin(1995)죏캪,맋뿍럝뛮쫇횸튻룶웳튵캪쒳뛮햽싔쓜룸웳튵듸살룼잿뗄펮샻쓜솦뫍룼듳뗄뺺헹튻맋뿍쯹쳡릩뗄닺욷뫍럾컱퓚룃맋뿍춬샠닺욷뫍럾폅쫆ꆣReichheld(1996)뻍춨맽뛔맋뿍럝뛮뗄믺샭캬컱쿻럑ퟜ횧돶훐쯹햼뗄냙럖뇈ꆣ뻍떥룶맋뿍뛸퇔,뛈ꆪꆪꆪ맋뿍훒돏퇐뺿랢쿖,훒돏맋뿍쓜룸웳튵듸살죧맻튻룶웳튵쳡릩뗄닺욷믲럾컱퓚쒳룶맋뿍춬샠닺믹놾샻죳ꆢ쫕죫퓶뎤ꆢ돉놾뷚풼ꆢ뿚놮킧펦뫍볛횵틧욷뫍럾컱쿻럑ퟜ횧돶훐쯹햼뗄뇈훘듳,퓲쮵쏷룃맋볛뗈컥훖쿖쪵믲헟풤웚쫕틦ꆣ뫍Gillies뿍뗄맋뿍럝뛮룟;랴횮,퓲쮵쏷룃맋뿍뗄맋뿍럝뛮(2001)붫웤뷢쫍캪럾컱돉놾뷏뗍ꆢ릺싲솿뷏듳ꆢ뿉쓜뗍ꆣ웳튵뗄뺭펪훘탄뻍쫇튪캬돖폫룟맋뿍럝뛮맋뿍횧뢶뛮췢볛룱ꆢ퓶잿쫐뎡뷸죫헏낭믲퓶볓쫐뎡럝뛮ꆢ뗄맘쾵,퓶볓쯻쏇뗄잮냼럝뛮(Peppers&Rogers,탂맋뿍췆볶틔벰뿉틔틔뷏킡듺볛펮뗃탂맋뿍뗈풭1993),튲뻍쫇쮵튪쳡룟놾웳튵쳡릩뗄닺욷뫍럾컱쯹틲ꆣ(2002)뗈죋룼쫇춨맽퇐뺿랢쿖쇋햼쯻쏇붻틗뛮훐뗄ퟜ횵,늻뛏삩듳붻닦쿺쫛,퓶볓탂맋뿍럝뛮뗄퇜짺볛횵ꆪꆪꆪ톧쾰킧펦,벴웳튵폫맋뿍뗄튵컱쇷ꆣ뿉볻,웳튵헦헽튪햼쇬뗄쫇ꆰ맋뿍럝뛮ꆱ,릹붨짮뛈뗄맋뿍맘쾵폐샻폚웳튵랢햹볬퇩ꆢ뺫좷웤뛸늻쫇ꆰ쫐뎡럝뛮ꆱꆣ폐맘쫐뎡뮷뺳(뺺헹헟ꆢ뿍뮧ꆢ쟾뗀ꆢ릩펦짌뗈)ꆢ벼쿖듺펪쿺샭싛죏캪,쫐뎡럝뛮뫍맋뿍럝뛮쫇솽쫵ꆢ짌튵맽돌벰웤쟷쫆뗄룷훖샠탍뗄횪쪶,뛸헢킩횪룶쓚몭뷘좻늻춬뗄벼쫵뫢솿횸뇪,듺뇭ퟅ솽훖늻춬쪶붫폐훺폚웳튵쳡룟쫐뎡풤닢뗄ힼ좷탔ꆢ룼뫃뗘싺뗄웳튵뺭펪샭쓮뫍뺭펪쒣쪽ꆣ쫐뎡럝뛮잿뗷맦쒣뺭ퟣ맋뿍탨쟳뫍랢쿖탂뗄쫐뎡믺믡,헢쫇쫐뎡럝뛮쓑볃믲랶캧뺭볃,ힷ쟳짺닺맦쒣뗄삩듳ꆢ짺닺돉놾믲쿺틔ퟶ떽뗄ꆣ맋뿍럝뛮폫쫐뎡럝뛮뗄쟸뇰죧뇭1쯹쫛볛룱뗄붵뗍뫍쿺쫛랶캧뗄췘햹,힢훘맋뿍맦쒣뗄쪾ꆣ쿔좻,맋뿍럝뛮뇈쫐뎡럝뛮퓚뫢솿웳튵펯샻쓜삩돤;맋뿍럝뛮잿뗷짮뛈뺭볃,솢ퟣ폚쿖폐맋뿍뗄솦뫍뺺헹폅쫆랽쏦뻟폐룼ힼ좷ꆢ룼횱뷓ꆢ룼폐킧뗄폅ꆰ뺫룻쾸ퟷꆱ,힢훘훒돏맋뿍뗄엠폽ꆣ쯦ퟅ쓚췢뮷뺳쫆ꆣꆡꆡ뇭1ꆡ맋뿍럝뛮폫쫐뎡럝뛮뗄쟸뇰ꆡꆡꆡꆡꆡꆡ샠탍맋뿍럝뛮쫐뎡럝뛮ꆡ쿮쒿떼쿲탔맘쾵펪쿺떼쿲붻틗펪쿺떼쿲ퟅ퇛뗣ퟅ퇛폚캴살랢햹잱솦ퟅ퇛폚맽좥쿺쫛쫽뻝맘힢뗣맘힢맋뿍볛횵맘힢닺욷쿺쫛쪱볤탔쪱뛎룅쓮쪱뗣룅쓮랴펳닣쏦랴펳랢햹쟷쫆랴펳랢햹쿖ힴ릱쿗볛횵냼삨맋뿍릺싲볛횵ꆢ맋뿍횪쪶볛횵ꆢ맋뿍탅쾢볛횵ꆢ맋뿍뿚놮볛횵ꆢ틔맋뿍릺싲볛횵캪훷뗄맋뿍뛌맋뿍붻틗볛횵뗈퓚쓚뗄맋뿍훕짭볛횵ꆣ웚볛횵ꆣꆡꆡ쇏살풴:돂킡욽.맋뿍닺럝뛮퇐뺿\[J\]뺭.볃맜샭,2002,(18).뛾ꆢ맋뿍럝뛮뗄탎돉믺샭뚨틲쯘짏ꆣ폐뗄톧헟죏캪맋뿍럝뛮뗄탎돉쫇쓚짺탔뗄,벴맋뿍놾짭뗄쓚퓚탨튪;뛸폐뗄톧헟죏캪쫇췢짺뛔폚맋뿍럝뛮뗄탎돉믺샭컊쳢,쒿잰맺쓚췢톧탔뗄,벴췢늿뮷뺳뗄폕믳틽훂;튲폐뗄톧헟죏캪쫇쓚헟뗄샭뷢럖웧짵듳,훷튪랴펳퓚맋뿍럝뛮탎돉뗄뻶짺탔폫췢짺탔볦뻟뗄,떫훁뷱맋뿍럝뛮뗄탎돉믺샭
ꆡꆡ4ꆡ8짌ꆡ튵ꆡ뺭ꆡ볃ꆡ폫ꆡ맜ꆡ샭2006쓪ꆰ뛔폚퇐뺿헟쏇죔뻉쫇튻룶쏕ꆱ(Oliver,1996)ꆣ본폚췹떼훂맋뿍릺싲튻킩럇뿊쟳닺욷ꆣ떫뛔폚웳튵살듋,뇊헟퓚뷨본웤쯻톧헟뗄퇐뺿돉맻믹뒡짏춨맽릹붲,쯼죔좻쫴폚폐킧탨쟳,룸웳튵릱쿗쿺쫛뛮뫍샻죳붨맋뿍럝뛮탎돉믺샭뷰ퟖ쯾쒣탍(춼1)뷢쫍맋뿍럝쇷,헢튲쫇탭뛠웳튵횮쯹틔톡퓱춨맽맣룦ꆢ릫맘ꆢ펪뛮뗄뻶뚨틲쯘ꆢ탎돉맽돌폫펰쿬틲쯘,ퟷ캪뛔맋뿍럝쿺췆맣ꆢ죋풱췆쿺뗈랽쪽듌벤맋뿍ꆢ듙뷸쿺쫛뗄풭뛮탎돉믺샭뗄튻냣탔뷢쫍ꆣ틲ꆣ(뛾)맋뿍볛횵쫇맋뿍싺틢뗄훷튪뻶뚨튪쯘뺡맜맋뿍탨튪뫍뮷뺳폕틲쫇맋뿍탨쟳닺짺뗄솽듳쿻럑뚯솦풴,떫맋뿍뗄뻟쳥릺싲톡퓱좴쫇믹폚맋뿍볛횵ꆣퟷ캪샭탔믲폐쿞샭탔뗄쫐뎡훷쳥,맋뿍퓚릺싲닺욷믲럾컱쪱ퟜ튪좨뫢뺿뺹쓄룶닺욷룸ퟔ벺듸살뗄맋뿍볛횵ퟮ듳,틔벰퓚릺뫳믲쿻럑쪱믡뛔닺욷믲럾컱닺짺싺틢믲늻싺틢움볛ꆣ좻뛸,쒿잰뛔맋뿍볛횵뗄뷧뚨뮹뫜쒣뫽,맩뷡웰살훷튪폐솽샠,튻샠쫇Kotler(1997)죏캪맋뿍볛횵쫇맋뿍죃뛉볛횵,벴맋뿍춼1ꆡ맋뿍럝뛮탎돉믺샭뷰ퟖ쯾쒣탍ퟜ볛횵폫맋뿍ퟜ돉놾횮닮뛮;믲헟죏캪쫇뿍뮧볛횵,쇏살풴:놾컄ퟷ헟헻샭뛸돉벴맋뿍킧폃폫맋뿍돉놾횮뇈횵ꆣ쇭튻샠쫇Zeithamlꆡꆡ(튻)맋뿍탨튪뫍뮷뺳폕틲쫇틽훂맋뿍닺짺탨쟳(1988)ꆢMonroe(1991)ꆢWoodruff(1997)ꆢSweeney뫍뗄풭쪼뚯솦Soutar(2001)뗈죋죏캪맋뿍볛횵쫇맋뿍룐횪볛횵,떫십쮹싥탨튪닣듎샭싛죏캪,죋샠쫇붨솢퓚룷훖튲폐럖웧,Zeithaml(1988)뗈죋죏캪맋뿍룐횪볛횵쫇탨튪믹뒡짏뗄ꋙ,펪쿺샭싛뗄뫋탄룅쓮뻍쫇웳튵뇘ꆰ쿻럑헟퓚쯹뗃폫쯹쪧뗄룐횪믹뒡짏,뛔쒳튻닺욷킧탫싺ퟣ맋뿍뗄탨튪(췴뒿킢뗈,1999)ꆣ펪쿺탄샭톧폃뗄ퟜ쳥움볛ꆱ;뛸Sweeney뫍Soutar(2001)뗈죋춨맽붫맋뿍탨튪뚨틥캪맋뿍짺샭믲탄샭짏뗄튻훖잱퓚뗄쪵횤퇐뺿퓲죏캪맋뿍룐횪볛횵쫇맋뿍믱좡믲룐횪떽캴싺ퟣힴ첬틔벰평듋뛸틽웰뗄뷴헅룐,뺭맽듌벤믲뗄볛횵ퟜ솿,냼삨쟩룐볛횵ꆢ짧믡볛횵ꆢ훊솿볛횵뫍놻벤샸뫳붫뮯돉캪폻췻ꆢ뚯믺믲릺싲(믲쿻럑)탐볛룱볛횵뗈ꆣퟐ쾸럖컶믡랢쿖,잰튻샠쫇욫훘폚뚨캪ꆣ웳튵뗄훷튪죎컱뻍쫇췚뻲ꆢ랢쿖ꆢ쾸럖늢뿬쯙쿬솿럖컶뗄뿍맛뫢솿,뫳튻샠쫇욫훘폚뚨탔럖컶뗄훷펦맋뿍뗄룷훖탨튪,뷨듋쪵쿖ퟔ짭뗄샻틦믲쒿뇪ꆣ맛뫢솿ꆣ떫컞싛쫇뿍맛뫢솿뗄맋뿍죃뛉볛횵뮹쫇훷맋뿍탨튪쫇맋뿍럝뛮탎돉뗄훘튪믹뒡뫍뚯솦풴,맋맛뫢솿뗄맋뿍룐횪볛횵,뚼쫇맋뿍릺싲뻶닟뗄훷튪뿍볛횵ꆢ맋뿍싺틢ꆢ맋뿍훒돏뗈뷡릹튪쯘믲믺샭캬뛈볛횵틀뻝,뚼ힷ쟳볛횵ퟮ듳뮯,늢쟒뚼믡뛔맋뿍싺틢뚼쫇붨솢퓚싺ퟣ맋뿍뗄룷훖탨튪믹뒡짏뗄;쪧좥믲닺짺훘튪펰쿬,돉캪맋뿍싺틢뗄훷튪볛횵틀뻝ꆣ퓚췑샫쇋맋뿍탨튪,맋뿍럝뛮뇣쪧좥쇋삵틔듦퓚뗄듋,캪쇋뇣폚럖컶뫍샭뷢,컒쏇붫맋뿍볛횵샭뷢캪맋풴쳵볾뫍볛횵풴좪ꆣ떱좻,맋뿍탨튪뻟폐뛠풪탔쳘뿍룐횪볛횵ꆣ헷맋뿍싺틢쫇맋뿍믹폚웚췻ꆢ횪뻵탐캪,틔벰늻튻,쯼돽쇋틔짏뿉틔뮮럖뗄짺샭뫍탄샭탨튪틔췢,뮹뿉틔듓맋뿍탨튪돶랢뗣붫웤뮮럖캪쫂볾탨튪ꆢ룼탂훂(웚췻폫횪뻵탐캪뗄놳샫돌뛈)뗄싲뫳뫍쿻럑뫳뗄탨튪ꆢ뢽볓탨튪뫍뫳쫐뎡탨튪뗈쯄훖탨튪(M움볛,쫇냩쯦폤뿬폫늻폤뿬뗄돤ퟣ랴펦(Andersonitani,1999)ꆣandSullivan1993;Anderson1994a;Oliver1997;Yi돽쇋듓맋뿍탨튪쓚짺돶살뗄맋뿍탨쟳틔췢,뮷1990),훷튪쫜맋뿍웚췻볛횵폫맋뿍룐횪볛횵펰쿬ꆣ뺳폕틲튲쫇틽훂맋뿍탨쟳닺짺뗄훘튪믹뒡뫍뚯솦죧맻룐쫜떽뗄쪵벨볛횵폫맋뿍뗄웚췻볛횵쿠럻,맋풴ꆣ뮷뺳폕틲늻춬폚쓚짺탔뗄맋뿍탨튪뿍뻍믡룐떽쫊뛈뗄싺틢;죧맻룐쫜떽뗄쪵벨볛횵듯,뛸쫇췢짺뗄,쫇평폚췢늿뮷뺳듌벤뛸틽훂뗄퇜짺탨쟳ꆣ뮷뺳늻떽맋뿍뗄웚췻볛횵,맋뿍뻍믡닺짺늻싺;죧맻룐쫜폕틲튻냣냼삨엊뇈탄샭ꆢ듙쿺룐좾ꆢPOP맣룦ꆢ뗍볛폕믳ꆢ탂욷뫃웦뗈,쯼쏇죝틗쪹죋닺짺쿻럑돥뚯ꋙ\[M\].NewYork:,췹HarperandRow,-106.
뗚ꆡ5ꆡ웚쇵붨탂,쯯쏷맳:맋뿍럝뛮뗄탎돉믺샭폫쳡룟닟싔49ꆡ떽뗄쪵벨볛횵뎬맽맋뿍뗄웚췻볛횵,맋뿍뻍믡룟뛈Sasser(1995)튲춨맽쪵횤퇐뺿뷸튻늽횤쪵퓚늻춬뗄싺틢,벴맋뿍볛횵쫇폫맋뿍싺틢뛈돊헽쿠맘맘쾵뗄쫐뎡쳵볾쿂,맋뿍싺틢뛔맋뿍훒돏뗄쟽뚯ퟷ폃늻튻(Oliver,1997)(춼2)ꆣ떫뛾헟횮볤늢늻쫇쿟탔뗄헽훂,쫐뎡뺺헹풽벤쇒,맋뿍싺틢쮮욽뛔펮뗃맋뿍훒돏쿠맘맘쾵,풭틲쫇맋뿍싺틢돽쇋믡쫜맋뿍볛횵뻶뚨뻍풽랢훘튪ꆣ횮췢,뮹룺맋뿍탨튪싺ퟣ돌뛈(Westbrook,Reilly,뺡맜쒿잰톧쫵뷧뛔맋뿍싺틢폫맋뿍훒돏횮볤뗄1983)ꆢ맋뿍쿻럑뺭샺뇈뷏(Woodruff,1987)ꆢ췢훂폕뻶뚨폫놻뻶뚨맘쾵뮹듦퓚뷏듳헹틩,떫훁짙폐튻뗣믳솦ꆢ닺욷뗄뿉믱뗃탔ꆢ맋뿍욫뫃볛횵쫴탔튪쯘뗈룉쫇뿏뚨뗄,맋뿍싺틢쫇맋뿍훒돏뗄믺샭튪쯘,맋뿍훒죅틲쯘폐맘,듓뛸떼훂맋뿍싺틢뛈쟺쿟랢짺얤쟺,짵돏퓚죎뫎탐튵뺺헹쟩뿶쿂뚼믡쯦ퟅ맋뿍싺틢뛈뗄쳡훁뿉쓜돶쿖뻖늿탔뗄늻쿠맘맘쾵,샽죧ꆰ럾컱훊솿늻룟뛸쳡룟(췵퓂탋,2002),헹싛훷튪랴펳퓚돽맋뿍싺쏴룐쟸ꋙꆱ(춼2훐뗄V1V2)벴쫇죧듋ꆣ떫쫇뺡맜죧틢췢뮹폐쎻폐웤쯻틲쯘펰쿬벰웤펰쿬돌뛈ꆣ본폚듋,뻸듳뛠쫽샭싛뫍쪵횤퇐뺿뷡싛뚼횧돖맋뿍볛횵듋,뇊헟럖솽훖쟩뿶쳖싛,튻쫇퓚쎻폐웤쯻틲쯘펰쿬쫇맋뿍싺틢뗄훷튪뻶뚨튪쯘,맋뿍싺틢폫맋뿍볛횵뗄볙짨쳵볾쿂맋뿍싺틢쫇맋뿍훒돏뗄캨튻뻶뚨튪횮볤뗄헽쿠맘맘쾵늢캴틲웤쯻틲쯘뗄룉죅뛸랢짺룹쯘,벴맋뿍훒돏폫맋뿍싺틢쫇쿟탔헽쿠맘맘쾵,죧춼놾탔뗄룄뇤ꆣ3훐탩쿟L1;뛾쫇퓚폐훮죧짧믡맦랶ꆢ뮻헏낭ꆢ췢훂폕믳솦뗈펰쿬틲쯘뗄볙짨쳵볾쿂맋뿍싺틢쫇맋뿍훒돏뗄훷튪뻶뚨튪쯘,떫늻쫇캨튻뗄뻶뚨튪쯘,벴맋뿍훒돏폫맋뿍싺틢횮볤쫇럇쿟탔헽쿠맘맘쾵,죧춼3훐쪵쿟L2ꆣ뫜쿔좻,뗚뛾훖쟩뿶룼럻뫏쿖쪵쟩뿶,벴맋뿍싺틢쫇맋뿍훒돏뗄훷튪뻶뚨튪쯘ꆣ춬쪱,튲헽쫇틲캪듦퓚웤쯼틲쯘뗄룉죅,닅믡떼훂폐룟싺틢ꆢ뗍훒돏뗄ꆰ맋뿍싺틢쿝?ꆱ돶쿖,틔벰퓚룟뛋떱맋뿍춼2ꆡ맋뿍싺틢뛈쟺쿟싺틢뛈떽듯튻뚨쮮욽뫳맋뿍훒돏뛈붫벱뻧퓶볓뫍퓚뗍뛋떱맋뿍싺틢뛈쿂붵떽쒳뗣뫳맋뿍훒돏뛈춬퇹쏍쇒뗘쿂붵뗄쿖쿳랢짺ꆣ(쯄)맋뿍훒돏쫇맋뿍럝뛮탎돉뗄쓚퓚쟽뚯튪쯘훒돏뗄맋뿍쫇웳튵ퟮ놦맳뗄햽싔닺,쓜릻룸웳튵릱쿗ퟮ컈뚨뗄샻죳쇷,쫇웳튵뗄ꆰ샻죳컈뚨웷ꆱ뫍ꆰ뺺헹폅쫆풴ꆱꆣ맋뿍훒돏쫇맋뿍럝뛮탎돉뗄쓚퓚쟽뚯튪쯘,맋뿍럝뛮뗄탎돉ꆢ캬돖폫쳡룟훷튪쫇믹폚춼3ꆡ맋뿍훒돏뛈쟺쿟맋뿍훒돏벰웤닺짺뗄맋뿍캬돖폫놣쇴,럇훒돏탔맋ꆡꆡ뿍뫜쓑룸웳튵릱쿗뷏듳뗄샻죳뛮믲헟돉캪맋뿍럝뛮(죽)맋뿍싺틢쫇맋뿍훒돏뗄훷튪쟽뚯튪쯘ꆰ럾컱샻죳솴ꆱ샭싛죏캪,맋뿍훒돏뛈쫇붨솢퓚뗄훷쳥,틲캪룃샠탍뗄맋뿍럝뛮듸폐뫜듳뗄얼좻탔맋뿍싺틢뛈믹뒡짏뗄뫍든죵탔,쓑틔돉캪웳튵뗄뫋탄닺뫍뺺헹폅쫆ꆣ(Heskett,1993),맋뿍싺틢쫇맋뿍훒돏뗄훷튪쟽뚯틲쯘ꆣO튻냣뛸퇔,맋뿍훒돏뛔맋뿍럝뛮뗄쓚퓚쟽뚯훷튪춨liver(1999)퓚짮죫럖컶맋뿍싺틢룐폫맋뿍훒돏룐횮볤뿉쓜듦퓚뗄쇹훖맘쾵맽죽룶캬뛈뇭쿖돶살,벴맋뿍훷욷쿻럑뛮ꆢ맋뿍맘솪쪱뻍쏷좷횸돶맋뿍싺틢룐쫇맋뿍훒돏룐뗄잰쳡,횻쿻럑뛮뫍맋뿍캬돖쪱볤(춼4)ꆣ맋뿍훷욷쿻럑뛮쫇폐싺틢뗄맋뿍닅뿉쓜돉캪웳튵뗄훒돏헟ꆣK횸맋뿍릺싲웳튵훷튪쳡릩뗄닺욷믲럾컱쯹랢짺뗄붻otler틗뛮,훷튪쫜맋뿍싺틢뛈ꆢ웳튵쿬펦쓜솦ꆢ쿻럑풼쫸(1999)튲횸돶,맋뿍뗄싺틢돌뛈풽룟,퓲릺싲뗄풽뛠,뛔릫쮾벰웤욷없훒돏튲풽돖뻃ꆣReichheld(1993)룼쫇춨맽쪵횤퇐뺿뗃돶쇋맋뿍싺틢폫맋뿍훒ꋙ짆돏횮볤듦퓚럇쿟탔헽쿠맘맘쾵뗄뷡싛ꆣ럾믲붵럾뗍컱늢훊늻솿믡늻쪹쏴맋룐뿍쟸싺쫇틢횸뛈퓚쟺맋쿟뿍짏싺틢뛈쟺쿟훐,럾컱훊솿뗄룄쟸컱폲훊ꆱ쓚솿ꆣ뗄룄짆믲붵뗍잷좱룐횪믲늻짽쏴믲룐붵뗍,풭틲쫇맋뿍뛔웳튵,죔퓚맋뿍싺틢뗄ꆰ죝죌Jones뫍
ꆡꆡ5ꆡ0짌ꆡ튵ꆡ뺭ꆡ볃ꆡ폫ꆡ맜ꆡ샭2006쓪쳵볾뗈틲쯘펰쿬;맋뿍맘솪쿻럑뛮쫇횸맋뿍믹폚싺뛮횻쫇쮼쿫럝뛮뗄닺컯뛸틑ꆣ뛔폚웳튵살붲,펪쿺틢믲훒돏뛸뛔웳튵쳡릩뗄돽훷욷틔췢뗄웤쯻닺욷믲랶쪽평붻틗펪쿺쿲맘쾵펪쿺뇤뗄쪵훊뻍쫇튪붫펪럾컱랢짺뗄붻틗뛮,훷튪쫜맋뿍맘솪욫뫃뛈ꆢ웳튵맘쿺뗄ퟅ퇛뗣평잮냼럝뛮쿲쟩룐럝뛮ꆢ쮼쿫럝뛮뇤솪욷쿬펦솦ꆢ맘솪욷쿻럑욵뛈뗈틲쯘펰쿬;맋뿍캬돖뫍짽벶,힢훘웳튵폫맋뿍횮볤믹폚돐억뫍탅죎뗄ꆰ탄쪱볤쫇횸맋뿍훒돏폚웳튵뗄쪱볤뎤뛈,훷튪쫜맋뿍샭웵풼ꆱ뗄릹붨,랢햹뮥탅뮥샻뗄뫏ퟷ믯냩맘쾵,춨싺틢돌뛈ꆢ웳튵쿬펦쓜솦ꆢ닺욷쿻럑욵뛈뗈틲쯘펰맽맋뿍맘쾵믱좡펯샻뫍뺺헹폅쫆ꆣ쿬ꆣ듓맋뿍쿻럑욷뷡릹살붲,맋뿍럝뛮벴쫇횸훒돏맋뿍퓚튻뚨뗄쪱볤쓚릺싲뗄훷욷뫍맘솪욷쿻럑뛮퓚죽ꆢ맋뿍럝뛮뗄쳡룟닟싔룃맋뿍춬샠닺욷뫍럾컱쿻럑ퟜ뛮훐쯹햼뗄뇈훘ꆣ쯼(튻)볓뿬펪쿺맛쓮뇤,쫷솢맋뿍럝뛮펪쿺맛폫맋뿍훷욷쿻럑뛮ꆢ맋뿍맘솪쿻럑뛮뫍맋뿍캬돖쪱쓮볤뗈캬뛈뇤솿돉헽쿠맘맘쾵ꆣ쯦ퟅ컒맺펪쿺뮷뺳랢짺룹놾탔뇤뮯,틔쫐뎡럝뛮맛쓮캪횸떼뗄펪쿺닟싔틑뺭뫜쓑죃웳튵믱뗃돖뻃탔뗄펯샻쓜솦뫍뺺헹폅쫆,틲듋웳튵뇘탫뇤룯쫐뎡럝뛮펪쿺맛쓮,쫷솢맋뿍럝뛮맛쓮,쪵쪩틔맋뿍럝뛮맛쓮캪횸떼뗄펪쿺탂닟싔ꆣ뛔폚컒맺웳튵살붲,쫗쿈뇘탫췪돉틔쿂솽룶쮼쿫맛쓮뗄룹놾탔뇤ꆣ1.쪵쿖평맦쒣뺭볃믲랶캧뺭볃쿲짮뛈뺭볃쮼쿫맛쓮뗄헦헽뇤ꆣ맦쒣뺭볃믲랶캧뺭볃ퟷ캪웳튵훘튪뗄뺭볃퓶뎤랽쪽,퓚릩늻펦쟳뗄싴랽쫐뎡쳵볾쿂믲헟웳튵뒦폚쿺쫛랶캧췘햹뷗뛎쪱쫇탐횮폐킧뗄,춼쓜릻룸웳튵듸살샻죳쫕틦뫍뺺헹폅쫆,떫평폚맦쒣4ꆡ맋뿍럝뛮탎돉뷡릹쒣탍춼뺭볃믲랶캧뺭볃뻟폐쒣럂탔믲뿉뢴훆탔,쓑틔돉캪ꆡꆡ틔짏쫇맋뿍럝뛮탎돉믺샭뗄믹뒡튪쯘벰웤맘쾵웳튵뗄뫋탄뺺헹솦ꆣ쯦ퟅ쫐뎡탎첬뗄뇤뫍닺욷랶낲업,쫂쪵짏,맋뿍럝뛮뗄탎돉믺샭뮹펦룃냼삨맋뿍캧쿺쫛솦뗄퓶잿,맦쒣뺭볃믲랶캧뺭볃늻뛏뗘놩슶럝뛮쓚늿뗄뷡릹튪쯘ꆣ맋뿍훒돏늻뷶뷶뇭쿖캪훘뢴돶쫐뎡ꆰ뫚뚴ꆱꆢ돉놾ꆰ뫚뚴ꆱꆢ샻죳ꆰ뫚뚴ꆱ뗈훖훖좱탔릺싲탐캪,뛸쫇쾰맟탔훘릺ꆢ쟩룐탔틀솵ꆢ쓚탄탔쿝ꆣ쿠랴,짮뛈뺭볃힢훘훒돏맋뿍뗄엠퇸,춨맽맋뿍횧돖뫍킭ퟷ탔틢쿲뗄폐믺ퟛ뫏ꆣ헽쫇틲캪쓚퓚쟽뚯훒돏믱좡볛룱ꆰ틧볛ꆱ,뷏잿뗄훒돏틀뢽탔튲쟸룴뫍틲쯘뗄뛠캬탔,맋뿍럝뛮뗄뷡릹튲돊쿖돶돉럖뗄뛠웁헏쇋뺺헹헟,듓뛸쓜릻룸웳튵듸살돖뻃탔뗄샻죳퇹탔,돽쇋틔짏뗄훷욷쿻럑뛮뫍맘솪쿻럑뛮췢,쫕틦뫍뺺헹폅쫆ꆣ틲듋,맦쒣뺭볃믲랶캧뺭볃쿲짮Storbacka(2001)뮹붫웤뮮럖캪잮냼럝뛮ꆢ쟩룐럝뛮ꆢ뛈뺭볃뗄뇤쫇튻훖뇘좻ꆣ컒맺웳튵펦룃죏쟥쫐뎡쮼쿫럝뛮뗈죽룶닣듎,웤훐잮냼럝뛮쫇맋뿍뗄훷욷뮷뺳뫍웳튵뺭볃퓶뎤랽쪽뇤뗄뇘좻탔뫍랽쿲탔,쿻럑뛮뫍맘솪쿻럑뛮,룸웳튵릱쿗맋뿍릺싲볛횵;쟩뺡퓧쪵쿖평맦쒣뺭볃믲랶캧뺭볃쿲짮뛈뺭볃쮼쿫맛룐럝뛮쫇맋뿍뛔웳튵뗄탄샭틀솵,룸웳튵릱쿗맋뿍쓮뗄헦헽뇤ꆣ탅쾢볛횵뫍맋뿍뿚놮볛횵;쮼쿫럝뛮쫇맋뿍뛔웳튵2.쪵쿖평쫐뎡럝뛮펪쿺햽싔맛쓮쿲맋뿍럝뛮펪뗄볛횵맛죏춬뫍ퟰ뺴,룸웳튵릱쿗맋뿍횪쪶볛횵ꆣ쿺햽싔맛쓮뗄헦헽뇤ꆣ웳튵뺭볃퓶뎤랽쪽뗄쮼쿫잮냼럝뛮뺡맜룸웳튵횱뷓릱쿗샻죳,떫죧맻쎻폐쟩맛쓮뇤ퟮ훕튪쳥쿖퓚뿉횴탐뗄펪쿺랽쪽뇤짏룐럝뛮뫍쮼쿫럝뛮뗄횧돖,잮냼럝뛮믡붵뗍,쓑틔돖살,뮻퇔횮,뻍쫇튪듓맦쒣뺭볃믲랶캧뺭볃뗄펪쿺횴뻃믱좡;쟩룐럝뛮짮뮯쇋맋뿍뛔웳튵뗄죏쪶,룸잮냼탐랽쪽ꆪꆪꆪ쫐뎡럝뛮햽싔쿲짮뛈뺭볃뗄펪쿺횴탐랽럝뛮쳡릩쟩룐놣헏뫍쮼쿫럝뛮뗄탎돉뗬뚨틢쪶믹쪽ꆪꆪꆪ맋뿍럝뛮햽싔뗄헦헽뇤ꆣ잰틑쫶횮,쫐뎡뒡;쮼쿫럝뛮쫇맋뿍럝뛮뗄ퟮ룟닣듎,맋뿍틑뺭폫웳럝뛮햽싔뫍맋뿍럝뛮햽싔쫇솽훖룹놾늻춬뗄펪쿺닟튵뷡돉ꆰ킭ퟷꆢ쮫펮뫍릲짺ꆱ뗄뫏ퟷ믯냩맘쾵,잮냼럝싔,잰헟잿뗷쿺쫛랶캧뗄삩햹,힢훘ꆰ맣능ꆱ,췹췹룟
뗚ꆡ5ꆡ웚쇵붨탂,쯯쏷맳:맋뿍럝뛮뗄탎돉믺샭폫쳡룟닟싔51ꆡ돉놾ꆢ뗍쫕틦,쫇튻훖듖럅쪽펪쿺쒣쪽;뫳헟잿뗷맋퓱쿻럑뗄맘볼횸뇪,룄짆맋뿍럾컱훊솿틑뺭돉캪뒴뿍훒돏뗄엠폽,힢훘ꆰ뺫룻ꆱ,췹췹뗍돉놾ꆢ룟쫕틦,쫇퓬맋뿍볛횵뫍쳡룟맋뿍싺틢뗄훘튪랽램뫍춻웆뿚ꆣ튻훖벯풼뮯펪쿺쒣쪽ꆣ평폚웳튵풴뗄풼쫸탔뫍쿺맋뿍럾컱훊솿훷튪뇭쿖퓚죽룶랽쏦,벴쪱볤뗄벴쪱쫛랶캧뗄맣폲탔,쫐뎡럝뛮햽싔뗄뇟볊돉놾돊쿖뗝탔ꆢ벼쫵뗄ힼ좷탔뫍돐억뗄뿉뾿탔,웳튵펦룃퓚ퟱ톭퓶탔뫍뇟볊샻죳돊쿖뇟볊뗝복탔,폫듋쿠랴,맋뿍럝좫랽캻ꆢ룶탔뮯ꆢ쳘즫뮯ꆢ욷없뮯ꆢ돐억뮯뗈럾컱풭퓲뛮햽싔뗄뇟볊돉놾돊쿖뗝복탔뫍뇟볊샻죳돊쿖뇟볊뗄믹뒡짏,퓚쫛잰ꆢ쫛훐뫍쫛뫳늻뛏뗘룸맋뿍쳡릩닺뗝퓶탔ꆣ틲듋,컒맺웳튵펦룃볓뿬뇤룯,퓚쮼쿫맛욷짨볆ꆢ탅쾢횧돖ꆢ벼쫵엠통ꆢ탂욷췆볶ꆢ놣훊캬탞ꆢ쓮ꆢퟩ횯뷡릹ꆢ웳튵컄뮯ꆢ튵컱쇷돌ꆢ풴엤훃ꆢ뺭펪닺욷룺ퟙ뗈믹놾럾컱믲퓶횵럾컱,좫쏦쳡룟맋뿍싺랽쪽ꆢ펪쿺닟싔뗈랽쏦볓뿬평쫐뎡럝뛮햽싔쿲맋뿍틢뛈;럱퓲,뻍뿉쓜틲맜샭헟죏쪶ꆢ훊솿뇪ힼꆢ럾컱벨럝뛮햽싔뗄헦헽뇤ꆣ킧ꆢ펪쿺릵춨ꆢ룐횪럾컱훊솿뗈닮뻠뗄듦퓚뛸닺짺(뛾)쪵쪩맋뿍싺틢햽싔,볓뿬엠폽싺틢맋뿍좺ꆰ맋뿍럾컱훊솿좱뿚ꆱꆣ뻍맜샭뛸퇔,맋뿍럾컱훊솿쳥룄짆뗄맘볼퓚폚쓚늿풱릤럾컱훊솿틢쪶뗄뇤뫍럾맋뿍싺틢쫇맋뿍훒돏뗄훷튪뻶뚨튪쯘,틲듋쪵컱훊솿벼쓜뗄쳡룟짏,웳튵펦룃볓잿풱릤럾컱훊솿쪩맋뿍싺틢햽싔쫇엠폽맋뿍훒돏ꆢ쳡룟맋뿍럝뛮뗄엠통뫍붨솢맦랶뮯뗄맋뿍럾컱훊솿뾼움폫폅뮯쳥훘튪춾뺶ꆣ컒맺웳튵쪵쪩맋뿍싺틢햽싔뗄춾뺶훷튪쾵,듓룹놾짏쳡룟맋뿍럾컱훊솿싺틢뛈ꆣ폐맋뿍볛횵뒴탂ꆢ맋뿍맘쾵맜샭뫍룄짆맋뿍럾컱훊4.잿뮯맋뿍놧풹맜샭,붵뗍맋뿍쇷쪧싊ꆣ맋뿍솿뗈ꆣ놧풹쫇맋뿍늻싺틢뗄횱뷓뇭쿖,춬쪱튲쫇맋뿍벴붫1.쪵쪩맋뿍볛횵뒴탂,뒴퓬맋뿍죃뛉볛횵뫍쳡쇷쪧뗄잰헗,웳튵펦룃볓잿맋뿍놧풹맜샭,톰헒맋뿍룟맋뿍룐횪볛횵ꆣ맋뿍죃뛉볛횵쫇맋뿍싺틢뗄컯훊놧풹뗄풭틲,늢헫뛔듦퓚뗄컊쳢폨틔췗짆뗄뒦샭,쪹믹뒡,뛸맋뿍룐횪볛횵쫇맋뿍싺틢뗄탄샭믹뒡,틲듋맋뿍훘탂싺틢늢훒돏폚웳튵ꆣ뻟쳥뛸퇔,훷튪퓚컥춨맽맋뿍볛횵뒴탂뒴퓬맋뿍죃뛉볛횵뫍맋뿍룐횪볛룶랽쏦볓잿맜샭:튻쫇튪짨훃뇣폚맋뿍놧풹랴펳뗄횵뿉틔듳럹뛈쳡룟맋뿍싺틢뛈ꆣ맋뿍볛횵뒴탂뗄듫뛠훖쟾뗀,샽죧틢볻쿤ꆢ맋뿍틢볻뗷닩뇭ꆢ쏢럑춶쯟쪩뿉틔쫇뛠랽쏦뗄,볈뿉틔쫇닺욷놾훊릦쓜뗄룹놾뗧뮰ꆢ릫뾪웳튵췸횷폲쏻뗈;뛾쫇붨솢맋뿍춶쯟탅쾢탔벼쫵뒴탂,튲뿉틔쫇뇭닣릦쓜뗄췢맛탂탍짨볆;볈맜샭쾵춳,쯑벯뫍럖컶맋뿍믹놾탅쾢ꆢ싺틢뛈탅쾢ꆢ뿉틔쫇럾컱쓚죝뗄닮틬뮯폫쳘즫뮯,튲뿉틔쫇럾컱춶쯟탅쾢ꆢ춶쯟뒦샭탅쾢ꆢ뿍맛쪧컳탅쾢ꆢ맋뿍쇷쪧맽돌뗄쿬펦뮯폫쟗쟩뮯,뮹뿉틔쫇럾컱뮷뺳뗄룶탔탅쾢뗈;죽쫇튪훆뚨맋뿍놧풹뒦샭믺훆,쓢뚨룷훖맋뮯폫쳥퇩뮯뗈뗈ꆣ뿍놧풹뒦샭쇷돌믲펦벱듫쪩,뇣폚벰쪱쿻돽맋뿍놧2.쪵쪩맋뿍맘쾵맜샭,릹붨믹폚맋뿍돐억폫탅풹뗄룷훖컊쳢;쯄쫇튪붨솢맋뿍놧풹뗄룺ퟙ뒦샭훆죎뗄맋뿍탂맘쾵ꆣ쯦ퟅ펪쿺랶쪽듓붻틗탍펪쿺쿲맘뛈,뎹뗗쿻돽맋뿍놧풹뗄탄샭펰쿬벰웤늨벰킧펦;컥쾵탍펪쿺뗄룹놾탔뇤ꆰ,맘쾵ꆱ좡듺ꆰ붻틗ꆱ돉캪쿖쫇붨솢맋뿍춶쯟풤럀쳥쾵,복짙믲헟뇜쏢맋뿍뛱탔듺펪쿺뗄뫋탄튪쯘,릹붨폫캬돖솼뫃뗄맋뿍맘쾵돉춶쯟ꆣ캪떱뷱웳튵펪쿺뗄훐탄죎컱뫍훘튪램퓲ꆣ맋뿍맘쾵(죽)볓잿맋뿍훒돏맜샭,얬솦쳡룟맋뿍럝뛮놾훊짏쫇믹폚맋뿍돐억폫탅죎뗄ꆰ탄샭웵풼ꆱ,웳튵맋뿍훒돏쫇맋뿍싺틢뗄짮뮯,튲쫇맋뿍럝뛮탎랢햹맋뿍맘쾵뗄훘튪춾뺶뻍쫇튪쪵쪩맋뿍맘쾵맜돉뗄쓚퓚쟽뚯틲쯘,쳡룟맋뿍럝뛮벰웤펯샻탔쫗쿈샭,춨맽쳡룟돐억뗄폐킧탔뫍탅죎뗄쿬펦탔늻뛏뗘뇘탫볓잿맋뿍훒돏맜샭,뒴퓬맋뿍럝뛮쳡룟뗄뚯솦쪵쿖ꆰ탄샭웵풼ꆱ뗄볹억폫훘릹,퓚랢햹훐붨릹뫍폅풴좪ꆣ웳튵볓잿맋뿍훒돏맜샭ꆢ쳡룟맋뿍럝뛮훷튪뮯맋뿍맘쾵,캪맋뿍싺틢뫍맋뿍럝뛮뗄쳡룟뗬뚨쟩듓틔쿂솽룶랽쏦햹뾪ꆣ룐믹뒡ꆣ1.헫뛔맋뿍훒돏뗄닣듎탔,쪵쪩닮틬뮯뗄맋뿍3.룄짆맋뿍럾컱훊솿,폅뮯맋뿍럾컱맜샭,좫쏦맜샭랽램ꆣ맋뿍훒돏돊쿖쏷쿔뗄닣듎탔,Griffin쳡룟맋뿍싺틢뛈ꆣ쯦ퟅ맋뿍쿻럑듓닺욷쿻럑쿲럾컱(1995)내헕훘뢴릺싲욵뛈뫍믽벫첬뛈뗄잿뛈,붫웤쿻럑뗄뷡릹탔짽벶,럾컱훊솿돉캪쇋맋뿍움볛폫톡뮮럖캪ꆰ릺싲욵뛈룟ꆢ믽벫첬뛈잿ꆱ뗄돖탸훒돏ꆢꆰ릺
ꆡꆡ5ꆡ2짌ꆡ튵ꆡ뺭ꆡ볃ꆡ폫ꆡ맜ꆡ샭2006쓪싲욵뛈뗍ꆢ믽벫첬뛈잿ꆱ뗄잱퓚훒돏ꆢꆰ릺싲욵뛈잿ꆢ뗄뻉쮼쿫뫍뻉랽램,듺횮틔힢훘쳡룟맋뿍싺틢ꆢ엠폽믽벫첬뛈죵ꆱ뗄뛨탔훒돏뫍ꆰ릺싲욵뛈죵ꆢ믽벫첬뛈맋뿍훒돏뗄맋뿍럝뛮탂샭쓮뫍탂닟싔ꆣ틔짏쫶벰뗄죵ꆱ뗄늻훒돏뗈맋뿍ꆣ뛔듋,Reinartz헫뛔훒돏뛈늻맋뿍럝뛮샭쓮뫍닟싔뛔웳튵펪쿺쪵볹뷶뷶뻟폐횸떼춬뗄맋뿍쳡돶쇋ꆰ훒돏랽낸ꆱꆢꆰ컼틽랽낸ꆱꆢꆰ놣돖랽틢틥,뻟쳥닙ퟷ탨튪웳튵룹뻝ퟔ짭쓚췢뮷뺳ꆢ탐튵쳘낸ꆱ뫍ꆰ럅웺랽낸ꆱ뗈쯄훖닟싔ꋙꆣ쪵쪩쟸뇰탔ꆢ닮틬탔ꆢ뺭펪욷샠ꆢ뺺헹폅쫆뗈쪵볊ힴ뿶쇩믮뇤춨,뒴퓬뮯뗄훒돏맋뿍맜샭랽램,붫폐샻폚웳튵붫폐쿞뗄탔뗘짨볆ꆢ훆뚨뫍쪵쪩맋뿍럝뛮햽싔,닅쓜듓룹놾짏풴룼뛠뗘춶럅떽훒돏뛈룟ꆢ펯샻탔잿뗄쒿뇪맋뿍짭캪웳튵퓶잿펮샻쓜솦뫍펮뗃뺺헹폅쫆ꆣ짏,복짙뛔럇펯샻탔맋뿍뗄풴춶죫,퓚폅뮯웳튵펪쿺풴폅뮯엤훃뗄믹뒡짏쪵쿖룟볛횵맋뿍뗄맋뿍럝닎뾼컄쿗:뛮듳럹뛈짏짽ꆣ\[1\M]\[J\].Japanese2JournalofDiamondHarvardBusiness,1999,(1)..룹뻝맋뿍럝뛮탎돉뷡릹쒣탍,쪵쪩헫뛔탔뗄펪쿺닟싔쳡룟맋뿍럝뛮ꆣ맋뿍캬돖쪱볤ꆢ맋뿍훷욷\[2\]Heskett,JonesLW,EarlSasser,쿻럑뛮뫍맋뿍맘솪쿻럑뛮쫇펰쿬맋뿍럝뛮뗄죽룶뷡ServiceProfitChain\[M\].NewYork:TheFreePress,2000.릹튪쯘\[3\]GronroosChri,퇓뎤맋뿍캬돖쪱볤뫍쳡룟맋뿍훷욷쿻럑뛮:A폫맘솪쿻럑뛮뚼붫폐훺폚맋뿍럝뛮뗄쳡룟ꆣCustomerRelationshipApproach\[M\].Masechusetts:JohnWiley(1)퇓뎤맋뿍캬돖쪱볤훷튪쫇춨맽룸맋뿍뒴퓬룷훖볛횵ꆢ&Sons,2000.\[4\],Profits,and쳡룟맋뿍싺틢뛈뫍훒돏뛈,퓶볓맋뿍뗄뮻돉놾뗈LastingValue\[M\].Boston:HarvardBusinessSchoolPress,헏낭,쪵쿖맋뿍캬돖폫놣쇴ꆣ(2)쳡룟맋뿍훷욷쿻럑1996.뛮훷튪춨맽쳡룟맋뿍훷욷쿻럑욵뛈;믲헟쫇쮳펦맋\[5\]YasarK,Jarrar,-SellingintheFinancial뿍퓚짌욷쿻럑쟷폚놥뫍쿂ힷ쟳럾컱뮯쿻럑뗄쟷쫆,Sector,CustomerProfitabilityisKey\[J\].JournalofTargeting,늻뛏뗘퓶볓짌욷퇜짺쪽럾컱뫍닮틬뮯탂럾컱,퓶볓MeasurementandAnalysisforMarketing,2002,(11).럾컱쿻럑;믲헟쫇쿬펦맋뿍쿻럑룟벶뮯뗄맽돌맄샸\[6\]RolandTRust,ValerieAZeithaml,KatherineALemon.맋뿍룼뛠뗘릺싲믲쿻럑룼룟욷훊뗄닺욷DrivingCustomerEquity\[M\].NewYork:theFreePress,,퓶볓퓶솿쿺쫛;믲헟쫇볓듳뿆퇐춶죫2000.,볓뿬닺욷뒴탂,늻뛏뗘룸맋뿍쳡릩룶탔뮯뗄탂닺욷,싺ퟣ맋뿍쿻럑쪱짐뮯\[7\]ParasuramanA,VAZeithaml,믲룶탔뮯뗄탨튪,퓶볓맋뿍럝뛮훐탂욷쿻럑뇈훘뗈ofServiceQualityanditsImplicationsforFutureResearch\[J\].JournalofMarketing,1985,(49).뗈ꆣ(3)쳡룟맋뿍맘솪쿻럑뛮훷튪쫇듓맋뿍탨쟳뗄\[8\]Anderson,Erinw,뷇뛈뾼싇퓶볓맋뿍탨튪뗄짌욷랶캧,ퟶ떽놸좫맋뿍andSustainCommitmentinDestributionChannels\[J\].Journalof쯹탨튪뗄짌욷훖샠뫍욷훖,싺ퟣ맋뿍뗄뫳쫐뎡탨튪MarketingResearch,1992,29(2).뫍뢽볓탨튪ꆣ퓶볓붻닦쿺쫛믲헟쿲짏쿺쫛,샽죧짺\[9\]MorganRobertM,-Trust닺탍웳튵쪵탐킡엺솿ꆢ뛠욷훖짺닺,쇣쫛탍웳튵쪵쪩TheoryofRelationshipMarketing\[J\].JournalofMarketingꆰ튻햾쪽ꆱ럾컱,럾컱탍웳튵쳡릩좫랽캻럾컱뗈ꆣResearch,1994,58(7).\[10\],쯄ꆢ뷡폯CustomerLoyaltyandProfitability:anEmpiricalStudy\[J\].맋뿍럝뛮룅쓮뗄쳡돶늻뷶룸웳튵쳡릩쇋룼ힼ좷InternationalJournalofServiceIndustryManagement,1996,7뗘뫢솿웳튵펯샻쓜솦뫍뺺헹폅쫆뗄탂횸뇪,룼캪훘(4).튪뗄쫇뗷헻뫍룄뇤쇋웳튵뗄뺭펪쮼슷,볓뿬쇋웳튵(쿂뗚59튳)평틔뺺헹헟캪떼쿲ꆢ틔붻틗펪쿺캪랽램ꆢ틔쫐뎡랶캧좡쪤뗄쫐뎡럝뛮닟싔쿲틔맋뿍캪떼쿲ꆢ틔맘쾵펪쿺캪랽램ꆢ틔훒돏ꆰ틧볛ꆱ좡쪤뗄맋뿍럝뛮닟싔뗄뺭펪ꋙReinartzWJ,-Life쒣쪽뇤ꆣ쯼튪쟳웳튵뇘탫?웺뒫춳쫐뎡럝뛮햽싔CustomersinaNon-contractualSetting:AnEmpiricalInvestigationandImplications\[J\].JournalofMarketing,2000,64(4):17-35.
뗚ꆡ5ꆡ웚싀욼,ퟞ훒솼:쓐탔쿻럑헟ퟔ컒룅쓮뷡릹쒣탍벰웤쪵횤퇐뺿59ꆡ\[13\]GrubbEl,-conceptandSignificantOthersJournalofConsumerMarketing,1996,(13).\[J\],1971,(8).\[16\]-ConceptandImageCongruence\[14\]-ConceptoAssessAdvertisingHypothesisanEmpiricalEvaluationintheMotorVehicleMarketEffectiveness\[J\].JournalofAdvertisingResearch,1986(,1/2).\[J\].EuropeanJournalofMarketing,1998,32(11/12).\[15\]\[17\]-ConceptinConsumerBehavior\[J\].JournalofEffectofBrandandSelf-ImigeonBrandEvaluations\[J\].ConsumerResearch,1982,(12).Self-ConceptModelofMaleConsumerandEmpiricalResearchꆪꆪꆪwithHangzhouCityasanExampleLVXiao-ping,ZOUZhong-liang(ZhejiangGongshangUniversity,Hangzhou310035,China)ꆡꆡAbstract:Inretrospectoftheself-conceptinconsumerbehaviortheory,thepaperdiscussesthemaleconsumerself-concept,,thetheoryandmodelaretestedbythewayofgeneanalysisandrelevanceanalysis,,,:self-concept;familialself;socialself;enterprisingself;emotionalself(퓰죎뇠벭ꆡ뢵쇨퇠)(짏뷓뗚52튳)74(7/8).\[11\]KajStorbackan,\[13\럆]샻웕ꆤ뿆쳘샕.펪쿺맜샭(뗚뻅냦)\[M\]짏.몣:짏몣죋Management:CreatingCompetitiveAsvantageThroughWin-쏱돶냦짧,\[J\].McGraw-Hill,2001(,12).\[14\췵]퓂탋.맋뿍훒돏뗄쟽뚯틲쯘벰웤ퟷ폃\[J\]즽.뚫듳톧톧\[12\]RobertCBlattberg,놨(헜톧짧믡뿆톧냦),2002,(4).CustomerEquityTest\[J\].HarvardBusinessReview,1996,\[15\]BuchananR,GilliesG볛.횵맜샭쿂뗄맘쾵:뿍뮧놣돖뫍펯샻쓜솦뗄맘볼\[M\]놱.뺩:훐탅돶냦짧,-xin1,SUNMing-gu2i(-WestUniversity,Chongqing400715,China;,Shanghai200051,China)ꆡꆡAbstract:Withtheshortcomingsofthemarketsharemeasuringbusinessꆯsprofitabilityandcompetitiveadvantagetobeexposedcontinually,thecustomersharewhatcanmoredirectly,moreaccuratelyandmoreavailablymeasurestrongorweakprofitabilityandbigorsmallcompetitiveadvantageisbecominganewindexadoptedbymanybusinesses,,:customershare;formingmechanism;improvedstrategies(퓰죎뇠벭ꆡ뢵쇨퇠)
