ꆶ벼쫵뺭볃ꆷ뗚3웚(ퟜ뗚219웚)2006쓪몫맺틆뚯춨탅럾컱뗄뮻뇚생벰웴쪾헣붭듳톧맜샭톧풺ꆡ헅ꆡ쳎[햪튪]싛컄룹뻝맺췢톧헟뛔몫맺틆뚯춨탅럾컱쫐뎡뗄쪵횤퇐뺿뷡맻,뷡뫏컒맺쪵쟩,쳡돶뮻뇚생뗄죽룶캬뛈캪룐횪뮻돉놾ꆢ쳦듺럾컱컼틽뫍럾컱뗄죋볊맘쾵,럖컶쯼쏇뛔맋뿍훒돏뗄ퟷ폃믺훆,ퟮ뫳쳡돶뮻뇚생맜샭뗄뛔닟뫍붨틩ꆣ[맘붡듊]뮻뇚생ꆢ맋뿍훒돏ꆢ틆뚯춨탅쯦ퟅ틆뚯폃뮧쫽퓶뎤럅뮺,믱좡탂맋뿍돉놾퓶볓ꆢ룟볛횵맋뿍풴폺랢쾡좱,틆뚯춨탅럾컱튵뗄뺺헹튲풽살풽벤쇒,럾컱짌늻뷶퓚헹뛡탂맋뿍,튲퓚뇋듋췚잽뷅,뮥쿠헹뛡뛔랽뗄룟볛횵맋뿍,맋뿍싺틢뫍맋뿍훒돏뇈퓚웤쯻죎뫎탐튵뚼룼볓훘튪ꆣ뛔럾컱싺틢뗄맋뿍룼풸틢캬돖폫떱잰틆뚯춨탅럾컱짌뗄맘쾵,뇭쿖돶맋뿍훒돏,쪵쿖맋뿍놣쇴ꆣ좻뛸,맋뿍싺틢늢늻쫇쪵쿖맋뿍놣쇴뗄캨튻닟싔(Cronin&Taylor,1992),뮻뇚생맜샭튲쫇쪵쿖맋뿍놣쇴훘튪쫖뛎,폈웤퓚틆뚯춨탅럾컱짌뗄럾컱훊솿돶쿖뛌웚늨뚯뛸떼훂맋뿍싺틢붵뗍뗄쪱뫲ꆣ퓚뮻뇚생뗍뗄쟩뿶쿂,죧맻맋뿍뛔떱잰럾컱짌늻싺틢믲뷶폐훐뗈돌뛈뗄싺틢,쯻쏇럇뎣죝틗쫜떽웤쯻럾컱짌뗄컼틽뛸뮻럾컱짌,죧맻폐킧맜샭뮻뇚생,쪹럾컱듦퓚ퟅ뫏쫊뗄뮻뇚생,쓄엂쫇뛔럾컱늻췪좫싺틢,맋뿍죔좻쫇훒돏뗄,늻믡쟡틗뮻(Jones&Sassar,1995)ꆣ놾컄듓뮻뇚생튻냣풭샭죫쫖,뷡뫏몫맺틆뚯춨탅럾컱튵뮻뇚생맜샭쪵횤퇐뺿,럖컶틆뚯춨탅뮻뇚생뗄캬뛈틔벰뛔맋뿍훒돏뗄쟽뚯믺훆,ퟮ뫳쳡돶컒맺틆뚯춨탅맋뿍뮻뇚생맜샭뗄뛔닟뫍붨틩ꆣ1ꆡ몫맺틆뚯춨탅럾컱뮻뇚생뗄샠탍뮻뇚생횸뛔떱잰럾컱늻싺틢뗄맋뿍뮻떽쇭췢튻룶럾컱쳡릩짌뗄쪱뫲폶떽뗄삧쓑,믲헟쫇맋뿍뮻떽탂뗄럾컱쳡릩짌뗄쪱뫲,맋뿍룐횪떽뗄닆컱뢺떣ꆢ짧믡뢺떣뫍탄샭뢺떣ꆣKim뗈죋(2004)죏캪몫맺틆뚯럾컱뗄뮻뇚생폐죽훖샠탍:뮻돉놾ꆢ쳦듺럾컱좱랦ꆢ럾컱죋볊맘쾵ꆣ뮻돉놾ꆣ뮻돉놾횸쿻럑헟뮻럾컱쳡릩짌뗄쪱뫲뮨럑뗄쪱볤ꆢ뷰잮뫍뺫솦(Jonesetal.,2000),튲뿉틔놻뚨틥캪룐횪떽뗄럧쿕,벴쿻럑헟뮻릩펦짌뗄쪱뫲룐횪떽뗄잱퓚쯰쪧,냼삨닆컱쯰쪧ꆢ믺믡쯰쪧ꆢ짧믡뇈쇣탇뗄뿍뮧뻟폐룼뛠뗄횪쪶,뿉틔룼ힼ좷뗘움맀짌욷뗄볛횵,튲틢캶ퟅ쓜뛔짌욷뗄닎뾼볛룱뷸탐룼볓ힼ좷에뛏;ꋚ듓룼볓믹놾뗄닣쏦살붲,뿍뮧쯆뫵뛔웳튵샻폃쯻쏇뗄훒돏뛸펮샻뗄ퟶ램쫇럇뎣랴룐뫍풹럟뗄;ꋛ웳튵쪵탐볛룱닮틬뗄닟싔쫇늻쓜뎤뻃뗄ꆣ볙짨잰쳡죽:훒돏뿍뮧믡쿲웤쯻뿍뮧믽벫췆볶웳튵ꆣ뿍뮧훒돏샭싛죏캪훒돏뿍뮧ꆰ뿚춷췆볶ꆱ뗄볛횵쫇뫜쏷쿔뗄,쯼뿉틔듸살탭뛠뗄탂뿍뮧뛸뷚풼웳튵뗄맣룦돉놾ꆣ좻뛸,퇐뺿뇭쏷ꆰ훒돏뿍뮧ꆱ폫ꆰ뿚춷췆볶ꆱ쎻폐횱뷓맘솪ꆣ춨맽뛔램맺쇣쫛쪳욷웳튵뗄뿍뮧컊뻭뗷닩,늢뛔헕뿍뮧퓚릫쮾뗄릺싲볇슼,랢쿖짹돆ꆰ믡쿲웤쯻뿍뮧췆볶웳튵ꆱ늢폫웤쪵볊뺭뎣릺싲탐캪쿠럻뗄훒돏뿍뮧뇈샽늢늻룟ꆣ쫂쪵짏,뿍뮧뺭뎣릺싲뗄훷튪풭틲살ퟔꆰ릺싲맟탔(inertia)ꆱ뫍ꆰ릺싲랽뇣(convenience)ꆱꆣ3ꆢ샭탔쮼뾼죽:늻좷뚨쳵볾쿂웳튵폐쿞뗄펪쿺풴뺿뺹펦춶럅떽쓄킩뗃뿍뮧맘쾵짏?쒿잰뗄뿍뮧맘쾵맜샭샭싛죏캪:웳튵펦룃붫폐쿞뗄풴춶럅떽룟볛횵뗄뿍뮧(훒돏뿍뮧)짏,뛸뛔쓇킩늻싛쫇쿖퓚뮹쫇붫살뚼뛔릫쮾컞샻뿉춼뗄뿍뮧퓲맄샸웤쿲뺺헹뛔쫖,듓뛸ퟮ훕듯떽틔뫏샭뗄돉놾쪵쿖ퟮ듳뗄릫쮾ퟜ쳥샻죳[4]ꆣ헢훖맛뗣틽쫶쇋ꆰ80/20램퓲ꆱ(튲돆엁샛췐램퓲),훷헅붫웳튵뗄풴훘뗣춶죫떽20%뗄ꆰ룟볛횵뿍뮧ꆱ,솦쟳웳튵샻죳뗄ퟮ듳뮯ꆣ떫쫇,퓚탅쾢늻췪좫뗄쳵볾쿂,헢훖닟싔뛔뿍뮧쫇럱폐킧,웤뷡맻쫇늻좷뚨뗄ꆣ쫗쿈,웳튵퓚헹좡놣쇴20%룟볛횵뿍뮧뗄쪱뫲,쏦쇙ퟅ뺺헹웳튵뗄잿쇒뗘헹뛡,틲캪폐볛횵뗄뿍뮧뛔폚뺺헹뛔쫖뛸퇔,춬퇹쫇폐볛횵뗄ꆣ퓚벤쇒뗄쫐뎡뺺헹뮷뺳훐,캪쇋헹뛡헢킩폐볛횵뗄뿍뮧,웳튵뇘탫춶죫뇈튻냣뗄뿍뮧룼룟뗄놣돖돉놾ꆣ뛸뛔폚폐뛀솢룐뻵뫍탐캪쓜솦뗄뿍뮧,퓚뇈뷏쇋뮥쿠뺺헹웳튵횮볤뗄룷훖쳵볾뫳,벴뇣늻ퟶ돶ꆰ엑쳓ꆱ뗄톡퓱,튲뿉쓜늿럖뗘릺싲뺺헹뛔쫖뗄닺욷믲럾컱ꆣ쯹틔,헢킩쯹캽뗄룟볛횵뿍뮧룸웳튵듸살뗄쫕틦쫇늻좷뚨뗄ꆣ웤듎,죧맻뫶쫓80%웕춨뗄뿍뮧,웳튵믡쏦쇙ퟅ듳솿뿍뮧뗄쇷쪧ꆣ틲캪뿍뮧죧맻룐뻵쫜떽쇋늻릫욽뗄듽폶,믡닺짺늻싺틢뗄룐뻵뷸뛸ퟶ돶ꆰ엑쳓ꆱ탐캪,웳튵퓚펦뛔헹뛡ꆰ룟볛횵뿍뮧ꆱ뗄춬쪱,폖튪쏦쇙웕춨뿍뮧뗄쇷쪧,헢쫇웳튵늻풸뾴떽뗄뷡맻ꆣ퓙헟,죧맻웳튵맽럖힢폚쯹캽뗄룟볛횵뿍뮧,싺ퟣ웤룷훖튪쟳틔좡퓃뿍뮧,췹췹믡뫶싔캬쾵뿍뮧맘쾵뗄돉놾,죝틗퓬돉ꆰ펪쿺뷼쫓ꆱ,컞램킭뗷뿍뮧욽뻹훕짭볛횵폫떥캻뮥뚯볛횵잱솦헢솽헟횮볤뗄맘쾵[5]ꆣ뛸쟒,헢훖닟싔튻떩돉캪튻훖쮼캬뚨쫆,뻍믡틽랢뛔쳘뚨죋ꆢ쫂ꆢ컯뗄욫낮믲업돢,웳튵퓚쏦뛔쓚췢뮷뺳뇤뮯쪱쿔뗃늻릻뇤춨,듓뛸럁낭웳튵벼쫵ꆢ닺욷ꆢ쫐뎡뗈랽뛸뗄뒴탂뫍뾪췘,듸살뗄웤쪵쫇듖럅탍뺭펪ꆣ[닎뾼컄쿗][1]쇵놦,역뷵.늻좷뚨탔샭싛뷌돌[M].놱뺩:쟥뮪듳톧돶냦짧,2005,7:1-2[2]퇏뫆죊.맋뿍훒돏맜샭:믺샭럖컶폫닟싔횸떼[M].놱뺩:뺭볃뿆톧돶냦짧,2005,2:10-11[3]WernerReinartz,[J].Harvardbusinessreview,2002,7:4-12.[4]돂쏷쇁,샮뮳ퟦ.뿍뮧볛횵쾸럖폫놣돖닟싔퇐뺿[J].쿖듺짺닺폫맜샭벼쫵,2001,4:23-27.[5]쫦뮪펢,웫병틴.뿍뮧맘쾵컈뚨웚폫뿍뮧놣돖짺짺늻쾢뗄뎤웚뮥뚯[J].춨톶쫀뷧,2004,(24):22-23.ꆤ70ꆤ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
ꆶ벼쫵뺭볃ꆷ뗚3웚(ퟜ뗚219웚)2006쓪쯰쪧ꆢ탄샭쯰쪧,틔벰폫낲좫쿠맘뗄쯰쪧ꆣ듓맣틥짏뾴,룐횪뮻돉놾뿉틔럖캪죽샠:솬탸탔돉놾ꆢ톧쾰돉놾뫍돁쎻돉놾ꆣꛠ솬탸탔돉놾믺믡돉놾ꆡꆡ쿻럑헟뮻틆뚯춨탅럾컱짌횮잰,폫룐럾럧쿕돉놾쯰쪧럑폃ꛠ틆횪컱뚯룐떱잰럾컱짌틑듦퓚튻뛎쪱볤뗄붻틗맘쾵,튵춨횪뮻뗄돁쎻돉놾돁쎻돉놾돉튻탅볌뛸폐튻뛎샛믽쿻럑쪱볤믲쿻럑듎쫽뗈쿻럑돉맻ꆣ죧맻늻뮻럾컱짌,헢훖솬탸냣뮻잰쯑톰뫍움맀돉놾럾뮻놾럖톧쾰돉놾뮻뫳탐캪뫍죏횪돉놾뗷헻럑폃컱돉튵놾탔쿻럑듸살뗄돉맻뿉쓜믡룸쿻럑헟틔뫳샠뗄캬ꛡ탂럾컱붨솢뫍쫊펦돉놾뷸죫럑폃뛈ꛡ뗄쿻럑듸살쒳킩폅믝믲략샻,죧맻뮻럾뇭1ꆡ룐횪뮻돉놾뗄럖샠뫍틆뚯춨탅럾컱튵룐횪뮻돉놾캬뛈컱짌,헢킩폅믝뻍뿉쓜믡쪧좥,탎돉럾컱뮻뗄솬탸탔돉놾ꆣ톧쾰돉놾횸쿻럑헟탅쾢쯑톰ꆢ쳦듺럾컱뗄움맀뫍쫊펦쯹뮨럑뗄쪱볤뫍뺫솦ꆣ톧쾰돉놾폖럖캪죽샠:뮻잰쯑톰뫍움맀돉놾ꆢ뮻뫳탐캪뫍죏횪돉놾ꆢ탂럾컱붨솢뫍쫊펦돉놾ꆣ돁쎻돉놾횸쿻럑헟폫풭럾컱짌맘쾵붨솢뫍캬돖맽돌훐뮨럑뗄쪱볤ꆢ뷰잮뫍뺫솦ꆣ헫뛔몫맺틆뚯춨탅럾컱튵뗄쳘뗣,Kim뗈죋(2004)붫룐횪뮻돉놾볲떥ퟛ뫏캪죽샠:쯰쪧럑폃ꆢ뗷헻럑폃뫍뷸죫럑폃ꆣ좱랦쳦듺럾컱ꆣ쳦듺럾컱컼틽횸쳦듺럾컱짌뗄짹폾ꆢ탎쿳뫍럾컱훊솿뿉쓜폅폚쿻럑헟떱잰뗄럾컱쳡릩짌,듓뛸뛔쿻럑헟릹돉뗄컼틽ꆣ슢뛏쫐뎡쫇좱랦쳦듺럾컱컼틽뗄,뺺헹탔뗄쫐뎡퓲듦퓚뛠룶럾컱짌,쯼쏇쳡릩샠쯆뗄럾컱,퓚늻춬돌뛈짏듦퓚ퟅ쳦듺럾컱컼틽ꆣ죧맻웳튵쳡릩닮뇰뮯뗄럾컱,쟒헢훖럾컱뫜쓑놻웤쯻럾컱쳡릩짌쒣럂뫍뢴훆,믲헟쫐뎡짏듦퓚뫜짙뗄쳦듺럾컱,쓇쎴헢훖좱랦쳦듺럾컱뻍릹돉쇋룟뗄뮻뇚생,쿻럑헟뻍믡쟣쿲폚캬돖폫떱잰럾컱짌뗄맘쾵ꆣ죋볊맘쾵뇚생ꆣ퓚럾컱쿻럑훐,맋뿍폫럾컱짌ꆢ럾컱죋풱횮볤듦퓚ퟅ늻춬돌뛈짏뗄붻뮥탔,헢퇹뇣듦퓚ퟅ럾컱죋볊맘쾵ꆣ헢훖맘쾵쫇튻훖탄샭뗄뫍짧믡뗄맘쾵,뇭쿖캪맘뮳ꆢ탅죎ꆢ쟗쟐뫍솪쾵ꆣ퓚폫맋뿍붻뮥뛈룟뗄ꆢ컞탎뗄ꆢ쫤돶뷡맻뛠퇹뗄,믲헟맋뿍햼훷떼뗄럾컱훐,럾컱뗄죋볊맘쾵쿔뗃폈웤훘튪(Czepiel,1990)ꆣGwinner뗈죋죏캪쿻럑헟듓럾컱뗄죋볊맘쾵훐믱뗃뗄짧믡뗄뫍탄샭뗄쫕틦짵훁뎬돶쇋룟뗄뫋탄럾컱싺틢듸살뗄쫕틦(Gwinneretal.,1998)ꆣ떱쿻럑헟뮻럾컱짌뗄쪱뫲,헢훖죋볊맘쾵듸살뗄맘뮳ꆢ탅죎ꆢ쟗쟩뗈쫕틦튲뿉쓜믡쯦횮쪧좥,믲탨뮨럑쪱볤ꆢ뷰잮뫍뺫솦살뮻,헢뻍릹돉쇋죋볊맘쾵뗄뮻뇚생ꆣ2ꆡ몫맺틆뚯춨탅럾컱뮻뇚생뗄ퟷ폃뇭쿖퓚춼1뗄죽룶ퟸ뇪춼훐,쯦ퟅ싺틢뛈뗄쳡룟,춬ퟸ뇪쾵짏뗄솽쳵싺틢ꆪꆪꆪ훒돏횱쿟튲쿠뮥뾿뷼,횱떽ퟮ뫳붻폚튻뗣ꆣ헢쮵쏷,쯦ퟅ싺틢뛈뗄쳡룟,뮻뇚생뛔맋뿍싺틢ꆪꆪꆪ훒돏솴뗄펰쿬킧펦훰붥붵뗍;떱맋뿍싺틢뛈훰붥붵뗍쪱,뮻뇚생뗄펰쿬튲훰붥쏷쿔ꆣ튲뻍쫇쮵,떱맋뿍싺틢뛈룟쪱,뮻뇚생뗄뇤뚯뛔맋뿍싺틢ꆪꆪꆪ훒돏솴뗄펰쿬늻듳,뛸떱맋뿍싺틢뛈붵뗍떽튻뚨돌뛈뫳,뮻뇚생뻍랢믓돶쿔훸뗄펰쿬ꆣꆡꆡ춼1폐AꆢBꆢC죽룶ퟓ춼,럖뇰쫇뮻뇚생뗄죽룶캬뛈,냼삨럾컱뗄죋볊맘쾵ꆢ룐횪뮻돉놾뫍쳦듺럾컱컼틽럖뇰폫뫋탄럾컱싺틢뗄붻뮥ퟷ폃춼ꆣ뇈뷏죽룶ퟓ춼,컒쏇뿉틔랢쿖,퓚뮻뇚생뗄죽룶캬뛈훐,럾컱뗄죋볊맘쾵뛔맋뿍싺틢ꆪꆪꆪ훒돏솴뗄펰쿬뇭쿖뗃ퟮ캪춻돶,룐횪뮻돉놾듎횮ꆣ튲뻍쫇쮵,폫뮻뇚생뗄웤쯻솽룶캬뛈쿠뇈,잿뗄럾컱죋볊맘쾵룼볓쓜릻캬돖맋뿍뗄훒돏ꆣ퓚퇐뺿틆뚯춨탅뮻뇚생룷룶캬뛈뗄ퟷ폃킧맻쪱,Kim뗈죋랢쿖:럾컱뗄죋볊맘쾵뫍뮻돉놾뻹폫뮻뇚생헽쿠맘,쟒쿠맘탔쿔훸,뛸쳦듺럾컱컼틽퓲폫뛔뮻뇚생쎻폐쿔훸뗄ퟷ폃ꆣ헢쮵쏷,틆춼뚯춨탅쫐뎡훐,평폚맋뿍뛔쳦듺럾컱컼틽벰웤돌뛈뗄룐횪룷늻쿠1ꆡ늻춬뮻뇚생쟩뿶쿂맋뿍싺틢ꆪꆪꆪ훒돏솴뗄뇤뚯춬,쳦듺럾컱컼틽쓑틔뛔틆뚯춨탅뮻뇚생쪩볓쿔훸뗄펰쿬ꆣ퓚(Jones&Beatty,뮻돉놾캬뛈훐,쯰쪧럑폃뫍뷸죫럑폃뻹폫뮻뇚생헽쿠맘,쟒쿠맘2000)탔쿔훸,뛸뗷헻럑폃퓲뛔뮻뇚생쎻폐쿔훸뗄펰쿬ꆣ퓚틆뚯춨탅럾컱뮻뇚생뗄룷룶늿럖훐,폐뗄볈뛔맋뿍훒돏폐횱뷓뗄ퟷ폃,폖춨맽뛔맋뿍싺틢쪩볓펰쿬살볤뷓펰쿬맋뿍훒돏(죧춼2훐탩쿟쯹쪾)ꆣKim뗈죋뗄쪵횤퇐뺿쿔쪾,럾컱뗄죋볊맘쾵뫍쯰쪧럑폃뻹폫맋뿍싺틢헽쿠맘,헢쮵쏷잿뗄죋볊맘쾵믲룟뗄쯰쪧럑폃돽쇋뚼쓜릻쳡룟틆뚯춨탅뗄맋뿍뮻뇚생,뮹뚼쓜릻쳡룟틆뚯춨탅뗄맋뿍싺틢뛈ꆣ뛸뷸죫럑폃횻뛔뮻뇚생쪩볓펰쿬,늢늻펰쿬맋뿍싺틢뛈ꆣ헢쫇틲캪뷸죫럑폃쫇탂럾컱뗄붨솢뫍쫊펦돉놾,쫇맋뿍뛔쳦듺럾컱짌뗄룐횪,횻폫쳦듺럾컱짌듦퓚맘쾵,맋뿍쒿잰뗄럾컱짌늻첫뿉쓜쪩볓횱뷓뗄펰쿬ꆣ3ꆡ뛔컒맺틆뚯춨탅럾컱튵뗄웴쪾뺺헹탔뗄틆뚯춨탅럾컱쫐뎡훐,벼쫵뷸늽뫍럾컱훊솿쳡짽,늢늻ퟣ틔ퟨ횹맋뿍쇷쪧,짵훁훒돏뗄맋뿍튲믡쇷쪧(Jones&Sassar,1995)ꆣ헆컕뮻뇚생뛔맋뿍훒돏뗄쟽뚯믺훆,듓뮻뇚생맜샭뗄뷇뛈살쳡룟맋뿍훒돏,늻뷶쓜릻릮만뿍뮧믹뒡,뛸쟒쓜릻ퟨ횹맋뿍쇷쪧ꆣ룹뻝Jones&Sassar뻘헳,뿉틔냑맋뿍럖캪쯄훖샠탍:ꋅ죋훊탍맋뿍:싺틢뛈뗍,떫훒돏뛈룟;ꋆ훒돏탍맋뿍/늼뗀탍맋뿍:싺틢뛈뫍훒돏뛈뚼룟,늢샖틢헽쏦탻뒫럾컱짌,쫇럾컱짌ퟮ뫃뗄엳폑;ꋇ캨샻쫇춼뗄맋뿍:싺틢뛈룟,떫훒돏뛈뗍,튻떩뺺헹뛔쫖룼뫃,쯻쏇믡뫜뿬쇷쪧;ꋈ엑쳓탍맋뿍/뗐ꆤ71ꆤ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
ꆶ벼쫵뺭볃ꆷ뗚3웚(ퟜ뗚219웚)2006쓪훐볤짌드믵뗄풭틲럖컶벰뛔닟첽쳖낲믕뿆벼톧풺ꆡ뫺퓂펢ꆡ뫎믹쏴[햪튪]놾컄춨맽뛔드믵뗄캣몦벰틽웰드믵뗄풭틲짮죫럖컶,뷸뛸쳡돶짷훘톡퓱뺭쿺짌,뫏샭뮮럖쿺쫛쟸폲;훆뚨뿆톧뫏샭뗄쿺쫛볆뮮ꆢ췪짆뗄볛룱헾닟벰뫏샭뗄략샻헾닟;퇏룱ퟶ뫃듙쿺맜샭;볓잿웳튵쓚늿펪쿺죋풱뗄맜샭뗈훎샭훐볤짌드믵뗄뛔닟ꆣ쾣췻쓜뛔퇐뺿뫍뷢뻶훐볤짌드믵컊쳢폐쯹냯훺ꆣ[맘붡듊]드믵ꆡ짺닺웳튵ꆡ훐볤짌컞싛뫎쪱,튻룶웳튵튪쿫짺듦ꆢ랢햹ꆢힳ듳,닺욷쿺쫛뚼쫇웤훘튪튻뮷ꆣ좻뛸,퓚떱뷱벤쇒뺺헹뗄쫐뎡훐,폐뫜뛠틲쯘펰쿬웳튵닺욷뗄헽뎣쿺쫛,웤훐드믵뻍쫇튻룶죃웳튵뫍쿺쫛죋풱춷춴늻틑뗄컊쳢,쯼룸웳튵듸살쇋퇏훘뗄캣몦ꆣ드믵(폖돆떹믵ꆢ돥믵)쫇횸웳튵펪쿺췸싧훐뗄룷벶뺭쿺짌,짵훁쫇쿺쫛ퟜ늿쫜떽샻틦뗄쟽뚯,쪹쯹뺭쿺뗄닺욷뿧뗘쟸쿺쫛,퓬돉볛룱믬싒,듓뛸쪹웤쯻뺭쿺짌뛔뺭쿺룃닺욷쪧좥탅탄,쿻럑헟뛔욷없쪧좥탅죎ꆣ드믵폖럖캪솼탔드믵뫍뛱탔드믵솽훖샠탍ꆣ솼탔드믵훷튪횸웳튵퓚쫐뎡뾪랢돵웚,폐틢톡퓱쇷춨탔쓜뷏잿뗄쫐뎡훐뗄뺭쿺짌,쪹웤닺욷쇷쿲럇훘튪쿺쫛쟸폲믲뿕냗쫐뎡뗄쿖쿳ꆣ쯼뗄훷튪쳘뗣쫇뺭펪믮뚯퓚웳튵쿖탐쿺쫛췸싧횮췢뷸탐,튻냣늻믡캣몦웳튵헽뎣뗄짺닺뺭펪믮뚯ꆣ뛸춨뎣컒쏇쯹쮵뗄드믵훷튪횸뛱탔드믵,벴뺭쿺짌캪쇋믱좡럇헽뎣뗄샻죳,탮틢쿲ퟔ벺쾽쟸횮췢뗄쫐뎡쟣쿺닺욷뗄탐캪ꆣ드믵쫇캣몦웳튵쿺쫛췸싧짺듦뫍랢햹뗄ퟮ듳틾뮼ꆣ볙죧럅죎쫐뎡짏드믵쿖쿳뗄틢랢햹,ퟮ훕뿉쓜믡떼훂웳튵헻룶펪쿺췸싧뗄뇀삣ꆣ놾컄듓드믵뗄캣몦벰돉틲럖컶죫쫖,뷸뛸쳡돶쿠펦뛔닟ꆣ튻ꆢ훐볤짌드믵뗄캣몦1.쿻럑헟뛔욷없쪧좥탅탄,웳튵샻틦쫜떽뻞듳쯰쪧ꆣ쿻럑헟뛔욷없뗄탅탄살ퟔ폚훮뛠랽쏦,뛸웤훐솼뫃뗄욷없탎쿳뫍맦랶뗄볛룱쳥쾵쫇웤훐훁맘훘튪뗄늿럖ꆣ튻떩쫐뎡짏랢짺드믵,뻍믡떼훂볛룱믬싒,볛룱튻떩믬싒뻍믡횱뷓펰쿬욷없퓚쿻럑헟탄쒿훐뗄탎쿳ꆣ헢퇹튻살,웳튵뛠쓪뿠탄뺭펪뗄욷없뻍믡쫜떽퓖쓑탔듲믷,헢뻍붫퇏훘췾킲욷없헢룶컞탎닺,튲믡퇏훘펰쿬웳튵헽뎣뗄짺닺뺭펪믮뚯ꆣ2.훐볤짌컞샻뿉춼,ퟮ뫳뻜쫛짌욷ꆣ훐볤짌뺭펪쒳욷없닺욷뗄ퟮ횱뷓뚯솦컞틉뻍쫇샻죳,뛸튻떩쫐뎡짏랢짺드믵,볛룱믬싒,쿻럑헟뛔욷없쪧좥탅탄,릺싲솿쫆뇘뻍믡쿂붵,쿠펦훐볤짌뗄쿺쫛솿튲뻍믡쯦횮쿂붵,헽뎣쿺쫛쫜떽퇏훘룉죅,샻죳뻍믡복짙,샻죳뗄복짙횱뷓듬짋쇋훐볤짌뗄뺭펪믽벫탔ꆣ헢뻍폐뿉쓜틽랢룼볓퇏훘뗄드뛔탍맋뿍:싺틢뛈뫍훒돏뛈뚼뗍,뛔떱잰럾컱짌쪧췻,쯄뒦ퟶ랴쏦탻뒫,듲쯣뮻럾컱짌(죧춼2쯹쪾)ꆣꆡꆡ퓚Jones&Sassar뻘헳믹뒡짏,릹붨돶맋뿍훒돏뗄햽싔쿬펦뻘헳ꆣ룹뻝틆뚯춨탅맋뿍뗄싺틢뫍훒돏쳘탔,럾컱짌돽쇋튪쳡룟럾컱훊솿쪹맋뿍싺틢횮췢,뮹춬쪱튪쳡룟뮻뇚생,살쳡룟맋뿍훒돏ꆣ뻟쳥살붲,럾컱짌뿉틔쪵쪩뿍뮧맘쾵볆뮮,붨솢솼뫃뗄럾컱죋볊맘쾵,훘쫓튻쿟럾컱죋풱뗄ퟷ폃;랢햹맋뿍뗄믘놨붱샸뗈쿮쒿,쳡룟쯻쏇뮻뗄쯰쪧럑폃;춬쪱튲튪럇뎣훘쫓샏맋뿍ꆣ뮻뇚생뗄죽룶캬뛈훐,틲캪럾컱죋볊맘쾵뗄뇚생킧펦ퟮ잿,쯹틔솼뫃뗄맋뿍맘쾵쫇펰쿬ퟮ쿔훸뗄뇚생,쫇뮻뇚생햽싔맜샭뗄뗚튻튪쯘ꆣ펰쿬틆뚯춨탅뮻뇚생뗄쿔훸탔틲쯘폐뮻돉놾훐뗄쯰쪧럑폃ꆢ럾컱죋볊맘쾵,틔벰뷸죫럑폃ꆣ틆뚯춨탅럾컱짌뇘탫돖탸뗘랢햹맋뿍믘놨붱샸볆뮮,살릮만ퟔ짭맋뿍좺,뇈죧춨뮰쪱볤붱샸ꆢ볛룱헛뿛,쳡룟뮻쯰쪧럑폃ꆣ퓋펪짌뫍맋뿍뗄죋볊맘쾵튲쫇맋뿍훒돏뫍맋뿍놣쇴뗄훘튪틲쯘,뫃뗄럾컱죋볊맘쾵룸맋뿍듸살뗄쫕틦,짵훁쓜릻쪹맋뿍뗖훆힡뺺헹헟뗄뗍볛믲훮뛠웤쯻뗄폕믳ꆣ랢햹룟뗄뮻쯰쪧럑폃,죧돖탸뗄맋뿍믘놨붱샸,틔벰랢햹폫맋뿍뗄폅훊죋볊맘쾵,죧맘쾵떼쿲뗄쫐뎡닟싔,늻뷶쳡룟맋뿍뮻뇚생,뛸쟒뮹쓜쳡룟맋뿍싺틢뛈,듓솽룶닣쏦쳡룟맋뿍훒돏ꆣ캪쇋컼틽탂맋뿍,틆뚯춨탅럾컱짌튪붵뗍뛔탂맋뿍뗄뮻뇚생,벴붵뗍뮻돉놾훐뗄뷸죫럑폃,죧쫖믺릺싲폅믝ꆢ붵뗍잩풼럑뗈ꆣ[닎뾼컄쿗],.,&Taylor,.(1992).Measuringservicequality:areexaminationandextension[J].JournalofMar2keting,56(July),,.,Mothersbaugh,.,&Beatty,.(2000).Switchingbarriersandrepurchaseintentionsinser2vices[J].JournalofRetailing,76(2),,.,Mothersbaugh,.,&Beatty,.(2002).Whycustomersstay:measuringtheunderlyingdi2mensionsofservicesswitchingcostsandmanagingtheirdifferentialstrategicoutcomes[J].JournalofBusinessResearch,55,,.,&,Jr.(1995).Whycustomerdefect[J].HarvardBusinessReview,(November-De2cember):,M.,Park,M.,&Jeong,D.(2004).Theeffectsofcustomersatisfactionandswitchingbarrieroncustomerloyal2tyinKoreanmobiletelecommunicationservices[J].TelecommunicationsPolicy,28,145-159ꆤ72ꆤ' 1994-2009 China Academic Journal Electronic Publishing House. All rights reserved.
