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The Impacts of Customer's Perceived Deception Behavior on Customer Loyalty
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고객의 지각된 기만행동이 고객충성도에미치는 영향에 관한 연구

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Type
Academic journal
Author
Journal
Korea CEO Academy 전문경영인연구 전문경영인연구 제19권 제2호 KCI Accredited Journals
Published
2016.1
Pages
161 - 184 (24page)

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The Impacts of Customer's Perceived Deception Behavior on Customer Loyalty
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Abstract· Keywords

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The Purpose of this study is to analysis of a model for investigation the effect of perceived deception behavior on customer loyalty in insurance industry. The applied model in this paper includes five concepts of perceived deception behavior, customer’s satisfaction with the product, customer’s satisfaction with the company, customer trust, customer loyalty. The results of empirical analysis can be summarized by the following: First, perceived deception behavior had a significant negative effect on product satisfaction, company satisfaction, customer trust, but perceived deception behavior was found to have no direct influence on customer loyalty. Second, product satisfaction had a positive effect on company satisfaction, customer trust and customer loyalty. Third, company satisfaction had a positive effect on customer trust and customer loyalty. Fourth, perceived deception behavior had a significant indirect effect on customer loyalty through product satisfaction, company satisfaction and customer trust. Therefore, these finding will spawn both academic and practitioner interest in the customer’s perceived deception behavior and serve as a foundation for further research in this important area.
#지각된 기만행동 #고객만족 #고객신뢰 #고객충성도 #Perceived deception behavior #Customer satisfaction #Customer trust #Customer loyalty

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