Structural relationship among Relationship Marketing, and Customer Satisfaction, Customer Trust, Re-use Intention and Word-of-Mouth Intention of Adult Ballet Academy
Young-Jae Jung

Department of Dance, Graduate School
Chungnam National University
Daejeon, Korea


(Supervised by Professor Yunla Cho)


The purpose of this study is to investigate the structural relationship between relationship marketing and customer satisfaction, customer trust, re-use intention and word-of-mouth intention of ballet academy. specifically, relationship marketing is the independent variable, customer satisfaction and customer trust are the parameters, and re-use and word-of-mouth intention are the dependent variables. The subjects of this study were 4 customer of Ballet Academy in Seoul in 2019, and selected 361 of the 400 samples except for 39 samples that were not suitable for the study among the 400 samples collected through the convenience sampling method. At the time of the questionnaire survey, the customers who use the ballet Academy made the ballet lessons before and after the lesson was taught. After informing the ballet instructor and the operator beforehand about the meeting time, And then distributed and recovered.
Data processing methods were analyzed according to the study purpose using SPSS 24.0 and Amos 24.0 programs. Statistical analysis used for data analysis was frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, And the structure equation model. The following conclusions were drawn in this study through the above research methods and procedures.
First, relationship marketing partially influences customer satisfaction.
Second, relationship marketing influences customer trust.
Third, customer satisfaction influences re-use intention.
Fourth, customer satisfaction influences word-of-mouth intention.
Fifth, customer trust influences re-use intention.
Sixth, customer trust influences word-of-mouth intention.

Keywords: Relationship marketing(관계마케팅), Customer satisfaction(고객만족), Customer trust(고객신뢰), Re-use intention(재이용의도), Word-of-mouth intention(구전의도)