부산대학교 도서관

By looking at a perspective of Relationship Marketing, long-term and profitable relationship between a company and customers and retention of customer makes company's profitability and is the determinant of corporate's competitive advantage. So the purpose of this study is to examine how the Relationship Marketing implementation perceived by the customer has affected the relationship and the store loyalty.To prove the hypotheses, data were collected from customers who were experienced in purchasing at the Super-Market. The data were analyzed with SPSS WIN 10.0 and AMOS 7.0.The results of the study are as follows.Firstly, the study showed that expertise and bonding factors have a large effect on trust and satisfaction. Secondly, the other factors , such as customization and responsiveness, have no a significant effect on trust and satisfaction. Thirdly, both of trust and satisfaction have important influence on the store loyalty.