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Structural Relationship among Brand Equity, Customer Value, Customer Satisfaction, Customer Trust and Customer Loyalty of Outdoor wear
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아웃도어웨어의 브랜드자산과 고객가치, 고객만족, 고객신뢰 및 고객애호도의 구조적 관계

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Type
Academic journal
Author
Lee, Dong-Jun (단국대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.29 No.2 KCI Accredited Journals
Published
2020.4
Pages
585 - 598 (14page)
DOI
10.35159/kjss.2020.04.29.2.585

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Structural Relationship among Brand Equity, Customer Value, Customer Satisfaction, Customer Trust and Customer Loyalty of Outdoor wear
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Abstract· Keywords

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This study has a main purpose that closely examines the structural relationship among brand equity, customer value, customer satisfaction, customer trust and customer loyalty of outdoor wear. In order to achieve it, the sample from hikers using hiking trails were accumulated by using convenience sampling that chose hiking trail in Seoul. The samples were 500 people. and we excluded unsuitable sheet like that were decided as untruthful one and an omission and unclear. So the final samples were 455 people. On the basis of that, The statistical techniques, spss 24.0 and amos 24.0 program have been used for the analysis as per research purpose. The statistical analysis used in the research for a data analysis includes frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structure equation model analysis. The research has drawn the following conclusions, based on the above mentioned research method and its procedures:
First, The brand equity influences customer value.
Second, The customer value influences customer satisfaction.
Third, The customer value influences customer trust.
Fourth, The customer satisfaction influences customer loyalty.
Fifth, The customer trust influences customer loyalty.
#brand equity #customer value #customer satisfaction #customer trust #customer loyalty

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
참고문헌

References (75)

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강유림 / 2015 / 아웃도어웨어 브랜드의 후원 마케팅 효과에 관한 연구 google schola 강재진 / 2012 / 고객기반 브랜드 자산과 지각된 가치가 고객만족 및 행동의도에 미치는 영향 google schola 곽성열 / 2011 / 온라인쇼핑몰에서 의사인간관계와 상호작용성이 애호도에 미치는 영향 : 소비자 특성 요인의 조절효과를 중심으로 google schola 권순홍 / 2003 / 인터넷 쇼핑몰의 지각된 가치가 고객만족과 신뢰, 충성도에 미치는 영향에 관한 연구 / 경영과학 20(1):149~163 dbpia 김도희 / 2015 / 스포츠센터의 고객관계관리(CRM)요인과 고객만족, 고객신뢰 및 고객충성도의 관계 연구 google schola

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