지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study examined the relations among CRM activities of cosmetic companies, relationship benefits, relationship commitment, and brand switching reduction intention. The participants consisted of 399 women over the age of 20. The results of this study were as follows: First, CRM activities were perceived as a concept of sub-components, and the customers recognized the relationship benefits and commitments. Second, CRM activities did not make a positive effect on brand switching reduction intention. Third, CRM activities had a positive influence on relationship benefits, and the relationship benefit affected the brand switching reduction intention positively. Fourth, CRM activities created a positive effect on relationship commitment, and also the relationship commitment had a positive effect on brand switching reduction intention. Lastly, relationship benefits had a positive effect on relationship commitment and it was precedent variables.
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