The Effect of Cosmetic Companies' CRM Activities on Relationship Benefits, Relationship Commitment and Brand Switching Reduction Intention
화장품기업의 CRM활동이 고객의 관계편익, 관계몰입 및 브랜드전환 감소의도에 미치는 영향

Seon-A Hwang, Sun-Jin Hwang
2011 Journal of the Korean Home Economics Association  
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
more » ... ing 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. CRM (CRM activities), (relationship benefit), (relationship commitment), (brand switching reduction intention), (two-step approach)
doi:10.6115/khea.2011.49.7.097 fatcat:ctwueiofh5ezllj3o2z2sskwhq