소셜네트워크 서비스(SNS)의 유형에 따른 SNS특성이 고객자산 구성요소에 미치는 영향

Abstract

국문요지

최근 스마트기기의 발달로 인해서 소셜 네트워크 서비스(Social Network Service : SNS)에 대한 영향력이 급속히 확장되어졌고 고객정보를 전보다 상세하게 알 수 있게 되면서 고객자산(Customer equity)관리가 중요하게 떠오르고 있는 시점이다. 이에 본 연구는 고객자산을 구성하는 하위 요인을 바탕으로 외식업체 분야에서 소셜 네트워크 서비스(SNS)특성 중 내용적 특성요인과 관계적 특성요인이 고객자산 하위 구성요소인 가치자산, 브랜드 자산, 관계자산에 미치는 영향, 그리고 소셜 네트워크 서비스(SNS) 유형에 따라서 고객자산 구성요소인 가치자산, 브랜드 자산, 관계자산에 미치는 영향을 중심으로 알아보았다. 또한 가치지산, 브랜드 자산, 관계자산이 방문의도에 미치는 영향에 관해서 살펴보고자 하였다.

따라서 본 연구의 목적은 첫 번째, 소셜 네트워크 서비스(SNS)특성요인을 정립하고, 소셜 네트워크 서비스(SNS)가 고객자산 구성요인에 미치는 영향에 관하여 연구하고자한다. 두 번째, SNS유형별로 소셜 네트워크 서비스(SNS) 특성요인이 고객자산 구성요인에 미치는 영향에 관해서 분석하고자 한다. 세 번째, 고객자산 구성요인이 방문의도에 미치는 영향에 대해 알아보고자 한다.

본 연구의 목적을 실행하기 위해서 위한 2015년 11월 6일부터 11월 20일까지 대한민국에 거주하는 SNS상에서 프랜차이즈 외식업체의 정보를 접해본 일반인을 대상으로 설문조사를 실시하였다. 300부를 배포 후 SNS상에서 프랜차이즈 외식업체를 정보를 접하지 않았거나, 불성실한 응답을 하였다고 판단되는 41부를 제외하여 총259부를 최종 분석에 이용하였다. 본 연구에서는 설문조사를 통해 수집된 자료의 분석을 위해 SPSS 20.0, AMOS 20.0 통계프로그램을 활용하였다.

본 연구의 결과는 다음과 같다. 첫 번째, 소셜 네트워크 서비스 특성요인이 고객자산구성요소에 미치는 영향에서 내용적 특성요인은 가치자산, 브랜드 자산에 영향이 미침이 나타났으며 관계자산에는 유의하지 않은 결과를 보여주었다. 관계적 특성요인에서는 가치자산, 브랜드 자산, 관계자산 즉 고객자산 구성요인 모두에게 유의한 영향관계가 있음이 분석되었다. 두 번째, 소셜 네트워크 서비스(SNS)특성요인이 고객자산 구성요인에 미치는 영향은 SNS 유형별로 차이가 있음이 나타났다. 세 번째, 고객자산 하위구성요소인 가치자산, 브랜드 자산, 관계 자산은 방문의도에 모두 유의한 영향관계를 입증하였다.

본 연구는 프랜차이즈 외식업체 분야에서 소셜 네트워크 서비스(SNS) 특성과 고객자산 구성요인에 대해 규명하고, SNS유형별 고객자산 구성요인에 미치는 영향을 알아봄으로써 이를 바탕으로 보다 효율적인 마케팅 전략을 위한 기초적 자료를 제공 할 수 있을 것이다. 또한 기업에서 소셜 네트워크 서비스를 활용한 마케팅 전략을 수립할 때 SNS유형별에 따라 차별화된 접근을 시도해야 한다는 것을 알 수 있으며 향후 SNS를 활용한 외식업체의 마케팅 전략 수립과 고객자산관리 구성요인에 대한 전략 수립에 도움이 될 것이라 사료된다.|ABSTRACT

Recently, due to the development of smart devices, the influence of Social Network Service(SNS) has been rapidly enlarged, and as the customer information is able to be accessible more minutely than before, management of customer equity emerges importantly. Thus, this study investigated based on the sub-factors of customer equity the effects of content characteristics and relational characteristics, of the SNS characteristics of the restaurant industry field, on the value equity, brand equity and relationship equity, sub-components of customer equity, and the effects on the value equity, brand equity and relationship equity, components of customer equity according to SNS types. It also tried to investigate the effects of value equity, brand equity and relationship equity on the visit intention.

Therefore, the aims of this study are: First, it will establish SNS characteristics and study the effects of SNS on the components of customer equity. Second, it will analyze the effects of SNS characteristics by SNS types on the components of customer equity. Third, it will investigate the effects of the components of customer equity on the visit intention.

For these purposes, a survey was carried out targeting ordinary citizens who had ever met the franchise restaurant information on SNS, living in Korea, from 6 Nov. to 20 Nov. 2015. A total of 300 copies of the questionnaire were handed out, and 259 of them, except for 41, which were considered unfaithful responses, were used for the final analysis. SPSS 20.0, AMOS 20.0 statistical program was used for the analysis of the data collected through the survey.

The following are the study results: First, as for the effects of SNS characteristics on the components of customer equity, content characteristics had an influence on value equity and brand equity, but was not significant on the relationship equity. The relational characteristics had a significant influence on value equity, brand equity and relationship equity, that is to say, all components of customer equity. Second, the effects of SNS characteristics on the components of customer equity were different according to types. Third, value equity, brand equity and relationship equity, all sub-components of customer equity, had a significant influence on the visit intention.

This study is expected to give basic data for establishing more effective marketing strategies, based on the results of investigating SNS characteristics and customer equity components in the franchise restaurant field and finding out the effects on the components of customer equity by SNS types. Moreover, it is found when companies establish marketing strategies using SNS, they should try differentiated approach according to SNS types. This study is considered to be of help to establishing marketing strategies using SNS for restaurants and strategies for components of customer equity management in the future.; ABSTRACT

Recently, due to the development of smart devices, the influence of Social Network Service(SNS) has been rapidly enlarged, and as the customer information is able to be accessible more minutely than before, management of customer equity emerges importantly. Thus, this study investigated based on the sub-factors of customer equity the effects of content characteristics and relational characteristics, of the SNS characteristics of the restaurant industry field, on the value equity, brand equity and relationship equity, sub-components of customer equity, and the effects on the value equity, brand equity and relationship equity, components of customer equity according to SNS types. It also tried to investigate the effects of value equity, brand equity and relationship equity on the visit intention.

Therefore, the aims of this study are: First, it will establish SNS characteristics and study the effects of SNS on the components of customer equity. Second, it will analyze the effects of SNS characteristics by SNS types on the components of customer equity. Third, it will investigate the effects of the components of customer equity on the visit intention.

For these purposes, a survey was carried out targeting ordinary citizens who had ever met the franchise restaurant information on SNS, living in Korea, from 6 Nov. to 20 Nov. 2015. A total of 300 copies of the questionnaire were handed out, and 259 of them, except for 41, which were considered unfaithful responses, were used for the final analysis. SPSS 20.0, AMOS 20.0 statistical program was used for the analysis of the data collected through the survey.

The following are the study results: First, as for the effects of SNS characteristics on the components of customer equity, content characteristics had an influence on value equity and brand equity, but was not significant on the relationship equity. The relational characteristics had a significant influence on value equity, brand equity and relationship equity, that is to say, all components of customer equity. Second, the effects of SNS characteristics on the components of customer equity were different according to types. Third, value equity, brand equity and relationship equity, all sub-components of customer equity, had a significant influence on the visit intention.

This study is expected to give basic data for establishing more effective marketing strategies, based on the results of investigating SNS characteristics and customer equity components in the franchise restaurant field and finding out the effects on the components of customer equity by SNS types. Moreover, it is found when companies establish marketing strategies using SNS, they should try differentiated approach according to SNS types. This study is considered to be of help to establishing marketing strategies using SNS for restaurants and strategies for components of customer equity management in the future.