생활협동조합 조합원의 가치공감과 조합원만족이 조합원충성도에 미치는 영향

Abstract

The purpose of this research is to analyze what effects the member’s sympathy with the value that the consumer cooperative pursues, the member’s satisfaction to the goods and services that the consumer cooperative provides and the member’s participation in the cooperative’s activities have on the member’s royalty. Analysis results of 4414 surveys on Hansalim consumer cooperative members’ consciousness conducted in 2014 are as follows. First, sympathy with the value which means recognizing, sharing and internalizing the value that Hansalim consumer cooperative pursues has positive impacts on the customer royalty. Second, the member’s satisfaction to the goods and services has also positive impacts on the customer royalty. Third, the member’s participation in the cooperative’s activities has statistically significant moderation effects on the sympathy with the value and the royalty. And fourth, the member’s participation in the cooperative’s activities has no statistically significant impact on the member’s satisfaction and the royalty.