Effects of the Offering Characteristics, Interpersonal Characteristics. Relationship Characteristics of the Small- and Medium- Sized Manufacturers of the Windows-and-Doors System on Customer Satisfaction and Loyalty
Authors:   Asia-Europe Perspective Association, Yoon Jungrok , Yi Huiuk , Park Yeungbong 
Published: June 2018

Despite the big Changho.windows-and-doors.system brands conducting aggressive marketing in the construction market, Changho system are making efforts to find a new market through a differentiated marketing strategy, a relationship marketing, from the big brands. For the small-and-medium size manufactures of aluminium windows and doors brand to succeed in the differentiated marketing, management skills that can yield the maximum effect of marketing with minimum expense need to be created, through the relationship marketing by the achievement of the customer satisfaction along with the consistent investment of marketing expense the small-and-medium brands can afford. It can be achieved by enhancing the quality of relations with the customer.
This study tests the customer relationship quality of Changho system by examining the factors that constitute the trading conditions and relationship quality of Changho system, that is, the factors of offering characteristics, interpersonal characteristics, and relationship characteristics; and which factors have a significant influence on the customer satisfaction and loyalty.
The essence of the relationship marketing is based on the long-lasting exchange relations between the customer and the business. Studies on the concepts of the relationship marketing have been conducted in previous studies such as in distribution channel and industry marketing, customer behavior and service marketing, and relationship quality. Five hypotheses are tested in this study specifically.
H1) More favorable offering characteristics of the manufacturer will result in higher customer satisfaction.
H2) More favorable interpersonal characteristics of the manufacturer will result in higher customer satisfaction.
H3) More favorable relationship characteristics of the manufacturer will result in higher customer satisfaction.
H4) More favorable relationship characteristics of the manufacturer will result in higher customer loyalty.
H5) More favorable customer satisfaction-toward-the manufacturer will result in higher customer loyalty.
The data for the current study were collected from the customers of Changho system who bought at least one time. A total number of 200 customers were surveyed, and 184 responses were analyzed. This study found that the offering characteristics and relationship characteristics of Changho system have a significant influence on the customer satisfaction and loyalty. Especially, the favorable offering characteristics (price, quality, design, date, service) contributed a lot to the customer satisfaction. However, the interpersonal characteristics of Changho system do not have an influence on the customer satisfaction and loyalty, while the relationship characteristics have a direct and important influence on the customer satisfaction and loyalty.
The findings of this study suggest that future studies need to confirm that the five categories (price, quality, design, date, service) of the offering characteristics and the relationship characteristics are enough to be analyzed.