A Study on the Effect of Relationship Benefits on Customer Value, Customer Satisfaction and Loyalty - For Parents Using Early Childhood Education Institutions

Purpose: The main purpose of this study was to explore the factors that can increase parental loyalty from the perspective of management marketing in order to acquire information on strategies related to early childhood education institutions.Methods: For this purpose, frequency analysis, reliability and validity analysis, correlation analysis, hypothesis testing, and mediating effect analysis were performed using SPSS 22.0.Results: As a result of this study, first, among the sub-factors of relationship benefits, economic benefits, psychological benefits, and customerization benefits were found to have a significant influence on customer value. Second, among the sub-factors of relationship benefits, economic benefits, psychological benefits, and customerization benefits were found to have a significant effect on customer satisfaction. Third, customer value was found to have a significant effect on customer satisfaction. Fourth, customer value was found to have a significant effect on loyalty. Fifth, customer satisfaction was found to have a significant effect on loyalty.Conclusion: The results of this study suggest the necessity and importance of forming a relationship that considers the psychological aspect, economic aspect, and customerization aspect in the relationship with parents who use early childhood education institutions. This study sets the relational benefit as an independent variable among the variables of management marketing as a factor that affects loyalty, identifies the relationship between the variables through customer value and customer satisfaction, and intends to use it as basic data for qualitative improvement of educational institutions for infants and toddlers.