병원 이용자의 의료서비스 만족도 조사

성정애,남철현,김성우,김귀숙,구현진,유은주,Sung, Jung-Ae,Nam, Chul-Hyun,Kim, Soung-Woo,Kim, Gui-Suk,Koo, Hyun-Jin,Yoo, Eun-Joo 대한예방한의학회 2006 대한예방한의학회지 Vol.10 No.1

The purpose of this study was to determine factors influencing patient satisfaction with medical services in hospital, which is classified into environmental aspect, human services and procedural services. Based on the results of literature review, the study focused on effects of social-demographical factors on patient satisfaction. The environmental aspect of medical care services included medical equipment and facilities, hygiene, ventilation, heating and air-conditioning, waiting and resting space, ward space and parking facilities. Procedural service included registration process, bill payment, waiting time after registration, examination and prescription as well as appointment process. Human services consisted of physicians listening to stories of patients, examination duration, physicians' explanation and physicians' service. As for nurses, explanation about disease, examination procedure and results, kindness and nursing care were evaluated. Services provided by other staff members were also evaluated. Patient satisfaction, defined as individual attitude toward medical service as a whole, was measured using a questionnaire. A total of 700 in-or out-patients were surveyed in 6 hospitals with more than 300 beds in North Gyeongbuk Province. 1. The level of patient satisfaction varied with characteristics of patients. Male patients and those in their 30s had a low level of satisfaction. Dissatisfaction level was positively related to education level but negatively related to economic condition. 2. As for patient satisfaction with medical service providers and other employees in hospital, satisfaction level with physician's explanation about treatment was higher. But dissatisfaction levels with treatment duration and the lack of explanation about examination procedures were high, calling for improvement. Dissatisfaction level with nursing care was high, calling for training of nurses for better service. Given the low level of satisfaction with human services, hospital employees need to be trained to improve their service. 3. It Was found that administrative service was also a significant factor influencing patient satisfaction in addition to medical service. It is therefore important for hospitals to provide patients with prompt and convenient procedural service. 4. Environmental factors such as medical equipment and amenity facilities also affected patient satisfaction. Thus environmental condition, procedural service and human service are all important to improve medical service in hospital. In summary, procedural service was the most significant factor for patient satisfaction. The level of satisfaction in patients was also affected by human service and environmental condition. It is therefore necessary to take patient-oriented approach in providing medical service in an effort to improve patient satisfaction. The finding of a lower level of satisfaction with human service signifies the need for training of healthcare providers and other hospital employees for better services. The introduction of advanced management programs is also needed to improve procedures that patients go through in hospitals.

교육서비스 관련 상품 판매요인에 대한 교육서비스 만족이 재등록과 구전효과에 미치는 영향

강계영,송인암,황희중 한국유통과학회 2011 유통과학연구 Vol.9 No.3

This study examined the effects educational service elements have on the satisfaction of educational service; it also analyzed how such satisfaction influenced educational institutions’ registration renewal and word-of-mouth communications about the schools. The key factors of educational services included the following four components: physical environment, education programs, instructors, and tuition fee. An investigation into how the factors of educational services in private educational institutions may affect consumer satisfaction was an additional goal of this study. Based on the cause-and-effect analysis of the above constructs, the degree of influence that each of the attributes and the component factors have on consumers’ educational service selection, as well as the consumers’ satisfaction, were explored. An empirical analysis was conducted on students who were taking classes in cram schools; the analysis was also conducted on the students’ parents. The results indicated that the hypotheses regarding the elements of educational service, educational program, and the instructor factor were supported. Furthermore, a hypothesis concerning the effects educational service satisfaction has on re-registration and word of mouth was supported, as well. Upon aggregating the above study results, it was concluded that when determining the effects of satisfaction on educational service, the educational program, and the instructor factor played a crucial role, while physical surroundings and tuition did not. When addressing the influence of the educational services factors on educational services satisfaction, education programs and instructors had a positive effect, whereas physical environment and tuition fee had no statistically significant impact. According to the influence of educational services satisfaction on registration renewal and word-of-mouth effects, educational services satisfaction was found to be a positive influential factor for both. In addition, it was found that satisfaction of educational service had a positive effect on renewing enrollment and forming word-of-mouth recommendations. Although the research seems simple, some theoretical implications can be drawn, as follows:First, one interpretation of the findings that the programs’ and instructors’ factors had a positive effect on educational services satisfaction but the physical environment and tuition fee factors did not have a significant effect suggests that the greatest influence factors in educational services are educational programs and instructors. Second, increased educational services satisfaction may result in consumer behavior changing, resulting in more registration renewals and more favorable word-of-mouth comments. Third, increased educational services satisfaction may result in enhancing consumer responses, resulting in more registration renewals and more favorable word-of-mouth opinions. Further research directions should include developing an integrated model that will allow for variation over time, before and after purchases, in relation to consumers’ choices of educational services.

카쉐어링 서비스 종합만족도에 영향을 미치는 요인: 서비스품질 만족도, 서비스상품 만족도, 서비스체험 만족도를 중심으로

김민정,이형재 서비스사이언스학회 2019 서비스연구 Vol.9 No.3

With recent dispersion of sharing economy, consumption culture of sharing, instead of ownership, gets wide spread in the age groups of 20-30. Even though the market of car sharing expands rapidly, little research has been done in the area of service quality and consumer behavior regarding car sharing services. Given that future market potential gets larger, it seems highly meaningful to conduct research on customer satisfaction and their usage behavior regarding car sharing services. This paper intends to analyze main factors affecting overall customer satisfaction on car sharing services; satisfaction on service quality, satisfaction on service product, and satisfaction on service experience. Each dimension of the three factors is also analyzed to see if there is any differences between major three brands. Further analysis has been done for checking any effects of gender and usage purpose of customers on the overall customer satisfaction. Key results of the analysis show all the three main factors have significant effect on overall customer satisfaction. Each dimension of service quality has significant effect on satisfaction on service quality. Dimensions of parking lot accessability and vehicle maintenance in service product evaluation, have greater effect on satisfaction on service product. In service experience, positive affect have greater effect than negative affect on satisfaction on service experience. Women users perceive larger overall customer satisfaction on car sharing services than men users. On the types of usage purpose, Users with purpose of tour and dating/meeing friends perceive larger overall customer satisfaction on car sharing services than user without it. Further managerial implications of car sharing services are also provided 최근 공유 경제 문화의 확산으로 소비자의 소비문화가 소유가 아닌 공유로 변화하면서 2030세대를 중심으로 공유 문화가 확산되고 있다. 그러나 차량공유경제시장은 급속도로 성장하는 반면 현재까지 카쉐어링 서비스에 대한 소비자의 행동과 관련된 연구는 많이 진행되지 않았다. 앞으로의 시장성장 가능성을 본다면 카쉐어링 서비스에 대한 서비스품질과 소비자의 이용행태에 관한 연구는 그 의미가 크다고 볼 수 있다. 본 연구는 공유경제(sharing economy)부문의 대표 업태인 카쉐어링 서비스에 대한 전반적인 서비스평가에 관한 연구로 서비스품질 만족도, 서비스상품 만족도, 서비스체험 만족도의 세 부문을 가지고 종합만족도에 미치는 영향을 알아보고자 하였다. 각 부문의 차원이 서비스만족도에 미치는 영향력을 카쉐어링 브랜드별로 살펴보고 추가로 이용자의 성별과 이용목적을 구분하여 종합만족도에 미치는 영향력을 분석하였다. 분석결과 서비스품질만족도, 서비스상품만족도, 서비스체험 만족도가 종합 만족도에 미치는 영향은 유의하고, 서비스품질 만족도가 가장 큰 영향을 미치는 것으로 나타났다. 서비스품질 차원은 모든 차원에서 만족도에 영향을 미치는 것으로 나타났다. 서비스상품의 차원 중 차고지 접근성 및 차량정비가 만족도에 큰 영향을 미치는 것으로 나타났다. 마지막으로 서비스체험의 차원 중 긍정감정이 부정감정보다 만족도에 미치는 영향이 더 큰 것으로 나타났다. 이용자 성별에 따른 종합만족도에 미치는 영향력의 차이는 여성이 높게 나타났고 이용목적의 유형 중 여행, 데이트 및 친구만남의 목적으로 서비스를 이용할 때 만족도가 높게 나타나는 것으로 확인되었다. 또한 카쉐어링 서비스의 관리적 함의를 제시한다.

소비자와 서비스제공자의 자동차정비서비스 만족도 척도 개발 및 차이 분석: 소비자의 경험과 서비스제공자의 예상을 중심으로

김영석 ( Youngseok Kim ),김시월 ( Siwuel Kim ) 한국소비자학회 2013 소비자학연구 Vol.24 No.1

본 연구는 자동차정비서비스 부문에서의 소비자만족도 향상을 위하여, 자동차정비서비스 제공자와 수혜자인 소비자의 만족요인을 분석하고, 자동차정비서비스 부문의 전체적인 만족도를 높이는 유용한 정보를 제공하고자 하였으며. 구체적으로는 자동차정비서비스 만족도 척도를 개발하고자 척도의 구성을 알아보았고, 자동차정비서비스 만족도척도의 신뢰도와 타당도를 알아보았다. 자동차정비서비스 만족도가 소비자인 수혜자와 제공자인 자동차정비 종사자의 각 특성별 차이가 있는지 알아보았고, 그리고 자동차정비서비스 제공자와 소비자의 만족도 차이를 알아보았다. 연구의 조사대상자 중에서 소비자는 자동차를 소유하고 자동차정비서비스를 이용한 소비자를 대상으로는 웹 서베 이로 조사하였으며, 자동차정비서비스 제공자는 자동차정비서비스에 종사하는 직원을 대상으로 직접 대면조사로 설문조사를 실시하였다. 그 결과, 자동차정비서비스 만족도의 척도를 구성하기 위하여 선행연구를 고찰한 후에 선행연구의 문항을 응용 및 수정하여 척도구성에 이용하였다. 전문가의 자문과 자동차정비서비스 제공자와 소비자의 의견을 검토하여 문항을 수정, 보완한 후 예비조사를 실시하였다. 자동차정비서비스 만족도 관련 척도를 웹 서베이와 직접 대면조사로 조사한 후 관련요인을 분류한 결과 탐색적 요인분석이 적정한 것으로 나타났으며, 요인Ⅰ을 문제해결 요인, 요인Ⅱ는 신뢰성 요인, 요인Ⅲ은 물리적 측면 요인, 그리고 요인Ⅳ는 인적자원 요인으로 명명하였다. 서비스 이용자인 소비자의 사회경제적 특성별 만족도 차이를 살펴본 결과, 문제해결 요인에서는 성별과 차량배기량에서, 신뢰성 요인의 경우에는 운전경력 부분에서만 유의한 차이를 보였다. 인적자원 요인의 경우 성별 부분에서, 물리적 측면 요인의 경우 성별, 운전경력에서 유의한 차이를 보였다. 그리고 자동차정비서비스 제공자인 직원과 수혜자인 소비자의 만족도 요인에 차이가 있는지 확인한 결과 문제해결 요인, 신뢰성 요인, 인적자원 요인, 물리적 측면 요인 등 모든 요인에서 소비자는 서비스제공자에 비해 낮은 만족도를 나타내는 유의한 결과가 나타났다. 또한 인적자원 요인에서 만족도가 가장 낮았고, 문제해결 요인은 만족도가 가장 높게 나타났다. 이러한 결과는 소비자의 신체적 안전과 고가격의 자동차서비스는 유료의 서비스 제공으로 많은 소비자의 관심사이며, 그로 인하여 서비스제공자인 자동차정비서비스종사자보다 만족도가 낮게 나타났다. 따라서 자동차서비스의 소비자만족도를 상승시키기 위한 가격표준화, 정비표준화 그리고 관련 가이드라인 등이 구비되어야 하며, 서비스제공자를 위한 부단한 재교육과 역량강화가 요구된다. 또한 서비스 제공자와 수혜자의 부단한 커뮤니케이션이 요구된다. The purpose of this study is to analyze satisfaction factor of car repair service satisfaction between service offerer and consumer(service user) and to provide useful information enhancing overall satisfaction of car repair service for the satisfaction elevation in the car service field. For this purpose, it needed to develop and value measurement of satisfaction factor on car repair service. So our researchers examined what the established factors were composed of questions, and whether the factors could be trusted and verified. Through the newly developed factor, our researchers investigated whether there is a car repair service satisfaction gap in each matrix, and a satisfaction gap between service offerer and consumer through survey. Consumers who were owner drivers and had made use of car repair service, but not the employees of car-related company, were web-surveyed by panel. Service Offerers who were employees of car repair service company were surveyed face to face. Preliminary research was done March the fifth through the ninth in 2012, Web survey as the primary research was performed from June 26 to July 30 in 2012, direct research was carried out July 2 through July 30 for a month. As the result of the survey, 200 consumers and 126 service offerers responded. The responses seemed to be sincere and trustworthy. So all the responses were took into accounted for this study. As a result, for the purpose of establishing the car service satisfaction factor, our researchers examined the precedent study, corrected and applied it to the constitution of the factor. From the expert consultation and the examination into the opinions of the car repair service offerer and consumer, we corrected and supplemented the matrix, after that, our researchers executed the preliminary research. After examining the car repair service satisfaction factor by means of web survey and direct survey, as the result of classifying the related elements, exploratory factor analysis seemed to be adequate. It named the first factor the problem solving factor, the second factor the reliance factor, the third factor the physical phase factor, the fourth factor the human resources factor. With the result of looking into the difference of the consumers`` population and economical feature, there was a significant difference regarding the sex and car displacement in the area of the problem solving factor and regarding only the drive career in the area of the reliance factor. And there was a significant difference regarding the sex in the area of the human resources factor and regarding the sex, drive career in the area of the physical phase factor. And with the result of looking into the satisfaction gap between the car repair service offerers and consumers, in all the factors of the problem solving, reliance, human resources, physical phase, there appeared the significant result that consumers showed low satisfaction compared with service offerers. This result shows that because the consumer``s bodily safety and high-priced car services are charged, they are consumers`` concerns, thus consumers`` satisfaction degree becomes lower than that of the offerers. For that reason, car service price standardization, maintenance standardization, and guide line should be prepared, constant education and capacity reinforcement are required. And car repair offerer will be more concern about car repair service and service satisfaction by consumer, because consumer is different concern on car repair service by consumer literacy.

서비스 종업원의 전문성과 관계적 행위가 관계성과에 미치는 영향

강명수(Myung Soo Kang),송창석(Chang Seok Song),신종칠(Jong Chil Shin) 한국경영학회 2006 經營學硏究 Vol.35 No.3

1. IntroductionExisting relationship marketing researches treat satisfaction and trust to be included in the same dimension of the relationship quality. Contrary to the previous approaches we discriminate between trust and satisfaction and propose that trust affects satisfaction. In service contexts, we also decompose the relationship quality into relationship quality with the service employee and one with the store and posit that trust in the service employee (satisfaction with the service employee) influences trust in the store (satisfaction with the store). In all, we tested how trust and satisfaction mediate the effects of service employees’expertise and their relational behaviors on the relationship consequences (i.e., purchase intention).2. ModelFirst, we propose that service employee expertise and relational behavior positively affect customer’s trust in the service employee. Because expertise reflects the mastery of relevant competencies in service delivery, customers are more likely to trust a partner who is perceived as possessing greater expertise (Bendapudi and Berry 1997). Relational behavior includes contact intensity, cooperative intentions, and mutual disclosure. High contact intensity creates trust because parties in a relational context cannot be expected to trust each other in critical moments if these constitute their only opportunities to interact. (Crosby et al. 1990). Employee’s cooperative intention and mutual disclosure can be considered as a relationship-specific investments. Specific investments made by one parter result in increased trust. Because the investing party is exposed to potential exploitation and opportunistic behavior by noninvesting party, the act of investing communicates a strong message of commitment to the relationship. Consequently, such investments should increase the customer’s trust in the partner (Ganesan 1994). Second, we hypothesized that customer’s trust in (satisfaction with) the service employee positively affects customer’s trust in (satisfaction with) the store. Customer has different expectations in interacting with the different objects, therefore the service employee and the store will be evaluated separately (Reynolds and Beatty 1999). These differences may occur because the inferential basis of evaluations is different. That is, service employee is evaluated based on observed behaviors that are demonstrated during the service encounter, whereas the store is judged based on the policies and practices governing the exchange. (Sirdeshmukh et al. 2002). Customer assumes that the employee’s behavior reflects the store’s hiring, training, service culture, and other practices (Heskett et al. 1997). According to agency theory, service employees interact with a customer as agents of the service firm. Therefore, greater customer trust in (satisfaction with) service employee is likely to generate a higher level of customer trust in (satisfaction with) the store-the principal that apparently controls and determines the behaviors of the agent (Sirdeshmukh et al. 2002).Third, we suggest that trust precedes satisfaction. Greater levels of trust in the interaction will result in lower anxiety concerning the transaction and thus greater satisfaction (Hennig-Thurau et al. 2002). If a customer does not trust the service provider based on past experience, he or she will almost certainly be dissatisfied with that service provider (Chiou et al. 2002). Also, trust and expectation share common characteristics. Expectations are thought to have a direct influence on satisfaction because consumers tend to assimilate satisfaction levels to match expectations levels to reduce dissonance (Szymanski and Henard 2001).3. ResultsThe structural model described in Figure 1 was estimated using AMOS Version 4.0. The global goodness-of-fit statistics indicate the structural model represents the data structure well and All of our hypothesized relationships were supported.We found that when customer percei

프로야구 관람객의 서비스 품질 지각이 관람만족, 팀 충성도 및 관계지속의도에 미치는 영향 - 공정성 민감도의 조절효과를 중심으로 -

오필규 ( Pil-kyu Oh ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2021 기업경영리뷰 Vol.12 No.3

본 연구의 목적은 프로야구 관람객의 서비스 품질 지각이 관람만족, 팀 충성도와 관계지속의도에 미치는 영향에 대하여 연구하고자 한다. 구체적으로 서비스 품질이 관람만족과 팀 충성도에 어떤 영향을 미치는지를 살펴보고, 관람만족과 팀 충성도는 관계지속의도에 어떤 영향을 미치는지 알아보고자 한다. 또한, 두 매개변수(관람만 족, 팀 충성도) 사이의 간접효과와 서비스 품질과 관람만족과 팀 충성도에 공정성 민감도가 조절변수로서 어떤 역할과 효과가 있는지를 알아보고자 한다. 본 연구결과, 서비스 품질의 하위 3요인(결과, 환경, 상호작용)중에서 환경품질, 상호작용품질만 관람만족에 유의한 영향을 미치고, 결과품질, 상호작용품질은 팀 충성도에 유의한 영향을 미치는 것으로 나타났다. 관람만족이 팀 충성도와 관계지속의도에 유의한 영향을 미치며, 팀 충성도가 관계 지속의도에 유의한 영향을 미치는 것으로 나타났다. 서비스 품질과 두 변수(관람만족, 팀 충성도) 사이에서 공정성 민감도 조절변수의 역할은 결과품질, 환경품질 하위요인 사이에 조절효과가 있고, 상호작용품질 요인과 두 변수 사이에서는 조절효과가 없는 것으로 나타났다. 본 연구에서는 서비스 품질 지각이 관람만족, 팀 충성도를 매개로 하여 관계지속의도에 미치는 간접효과 분석을 통해 각 경로별 영향력에 대한 간접효과를 도출하고, 서비스 품 질과 관람만족, 팀 충성도 사이에서 공정성 민감도의 조절효과 분석이 이전의 연구와 다른 배병렬(2017)이 제시한 이론에 근거한 분석 차별화(상호작용 효과분석_March el al. 접근법_평균중심화 상호작용항_대응된 쌍 전략)과 더미 변수를 이용한 성별, 연령별 영향력의 차이에 대한 분석결과를 얻을 수 있었다. This study aims to examine the effect of the perception on service quality in professional baseball spectator on spectator’s satisfaction, team loyalty and relationship intention and the effect of service quality on relationship intention via spectator’s satisfaction and on relationship intention via team loyalty after the effect on spectator’s satisfaction. The findings of research model path analysis are as follows. First, among the sub-factors of service quality, environment quality, and interaction quality influenced specta-tor’s satisfaction. But, outcome quality didn’t influence spectator’s satisfaction. Second, among the sub-factors of service quality, outcome quality, and interaction quality influenced team royalty. But, environment quality didn’t influence team royalty. Third, spectator’s satisfaction influenced team loyalty. Fourth, spectator’s satisfaction influenced relationship intention. Fifth, team loyalty influenced relationship intention. Sixth, the role of moderat-ing variables in the fairness sensitivity between service quality and spectator’s satisfaction was outcome quality and environmental quality among the lower three factors of service quality influenced spectator’s satisfaction. But, interaction quality didn’t influence spectator’s satisfaction. Seventh, the role of moderating variables in the fairness sensitivity between service quality and team loyalty was outcome quality and environmental quality among the lower three factors of service quality influenced team loyalty. But, interaction quality didn’t influence team loyalty. In addition, as a result of analyzing the indirect effect, the size of the effect of service quality on spectator’s satisfaction and the effect on the relationship persistence through team loyalty again than the size of the effect of service quality on relationship persistence through spectator’s satisfaction It turned out to be bigger. In the analysis of the moderating effect of fairness sensitivity between service quality, spectator’s satisfaction, and team loyalty. Analysis differentiation based on previous research, The theory presented by professor Bae(2017)_interaction effect analysis, March el al’s approach, mean-centering, interaction term, matched pair strategy and the differences in influence by gender and age using dummy variables.

항공사의 서비스 가치, 만족, 행위의도의 연관성에 대한 연구

박영석(Park, Young-seok),양희옥(Yang, Heeok) 한국문화산업학회 2015 문화산업연구 Vol.15 No.2

본 연구는 항공사를 이용하는 한국, 미국, 일본 고객들을 대상으로 항공사의 서비스 가치와 만족도, 행위의도 간의 영향관계에 대하여 알아보는 것을 목적으로 하였다. 서비스 산업의 대표적인 분야인 항공 산업은 저가 항공사의 적극적인 마케팅과 시장 점유율 확대, 지속되는 세계적인 경기침체 등으로 그 어느 때 보다도 더욱 심화되고 있는 경쟁 속에서 항공 기업들은 이제 고급화 및 특화된 서비스 제공 외에도 고객에게 가치를 주고 만족도를 제고하여 고객유지를 확보하는 서비스 전략을 간구해야 한다. 본 연구는 선행연구를 바탕으로 항공사 이용고객에 있어 서비스 가치와 고객만족이라는 핵심 변수와 행위의도와의 영향관계를 구성하여 연구모형을 설계하였고 이에 따라 수집한 자료를 분석한 결과를 요약하면 다음과 같다. 서비스 가치는 고객만족에 영향을 미치는 것으로 나타났다. 오늘날 고객이 느끼는 가치가 마케팅 전략에서 대두되고 있는 요소임을 파악할 수 있었다. 그리고 만족도 또한 행위의도에 매우 긍정적인 영향을 미치고 있음을 알 수 있었다. 그리고 한국, 미국, 일본 국가 간의 서비스 가치와 고객만족, 행위의도에 미치는 영향력 차이를 비교 분석하였다. 검정결과는 서비스 가치가 고객만족에 미치는 영향력은 한국, 미국, 일본 세 국가 간에 통계적으로 유의한 차이가 없는 것으로 나타났다. 그러나 고객만족이 행위의도에 미치는 영향은 국가 간에 차이가 있는 것으로 나타났는데 한국의 경우에는 고객만족이 행위의도에 미치는 영향이 미국이나 일본과 비교하여 상당히 큰 것으로 나타났다. The purpose of this study was to find out the influential relationship among service value, satisfaction and behavioral intention of airlines passengers. Based on previous studies, hypothesis assuming positive influential relationship among service value, customer satisfaction and behavioral intention were created and the empirical research was performed accordingly to investigate the influence among those variables. Written questionnaires were handed out to 500 customers who had air-travel experience within a year. Survey data was collected from August 1st to August 30th, 2012 from Incheon International Airport and 3 multinational company in Korea, Japan and the United States with convenient and judgemental samplingmethods. Atotal of 409 data was used for analysis with the SPSS and LISREL statistical software packages. Results of this study are follows. Findings of this study indicated that service value had an positive influential relationship for the customer satisfaction. Customer satisfaction was also strongly linked to customer"s behavioral intentions. Satisfied customers tend to re-patronize the airline generating positive word of mouth and recommendation. Additional analysis was made to find out the differences of the influential relationship of service value, customer satisfaction and behavioral intention among Korean, American and Japanese passengers. No significant differences were found for the influential relationship between service value and customer satisfaction. However Korean passengers showed the significant higher influential relationship between customer satisfaction and behavioral intention thanAmerican and Japanese passengers. 본 연구는 항공사를 이용하는 한국, 미국, 일본 고객들을 대상으로 항공사의 서비스 가치와 만족도, 행위의도 간의 영향관계에 대하여 알아보는 것을 목적으로 하였다. 서비스 산업의 대표적인 분야인 항공 산업은 저가 항공사의 적극적인 마케팅과 시장 점유율 확대, 지속되는 세계적인 경기침체 등으로 그 어느 때 보다도 더욱 심화되고 있는 경쟁 속에서 항공 기업들은 이제 고급화 및 특화된 서비스 제공 외에도 고객에게 가치를 주고 만족도를 제고하여 고객유지를 확보하는 서비스 전략을 간구해야 한다. 본 연구는 선행연구를 바탕으로 항공사 이용고객에 있어 서비스 가치와 고객만족이라는 핵심 변수와 행위의도와의 영향관계를 구성하여 연구모형을 설계하였고 이에 따라 수집한 자료를 분석한 결과를 요약하면 다음과 같다. 서비스 가치는 고객만족에 영향을 미치는 것으로 나타났다. 오늘날 고객이 느끼는 가치가 마케팅 전략에서 대두되고 있는 요소임을 파악할 수 있었다. 그리고 만족도 또한 행위의도에 매우 긍정적인 영향을 미치고 있음을 알 수 있었다. 그리고 한국, 미국, 일본 국가 간의 서비스 가치와 고객만족, 행위의도에 미치는 영향력 차이를 비교 분석하였다. 검정결과는 서비스 가치가 고객만족에 미치는 영향력은 한국, 미국, 일본 세 국가 간에 통계적으로 유의한 차이가 없는 것으로 나타났다. 그러나 고객만족이 행위의도에 미치는 영향은 국가 간에 차이가 있는 것으로 나타났는데 한국의 경우에는 고객만족이 행위의도에 미치는 영향이 미국이나 일본과 비교하여 상당히 큰 것으로 나타났다. The purpose of this study was to find out the influential relationship among service value, satisfaction and behavioral intention of airlines passengers. Based on previous studies, hypothesis assuming positive influential relationship among service value, customer satisfaction and behavioral intention were created and the empirical research was performed accordingly to investigate the influence among those variables. Written questionnaires were handed out to 500 customers who had air-travel experience within a year. Survey data was collected from August 1st to August 30th, 2012 from Incheon International Airport and 3 multinational company in Korea, Japan and the United States with convenient and judgemental samplingmethods. Atotal of 409 data was used for analysis with the SPSS and LISREL statistical software packages. Results of this study are follows. Findings of this study indicated that service value had an positive influential relationship for the customer satisfaction. Customer satisfaction was also strongly linked to customer"s behavioral intentions. Satisfied customers tend to re-patronize the airline generating positive word of mouth and recommendation. Additional analysis was made to find out the differences of the influential relationship of service value, customer satisfaction and behavioral intention among Korean, American and Japanese passengers. No significant differences were found for the influential relationship between service value and customer satisfaction. However Korean passengers showed the significant higher influential relationship between customer satisfaction and behavioral intention thanAmerican and Japanese passengers.

이동통신사의 서비스품질과 만족 및 서비스충성도 관계에서 감정적만족과 서비스명성의 인과적 역할

최철재(Chul-Jae Choi),박승환(Seung-Whan Park) 한국콘텐츠학회 2009 한국콘텐츠학회논문지 Vol.9 No.6

본 연구는 이동통신사를 대상으로 서비스품질 구성차원과 감정적만족, 인지적만족, 서비스명성 및 서비스충성도 간의 경로상의 관계를 검증함으로써 감정적만족과 서비스명성의 인과적 역할을 확인하였다. 분석결과, 서비스품질 구성차원인 확신품질은 인지적만족과 감정적만족 모두에게 영향을 주지 않았지만, 유형품질은 인지적만족에 더 많은 영향을 준 반면 대응품질은 감정적만족에 더 많은 영향력을 줌으로써 서비스품질차원에 따라 인지적만족과 감정적만족의 중요도가 달라짐을 확인하였다 .이를 통해 서비스품질과 인지적만족 간의 관계에서 감정적만족이 매개됨을 검증하였다. 또한 서비스품질에 대한 만족의 서비스충성도에 대한 직접적 영향력보다는 서비스명성을 통한 영향력이 더 높은 것으로 나타나 만족과 서비스충성도 간에 서비스명성이 매개됨을 확인하였다. 따라서 서비스품질을 통한 서비스충성도 구축을 위해서는 서비스품질 차원에 따라 감정적만족을 유도함으로써 인지적만족을 형성하여야 하며, 만족한 고객에게도 서비스명성을 높임으로써 강력한 서비스충성도을 이루어야할 것이다. The purpose of this paper is to identify the causal role both emotionally based satisfaction and service reputation by examining the relationships among each dimensions of service quality, cognitive satisfaction, emotionally based satisfaction, service reputation and service loyalty in mobile telecommunication company. The results of the study are as follows: First, conviction quality had not influence on both cognitive satisfaction and emotionally based satisfaction, but tangibles quality had more influence on cognitive satisfaction than emotionally based satisfaction and responsiveness quality had more influence on emotionally based satisfaction than cognitive satisfaction. It found that there was a significant positive relationship between dimensions of the service quality, cognitive satisfaction and emotionally based satisfaction, and dimensions of the service quality affect satisfaction either directly or indirectly through emotion. Second, consumer satisfaction had more effect on service loyalty through service reputation than direct effect. Therefore, service loyalty can be build by increasing emotionally based satisfaction and service reputation to customer who is perceived as good service.

국내결혼중개서비스 이용소비자의 가입단계별 이용 특성 및 소비자만족도

김민정 ( Kim Min Jeung ),곽민주 ( Gwak Min Joo ) 한국소비자학회 2020 소비자학연구 Vol.31 No.1

본 연구의 목적은 국내결혼중개서비스를 이용하는 과정에서 발생하는 소비자문제와 만족도 수준을 파악하여 소비자가 질 높은 국내결혼중개서비스를 제공받기 위한 개선방안을 제시하는 것이다. 이를 위해 최근 2년 이내에 국내 결혼중개서비스를 이용해 본 소비자 324명을 대상으로 이용 특성과 소비자만족도 수준을 살펴보았다. 주요 연구결과는 다음과 같다. 첫째, 국내결혼중개서비스의 이용 전 특성에서는 지인(가족, 친구, 직장동료 등)을 통해 정보를 획득하는 소비자의 비율이 37.7%로 가장 높았으며, 이용하기 전 가장 우려하는 점은 ‘개인정보 노출’(23.8%)이었다. 이용 시 특성에서는 업체를 선택한 이유로 ‘잘 알려진 업체이기 때문에’(44.8%)가 가장 높은 비율을 보여 많은 소비자가 조건이나 결혼 성공률보다는 브랜드의 명성을 보고 업체를 선택하고 있었다. 주요 상담방법으로 대면보다는 비대면 방법을 이용하고 있었으며, 평균 가입비는 119만원이었다. 이용 후 특성에서는 결혼 성공률(10.8%)이 매우 낮았으며, 개선사항으로 가입비 인하(30.2%), 약정 만남 횟수 증가(24.1%), 등록된 회원에 대한 검증체계 보완(23.5%)이 필요하다고 하였다. 둘째, 국내결혼중개서비스의 하위 영역별 소비자만족도는 서비스의 다양성(3.49점) > 서비스의 신뢰성(3.37점)> 부가혜택 서비스(3.29점) > 서비스의 가격(3.25점)의 순으로 나타나 가격 만족도 수준이 가장 낮았다. 특히, 소비자만족도를 측정하는 15개 문항 중에서 ‘업체에서 제시하고 있는 가입비는 제공하는 서비스에 비해 적절하다’라는 문항이 가장 낮은 점수를 보이고 있어 소비자들은 가입비 대비 제공되는 서비스가 만족스럽지 못하다고 느끼고 있었다. 셋째, 이용 특성에 따른 소비자만족도 수준 차이를 살펴본 결과, 가격이나 이상형 매칭 등과 같은 업체의 본질적인 서비스를 보고 업체를 선택한 소비자는 대체적으로 만족도 수준이 높은 반면, 브랜드의 명성이나 이미지 등을 이유로 업체를 선택하는 소비자는 만족도 수준이 낮았다. 상담방법에서는 대면상담을 이용한 소비자의 만족도 수준이 비대면상담을 이용한 소비자의 만족도 수준보다 높았다. 또한, 평균 가입비보다 낮은 비용을 지불한 소비자, 이성과 3회 이상 만난 경험이 있는 소비자, 결혼에 성공한 소비자의 만족도 수준이 그렇지 않은 소비자의 만족도 수준보다 높은 것으로 나타났다. 넷째, 국내결혼중개서비스의 하위 영역별 소비자만족도에 영향을 미치는 요인을 살펴본 결과, 4개의 하위 영역에 공통적으로 유의미한 영향을 미치는 요인으로 이성과 3회 이상 만난 경험 여부이었으며, 이성과 3회 이상 만난 경험이 있는 소비자는 모든 하위 영역의 소비자만족도 수준이 높은 것으로 나타났다. 그러므로 국내결혼중개서비스업체들은 소비자가 원하는 이상형을 소개받아 지속적인 만남을 유지할 수 있도록 보다 정교한 매칭프로그램을 개발해야 할 것이다. This study set out to investigate consumer issues and satisfaction with marriage brokerage service in the nation and propose their improvement measures to provide consumers with quality marriage brokerage service. For these purposes, the investigator conducted a survey with 324 consumers that used marriage brokerage service in the nation within the last two years to figure out their usage characteristics and satisfaction level. The major findings were as follows: First, the study examined the characteristics before using marriage brokerage service in the nation and found that the highest percentage(37.7%) of consumers obtained information from their acquaintances(family, friends, and colleagues) and that their biggest concern was “exposure of private information”(23.8%). As for their characteristics during the use of the service, the highest proportion(44.8%) of them chose an agency for “broad recognition,” which indicates that many consumers chose an agency for its brand reputation rather than conditions or marriage success rates. They received counseling mainly in non-face to face method instead of face to face one. The average membership fee was 1,190,000 won. The study also examined their characteristics after using marriage brokerage service and found that their marriage success rate was very low(10.8%). They said that there should be improvements including lower membership fees(30.2%), more meetings under contract(24.1%), and reinforced verification system for the registered members(23.5%). Second, the study investigated consumer satisfaction with marriage brokerage service in the nation by the subarea and found that their satisfaction level was the highest in service diversity(3.49 points), which was followed by service reliability(3.37), add-on service(3.29), and service fees(3.25) in the order. Their satisfaction level was the lowest in prices. Of 15 items to measure consumer satisfaction, “The membership fees are proper for the service provided by the agency” scored the lowest points, which means that consumers were not satisfied with the service for its fees. Third, the study examined differences in the consumer satisfaction level according to their usage characteristics and found that consumer satisfaction was overall high when consumers chose an agency for its essential services such as prices and matching of ideal types. When they chose an agency for its brand reputation or image, their satisfaction level was low. The consumer satisfaction level was higher with face to face counseling methods than non-face to face ones. The satisfaction level was higher when consumers paid less than the average membership fees, met with three spouse candidate or more, or succeeded in marriage. Finally, the study examined factors influencing consumer satisfaction with the subareas of marriage brokerage service in the nation. The results show that meeting with three spouse candidates or more had significant effects on all of the four subareas. Those who met with three spouse candidates or more recorded a high satisfaction level across all the subareas. These findings raise a need for marriage brokerage service providers in the nation to develop a more sophisticated matching program so that consumers can have their ideal types introduced to them and maintain meetings with them.

관광서비스에서 품질지각이 재구매의도에 미치는 영향: 서비스애착의 매개역할 및 접촉강도의 조절효과

최철재,민대규 대한경영학회 2019 大韓經營學會誌 Vol.32 No.9

In service companies, service front-line employees frequently interact with their customers at service encounter to increase customer satisfaction and induce positive emotions. Such high level of customer satisfaction enhances the level of trust in the service and strengthens the relationship quality. Increasing attachment can ultimately build loyalty. Therefore, when providing services to customers, the contact intensity of the front-line employees can greatly affect the performance of the service company. In addition, building loyalty needs to increase the customer’s attachment to the service. The recent studies suggests that satisfaction is not classifiedas a single concept but as cognitive and affective perspectives. Despite the importance of contact intensity and emotional reinforcement by service front-line employees in the service exchange process. Most of the existing researches focus on relationship between service quality and satisfaction, relationship quality, loyalty. The purpose of this study is to examine the effect of consumer’s perceived service quality on cognitive satisfaction and affective satisfaction and the effect of contact intensity in the relationship between these variables, and identify the mediating role of service attachment in the relationship between service trust and repurchase intention in tourism service setting. For this purpose, we were conducted a questionnaire survey with 264 consumers who had service purchasing experience, and confirmed the validity and reliability of the data using SPSS 21.0 and AMOS 20.0 statistical packages. The research hypothesis was obtained by structural equation modeling(SEM). The results of the study as follows. First, perceived service quality affected both cognitive satisfaction and affective satisfaction. Second, the Moderating effect of contact intensity was confirmed in the relationship between perceived service quality, cognitive satisfaction, and affective satisfaction. Third, both cognitive satisfaction and affective satisfaction affected service trust. Finally, service trust influenced both service attachment and repurchase intentions, but confirmed its mediating role by having a greater impact on service attachment. Therefore, it is necessary to induce positive emotion to the target customers by constructing positive and friendly relationship between the service employees and the customers in various contacts so that the consumers react positively in the situation where the service is delivered. And It should also enable the customer to have an emotional attachment to the service product and brand. 서비스기업에서 서비스 현장종업원은 서비스접점에서 고객과 빈번하게 상호작용하여 고객에게 만족을 높이고 긍정적인 감정을 유발시키며, 이와 같은 높은 수준의 고객만족도는 서비스에 대한 신뢰 수준을 높이고관계품질을 강화시키어 감정적인 애착심을 높임으로써 궁극적으로 충성도를 구축하게 된다. 따라서 서비스제공 시에는 서비스 고객에 대한 현장종업원의 접촉강도에 따라서 서비스기업의 성과에 매우 큰 영향을 미칠수 있다 할 것이며, 또한 충성도 구축을 위해선 서비스에 대한 고객의 애착심을 높일 필요가 있다. 또한 최근의만족 연구에서 만족에는 인지적 요소와 감정적 요소가 공통적으로 내포되어 있어서 만족을 단일개념이 아니라인지적 관점의 만족과 감정적 관점의 만족으로 구분하여 평가할 것을 제안하고 있다. 이와 같이 서비스 교환과정에서 서비스 현장종업원에 의한 접촉강도와 감정강화의 중요성에도 불구하고 대부분 기존 연구에서는 단순하게 서비스품질과 만족 관계 또는 관계품질 및 충성도 관계에 대한 연구가 주종을 이루고 있다. 이러한 차원에서 본 연구에서는 관광서비스를 대상으로 소비자가 지각한 서비스품질이 고객의 인지적 평가및 감정적 평가에 미치는 영향과 접촉 강도에 따른 영향력의 차이를 확인하고, 또한 만족의 구성개념별로서비스신뢰에 미치는 영향력 그리고 서비스신뢰와 재이용의도 관계에서 서비스애착의 매개적 역할을 확인함을 목적으로 하였다. 이를 위해 서비스 구매 경험이 있는 264명의 소비자를 대상으로 설문조사를 실시하였고, SPSS 21.0 및 AMOS 20.0 통계 패키지를 사용하여 데이터의 유효성과 신뢰성을 확인하였으며, 구조방정식모형분석(SEM)을 이용하여 연구가설을 검증하였다. 연구 결과는 다음과 같다. 첫째, 지각된 관광서비스품질은 인지만족과 감정만족 모두에 영향을 미쳤다. 둘째, 지각된 관광서비스품질, 인지만족 및 감정만족 간 관계에서 접촉강도의 조절효과가 확인되었다. 셋째, 인지만족과 감정만족 모두 서비스신뢰에 영향을 미쳤다. 마지막으로, 서비스신뢰는 서비스애착 및 재구매의도모두에 영향을 미쳤지만 서비스애착에 더 큰 영향을 줌으로써 매개역할을 확인하였다. 따라서 서비스종업원과다양한 접촉을 통해 고객과의 긍정적이고 우호적인 관계를 구축하여 서비스가 제공되는 상황에서 소비자가긍정적으로 반응하도록 함으로써 표적고객에게 긍정적인 감정을 유도해야 할 것이다. 또한 고객이 서비스제품 및 브랜드에 감정적으로 애착을 가질 수 있도록 노력해야 할 것이다.