고객간 접점 품질(Customer-to-customer Contact Quality)에 대한 탐험적 연구

이준엽(Jun Youb Lee),라선아(Sun A La),김현식(Hyun Sik Kim) 한국마케팅학회 2009 마케팅연구 Vol.24 No.3

서비스 접점에서 다른 고객들이 또 다른 고객의 서비스 품질지각 및 고객만족에 미치는 영향은 매우 크다. 하지만 고객들간의 태도와 행동을 직접 관리하는 것이 어렵다는 이유로 이 분야에 대한 깊이 있는 연구가 부족한 실정이다. 본 연구에서는 다른 고객의 영향을 서비스 품질의 구성요소로 가정하고, CIT(Critical Incidents Technique)를 사용하여 서비스 접점에서 서비스 품질 지각에 영향을 미치는 다른 고객과의 경험을 종합적으로 분석하고자 하였다. 본 연구를 통해 다른 고객들과의 경험에 대한 우수성 평가에서 서비스 기업간 차이를 나타내며 고객들은 이러한 차이를 지각한다는 것을 확인할 수 있었다. 본 연구에서는 이러한 고객들의 지각을 고객간 접점 품질(CCQ: Customer-to-Customer Contact Quality)이라고 명명하고, 서비스 이용시 다른 고객들과의 경험에 대한 지각된 우수성으로 규정하였다. CIT 분석결과, CCQ는 1차적 범주와 하위의 2차적 범주로 구성된 다층적 구조를 가진 개념이라는 점을 발견하였으며 서비스 업종에 따라 강조될 차원이 다를 수 있음을 확인하였다. Most of services are delivered in the setting where many customers are engaged together in the same place and/or at the same time. Such service-specific characteristics inevitably bring about a result that a customer`s satisfaction and overall quality perception with a certain service are influenced to some degree by other customers` presence itself and/or their attitudes and behaviors. Thus, managers and academicians have been interested in other customers` influence in service settings. However there have been only a few studies that have directly addressed the issue(Grove and Fisk 1997; Lehtinen and Lehtinen 1991). One of the central reasons for such scarcity in researches is a belief that inter-customer interactions are inclined to be out of marketer`s managerial reach (Martin and Clark 1996). But, some changes in the marketing environment recently happening awaken us not only to the necessity of management but also to the manageability of customer-to-customer contact points. Therefore, it is needless to say that there is urgent and growing needs for more researches about customer-to-customer contact that may give marketers plentiful managerial implications, for example, a development of effective management strategies with more proper marketing mix for the customer- to-customer interactive processes. This study aims to develop a managerial guideline through a thorough comprehension of other customer`s impact on the focal customer`s service experiences based on the framework of perceived service quality. First, we review existing literature regarding service encounter, inter-customer interaction, and service quality in the perspective of customer-to-customer contact quality. Second, we conducted CIT(Critical Incidents Technique) in order to find out the perception structure of customer-to-customer contact quality. Lastly, we consider the theoretical and managerial implications of the study and its limitations. On the premise that customer-to-customer contact points could be a manageable part like perceived service quality, we named it as CCQ(Customer-to-customer Contact Quality). We analyzed 687 critical incidents following the prototypical CIT procedure introduced in the previous literature. We found the multi-layered structure of CCQ with five primary categories and twelve subdimensions. Five dimensions at the first layer are as follows: UQ(Utility-Creative Quality), IQ(Informational Quality), AQ(Affiliational Quality), EQ(Ethical Quality) and SQ(Surroundings Quality). Each dimension has its own several subdimensions. UQ has two subdimensions, which are Intentional Utility-Creation and Unintentional Utility-Creation. We found three subdimensions for IQ such as Acquiring information before a visit, Acquiring information during a visit, and Acquiring information after a visit. We found three subdimensions for AQ, which are Chats, Good deeds, and Conforming behavior. EQ has two subdimensions such as Observance of service rules and Observance of social norms. Finally we found two subdimensions for SQ, which are Ideal person(s) and Complementary person(s). Results support the assumption that customer-to-customer contact points are manageable similarly to perceived service quality focusing customer-to-company contact points. Now service providers have guidelines for measuring and enhancing the perceived superiority of CCQ. The relative impact or importance of individual dimensions of CCQ may differ across the service types. Our research has implications for service quality study. First, past studies(e.g., Brady and Cronin 2001; Lehtinen and Lehtinen 1991) did not include other customers` influence as a variable of service quality measure because they had thought that the management of customer-to-customer contact points was almost beyond their control. But we provided the evidence that other customers` influence is a very important variable affecting customers` entire perception of the service quality and overall satisfaction.

자연치유서비스품질의 상대적 중요도에 관한 연구

양진영(Yang, Jin Young) 한국자연치유교육학회 2021 자연치유교육학회지 Vol.5 No.1

본 연구는 자연치유에 대한 관심과 이용률이 증가함에 따라 서비스품질의 개념을 적용하여 자연치유서비스품질의 상대적 중요도를 분석하고자 하였다. 이를 통해 자연치유를 이용하는 고객들의 요구와 필요가 무엇이며, 고객이 가장 중요하게 생각하는 품질요인을 파악하여 자연치유서비스의 저변을 확대하고 성장과 발전에 기여하고자 하였다. 본 연구에서는 의료서비스품질에서 주로 활용되는 SERVQUAL 모형을 토대로 양진영 박종우(2020)의 연구에서 검증된 연구모형을 활용하였으며, 서울과 경기도에 소재한 두 곳의 병원을 선정하여 암환자를 대상으로 조사하였고, AHP Super Decision Version 3.0을 통해 자연치유서비스품질의 상대적 중요도를 분석하였다. 1차 계층요인의 중요도는 인적서비스품질, 물리적환경서비스품질, 행정서비스품질순으로 나타났고, 2차 계층요인의 중요도는 인적서비스품질 하위요인에서는 전문성, 공감성, 신뢰성 순으로 나타났다. 물리적환경서비스품질 하위요인에서는 유형성이 가장 중요한 것으로 분석되었으며 접근성, 심미성 순으로 나타났다. 행정서비스품질 하위요인에서는 행정편의성, 반응성, 효율성 순으로 분석되었다. 고객들은 인적서비스품질을 가장 중요하게 인식하는 것으로 나타났으며, 그 중에서도 시술자의 전문성을 가장 중요한 품질요인으로 인식하고 있다. 또한 선행연구와는 달리 본 연구에서는 공감성요인이 신뢰성요인보다 중요한 것으로 분석되었다. 이는 응답대상자가 암환자이었으며 암환자의 죽음에 대한 두려움, 슬픔, 전이 및 재발 등에 의한 심리적 억압이 설문에 반영된 것으로 해석할 수 있다. This study intends to analyze the relative importance of natural healing service quality by applying the concept of service quality as interest in and utilization of natural healing increases. Through this, we intend to expand the base of natural healing services and contribute to growth and development by identifying the needs and needs of customers who use natural healing and the quality factors that are most important to customers. In this study, based on the SERVQUAL model mainly used in medical service quality, the research model verified in the research of Jinyoung Yang and Jongwoo Park (2020) was used, and the relative importance of natural healing service quality was analyzed through the AHP technique. The importance of the 1st hierarchical factor appeared in the order of human service quality, physical environment service quality, and administrative service quality, and the importance of the 2nd hierarchical factor appeared in the order of professionalism, empathy, and reliability in the human service quality sub-factors. In the sub-factors of physical environment service quality, tangibility was analyzed as the most important, followed by accessibility and aesthetics. Administrative convenience, responsiveness, and efficiency were analyzed in the order of administrative service quality sub-factors. It was found that customers recognized the quality of human service as the most important, and among them, the professionalism of the operator was recognized as the most important quality factor. Also, unlike previous studies, the empathy factor was analyzed to be more important than the reliability factor in this study. This can be interpreted as that the respondent was a cancer patient, and the psychological suppression caused by the cancer patient s fear of death, sadness, metastasis and recurrence, etc. was reflected in the questionnaire.

패밀리 레스토랑의 핵심${\cdot}$고품질${\cdot}$기본서비스 요인과 요인 별 고객관리 차별화 전략에 관한 연구

박정영,Park, Jung-Young 한국식생활문화학회 2008 韓國食生活文化學會誌 Vol.23 No.2

The purpose of this study was to determine the detailed customer satisfaction and dissatisfaction factors of family restaurants in Korea, and to then classify the factors into 3 groups, inlcuding core service, quality service, and basic service. ‘Core service’ represents the critical factors that generate both satisfaction and dissatisfaction; ‘quality service’ generates only satisfaction; and ‘basic service’ generates only dissatisfaction. This categorization is based on Herzberg’s motivation-hygiene theory (1976) as well as Cadotte & Turgeon (1988). Based on the characteristics of the three groups, differentiation strategies in managing customer service were suggested to the family restaurant managers. A qualitative research method, termed the critical incident technique (CIT), was used in the study. This method helps researchers find new factors or attributes by grouping key issues from the anecdotes (critical incidents) and then categorizing common factors from the key issues. This research categorized key satisfiers and dissatisfiers into 33 factors, which were from 402 critical incidents described by 261 respondents. Eleven factors (response to service failures, food taste and quality, attention paid to customers, coupon/mileage point/discount card, customer’s ordinary requests, waiting, food diversity, food price, facility sanitation, checking out, customer’s special requests) were classified into core service, which required maximum management not regarding the level of customer satisfaction. Six factors (employee attitude, event, education and explanation, complementary food, customer’s mistakes, attention paid to children) were classified into quality service, which required differentiation strategy management. Finally, nine factors (speed of food service, employee’s mistakes, food sanitation, atmosphere and interior, seating, forcing orders, parking, other customers, reservations) were classified into basic service, which required minimum management at the level of the industry standards.

대학교육서비스의 측정 기법의 개발과 적용에 관한 연구

신해수,이영일,최민철 한국경영컨설팅학회 2019 경영컨설팅연구 Vol.19 No.2

본 연구에서는 대학의 교육서비스를 측정하는 기법을 개발하고 적용하는 방법을 제시하였다. 우선 대학교육서비스를 측정하는 평가요인들을 소비자의 지각가치와 서비스품질 평가모형인 SERVQUAL에서 선정하였다. 구체적으로 대학교육서비스 지각가치의 하위 평가요인인 자아지향적 가치와 사회지향적 가치를 측정할 수 있는 11개의 측정항목과 대학교육서비스 품질의 하위 평가요인인 유형성, 신뢰성, 응답성, 확신성을 측정할 수 있는 8개의 측정항목이 개발되었으며 요인분석과 회귀분석이 사용되었다. 그리고 대학교육서비스를 측정하고 하나의 종합적인 지수를 제시하기 위해 각 평가요소들의 상대적 가중치를 AHP 분석을 통해서 도출하였다. 마지막으로 부산 소재의 사례대학 3곳을 선정하여 개발된 측정기법의 적용과정을 설명하였으며 의미 있는 시사점을 제시하였다. 대학교육서비스의 평가와 관련하여 많은 연구가 진행되고 있지만, 서비스품질의 평가모형 외에 소비자의 지각가치를 평가모형에 함께 적용한 논문은 찾기 힘들다. 또한 AHP 분석을 통해서 평가요소들의 가중치를 도출하고 적용하여 대학교육서비스의 종합지수를 제시한 연구는 더욱 찾기 힘들다. 본 연구에서는 이에 대한 구체적인 방법을 제시하였으며 이를 바탕으로 전국 대학들의 교육서비스에 대한 질적 발전에 도움이 되고자 한다. This study presented methods for developing and applying a technique of measuring education service provided by universities. Evaluation factors that measure university education service were selected from SERVQUAL which is a model for evaluating consumer’s awareness value and service quality. Eleven items which can measure personal identity oriented value and society oriented value that are subfactors of university education service awareness value and eight items which can measure tangibility, reliability, response and confidence that are subfactors of university education service quality. In this study, factor analysis and regression analysis were used. Relative weight of evaluation elements was elicited through AHP analysis to measure university education service and present comprehensive index. Application process of developed measuring technique was described by selecting three universities located in Busan and significant suggestions were presented. Lots of studies on evaluation of university education service have been conducted but there are few studies that applied consumer’s awareness value besides service quality to evaluation model. There are few studies that presented comprehensive index of university education service by eliciting and applying evaluation elements through AHP analysis as well. This study presented concrete methods for them. This study aims to be helpful to improvement in education service provided by universities around the country based on findings.

모바일 간편결제 서비스의 서비스품질 평가와 개선방안

석재환(Seok, Jae-Hwan),문석환(Moon, Seok-Hwan) 한국산업경영학회 2016 경영연구 Vol.31 No.4

최근 들어 정보통신기술(ICT)을 기반으로 하는 핀테크(FinTech)에 대한 관심이 증대되면서, 핀테크의 중요한 영역을 차지하는 모바일 간편결제 서비스가 국내외적으로 급속히 확산되고 경쟁이 과열되고 있는 상황이다. 이런 배경에서 본 연구는 모바일 간편결제 서비스의 활성화를 위하여 서비스 품질을 평가하고 개선방향을 모색하는 것을 목적으로 하였다. 모바일 간편결제의 서비스품질평가를 위해 SERVQUAL 모형을 기반으로 하여 모바일 거래의 특성을 반영한 측정모형을 구축하였으며, 분석기법으로는 퍼지기법을 이용하였다. 분석결과는 모바일 간편결제 서비스의 품질 속성 중 보안성과 신뢰성 특성에 대한 서비스 품질 개선이 무엇보다 필요함을 보여주고 있다. 이러한 결과는 모바일 간편결제 서비스가 아직 도입기에 있는 서비스이므로 소비자가 이들 서비스의 보안성과 신뢰성에 대하여 확실한 믿음이 형성되지못한 때문인 것으로 이해된다. 보다 구체적으로 모바일 간편결제 서비스의 보안성과 신뢰성에 대한 소비자들의 낮은 평가가 타당한 것이라고 한다면 서비스 제공자는 이러한 보안성과 신뢰성 문제를 기술적으로 해결하는 데 노력을 집중하여야 할 것이며, 그렇지 않고 새로운 서비스에 대한 소비자들의 막연한 불안에 기인한 것이라면 소비자들의 이러한 우려를 해소시킬 수 있는 적극적인 홍보와 마케팅 활동이 필요할 것이다. 본 연구는 한정된 표본을 대상으로 하였으므로 그 결과를 일반화시키는 데는 한계가 있을 것이다. 그러므로 향후 연구에는 보다 많은 표본을 대상으로, 특히 상이한 간편 결제서비스 제공자들에 대한 표본을 충분히 확보하여, 이들의 서비스 품질을 비교 분석해 볼 필요가 있을 것이다. 그리고 모바일 간편결제 서비스품질의 평가척도에 대한 신뢰성과 타당성을 검증하는 연구도 필요할 것으로 본다. As ICT based FinTech has recently received increasingly greater attentions, mobile payments service which is a major part of FinTech is spreading rapidly in the market and competitions among the service providers are fierce at home and abroad. In this context, this study attempt to evaluate service quality of mobile payments and providesome suggestions for the improvements of mobile payments service. A SERVQUAL based evaluation model was developed incorporating distinctive characteristics of mobile payments and the fuzzy technique was used for the data analysis. The research findings indicate that ‘security’ and ‘reliability’ dimensions of service quality are the most important factors for the improvements of mobile payments service quality. The result seems to be attributed to the fact that users are not still completely confident about ‘security’ and ‘reliability’ of the mobile payments service at its early stage of market penetration. This user concerns should be handled by solving technical problems and concentrating marketing efforts at the same time. This study is based on a limited sample and generalization of the results, therefore should be done with care. Future researches might include more diverse user samples, especially, of various service providers and compare service quality perceptions among customers of different service providers. Finally, more researches are needed to investigate the reliability and validity of service quality evaluation instruments for mobile payments.

IPA 분석에 따른 외국인 방문객의 도시축제 서비스품질 평가 연구 - 원주 다이내믹페스티벌을 대상으로 -

황욱선 ( Hwang Ug-sun ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2016 호텔리조트연구 Vol.15 No.4

Foreign visitors of the festival city can be different from a desire for quality of service and domestic visitors. In particular, The carnival group contest of the city festival "Wonju Dynamic Festival" is important to have the quality of service in preparation for various foreign organizations because they encourage the participation of foreigners. Therefore, The present study aims to investigate the city festival, "Wonju Dynamic Festival" importance factors of satisfaction, quality of service by the IPA analysis technique to target the foreign visitors at the festival. That is, analyzed whether there is a difference between thought to target the foreign visitors before the festival service quality, importance and quality of service satisfaction felt after the festival. As a result, The importance of service quality elements, product quality, a seating area, bathroom, cleanliness, etc. showed a lower priority than the satisfaction. Therefore, The organizers should focus on a preferred improvement of this element. Organizers will be equipped with surveillance stay by agents to crack the deterioration of product quality. In addition, The streets of the city festival, a seating area, bathroom, etc. should work on quantitative and qualitative rise so clean, fully utilized.

Application of Quality Techniques in Covey’s 7 Habits : Focused on Individual Quality in Service Industry

Heecheol Kim,Mincheol Kim,Shuai Su 제주대학교 관광과경영경제연구소 2018 産經論集 Vol.38 No.2

Purpose - The idea of the book ‘Stephen Covey’’s The 7 Habits of highly effective people (1991)’ can be a guideline for developing the individual quality in service organization. Specifically, the ‘Covey 7 habit’ book is a sort of bestseller all over the world and this book has become one of the best-seller books of all time (Cullen, 2009). However, it is somewhat lacking in how the Covey’s 7 habits can be effectively applied in real life from a personal point of view. Accordingly, the aim of this study is to adopt the quality techniques related to Covey’s 7 habits as a focus on individual quality for service improvement. To get the objectives, this study includes a summary of the book, an analysis and application of quality techniques in individual aspect. Research, design, data and methodology - To get the objectives, this study included a summary of the book, an analysis and application of quality techniques in individual aspect. Specifically, this study describes a summary on Covey’s 7 habits for the analysis of next section. Habits come from the acquired characters rather than the heredity (Hulse, 1981). Based on this concept, the habit 1~3 in the Covey’s 7 habits are treating the completion of own individual in order to attain individual success. The habit 4~6 are treating the relationship for the success of human relations teamwork, cooperation, communication. The habit 7 is about the integrated content including habit 1~6. Results - Thus, this study proposed summarization table on an analysis and application of quality techniques. The analysis results of this study can help identify effectively designed habits for better adoption in real life. Moreover, according to Covey (2013), the 8th habit in addition to Covey’s 7 habits was presented as the concept of ‘Learn, think, do, share.’If the added habit has been considered in terms of quality, it can be applied to the cycle of plan, do, check & act (PDCA) on quality concept. The PDCA Cycle as an approach to change and problem solving. Conclusions - Conclusively, this study implied the potential application to individual life with meaningful Covey’s 7 habits.

Application of Quality Techniques in Covey’s 7 Habits : Focused on Individual Quality in Service Industry

김희철,김민철,Shuai Su 제주대학교 관광과경영경제연구소 2018 産經論集 Vol.38 No.2

Purpose - The idea of the book 'Stephen Covey’'s The 7 Habits of highly effective people (1991)' can be a guideline for developing the individual quality in service organization. Specifically, the 'Covey 7 habit' book is a sort of bestseller all over the world and this book has become one of the best-seller books of all time (Cullen, 2009). However, it is somewhat lacking in how the Covey's 7 habits can be effectively applied in real life from a personal point of view. Accordingly, the aim of this study is to adopt the quality techniques related to Covey's 7 habits as a focus on individual quality for service improvement. To get the objectives, this study includes a summary of the book, an analysis and application of quality techniques in individual aspect. Research, design, data and methodology - To get the objectives, this study included a summary of the book, an analysis and application of quality techniques in individual aspect. Specifically, this study describes a summary on Covey's 7 habits for the analysis of next section. Habits come from the acquired characters rather than the heredity (Hulse, 1981). Based on this concept, the habit 1~3 in the Covey's 7 habits are treating the completion of own individual in order to attain individual success. The habit 4~6 are treating the relationship for the success of human relations teamwork, cooperation, communication. The habit 7 is about the integrated content including habit 1~6. Results - Thus, this study proposed summarization table on an analysis and application of quality techniques. The analysis results of this study can help identify effectively designed habits for better adoption in real life. Moreover, according to Covey (2013), the 8th habit in addition to Covey's 7 habits was presented as the concept of ‘Learn, think, do, share.’If the added habit has been considered in terms of quality, it can be applied to the cycle of plan, do, check & act (PDCA) on quality concept. The PDCA Cycle as an approach to change and problem solving. Conclusions - Conclusively, this study implied the potential application to individual life with meaningful Covey's 7 habits.

IPA 분석을 통한 중학교 온라인 체육수업 개선방안

송지현(Song, Ji Hyun),최원석(Choi, Won Seok),이혁기(Lee, Hyunk Gi) 한국체육교육학회 2021 한국체육교육학회지 Vol.26 No.2

목적: 본 연구의 목적은 IPA 기법을 활용하여 온라인 체육교육서비스 품질에 관한 중학생의 인식을 조사하고 개선방안을 제시하는데 있다. 방법: 이를 위해 중학생 452명을 연구 대상으로 선정하여 약 2개월간 총 3회에 걸쳐 설문 연구를 실시하였으며 회수된 설문지 중 365부를 최종 자료 분석에 활용하였다. 수집된 자료는 대응 t-test와 ipa기법을 활용하여 분석하였다. 결과: 본 연구의 결과 첫째, 온라인 체육교육서비스 품질의 유형성, 신뢰성, 반응성, 확신성, 공감성 등 5가지 모든 구성요인에서 중요도와 만족도 간의 유의한 차이가 발견되었으며, 18개 모든 항목에서 통계적으로 유의한 차이를 보이는 것으로 나타났다. 둘째, IPA 매트릭스 분석 결과 현상유지인 I사분면에서는 유형성의 전체 항목, 확신성의 전체 항목, 공감성의 3항목이 포함되었고, 집중노력지향인 Ⅱ사분면에서는 공감성의 1항목이 포함된 것으로 드러났다. Ⅲ사분면에서는 유형성의 전체 항목과 신뢰성의 2항목이 포함되었고 Ⅳ사분면에는 신뢰성의 1항목이 위치한 것으로 확인되었다. 결론: 본 연구결과를 바탕으로 온라인 체육교육서비스 품질에 대한 개선방안으로 교사의 교과 내용 지식, 자율성지지 환경 제공, TPACK 습득 및 발달, 학생의 피지컬 리터러시 능력 향상 등을 제시하였다. Purpose: The current study aimed to examine the service quality that middle school students perceived in online PE via IPA technique. Methods: Four hundred fifty-two middle school students were selected and responded to the survey questionnaire that asked the service quality of online PE. Three hundred sixty-five usable surveys were analyzed by paired t-test and IPA technique. Results: First, this study found significant differences between importance and performance in all five factors (tangibility, reliability, responsiveness, assurance, and sympathy) and all 18 service quality items in online PE. Second, the IPA matrix analysis found that "Quadrant I (keep up the good work)" included all items of responsiveness, assurance, and three items of sympathy. "Quadrant Ⅱ (concentrate here)" included only 1 item of reliability, and "Quadrant Ⅲ (low priority)" included all items of tangibility and two items of reliability. "Quadrant Ⅳ (possible overkill)" included only 1 item of reliability. Conclusion: It was suggested that the development of PE teachers" PCK and TPACK, provision of online learning environments for autonomous support, and the improvement of students" physical literacy ability to develop service quality in online physical education better.

The Relationships between Innovation Orientation, Customer Orientation, Service Quality, and Business Performance

( Gye Soo Kim ) 한국품질경영학회 2014 한국품질경영학회 학술대회 Vol.2014 No.2

In developing and implementing appropriate innovation related strategies, it is important understand how manager make plans to adequate competence. The aim of this study is to develop structural equation modeling techniques (SEM) of relationship that is cause and effect between innovation orientation, customer orientation, service quality, and business performance. A survey was developed to model the factors from innovation orientation activities to business performance (n=125). Results show that innovation orientation and customer orientation factor were positively related service quality. Also, service quality was significantly impact on business performance. From the results, policy implications for innovation management are discussed and important directions for future research are suggested.