화이트칼라의 생산성 향상은...

이춘선,Lee, Chun-Seon 한국전자정보통신산업진흥회 1990 電子振興 Vol.10 No.9

고객만족에 대한 은행서비스 품질속성의 비대칭적 영향력 분석

백인기 ( In Gie Baek ),전영호 ( Young Ho Chun ),이춘선 ( Chun Seon Lee ),최영락 ( Young Lak Choi ) 한국품질경영학회 2011 품질경영학회지 Vol.39 No.1

The paper presents the results of a study on the determinants of customer satisfaction for a retail bank using the data of 2009 NCSI(National Customer Satisfaction Index, KPC). In doing so, it uses a revised version of the traditional analyses based on derived measures of attribute importance. The need for a revised methodology is prompted by the insights of the two- and three-factor theories of customer satisfaction, such as Kano`s framework. Indeed, the evidence from 1635 customers of 6 Korean banks confirms an asymmetric relationship between attribute performances and overall customer satisfaction. The results from both a traditional and our revised approach are compared. While this approach can be applied across different industries, it should not be assumed that the numerical results presented in the paper apply to contexts with substantially different underlying characteristics. General trends and practical implications for banking services are reported in the conclusions.

비용 -편익 관점에서 본 서비스 산업에서의 고객 만족도 분석

전미영 ( Mi Young Jeon ),김난도 ( Ran Do Kim ),최영락 ( Young Lak Choi ),이춘선 ( Chun Seon Lee ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

본 연구는 고객과 기업의 장기적인 관계를 유지하기 위한 필수요건이라 할 수 있는 고객 만족에 초점을 맞추고, 고객 만족의 영향요인을 규명하기 위한 탐색적 모형을 제안했다. 본 연구에서 설정한 모형은 서비스 품질을 한 시점이 아닌, 초기·중기·후기의 프로세스적 측면에서 측정한 점, 지각된 가치를 편익과 비용으로 구분한 점, 모형을 적용한 서비스 영역을 콜센터·종합병원·쇼핑몰·대형마트로 분류한 점을 특징으로 한다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 성별, 연령, 이용 빈도에 따른 집단별로 고객만족의 선행요인인 자각편익(과정/결과편익), 지각비용(금전/비용), 과정품질에 차이가 있는지 알아본 결과, 콜센터와 대형마트에서는 이용 빈도가 평균 이상인 집단에서, 병원서비스에서는 40-50대 집단에서 요인별로 높은 점수가 발견되었다. 둘째, 4개 서비스 산업에서 전체만족도에 대한 지각편익, 지각비용, 과정품질의 영향력을 파악하기 위한 공분산 구조분석을 실시한 결과, 편익 측면에서는 콜센터를 제외한 3개 업종에서 만족에 대한 결과편익의 영향력이 과정편익보다 큰 것으로, 비용 측면에서는 콜센터를 제외한 3개 업종에서 만족에 대한 금전비용의 영향력이 시간비용 경우보다 큰 것으로 나타났다. 또한 문제해결을 목적으로 하는 서비스(콜센터와 병원)에서는 비용보다는 편익이, 구매를 목적으로 하는 서비스(쇼핑몰과 마트)에서는 편익보다 비용이 만족에 미치는 영향력이 큰 것으로 나타났다. 과정 편익 관련해서는 콜센터에서 초기과정보다는 후기 과정의 영향력이 더 큰 것으로 나타났다. 셋째, 전체만족도에 대한 지각편익, 지각비용, 과정품질의 영향력이 성별, 연령, 이용 빈도에 따른 집단 별로 차이가 있는지 분석한 결과, 구매를 목적으로 이용하는 서비스(쇼핑몰과 대형마트)에서는 이용 빈도가 높은 집단에서, 대면서비스(병원과 대형마트)에서는 40-50대 집단에서 결과편익의 영향력이 과정편익의 영향력보다 큰 것으로 나타났다. 이처럼 4개 서비스 업종에서 고객 만족에 대한 선행변수의 상대적 영향력을 규명한 본 연구의 결과가 기업 실무자에게 유용한 전략적 정보로 활용될 수 있기를 기대한다. Customer satisfaction is the ultimate fulfillment in the service industry. Nearly all service providers have struggled to identify the critical factors to achieve customer satisfaction. This study examined the determinants of customer satisfaction and developed a service assessment model under the assumption that consumers perform a cost/benefit analysis when they decide whether or not to buy. First, the model proposes that service quality and perceived value influence customer satisfaction. Second, it hypothesizes that service quality as defined here is related to the service delivery process experience by the consumer during their use of service before, during, and after the purchase of service. Third, perceived value, which has an effect on satisfaction, is considered in the context of a cost/benefit approach which consists of monetary costs, non-monetary costs, service process benefits, and service results benefits. The four service categories, termed here as hospitals, call centers, online-shopping malls and discount stores, were selected on the basis of different dimensions, such as whether or not the service is delivered in person. The measured data for National Customer Satisfaction Index (NCSI) was utilized as the secondary data for the study. The model was evaluated using Structural Equation Modeling (SEM). The findings from the study can be summarized as follows: Firstly, upon examining the effects of benefits on the overall level of satisfaction, the effects of results benefits and process benefits are almost identical for hospitals, shopping malls and discount stores whereas for call centers, the effects of process benefits were found to be bigger than those of results benefits. Call centers as the point of contact service, take on the role of solving the problems the customer face, a step forward from a mere reception. In addition, like the hospital service, the problems are usually solved during the service process, not after the use of service, which indicates the process benefits affected the customer satisfaction more. Secondly, upon examining the effects of costs on the overall level of satisfaction, in case of hospitals, shopping malls and discount stores, the effects of the monetary cost affected the overall level of satisfaction more than the time costs while for call centers, time costs affected more. This could also be due to the distinguishing characteristics of the monetary cost used in the call center, which is at the mere level of call charge. Though the effects of monetary costs were found to have bigger impact than those of time costs for hospitals, shopping malls and discount stores, the effects of time costs were especially less and those of monetary costs the biggest for the discount stores compared to the hospitals and shopping malls. This could be interpreted by the fact that the customers visiting the discount stores are willing to take time to purchase in person because they expect more economic price than other distribution companies such as the department stores. Thirdly, comparing the effects of benefits and costs, it was found that in the service for the purpose of problem solving(call centers or hospitals), benefits had more impact on the satisfaction than costs in general whereas in service for purpose of purchase(on-line shopping malls or discount stores), the monetary cost had more impact on the satisfaction than benefits. Lastly, upon examining the effects for stage of service process, the early, middle and late stages of service had almost similar level of effects on the process benefits. For call centers, the importance of middle and late stages is found to be especially high and this may be due to the fact that the late stage corresponds to the problem solving stage. Based on the above results, this study is significant for the following reasons: First, it proved that the satisfaction was affected by the perceived value, and the value consist of benefits and costs. Especially for the costs, it empirically proved that the non-monetary costs in addition to monetary costs would have to be considered. Second, by specifying the factors affecting the satisfaction, more practical implications were provided for forming strategies for raising customer satisfaction. That is, by finding out the effects of the service quality according to the stage during which the service was provided, from what the satisfaction and perceived value originate, can be examined and based on this, practical feedbacks can be given. Third, depending on the nature of the service industry, it was found that the antecedents affecting the customer satisfaction could vary. If the unit for analysis can be subdivided into the level of individual company based on the characteristics for each service industry specified in this study, more practical and useful strategic proposal for the decision maker of the company would be possible. Based on the results of this study, the following will be suggestions for the researches to come: First, in addition to the process quality of the service, a variety of qualities may be required. By adding the psychological costs such as perceived risk to the monetary and time costs, the future studies will be able to provide results more useful for the person in charge on-site. Second, as for the customer satisfaction, the linear cause-effect relationship was hypothesized for the components affecting the customer satisfaction. The discussion for the possibility for an asymmetric relationship between these factors will be able to raise the possibility for the application of the study.