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.

서비스회복은 고객의 머리로 이루어지는가? 가슴으로 이루어지는가?

김상희(Sang Hee Kim) 한국경영학회 2014 經營學硏究 Vol.43 No.1

The purpose of this study is to survey relative influence of justice and authenticity upon customer response in service recovery. Prior researches on service recovery so far have emphasized on recovery in the cognitive aspect called justice and recovery satisfaction. However, at the point of time that many researches on consumer science consider the emotional and psychological aspect as well as consumers` cognitive aspect, the consideration on this aspect will be necessary even in the service recovery. Accordingly, this study aims to suggest authenticity in addition to justice as a plan for service recovery and to figure out different influential level of these two recovery plans upon customers` response. Through this, the aim is to compare how the justice and authenticity change the response of customers, who experienced in a situation of service failure, thereby making it reach the recovery process. The following are the specific research objectives of this study. First, the aim is to compare relative influence of justice and authenticity upon customer forgiveness. As prior researches have mentioned so far, this can be said to be the examination on whether the offer of other element in addition to justice can be the better recovery plan than justice as well as the examination on whether justice is the sole plan for customers` service recovery. Second, the aim is to compare relative influence of justice and authenticity upon recovery satisfaction. So far, the prior researches have discussed about relationship between justice and recovery satisfaction and have discussed about what the justice dimension is that has the greatest influence especially upon recovery satisfaction. However, if satisfaction can be influenced by cognitive and psychological factors, the recovery satisfaction even in service recovery will be able to be influenced even by psychological aspect as well as cognitive aspect. Third, the aim is to compare relative influence of recovery satisfaction and forgiveness upon a change in customer response. The aim is to examine whether it is changed more greatly by customers` satisfaction with company`s recovery effort or is changedmore greatly by customer forgiveness through company`s recovery effort if the customer response after failure is changed through company`s recovery effort. The findings are summarized as follows. First, as a result of comparing the relative influence of justice and authenticity in an effort for service recovery upon customer forgiveness, the authenticity in an effort for service recovery was indicated to have the greater influence upon customer forgiveness. Also, interactive justice out of justice was indicated to have influence upon customer forgiveness. Thus, the distributive justice and procedural justice were indicated not to have influence upon customer forgiveness. Hence, even if justice can increase satisfaction as mentioned in prior researches, it was indicated to be factor that is difficult to obtain customer forgiveness. Second, as a result of comparing relative influence of justice and authenticity in an effort for service recovery upon recovery satisfaction, the authenticity was indicated to have greater influence upon recovery satisfaction than procedural justice and interactive justice. Distributive justice was shown to have no significant difference. This outcome implies that the recovery satisfaction is influenced even by authenticity as well as justice. As this implies that satisfaction can be influenced by both cognitive factor and psychological factor, it is suggesting that the recovery satisfaction is possible even by authenticity, not what the recovery satisfaction is made only by justice. Third, a sense of disappointment, which was experienced given failure, was indicated to decrease when customers forgave service failure through authenticity in company`s effort for recovery. Psychological status like disappointment and frustration, which were experienced from counterp

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.

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

대학의 전공교육과 행정서비스 품질이 세무회계전공자의 학생만족도 및 대학성과에 미치는 영향

변정희,김상헌,심태섭 한국세무학회 2018 세무학 연구 Vol.35 No.2

This study measured the quality of education and administration related services provided to students. We also analyzed the effect of service quality on student satisfaction(specifically, satisfaction with the majors and satisfaction with administrative services). Finally, we tried to investigate the effect of student satisfaction on performance of university. To accomplish this purpose, this study was conducted to survey students who majored in tax or accounting at university. The results of this study will suggest contributions for improving the quality of service for students in taxation or accounting field in Korea and ultimately enhance the performance of the university. This study used the measurement method of service quality proposed in previous marketing research. Since universities mainly provide administrative services through Internet notice and telephone counseling, we added measurement methods for service quality related to information systems. Also the measurement method for the performance of public service evaluation model is reflected because it is related to education service. The measurement of specific variables is as follows. First, service quality as an independent variable was measured by 21 questionnaires. Specifically, service quality was compressed into eight quality factors(academic support, administrative support, teaching lecture, facility support, relationship between professor and student, grading evaluation, tuition fee benefit, employment linkage) through factor analysis. Second, the dependent variable consisted of the satisfaction measured by two questionnaires(major satisfaction, administrative satisfaction) and the performance measured by four questionnaires (recommendation of major, recommendation of administrative service, feeling about major, use for administrative service). The results of the analysis are as follows;Among the service quality, ‘academic support’, ‘facility support’, ‘relationship between professor and student’ and ‘employment linkage’ showed significant increase in ‘major satisfaction’ of service users. and The ‘administrative support’ and ‘facility support’ of service quality showed significant increase in ‘administrative satisfaction’ of service users. Finally, ‘major satisfaction’ showed a significant positive relationship with the ‘performance’ of the major and ‘administrative satisfaction’ showed a significant positive relationship with the ‘performance’ of administrative services. The implications of this study are as follows;The university authorities can improve student satisfaction by improving the quality of services related to ‘academic support’, ‘administrative support’, ‘facility support’, ‘relationship between professor and student’, and ‘employment linkage’. and ultimately, it is expected that the performance of the university will be achieved by improving the students’ satisfaction. 본 연구는 대학이 수요자인 학생에게 제공하는 전공교육 및 행정과 관련된 서비스의 품질을 측정하고, 이러한 서비스품질이 학생들의 만족도(전공에 대한 만족도와 행정서비스에 대한 만족도)에 미치는 영향을 파악하고자 하였다. 또한, 이러한 학생만족도가 대학의 성과에 미치는 영향을 알아보고자 하였다. 이를 위하여 본 연구는 4년제 대학에서 세무나 회계를 전공 또는 부(복수)전공하고 있는재학생을 대상으로 설문조사를 시행하였다. 이러한 연구결과를 이용하여 본 연구는 향후 우리나라세무/회계 분야 전공에서 학생들에 대한 서비스품질의 개선을 위하여 어떠한 부분을 보다 개선하여야 하는지에 대한 제안을 하여, 궁극적으로 대학의 성과를 높이고자 하는 대안을 제시하고자 한다. 본 연구는 기존의 마케팅 연구에서 제시하고 있는 서비스의 품질에 대한 측정방법을 이용하였다. 또한 대학은 주로 인터넷 공지 및 전화 상담으로 행정서비스가 이루어지므로 정보시스템 관련 서비스품질에 대한 측정방법을 추가하여 반영하였다. 추가로 교육서비스와 관련된 연구이기에 공공기관의 서비스평가모형의 성과에 대한 측정방법을 반영하였다. 구체적인 변수에 대한 측정은 다음과 같다. 먼저 독립변수인 대학의 서비스품질은 21개의 측정항목으로 측정하였다. 이러한 서비스품질은요인분석을 통하여 8가지 품질 측면(학우관계, 행정지원, 교수강의, 시설지원, 교수와 학생 관계, 성적평가, 학비혜택, 취업연계)으로 압축하였다. 다음으로 종속변수인 2가지 항목(전공만족도, 행정만족도)으로 측정된 학생만족도와 4가지 항목(전공에 대한 추천, 행정서비스에 대한 권유, 전공에 대한감정, 행정서비스에 대한 이용)으로 측정된 대학의 성과로 구성되었다. 수집된 자료를 분석한 결과, 대학의 서비스품질 측면 중 ‘학우관계’, ‘시설지원’, ‘교수와 학생 관계’ 및 ‘취업연계’가 서비스이용자의 ‘전공만족도’를 유의적으로, ‘행정지원’ 및 ‘시설지원’은 ‘행정만족도’를 유의적으로, ‘행정지원’, ‘시설지원’ 및 ‘취업연계’는 ‘학생만족도’를 유의적 증가시키는 것으로나타났다. 또한, ‘전공만족도’는 전공에 대한 성과를 유의적으로, ‘행정만족도’는 행정서비스에 대한성과를 유의적으로 증가시키는 영향을 미치는 것으로 나타났다. 이처럼 연구결과를 통해, 대학이 전공 및 행정의 ‘학우관계’, ‘행정지원’, ‘시설지원’, ‘교수와 학생 관계’ 및 ‘취업연계’ 측면에 대한 서비스품질을 향상시킴으로써, 수요자인 학생의 만족도를 높일 수 있고 이를 통하여 궁극적으로 대학의 성과를 높일 수 있음을 보여줄 수 있다.

서비스 만족과 성과의 관계에 관한 탐색적 연구

박선영(Park Sun-Young),김윤주(Kim Yun-Joo) 경성대학교 사회과학연구소 2007 社會科學硏究 Vol.23 No.1

본 연구는 클라이언트 중심의 실천원칙을 수행하고 사회복지서비스의 질과 책임성을 제고하는 방법으로서 서비스 만족도의 유용성을 검토하기 위해 저소득층 여성가장들이 사례관리를 받는 초기와 종결기의 서비스 만족도, 스트레스와 대처 및 생활만족 등에서의 성과(outcome), 그리고 만족도와 성과 간의 관계에 대해 탐색적으로 살펴보았다. 연구 결과, 여성가장들은 사례관리 초기보다 종결 시에 유의미하게 높은 서비스 만족도를 나타냈다. 성과로서 검토된 스트레스, 역기능적 대처, 클라이언트의 현재 생활만족도에서 초기보다 종결 시에 유의한 향상이 나타났고 종결 시 서비스 만족도는 사전, 사후 성과들 중초기의 역기능적 대처와만 유의한 상관관계를 나타냈다. 끝으로, 전반적 서비스 만족은 클라이언트의 교육정도와 서비스 만족의 구성요인들 중 서비스 양, 일처리에 도움된 정도, 재방문 의사에 의해 유의하게 설명되었다. 이에, 사회복지 실천과 실천연구, 그리고 후속 연구를 위한 함의를 찾고 제언하였다. Examination of client satisfaction with social services is important in terms of performing client-centered practice, one of the social work principles, and enhancing quality and accountability of social services. Although social work in Korea has geared the practice methods towards community-based integrated services for clients, relatively little attention has been paid to client satisfaction with social services and the relationship between the satisfaction and the service outcome. In this context, this study explored the client satisfaction with services at both initial and termination stage of case management services for women households in low-income families based on integrated social services from a strengths perspective; outcome in stress-coping and life satisfaction; and the relationship between the service satisfaction and the outcome. As results, first, contrast to the existing results, those women respondents demonstrated significantly higher levels of service satisfaction at termination stage than at initial stage. Second, in outcome evaluation, the clients showed significant improvement in the level of stress, dysfunctional ways of coping, current life satisfaction at termination than those at initial stage. Third, only the correlation between service satisfaction and dysfunctional coping was significant among the correlations between service satisfaction at termination and outcome either at initial or at termination. Finally, variables with significant explanatory power for the overall satisfaction with the service included the client's educational level, quantity of the service, helpfulness of the service, motivation for re-visit among components of the scale for service satisfaction. Based on these results, this study suggested implications for social work practice and research including improvement in both quantitative and qualitative aspects of the service, continuous examination of the relationship between service satisfaction and the outcome, and for follow-up study.

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.

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.

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.

종업원 만족이 고객 만족에 영향을 미치는 경로에 관한 연구

이진호(Lee, Jin Ho),유한주(Yoo, Han Joo) 한국서비스경영학회 2013 서비스경영학회지 Vol.14 No.2

Although a substantial body of research confirms the positive impact of employee satisfaction on customer satisfaction mainly based on the concept of emotional contagion and service-profit chain model, these two streams of research leave much to be desired. Against this background, this research aims at providing more comprehensive causal relationship of constructs involving paths from employee satisfaction to customer satisfaction - employee satisfaction, customer-focused behavior, perceived service quality, perceived service costs, customer value, customer satisfaction. The empirical test was conducted in the power plant maintenance service context. After deleting outliers a total of 297 dyadic cases consisting of a service staff response and one related customer response was analized employing structural equation model two step approach. This research provides meaningful insights into the effect paths from employee satisfaction to customer satisfaction. First, three effect paths from employee satisfaction to customer satisfaction were identified. Second, employee satisfaction has no significant direct impact on customer satisfaction, Third, customer-focused behavior has direct impact on the customer`s perceived service costs, however no support for the claim that it has significant impact on perceived service quality is found. Finally, service costs as well as service quality have an direct impact on customer value. The results have some theoretical and research implications, at the same time offer meaningful managerial suggestions. Managers should devote effort significantly to enhance employee satisfaction in order to improve service quality and take action to value customer-focused helping behavior of their employees in order to make customers feel service costs acceptable