고객의 접촉 및 개별화 수준이 서비스 품질 평가에 미치는 영향에 관한 연구 = A Study on the Customer's Service Quslity Evaluation Based Upon the Levels of Customer Contact and Customization

다국어 초록 (Multilingual Abstract)

Service quality is essential to success in today's business environment. This research involves an experiment which was designed to measure perceived service quality based upon the manipulation of the service contact and customization levels.
This research addresses each of the following research objectives. ① To test the effect of the customer's contact level on perceived service quality ② To test the effect of the customer's customization level on perceived service quality ③ To explore the interaction effect of contact and customization level on perceived service quality. The level of relationship tested are effect associated with the contact and customization variables and the service quality dimensions. Rating of the five SERVPERF dimensions are hypothesized to change dependent upon the levels of the contact and customization.
The results of the MANOVA analysis are as follows. In general, the results indicate no strong main effect or interactions. However, the contact construct produced a marginally significant main effect on the reliability dimension. The different levels of customization within a service offering do not affect perceptions of the dimensional service quality attributes. The contact and customization variables produced a marginally significant interactive effect on the empathy dimension.