B-SERVQUAL : B2B시장에서의 서비스품질 척도 개발

국문 초록 (Abstract)

서비스에 대한 관심과 중요성은 소비재시장 뿐만 아니라 최근 B2B 시장에서도 크게 나타나고 있다. B2B 서비스는 제조업이나 서비스업에 제공되는 중간재적 성격의 서비스로서 전체 서비스 산업에서 매우 빠르게 성장하는 부분인 동시에 높은 비중을 차지하고 있기 때문에 특히 B2B 시장에서 서비스의 중요성은 매우 크다고 할 수 있다. 따라서 B2B 서비스 품질을 측정하기 위한 종합적인 척도 개발의 필요성이 대두되고 있으며, 특히 전통적으로 소비재 시장 상황에서 주로 개발되고 적용되어온 척도가 B2B 시장 상황에 적용될 수 있는가에 대한 문제가 제기되어왔다. 이에 본 연구의 목적은 B2B 시장 상황에서 서비스 품질의 특화된 차원들을 발견하고 이를 바탕으로 B2B 시장에 특화된 서비스품질 측정척도를 개발하는 것이다. 먼저 본 연구에서는 B2B 시장에서 특화된 서비스품질 요소들을 추출하기 위하여 B2B 서비스 품질 관련 문헌들을 조사하고 정성조사를 수행하였다. 이를 통해 얻은 서비스 품질 평가항목들과 기존의 B2B 서비스 품질에 관련된 연구들에서 고려하고 있는 측정항목들을 비교분석하여 서비스품질요인들을 추출하였다. 비교분석결과, 선행연구들을 통해 정리한 여러 다양한 측정항목들과 차원들이 실제 서비스 구매 담당자들과의 심층면접을 통해서 확인되었고 또한 서비스 품질의 추가적인 요인들이 발견되었다. 앞서 선행연구들과 정성조사를 통해서 추출된 B2B 서비스품질 요인과 측정항목들은 각 요인들의 개념적 정의를 반영한 측정항목들인지에 대한 검증을 위하여 전문가 패널조사를 시행하였으며 이를 통해서 재정제의 과정을 거쳤다. 여기서 정제된 측정항목을 이용하여 예비조사와 본 조사를 통해 최종 측정항목이 만들어졌다. 이렇게 개발된 B2B 서비스 품질 척도를 B-SERVQUAL 이라 명명하고 신뢰성과 타당성 검증을 거쳐 최종적인 B2B 서비스 품질 척도를 개발하였다. 최종 B2B 서비스품질 척도(B-SERVQUAL)는 경제적 품질, 기술적 품질, 과정 품질, 공감 품질, 편의성 품질 등 5개 차원으로 구성된 총 19개의 측정항목으로 제시하게 되었다. 또한 본 연구에서는 추가분석을 통하여 서비스유형별 (산업서비스, 전문서비스)로 B2B 거래에 있어서 관계만족과 신뢰에 미치는 영향력에서 유형별 차이를 보이고 있음을 알 수 있었으며, B-SERVQUAL 이라는 척도 개발이 주는 마케팅 전략적 의미에 대해 토의하였다.

다국어 초록 (Multilingual Abstract)

Recently the necessity and importance of service has been increasing more and more according to change the focus of business from the manufacturing industry to the service industry. Much interest in service rises in B2B market and importance of evaluating service quality is recognized. However, the study of service quality specialized for B2B market is insufficient. Accordingly, the purpose of this article is to deepen our understanding of concept of buyer perceived service quality when establishing relationships in the B2B market. Therefore, it need to investigate how business customers who purchase B2B services evaluate the service quality through the qualitative and quantitative research as the first step of developing the scale to measure B2B service quality. We began this research with two main objectives: (1) develop the service quality scale to facilitate assessments of service quality in B2B and (2) investigate relation between the service quality scale and business relationship quality concepts such as relationship satisfaction and trust. This study carried out the comparative analysis against the measured items of previous researches and the contents acquired from the qualitative research. Various different measuring items and aspects related with service quality evaluation can be drawn out through the in-depth interview with actual purchasing staffs. Regarding the measured items acquired from such comparative analysis, the definition of concept and items of questionnaire that reflect the concept well should be extracted with validity of contents verified by expert panel. After performing the pre-test with the filtered measuring items, the scale of service quality specialized for B2B service was developed after passing through survey with final measuring items. In our study, it could be recognized that the evaluation of aspect regarding process quality and convenience quality especially is important as well as technical quality that is emphasized in B2B market. And, the economic quality aspect that the previous researches neglected could be grasped. Collectively, the results of our analyses provide insights into the relationship between customers` perceptions of individual service quality dimensions and their relationship quality concepts such as relationship satisfaction and trust. Convenience quality plays a key role in driving customers to satisfy the relationship with the service supplier, and process quality has relatively much effect on trust with the service supplier. In addition, service quality relatively influences relationship satisfaction much more in professional service trade, and service quality is more important factor to bring trust in industrial service trade. Our study suggests useful tool to evaluate and improve B2B relationship by developing B2B service quality measurement scale. B-SERVQUAL scale has new dimensions in service trade situation and can be used in both business service type, industrial service and professional service. To B2B service buyer, our scale help to select good service provider and the scale is new criteria to improve old service trade relation. In addition, service provider can know the needs of service buyers and manage service quality by using the scale.

참고문헌 (Reference)

1 전달영, "첨단산업재의 서비스 품질 선행요인과 결과에 관한 연구" 한국중소기업학회 28 (28): 37-66, 2006

2 한상린, "산업재 공급자와 조직구매자간의 관계요인에관한 연구" 13 (13): 157-173, 1998

3 Jackson, Ralph W., "Unique Aspects of Marketing Industrial Services" 17 (17): 111-118, 1988

4 Berry, Leonard L., "Understanding service convenience" 66 (66): 58-69, 2002

5 Gounaris, Spiros. P., "Trust and commitment influences on customer retention : insights from business-to-business services" 58 (58): 126-140, 2005

6 Homburg, Christian, "Towards an improved understanding of industrial services : quality dimensions and their impact on buyer-seller relationships" 16 (16): 39-71, 1999

7 Colwell, Scott R., "Toward a measure of service convenience : multiple-item scale development and empirical test" 22 (22): 160-169, 2008

8 Cunningham, M. T., "The role of customer service in industrial marketing" 8 (8): 15-28, 1974

9 Lewis, Barbara. R., "The role of customer service in buyer-seller relationships: evidence from the industrial gases market" 762-786, 1995

10 Sharma, Neeru, "The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services" 13 (13): 151-170, 1999

11 Stremersch, Stefan, "The Purchasing of Full-Service Contracts: An ExploratoryStudy within the Industrial Maintenance Market" 30 (30): 1-12, 2001

12 Homburg, Christian, "The Link Between Salespeople’s Job Satisfaction and Customer Satisfaction in a Business-to-Business Context: A Dyadic Analysis" 32 (32): 144-158, 2004

13 Brady, Michael K., "Some New Thoughts on conceptualizing Perceived Service Quality: A Hierarchical Approach" 65 (65): 34-49, 2001

14 Caceres, Ruben Chumpitaz, "Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty" 41 (41): 836-867, 2007

15 Chumpitaz, Ruben, "Service quality and marketing performance in business-to-business markets : exploring the mediating role of client satisfaction" 14 (14): 235-248, 2004

16 Parasuraman, A., "SERVQUAL : a multiple-item scale for measuringconsumer perceptions of service quality" 64 (64): 12-37, 1988

17 Seiders, Kathleen, "SERVCON : development and validation of a multidimensional service convenience scale" 35 (35): 144-156, 2007

18 이유재, "On the evaluation of structural equation models" Springer New York 16 (16): 74-94, 198803

19 Cronin, J. Joseph, Jr., "Measuring service quality: a reexamination and extension" 56 (56): 56-68, 1992

20 Woo, Ka-shing, "Measuring business-to-business professional service quality and its consequences" 58 (58): 1178-1185, 2005

21 Szmigin, Isabelle T. D., "Managing quality in businessto- business services" 27 (27): 5-21, 1993

22 Cann, Cynthia W., "Eight steps to building a businessto-business relationship" 13 (13): 393-405, 1998

23 Seiders, Kathleen, "Do satisfied customers buy more? Examining moderating influences in a retailing context" 69 (69): 26-43, 2005

24 Sureshchandar, G. S., "Determinants of customer-perceived service quality: a confirmatory factor analysis approach" 16 (16): 9-34, 2002

25 Parasuraman, A., "Customer service in business-to business markets : an agenda for research" 13 (13): 309-321, 1998

26 Boyt, Tom, "Classification of industrial services" 26 (26): 291-300, 1997

27 Han, Sang-Lin, "Buyer-Supplier Relationships Today" 22 (22): 331-338, 1993

28 Holmlund, Maria, "Buyer Perceived service quality in industrial networks" 24 (24): 109-121, 1995

29 Strauss, Anselm, "Basics of qualitative research: Techniques and procedures for developing grounded theory (2nd ed.)" Sage 1998

30 한상린, "B2B마케팅" 21세기북스 2011

31 한상린, "B2B 시장에서의 서비스 편의성이 관계성과에 미치는 영향 : 관계적 요인의 매개효과 분석" 한국유통학회 16 (16): 65-93, 2011

32 Gerbing, David W., "An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment" 25 : 186-192, 1988

33 Gröonroos, Christian, "A service quality model and its marketing implications" 18 (18): 36-44, 1984

34 Kumar, Rajesh, "A conceptual framework for the development of service delivery strategy for industrial systems and products" 19 (19): 310-319, 2004

35 Churchill, Gillbert A., Jr., "A Paradigm for Developing Better Measures of Marketing Constructs" 16 (16): 64-73, 1979