셀프서비스테크놀로지에서 고객사전준비도가 서비스품질과 고객가치에 미치는 영향 = 온라인 쇼핑을 중심으로

다국어 초록 (Multilingual Abstract)

The advance of information technology means that conventional face-to-face services are being replaced with innovative self-service technology (SST) such as airline ticket machines, automated teller machines, and online shopping services. SST allows customers to help produce their own service encounters via machine interaction rather than by interacting with service personnel. The current study aims to investigate the influence of customer readiness in advance on service quality and customer value in SST. Specifically, the aim is to propose that high customer readiness in advance will have positive influence on service quality and hence increase perceptions of customer value associated with SST. In addition, the current study aims to propose that the customer value is key mediator between service quality and customer satisfaction which is positively related to customer loyalty such as reuse intention and wordof- mouth. A set of hypotheses is tested based on a survey data collected from 245 experienced users of online shopping. Data were analyzed by path analysis using SPPS 18.0 and AMOS 18.0. As reliability was tested based on Cronbach`s alpha values, all of the coefficients for the constructs exceeded the threshold value of 0.70 for exploratory constructs. To test validity, factor loading of every item measured was more than 0.5 by measurement analysis, which means there is no problem with the validity of items measured. As a result of hypothesis test using structural equation modeling, one of the findings of this study is that customer readiness in advance can improve SST service quality (perceived usefulness, perceived ease of use, perceived initiative, and perceived cost reduction). One of results indicates that customer value has significant relationship with customer satisfaction and performance as reuse intention and word-of-mouth. This study is based on a survey of experienced users of online shopping in South Korea. Thus, the results are based on snap shot perceptions of users of online shopping. Also, we assumed that systems used in online shopping sites are generally the same. Consequently, generalizability of the study results is limited. Future research of the authors will focus on cross-cultural and longitudinal studies.

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