서비스 산업에서의 고객만족 선ㆍ후행요인과 브랜드선호도 및 재구매의도 형성과정 = The Antecedents and Outcomes of Customer Satisfaction and the Formation Process of Brand Preference and Repurchase Intention in Service Industries

국문 초록 (Abstract)

본 연구는 서비스산업에서의 고객만족 형성요인과 그 이후의 브랜드선호도 및 재구매의도와의 인과관계에 대한 종합적 모형을 제시하고 구조적 관계를 분석하는 것이 주요한 목적이다. 실증분석 결과 기존연구와 같은 맥락으로 지각된 품질과 지각된 가치가 고객만족에 정(＋)의 영향을 미치는 것으로 나타났으나 지각된 공평성의 경우는 그 영향력이 통계적으로 무의미하게 나타났다. 고객만족과 브랜드선호도 및 재구매의도의 매개변수로 투입된 전환비용과 고객애호도간의 구조적 인과관계도 모두 유의한 것으로 확인되었고 직접적인 영향뿐만 아니라 간접적으로 영향관계가 존재함을 알 수 있었다. 재구매의도의 형성에 관한 연구가설에는 기존의 연구들과는 달리 고객만족이나 전환비용이 직접적 인과관계를 형성하지 않는 것으로 나타났다. 다만, 브랜드선호도를 통한 재구매의도의 직접적인 영향관계는 유의한 것으로 확인되었다. 실무에서 중시하는 브랜드선호도가 소비자의 지속적 반복의도를 형성하게 하는데 중요한 매개역할을 수행함을 알 수 있었다. 연구모형의 분석에 따른 실증결과를 바탕으로 서비스산업에서의 소비자의 고객만족 형성 이후 반복구매 가능성의 증대를 위한 효과적 전략방안을 모색해 보고자 한다.

다국어 초록 (Multilingual Abstract)

The main purpose of this study is to conceptualize and investigate the relationships between the antecedents and outcomes of customer satisfaction and the linking variables of brand preference and repurchase intention in service industries. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model"s elements involving antecedents to customer satisfaction(perceived quality, value, equity), consequences(brand preference, repurchase intention), and moderating variable(switching cost, customer loyalty). Empirical findings are as follows :
First, the effect of two antecedents(perceived quality and value) on customer satisfaction was accepted but perceived equity was rejected. Second, I found out that there were direct or indirect relationships between the mediating variables(switching cost, customer loyalty, brand preference) and repurchase intention. This means that the proper management concerned with indirect path is probably more important for the success of services industries. Third, the direct effects of customer satisfaction and switching cost on repurchase intention were not significant against the existing studies excepting brand preference. This implies that repurchase intention was mainly intensified by the indirect path, "customer loyalty → brand preference → repurchase intention" and "switching cost → brand preference → repurchase intention." The service marketers make efforts not only to strengthen the direct casual linkage but also to consolidate the indirect connections leading to create repurchase intention. Finally, the proper management of these structural relationships will help clarify the role of service marketer resulting in increasing sustainable competitive advantage in service industries.

목차 (Table of Contents)

• 〈요약〉
• Ⅰ. 서론
• Ⅱ. 선행연구
• Ⅲ. 연구모형과 연구가설
• Ⅳ. 실증분석과 가설검정
• Ⅴ. 결론
• 참고문헌
• 〈Abstract〉

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