TBSS편리성, 통제성, 위험비용의 관계 및 TBSS 품질과 성과에 미치는 영향 = The Relationship of TBSS Convenience, Control, Risk cost and Examining the influence on TBSS Quality and Performance

국문 초록 (Abstract)

기술기반셀프서비스의 사용이 증가하면서 서비스 제공자들은 고객들에게 보다 효과적으로 서비스를 전달할 수 있는 자산 중에 하나로 기술기반셀프서비스의 활용을 모색하고 있다. 기술기반셀프서비스 사용으로부터 활용할 수 있는 잠재적 편익 중에 하나가 통제성과 편리성이다. 지각된 통제성과 편리성이라는 개념은 셀프서비스 기술과 관련된 정량적 조사에 중요한 요소인 것으로 확인되어져왔지만, 최근까지, 그들의 효과에 대해서는 상대적으로 알려진 것이 제한적이다. 따라서 본 연구는 통제성과 편리성 지각이 셀프서비스 사용을 촉진할 수 있는 위험비용과 셀프서비스의 긍정적인 평가에 중요한 역할을 하는 TBSS품질에 어떠한 영향을 미치는지 검증하고, 나아가 고객생산성이 고객가치에 어떠한 영향을 미치는지 확인하였다. 연구결과를 요약하면, 지각된 통제성과 편리성은 위험비용에 유의한 영향을 미치는 것으로 나타났으며, TBSS품질 또한 편리성과 통제성과 관계가 있는 것으로 나타났다. 그러나 위험비용은 TBSS품질에 영향을 미치지 않는 것으로 나타났다. 마지막으로 고객생산성은 TBSS 품질에 영향을 받으며, 최종적으로는 고객가치에 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

With the popularity of Technology Based Self Service application increasing, more service providers are now looking to leverage one of their most important assets, the customer, in the delivery of service. The potential, benefits from utilizing Technology Based Self Service are Perceived control and convenience. Perceived control and convenience in numerous qualitative studies on Technology Based Self Service have been frequently mentioned as important factors in facilitating a transaction. But to date, from cost-quality-value perspective, no study has explored the influence perceived control and convenience or how to it impacts customer evaluations of Technology Based Self Service. This study explores how to control and convenience perception influence customer risk cost and TBSS quality. In addition, This study explores relationship between TBSS quality and customer productivity, customer value. The result revealed that Perceived control and convenience do impact risk cost and TBSS quality. But risk cost not influenced on TBSS quality. Finally, Increased TBSS quality perception influenced customer productivity, which in turn were associated with stronger customer value.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설설정
• Ⅳ. 실증분석
• Ⅴ. 결론 및 시사점
• 참고문헌
• Abstract

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