서비스 품질-고객만족 관계에서의 심리적 메커니즘 고찰 = The Investigating of Psychological Mechanism in the Service Quality-Customer Satisfaction Relation

다국어 초록 (Multilingual Abstract)

During the past two decades has much research effort on the field of service quality as a major driver of business performance(customer satisfaction).It has become a key strategic issue on service management`s agenda. As service companies continue to seek unique source of sustainable competitive advantage, service quality has been discussed conceptually as a potential alternative to traditional skills and resources, as well as empirically tested as a potential driver of improving performance(customer satisfaction). Above all, previous studies were only investigated perceived value and trust as a cognitive mechanism in the ``service quality-customer satisfaction`` relation. So, the aim of this research is to examine reciprocity as a psychological mechanism(especially an affective response) in the relationship between service quality dimensions(outcome quality, process quality, physical environment quality) and customer satisfaction. Therefore, different from the past studies, in this study we postulates that the reciprocity plays an essential mediating role in the relationship between the three dimensions of service quality and customer satisfaction. A model integrating three dimensions of service quality, perceived value, trust, reciprocity and the customer satisfaction is tested using the data of 200 general consumers. Sample and Data Collection: This data was collected in two large cities in South Korea: Seoul and Kwangju. 200 general consumers utilizing bank services participated in the survey. Participants were recruited from people attending evening cultural education programs provided by local community centers and MBA programs provided by University. In terms of demographics, slightly more than a half of participants were male(n=136), and 89%(n=178) had a higher education. Participants held various occupational backgrounds; housewives (n=7), corporate managers(n=88), public officials(n=23), self-employed(n=13), teachers(n=4), professional practices(n=26), skilled laborers(n=3), students(n=7), and others(n=29). Data analysis was conducted in three phases. The first phase was measurement analysis (i.e., item purification and facture structure confirmation) involving the scales of the three dimensions of Service Quality, perceived risk, trust, perceived reciprocity, and customer satisfaction. In the second phase, the structural relationships among the key constructs proposed in Fig 1 were estimated. In the last phase, the mediating effect was examined. Structural Model: the structural equations model is estimated by using LISREL 8.30. The goodness-of-fit statistics are acceptable(χ2=166.41, df=98(p=.000), GFI=.910, AGFI=.860, NFI=.920, CFI=.956, RMR=.055). Convergent validity was assessed using the significance and magnitude of factor loadings. As is shown in Table 2, the magnitudes of factor loadings ranged from 0.61 and 0.85 and all the loadings were significant (p<0.01). Discriminant validity among the three dimensions of service quality were examined by performing a chi-square difference test between a model where all the factor correlations were fixed at 1.0 and the unconstrained model(see the ``Φ Matrix`` of Table 3). The constrained model showed a significantly poorer fit compared to the unconstrained model. After confirming the measurement models, the model shown in Figure 1 is estimated using LISREL 8.30. In this model, all constructs were operationalized through their summed scaled indexes, resulting in one indicator for its construct. The LISERL analysis shows a satisfactory fit of the model as indicated by the GFI(.895), AGFI(.845), NFI(.886), NNFI(.916), CFI (.935), RMR(.066), RMSEA(.068), respectively. However, the chi-square test was significant (x2=198.73, df=104, p<0.00). Given the satisfactory fit of the model, the estimated path coefficients were then examined to evaluate the hypotheses. The results of data analysis showed that the process quality positively influences on the trust and reciprocity. However, the process quality had a significant impact not on the perceived value. Also, the outcome quality positively influences on the perceived value, trust and reciprocity. Physical environment quality only impacts on the perceived value. Finally, our results indicated that the perceived value, trust, and reciprocity have a significant influence on the customer satisfaction. Thus, this study demonstrates that reciprocity indeed plays a mediating role between the service quality and the customer satisfaction. Also, we has known the facts inducing affective responses in the service context. The results of this study will help managers to understand the relative importance of the three different quality.

참고문헌 (Reference)

1 윤양은, "호텔기업에 대한 고객의 지각된 서비스 품질이 신뢰와 만족에 미치는 영향에 관한 연구" 동아대학교 2003

2 김용만, "서비스품질과 서비스가치가 서비스만족과 서비스 애호도에 미치는 영향" 5 : 1-22, 2000

3 이유재, "서비스 품질의 측정과 기대효과에 대한 재고찰: KS-SQI 모형의 개발과 적용" 16 (16): 1-26, 2001

4 전호성, "서비스 품질의 위계구조에 관한 연구: Formative 모델 및 Reflective 모델을 중심으로" 한국마케팅학회 22 (22): 87-112, 2007

5 이유재, "서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구- 기존고객과 잠재고객의 비교를 중심으로" 한국마케팅학회 18 (18): 67-97, 2003

6 이유제, "서비스 산업의 현황에 대한 실증연구" 7 (7): 129-157, 1996

7 이유재, "서비스 마케팅" 학현사 2008

8 노은정, "대형마트의 서비스품질이 지각된 가치를 매개로 점포충성도에 미치는 영향에 관한 연구-경쟁사 지각된 가치의 조절효과를 중심으로" 한국유통경영학회 13 (13): 49-76, 2010

9 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도" 한국마케팅학회 17 (17): 25-55, 2002

10 Driver, Carole, "Understanding Service Customer: The Value of Hard and Soft Attributes" 4 (4): 130-139, 2001

11 Chan, Kimmy W., "Understanding Consumer-to-Consumer Interactions in Virtual Communities: The Salience of Reciprocity" 63 : 1033-1040, 2010

12 Stewart, Katherine J., "Trust Transfer on the World Wide Web" 14 (14): 5-17, 2003

13 Nwabueze, Uche, "The Three Dimensions of Quality Service: The Case of Service Quality Gaps in the U.K. National Health Service" 31 : 1328-1353, 2008

14 Palmatier, Robert W., "The Role of Customer Gratitude in Relationship MArketing" 73 : 1-18, 2009

15 Goulder, Alvin W., "The Norm of Reciprocity: A Preliminary Statement" 25 (25): 161-178, 1960

16 Akroush, Mamoun N., "The Impact of Service Quality Dimensions on Performance: An Empirical Investigation of Jordan's Commercial Banks" 16 (16): 22-44, 2009

17 Dagger, Tracey S., "The Effect of Service Evaluations on Behavioral Intentions and Quality of Life" 9 (9): 3-18, 2006

18 Yuen, Euphemia F. T., "The Effect of Retail Service Quality and Product Quality on Customer Loyalty" 17 (17): 222-240, 2010

19 Morgan, Robert M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

20 Fornell, Claes, "The American Customer Satisfaction Index: Nature, Purpose, and Findings" 60 (60): 7-18, 1996

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

22 Bitner, Mary Jo, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees" 56 (56): 57-71, 1992

23 Rust, Rolang T., "Service Quality:Insights and Managerial Implications from the Frontier,in Service Quality:New Directions in Theory and Practice.Rolandt.Rust and Richard L.Oliver,eds.,Thousand Oaks.CA:Sage Publications" Sage Publications 1-19, 1994

24 Grönroos,Christian, "Service Quality: The Six Criteria of Good Perceived Service Quality" 9 : 10-13, 1988

25 Caruana, Albert, "Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction" 36 (36): 811-828, 2002

26 Brady, Michael K., "Searching for a Consensus on the antecedent Role of Service Quality and Satisfaction: An Exploratory Cross-National Study" 51 (51): 53-60, 2001

27 Yilmaz. Cengiz, "Salesperson Cooperation: the Influence of Relational, Task, Organizational, and Personal Factors" 29 (29): 335-357, 2001

28 Parasuraman, A., "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality and Satisfaction" 64 (64): 12-40, 1988

29 Macintosh, Gerrard, "Retail Relationships and Store Loyalty: A Multi-Level Perspective" 14 (14): 87-97, 1997

30 Goranson, Richard E., "Reciprocity and Responsibility Reactions to Prior Help" 3 (3): 227-232, 1966

31 Becker, Lawrence C., "Reciprocity" Routledge & Kegan Paul 1986

32 Nunnally, Jum C., "Psychometric Theory" McGraw-Hill 1994

33 Rosen, L. Drew, "Prioritizing and Dimensions of Service Quality:An Empirical Investigation and Strategic Assesment" 5 (5): 39-52, 1994

34 Brady, Michael K., "Performance Only Measurement of Service Quality: A Replication and Extension" 55 (55): 17-31, 2002

35 Bagozzi, Richard P, "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

36 Rousseau, Denise M., "Not So Different After All: A Cross-discipline View of Trust" 23 (23): 393-404, 1998

37 Cronin Jr, Joseph J., "Measuring Service Quality: A Reexamination and Extension" 56 (56): 55-68, 1992

38 Collier, Joel E., "Measuring Service Quality in E-Retailing" 8 (8): 260-275, 2006

39 Everard, andrea, "How Presentation Flaws Affect Perceived Site Quality, Trust, and Intention to Purchase from an Online Store" 22 (22): 55-95, 2006

40 Morales, Andrea C., "Giving Firms an “E” for Effort: Consumer Responses to High-Effort Firms" 31 (31): 806-812, 2005

41 Dawson, Scott, "Four Motivations for Charitable Giving: Implications for Marketing Strategy to Attract Monetary Donations For Medical Research" 8 (8): 31-37, 1988

42 Moorman, Christine, "Factors Affecting Trust in Market Research Relationships" 57 (57): 81-101, 1993

43 Pal, Manabendra N., "Exploring the Dimensionality of Service Quality: An Application of TOPSIS in the Indian Banking Industry" 26 (26): 115-133, 2009

44 Mulaik, Stanley A., "Evaluation of Goodness-of-Fit Indices for Structural Equation Models" 105 (105): 430-445, 1989

45 Lin, Ingrid Y., "Evaluating a Servicescape: The Effect of Cognition and Emotion" 23 : 163-178, 2004

46 Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981

47 Wu, Wei-ping, "Does Consumers' Personal Reciprocity affect Future Purchase Intentions" 24 (24): 345-360, 2008

48 Anderson, Eugene W., "Customer Satisfaction, Market Share, and Profitability: Findings from Sweden" 58 (58): 53-66, 1994

49 McDougall, Gordon H. G., "Customer Satisfaction with Services:Putting Perceiver Value Into the Equation" 14 (14): 392-410, 2000

50 Jamal, Ahmad, "Customer Satisfaction and Retail Banking: An Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking" 20 (20): 146-160, 2002

51 Bennett, Rebekah, "Customer Satisfaction Should Not Be the Only Goal" 51 (51): 514-523, 2004

52 Emmons, Robert A., "Counting Blessings Versus Burdens: An Experimental Investigation of Gratitude and Subjective Well-Being in Daily Life" 84 (84): 377-389, 2003

53 Zeithaml, Valarie A., "Consumer Perceptions of Price, Quality, and Value: a Meansends Model and Synthesis of Evidence" 50 (50): 2-22, 1988

54 Hoyer, Wane D., "Consumer Behavior, Fifth Edition" South-Western 2010

55 Marsh, Hernert W., "Assessing Goodness of Fit: Is Parsimony always Desirable" 64 : 364-390, 1996

56 Mayer, Roger C., "An Integrative Model of Organizational Trust" 20 (20): 709-734, 1995

57 Llosa, Sylvi, "An Empirical Study of SERVQUAL's Dimensionality" 18 (18): 16-44, 1998

58 Chen, Chen-Nan, "A Study Using the Grey System Theory to Evaluate the Importance of Various Service Quality Factors" 83 (83): 838-861, 2002

59 Grönroos, Christian, "A Service Quality Model and its Marketing Implication" 18 (18): 36-44, 1984

60 McDougall, Gordon H. G., "A Revised View of Service Quality Dimensions: An Empirical Investigation" 11 (11): 189-209, 1994

61 Bolton, Ruth. N., "A Multi-stage Model of Customers' Assessments of Service Quality and Value" 19 (19): 375-383, 1991

62 Mukherjee. Avinandan, "A Model of Trust in Online Relationship Banking" 21 (21): 5-15, 2003

63 Anderson, James C., "A Model of Distributor's Perspective of Distributor-Manufacturer Working Relationships" 48 (48): 62-74, 1984

64 Dabholkar, Pratibha A., "A Measure of Service Quality for Retail Stores" 24 (24): 3-16, 1996

65 Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research" 49 : 41-50, 1985

66 Dabholkar, Pratibha A., "A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues Through a Longitudinal Study" 76 (76): 139-173, 2000

67 Oliver, Richard L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" 17 (17): 460-468, 1980