소비자와 서비스제공자의 자동차정비서비스 만족도 척도 개발 및 차이 분석: 소비자의 경험과 서비스제공자의 예상을 중심으로 = A Study on Method Development of Service Difference Value between Consumer (Service User) and Service Offer on Car Repair Service, and Different Verification

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze satisfaction factor of car repair service satisfaction between service offerer and consumer(service user) and to provide useful information enhancing overall satisfaction of car repair service for the satisfaction elevation in the car service field. For this purpose, it needed to develop and value measurement of satisfaction factor on car repair service. So our researchers examined what the established factors were composed of questions, and whether the factors could be trusted and verified. Through the newly developed factor, our researchers investigated whether there is a car repair service satisfaction gap in each matrix, and a satisfaction gap between service offerer and consumer through survey. Consumers who were owner drivers and had made use of car repair service, but not the employees of car-related company, were web-surveyed by panel. Service Offerers who were employees of car repair service company were surveyed face to face. Preliminary research was done March the fifth through the ninth in 2012, Web survey as the primary research was performed from June 26 to July 30 in 2012, direct research was carried out July 2 through July 30 for a month. As the result of the survey, 200 consumers and 126 service offerers responded. The responses seemed to be sincere and trustworthy. So all the responses were took into accounted for this study. As a result, for the purpose of establishing the car service satisfaction factor, our researchers examined the precedent study, corrected and applied it to the constitution of the factor. From the expert consultation and the examination into the opinions of the car repair service offerer and consumer, we corrected and supplemented the matrix, after that, our researchers executed the preliminary research. After examining the car repair service satisfaction factor by means of web survey and direct survey, as the result of classifying the related elements, exploratory factor analysis seemed to be adequate. It named the first factor the problem solving factor, the second factor the reliance factor, the third factor the physical phase factor, the fourth factor the human resources factor. With the result of looking into the difference of the consumers`` population and economical feature, there was a significant difference regarding the sex and car displacement in the area of the problem solving factor and regarding only the drive career in the area of the reliance factor. And there was a significant difference regarding the sex in the area of the human resources factor and regarding the sex, drive career in the area of the physical phase factor. And with the result of looking into the satisfaction gap between the car repair service offerers and consumers, in all the factors of the problem solving, reliance, human resources, physical phase, there appeared the significant result that consumers showed low satisfaction compared with service offerers. This result shows that because the consumer``s bodily safety and high-priced car services are charged, they are consumers`` concerns, thus consumers`` satisfaction degree becomes lower than that of the offerers. For that reason, car service price standardization, maintenance standardization, and guide line should be prepared, constant education and capacity reinforcement are required. And car repair offerer will be more concern about car repair service and service satisfaction by consumer, because consumer is different concern on car repair service by consumer literacy.

참고문헌 (Reference)

1 윤성욱, "종업원의 매력성과 성별 상호작용효과: 한국, 중국, 일본 비교연구" 한국경영교육학회 (42) : 295-315, 2006

2 이정기, "전문서비스 고객이 느끼는 통제력과 서비스 만족에 관한 연구" 한국서비스경영학회 11 (11): 149-173, 2010

3 김형길, "자동차정비서비스의 소비자만족에관한 연구" 11 : 118-120, 2003

4 양창수, "자동차정비 서비스품질이 고객만족 및 고객충성도에 미치는 영향에 관한 연구 : 자동차정비 서비스업체를 중심으로" 중앙대학교 산업·창업경영대학원 2009

5 박종오, "자동차 정비서비스의 품질이 고객만족과 고객충성도에 미치는 영향" 한국서비스경영학회 11 (11): 175-197, 2010

6 여주대학 산업기술연구소, "자동차 정비사업체의 경영분석과 표준 작업시간 책정에 관한 연구" 6-7, 2001

7 김시월, "옥외가격표시제도에관한연구" 기획재정부 2012

8 김시월, "소비자교육 연구의 동향 분석 및 확대 방안" 한국소비자학회 21 (21): 91-113, 2010

9 박승환, "소비자 행동론" 대경 2008

10 김은정, "서비스제공자의 외모가 만족에 미치는 영향 －헤어미용 서비스산업을 중심으로－" 한국미용학회 15 (15): 254-263, 2009

11 이유재, "서비스산업의 현황에 대한실증 연구" 17 (17): 138-150, 1996

12 이계남, "서비스경영, 4판" 한경사 2006

13 박의정, "서비스 제공자와 서비스 이용자 간의 서비스품질에 관한 인식 차이 연구 -대학 행정서비스를 중심으로-" 한국품질경영학회 39 (39): 78-89, 2011

14 박종오, "서비스 상황요인이 서비스품질, 서비스가치, 고객만족과재구매 의도에 미치는 영향" 한국서비스경영학회 8 (8): 79-110, 2007

15 한상린, "레스토랑의 서비스품질이 고객유지와 구전에 미치는 영향: 관계적 요인의 매개효과를 중심으로" 한국마케팅관리학회 9 (9): 29-46, 2004

16 최창복, "고객중시 마케팅 - 서비스기업의 경쟁력 강화 전략" 청람 2012

17 Westbrook, Robert A., "Value-Percept Disparity: An Alternative To the Disconfirmation of Expectations Theory of Consumer Satisfaction" 256-261, 1983

18 Brady, M., "Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach" 65 : 34-49, 2001

19 Bearden, W. O., "Selected Determinants of Consumer Satisfaction and Complaint Reports" 20 : 21-28, 1983

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

21 김영석, "SERVQUAL 모형을 이용한 수입자동차 정비서비스 품질 평가에 관한 연구 : 메르세데스-벤츠 성산서비스센터의 사례를 중심으로" 서울시립대학교 경영대학원 2007

22 Cronin, Jr., J. J., "SERVQUAL Versus SERVPERF Reconciling Performance- Based and Perceptions-Minus-Expectations Measurement of Service Quality" 58 : 125-131, 1994

23 Zahr, Lina K., "Physical Attractiveness and Lebanese Children’s School Performance" 56 (56): 191-192, 1985

24 Hair, J.F., "Multivariate Data Analysis" Prentice Hall 1998

25 Tse D. K., "Model of Consumer Satisfaction: An Extension" 15 : 204-212, 1988

26 Cronin, Jr., J. J., "Measuring Service Quality: A Reexamination and Extension" 56 : 55-68, 1992

27 Woodside AG, "Linking service quality, customer satisfaction and behavioral intention" 9 (9): 5-17, 1989

28 Kulka, Richard A., "Is Justice Really Blind? The Influence of Litigant Physical Attractiveness on Judicial Judgment" 8 (8): 366-381, 1978

29 Shackelford, Todd K., "Facial Attractiveness and Physical Health" 20 (20): 71-76, 1999

30 Lijander, V., "Emotions in Service Satisfaction" 8 (8): 148-169, 1997

31 Hunt, K, "Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction" Marketing Science Institute 455-488, 1977

32 Ashmore, R. D., "Accuracy of stereotype: What research on physical attractiveness can teach us, In Stereotype accuracy: Toward appreciating group differences" American Psychological Association 63-86, 1995

33 Oliver RL, "A cognitive model of the antecedents and consequences of satisfaction decisions" 17 (17): 460-469, 1980

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

35 Dabholkar, P. A., "A Comprehensive Framework For Service Quality: An Investigation of Critical Conceptual and measurement Issues Through a Longitudinal Study" 76 (76): 139-173,

36 한국소비자원, "2011소비자피해구제연보및사례집" 한국소비자원 2012