공공 소비자상담서비스 품질 측정 모형에 관한 연구

다국어 초록 (Multilingual Abstract)

A public service quality of consumer counseling is a recent trend in the context of public management. In literature, most researchers have directly appled five SERVEQUAL quality attributes to measure a service quality of consumer counseling without exploring or validating the attributes in the consumer counseling. Beyond SERVEQUAL-based research, this paper develops a model to measure public consumer counseling service quality, and analyzes the relationship between service quality dimensions, overall service quality and overall consumer satisfaction.
This study is composed of five chapters, its backgrounds and purposes are provided and explained in the first chapter. In the second chapter, on the basis of its purposes, I will research various theories on the characteristics of service quality and measuring models to form concepts for counseling consumers, and provide the precedent study for measuring public service quality to measure counseling service for consumers as public service. From this, I shall develop the methodology for measuring service quality in counseling consumers.
In the third chapter, I explain its theme, model and methods in order to develop and practically apply the measuring of models for service quality in counseling consumers. This makes concrete models and three tasks that are intended to investigate obvious. Moreover, I describe formation process, application, analysis process and method of criterion to solve its inquiries to raise its reliability.
In the fourth chapter, analyzing the results of F. G. I., I make up the conceptual formation about the levels of service quality on public counseling for customers and factors of their sub-components. Next, I verify the validity of each level of service quality and draw factors of its sub-components. I figure out the structure between the derived sub-components(second factors) and each level of service(first factors) around the hierarchy. In the derived measuring model, I investigate the causality between each level of quality and satisfaction. Finally, I verify counseling agencies, their usages and the differences with the level of service quality as customer's general characteristic and factors of its sub-components.
Chapter five summarizes these contents and illuminates my proposals of study and its limits.
It explores the various sources of a service quality of consumer counseling that lead to consumer satisfaction by using focus group interview(F.G.I). Data from 470 citizens were used in an internet survey, categorizes the attributes of consumer counseling from the collected F.G.I, formulates a suitable classification scheme from the viewpoint of public service quality and identifies three main quality dimensions: process quality, environment quality and outcome quality, to achieve a high degree of empirical confidence, conducting statistical test and analyses on the classification scheme and the attributes of service quality derived from the F.G.I analysis.
Exploratory/confirmatory factor analysis was conducted to examine the reliability and validity of the developed measurement model, and the structural equation modeling technique was used to test the research model. This shows that all dimensions of service quality are antecedents of consumer satisfaction between service quality dimensions show distinctive patterns.
The following statements are the main results of this study.
First, as a result of theoretical investigation and content analysis for F. G. I., the measuring system was built as a three dimensional model-composed of environment quality, process quality and outcome quality.
Second, as a result of investigating through the exploratory factor analysis and the confirmatory factory analysis for service quality on public counseling for customers, 8 sub-components(second factors: comfortability, convenient quality, communicational quality, rapidity, systemicity, professionality, solutional quality, public quality) in three dimension(first factors)-environment quality, process quality and outcome quality, are collected and exposed.
Third, the structural model of service quality on public counseling for customers represented the interrelation model for existing first factors(environment quality, process quality and outcome quality) to explain the relation with second factors(discovered factors resulting from the exploratory factor analysis and the confirmatory factory analysis)
Fourth, as a result of verifying the casual relationship structure with three dimension of service quality on public counseling for customers(environment quality, process quality and outcome quality) and satisfaction, the environment quality was statistically meaningless to casuality on relation with outcome quality and satisfaction, was appeared the precedent factor in process quality. The environment quality recognized by customers had a positive influence on the process quality(0.752) and the process quality did the outcome quality(0.620).
Fifth, as a result of analyzing the difference of main counseling methods with customer counseling agencies, and utilizing measuring criterion collected in structural model of service quality on public counseling for customers, the serviceability of environment quality and solutional quality of outcome quality in counseling agencies are statistically meaningful, so a significant result was statistically appeared on the outcome quality and satisfaction as counseling methods.
Sixth, as a result of verifying the difference with service quality dimension & its sub-components and satisfaction as a demographical characters(sex, age, marital state, educational state, job), sex, age and job were appeared meaningful variables statistically.
Finally, the communicational quality among 8 sub-components had the most influence on satisfaction, and were appeared to do, followed by solutional quality, public quality, professionality and rapidity.
I investigated the dimension and factors of service quality on public counseling for customers through structure model analysis and identified the causal relationship between service quality on public counseling for customers and satisfaction. So the following statements are proposals of this study.
First, what is remarkable in this study's results is that the causality model verified in it is the indigenous service quality model on public counseling for customers. The developed model is considered to be meaningful for building the valid measuring system as analyzing factors at the dimension of all service qualities on counseling for customers from a point of view of public service quality.
Second, various public service areas as well as public counseling service for customers are utilized as a rationale applying for the correlation model when developing the measuring model in service quality.
Third, as a result of verifying the measuring model in order to verify the relation between satisfaction and fidelity for service quality on public counseling for customers, the satisfaction and the fidelity are appeared to be the identical conceptions. That is, the fidelity means the satisfaction, counseling providers will have to make more effort to improve the service quality satisfaction on public counseling for customers.
Fourth, analyzing counseling agencies and counseling methods centered on the verified causality model, quality dimension and factors on demographical characters, and the difference of satisfaction, I could figure out the objects of service quality improvement on concrete public counseling for customers. As a result of analyzing the relation between eight sub-components and satisfaction, the communicational quality and professionality as a counselor's human quality except the outcome quality are important factors affecting the satisfaction, so I realized that a customer counselor is a very important quality factor. The customer counselor's effort for improving the professionality should be also needed.
Fifth, because the verified casuality model is specifically equipped with measuring clauses and organizing dimensions of service quality on public counseling for customers, the casual relationship between service quality and satisfaction can be utilized as a evaluating tool on various purposes of types of customers, agencies and counseling subjects etc.
Sixth, by examining on public counseling service for customers subdividing into a service area, counseling agencies for customers & policy makers and customers can reconsider their conceptions in order to regard customer counseling service as a different professional area unlike civil complaint service or general counsel. Furthermore, agencies providing customer counseling service can contribute to set an institutional foundation for obligatory employment of customer counselor. As an expert capable of guaranteeing service quality on public counseling for customers, customer counselors will be considered to have a politic and institutional opportunity that they can lively act on the job market.

This study is composed of five chapters, its backgrounds and purposes are provided and explained in the first chapter. In the second chapter, on the basis of its purposes, I will research various theories on the characteristics of service quality and measuring models to form concepts for counseling consumers, and provide the precedent study for measuring public service quality to measure counseling service for consumers as public service. From this, I shall develop the methodology for measuring service quality in counseling consumers.
In the third chapter, I explain its theme, model and methods in order to develop and practically apply the measuring of models for service quality in counseling consumers. This makes concrete models and three tasks that are intended to investigate obvious. Moreover, I describe formation process, application, analysis process and method of criterion to solve its inquiries to raise its reliability.
In the fourth chapter, analyzing the results of F. G. I., I make up the conceptual formation about the levels of service quality on public counseling for customers and factors of their sub-components. Next, I verify the validity of each level of service quality and draw factors of its sub-components. I figure out the structure between the derived sub-components(second factors) and each level of service(first factors) around the hierarchy. In the derived measuring model, I investigate the causality between each level of quality and satisfaction. Finally, I verify counseling agencies, their usages and the differences with the level of service quality as customer's general characteristic and factors of its sub-components.
Chapter five summarizes these contents and illuminates my proposals of study and its limits.
It explores the various sources of a service quality of consumer counseling that lead to consumer satisfaction by using focus group interview(F.G.I). Data from 470 citizens were used in an internet survey, categorizes the attributes of consumer counseling from the collected F.G.I, formulates a suitable classification scheme from the viewpoint of public service quality and identifies three main quality dimensions: process quality, environment quality and outcome quality, to achieve a high degree of empirical confidence, conducting statistical test and analyses on the classification scheme and the attributes of service quality derived from the F.G.I analysis.
Exploratory/confirmatory factor analysis was conducted to examine the reliability and validity of the developed measurement model, and the structural equation modeling technique was used to test the research model. This shows that all dimensions of service quality are antecedents of consumer satisfaction between service quality dimensions show distinctive patterns.
The following statements are the main results of this study.
First, as a result of theoretical investigation and content analysis for F. G. I., the measuring system was built as a three dimensional model-composed of environment quality, process quality and outcome quality.
Second, as a result of investigating through the exploratory factor analysis and the confirmatory factory analysis for service quality on public counseling for customers, 8 sub-components(second factors: comfortability, convenient quality, communicational quality, rapidity, systemicity, professionality, solutional quality, public quality) in three dimension(first factors)-environment quality, process quality and outcome quality, are collected and exposed.
Third, the structural model of service quality on public counseling for customers represented the interrelation model for existing first factors(environment quality, process quality and outcome quality) to explain the relation with second factors(discovered factors resulting from the exploratory factor analysis and the confirmatory factory analysis)
Fourth, as a result of verifying the casual relationship structure with three dimension of service quality on public counseling for customers(environment quality, process quality and outcome quality) and satisfaction, the environment quality was statistically meaningless to casuality on relation with outcome quality and satisfaction, was appeared the precedent factor in process quality. The environment quality recognized by customers had a positive influence on the process quality(0.752) and the process quality did the outcome quality(0.620).
Fifth, as a result of analyzing the difference of main counseling methods with customer counseling agencies, and utilizing measuring criterion collected in structural model of service quality on public counseling for customers, the serviceability of environment quality and solutional quality of outcome quality in counseling agencies are statistically meaningful, so a significant result was statistically appeared on the outcome quality and satisfaction as counseling methods.
Sixth, as a result of verifying the difference with service quality dimension & its sub-components and satisfaction as a demographical characters(sex, age, marital state, educational state, job), sex, age and job were appeared meaningful variables statistically.
Finally, the communicational quality among 8 sub-components had the most influence on satisfaction, and were appeared to do, followed by solutional quality, public quality, professionality and rapidity.
I investigated the dimension and factors of service quality on public counseling for customers through structure model analysis and identified the causal relationship between service quality on public counseling for customers and satisfaction. So the following statements are proposals of this study.
First, what is remarkable in this study's results is that the causality model verified in it is the indigenous service quality model on public counseling for customers. The developed model is considered to be meaningful for building the valid measuring system as analyzing factors at the dimension of all service qualities on counseling for customers from a point of view of public service quality.
Second, various public service areas as well as public counseling service for customers are utilized as a rationale applying for the correlation model when developing the measuring model in service quality.
Third, as a result of verifying the measuring model in order to verify the relation between satisfaction and fidelity for service quality on public counseling for customers, the satisfaction and the fidelity are appeared to be the identical conceptions. That is, the fidelity means the satisfaction, counseling providers will have to make more effort to improve the service quality satisfaction on public counseling for customers.
Fourth, analyzing counseling agencies and counseling methods centered on the verified causality model, quality dimension and factors on demographical characters, and the difference of satisfaction, I could figure out the objects of service quality improvement on concrete public counseling for customers. As a result of analyzing the relation between eight sub-components and satisfaction, the communicational quality and professionality as a counselor's human quality except the outcome quality are important factors affecting the satisfaction, so I realized that a customer counselor is a very important quality factor. The customer counselor's effort for improving the professionality should be also needed.
Fifth, because the verified casuality model is specifically equipped with measuring clauses and organizing dimensions of service quality on public counseling for customers, the casual relationship between service quality and satisfaction can be utilized as a evaluating tool on various purposes of types of customers, agencies and counseling subjects etc.
Sixth, by examining on public counseling service for customers subdividing into a service area, counseling agencies for customers & policy makers and customers can reconsider their conceptions in order to regard customer counseling service as a different professional area unlike civil complaint service or general counsel. Furthermore, agencies providing customer counseling service can contribute to set an institutional foundation for obligatory employment of customer counselor. As an expert capable of guaranteeing service quality on public counseling for customers, customer counselors will be considered to have a politic and institutional opportunity that they can lively act on the job market.

목차 (Table of Contents)

• 제 1장 서론 1
• 제 1절 문제 제기 1
• 제 2절 연구 목적 4
• 제 2장 공공소비자상담서비스품질에 관한 이론적 고찰 6
• 제 1절 공공 소비자상담서비스의 특성과 개념 6
• 1. 소비자상담서비스 개념 6
• 2. 소비자상담서비스의 특성: 공공성 7
• 3. 공공 소비자상담서비스 개념 9
• 제 2절 공공 소비자상담서비스 현황 11
• 1. 행정기관 11
• 2. 소비자단체 14
• 제 3절 공공소비자상담서비스품질측정 모형 16
• 1. 서비스품질의 개념 및 특성 16
• 가. 서비스품질의 개념 16
• 나. 서비스품질의 특성 18
• 2. 서비스품질 측정 모형 19
• 가. 서비스품질 측정 모형 19
• (1) Groenroos의 2차원 모형 20
• (2) Parasuraman, Zeithamal&Berry의 SERVEQUAL 모형: 5차원 모형 21
• (3) 3차원 모형 25
• (4) 다차원적인 위계모형 28
• 나. 공공 서비스품질 측정 모형 33
• (1) 공공 서비스품질: 사회품질 33
• (2) 공공 서비스품질 측정모형에 관한 선행연구 고찰 35
• 3. 서비스품질과 만족도 38
• 가. 서비스품질과 만족도의 관계 38
• 나. 서비스품질 차원과 만족도의 관계 40
• 다. 소비자상담서비스 품질과 만족도에 관한 선행연구 고찰 43
• 제 3장 연구방법 및 연구문제 47
• 제 1절 연구 문제 및 연구 모형 47
• 1. 연구 문제 47
• 2. 연구 모형 49
• 제 2절 연구 방법 50
• 1. 연구 절차 51
• 가. 탐색적 조사 52
• (1) 표적집단면접조사의 특성 52
• (2) 표적집단면접조사 조사 대상 53
• (3) 자료 수집 55
• (4) 자료 정리 및 분석 56
• 나. 예비 조사: 측정 도구의 타당도 및 신뢰도 검증 57
• (1) 1차 예비 조사 57
• (2) 2차 예비 조사57
• 2. 측정 도구의 구성 59
• 3. 연구 대상 및 자료 수집 60
• 4. 분석 방법61
• 가. 탐색적 요인분석 63
• 나. 확인적 요인분석 63
• 다. 구조방정식 모형분석
• 라. 평균 비교와 영향력 분석 64
• 5. 변수에 대한 조작적 정의 65
• 제 4장 연구 결과 67
• 제 1절 공공소비자상담서비스 품질측정 모형 검증(<연구 문제1>) 67
• 1. 공공 소비자상담서비스 품질 차원과 하위 요인 도출 및 타당성 검증(<연구 문제1-1>) 67
• 가. 공공 소비자상담서비스 품질 차원 및 하위 요인 도출 67
• (1) 공공 소비자상담서비스 품질 차원구성 67
• (2) 공공 소비자상담서비스 품질 차원 별 하위 요인 구성 70
• 나. 공공 소비자상담서비스 품질 차원(환경품질, 과정품질, 결과품질)의 타당성 평가 72
• (1) 공공 소비자상담서비스 환경품질의 타당성 평가 72
• (2) 공공 소비자상담서비스 과정품질의 타당성 평가 78
• (3) 공공 소비자상담서비스 결과품질의 타당성 평가 86
• 2. 공공 소비자상담서비스 품질 측정 모형 구조 탐색: 모형의위계성분석(<연구 문제1-2>) 92
• 제 2절 공공 소비자상담서비스 품질 차원 간 관계 및 만족도와의 인과관계(<연구 문제2>) 100
• 제 3절 소비자가 지각한 공공 소비자상담 서비스 품질(차원 및 하위 요인)과 만족도(<연구 문제3>) 105
• 1. 공공 소비자상담서비스품질(차원 및 하위 요인)과 만족도의 일반적 경향 105
• 2. 일반적 특성에 따른 공공 소비자상담서비스 품질(차원 및 하위 요인)과 만족도의 차이 분석 결과 108
• 가. 상담기관과 상담방법에 따른 공공 소비자상담서비스 품질(차원 및 하위요인)과만족도의차이(<연구 문제3-1>) 108
• 나. 인구통계학적 특성에 따른 공공 소비자상담서비스 품질(차원 및 하위 요인)과 만족도의 차이(<연구 문제3-2>) 112
• 3. 공공 소비자상담서비스품질차원 및 하위 요인이 만족도에 미치는 영향(<연구 문제3-3>) 116
• 제 5장 결론 118
• 제 1절 연구의 요약 및 결론 118
• 제 2절 연구의 제언 및 한계점 123
• 참고문헌 140
• Abstract 153