서비스品質, 顧客滿足, 再構買 意圖와의 相互關係에 관한 硏究 : 우리 나라 移動通信 서비스를 中心으로 = (A) Study on the Relationship between Service Quality, Customer Satisfaction, and Repurchase Intentions : Focus on Mobile Communication Services

다국어 초록 (Multilingual Abstract)

This paper investigates the relationship between service quality, customer satisfaction, and repurchase intentions in the area of mobile communication services. This paper included two empirical researches based on theoretical background.
The theoretical background begins with the investigation of concepts of service quality and customer satisfaction. To build the relationship between service quality and customer satisfaction, this paper compares between SERVQUAL which Parasuraman, Berry, and Zeithaml (1985, 1986, 1991, 1993, 1994)suggested, and SERVPERF which Cronin and Taylor(1992,1994) made by criticizing SERVQUAL, and supports that a performance-based measure of service quality may be an improved means of measuring service quality.
This paper emphasizes two empirical investiagations. The first empirical research is the investigation of the relationship between service quality, customer satisfaction, and repurchase intentions in the area of mobile communication services. LISREL analysis is used, and the following relationships are found ; Service quality is an antecedent of customer satisfaction. Customers' perceptions of service quality affect their repurchase intentions, and customer satisfaction has a significant effect on repurchase intentions.
The second empirical research is designed in the dynamic market situation to investigate the relationship between customer satisfaction and repurchase intention, which analyzes consumer response to both new mobile communication services and products. Mobile communication market is high-technological one which is expected huge market potential like the IMT-2000. Main research methods for the second empirical research were regression, analysis of variance, factor analysis, and chi-square analysis.
The result of the second empirical research shows that recommendation intentions are much stronger than repurchase intentions. It makes us know the importance of word-of-mouth communication. In the high technological area like mobile communication service and products, the speed of the emergence of new technology is fast, and consumer response is so sensitive to new one. Consumer awareness of technological advances can influence repurchase or switching intentions. Switching intentions are much stronger in visible products than invisible services in the dynamic market with strong competitive strength. It means that it is necessary to have different strategy between service company and product company. It is better for service company to emphasize repurchase behavior, and it is better for product company to consider switching behavior.
The ever-increasing magnitude of the mobile communication market requires that managers and researchers increase the attention directed at the important issues in the diffusion of new services and products.
A better understanding of the relationship between service quality, customer satisfaction, and repurchase intentions in the dynamic market can complement researches on the adoptions of new services and help in the development of a universal model of this area.
It is necessary to do future researches about the dynamic relationship between service quality, customer satisfaction, and repurchase intentions by establishing the more technology-intensive and more competitive situation, because mobile communication service market becomes more technology-intensive and competitive. In addition, this paper suggests to do future researches about cross-cultural comparision between Korea, Japan, and the United States and to connect this research to competitive advantage of industries and nations

목차 (Table of Contents)

• 제1장 서론 = 1
• 1. 연구 목적 = 1
• 2. 연구 방법 = 3
• 3. 논문의 구성 = 4
• 제2장 이론적 배경 = 6
• 제1절 서비스품질과 고객만족의 본질 = 6
• 1. 서비스품질의 개념과 결정요소 = 6
• 2. 고객만족의 개념과 측정 = 17
• 3. 서비스품질과 고객만족과의 관계 = 23
• 제2절 서비스품질과 고객만족에 관한 기존 이론 = 25
• 1. Oliverd의 기대-불일치 이론 = 25
• 2. Gronoroos의 지각된 서비스 품질 = 26
• 3. SERVQUAL과 Gap분석모형 = 28
• 4. Cronin과 Taylor의 SERVPERF = 35
• 제3절 고객만족과 재구매 의도와의 관계에 관한 이론 = 38
• 1. 고객불만족과 재구매 의도 = 40
• 2. 고객불만족과 변환의도 = 42
• 3. 추천의도와 확산 = 44
• 제4절 이동통신 서비스의 소비자 수용 = 46
• 1. 이동통신 서비스 품질의 내용 = 46
• 2. 이동통신 서비스 품질의 특성 = 53
• 3. 이동통신 서비스의 소비자 수용과 시장 확산 = 56
• 제3장 연구모형 및 가설의 설정 = 62
• 제1절 연구모형 = 62
• 1. 서비스품질, 고객만족, 재구매 의도와의 상호관계에 관한 실증 연구 1의 연구모형 = 62
• 2. 이동통신 서비스의 고객만족과 재구매 의도, 변환의도, 추천의도와의 상호관계에 관한 실증연구 2의 연구모형 = 63
• 제2절 연구 가설 = 65
• 1. 실증연구 1의 연구가설 = 65
• 2. 실증연구 2의 연구가설 = 69
• 제3절 조사설계 = 73
• 1. 설문지 구성 = 73
• 2. 조사방법과 분석방법 = 74
• 3. 변수의 조작적 정의 = 76
• 제4장 분석결과 = 79
• 제1절 실증분석 1(이동통신 서비스 품질, 고객만족, 재구매 의도와의 상호관계) = 79
• 1. 응답자의 인구통계적 특성 = 79
• 2. 신뢰도 분석 및 타당성 분석 = 80
• 3. 연구모형의 평가 = 84
• 4. 대안모형 탐색 = 87
• 5. 가설 검증 = 90
• 제2절 실증분석 2(이동통신 서비스의 고객만족과 재구매 의도, 변환의도, 추천의도와의 상호관계) = 96
• 1. 고객만족과 재구매 의도에 관한 검증 = 96
• 2. 고객만족과 변환의도에 관한 검증 = 98
• 3. 고객만족과 추천의도에 관한 검증 = 100
• 4. 이동통신 서비스와 단말기의 기술발전 인지도와 재구매 의도에 관한 검증 = 101
• 5. 고객만족, 재구매 의도, 변환의도, 추천의도의 성별에 따른 차이 검증 = 103
• 제5장 결론 = 105
• 제1절 연구의 요약 = 105
• 1. 이론적 배경의 요약 = 105
• 2. 실증연구 1의 요약 = 107
• 3. 실증연구 2의 요약 = 109
• 제2절 마케팅 전략적 시사점 = 110
• 제3절 연구의 한계점과 향후 연구 방향 = 113
• 1. 연구의 한계점 = 113
• 2. 향후 연구 방향 = 113
• 참고문헌 = 116
• 설문지 #1 = 127
• 설문지 #2 = 132