서비스品質과 顧客滿足이 再購買意思와 口傳意圖에 미치는 影響에 關한 實證的 硏究 : 특히 우리나라 淑女衣類賣場의 서비스를 中心으로 = (A) study On The Causal Relationship Between Perceived Service Quality and Customer Satisfaction and Their Effect On Repurchase Intention and Word of Mouth in Korean Ladies' Apparel Stores

다국어 초록 (Multilingual Abstract)

This study examines the causal relationship between service quality and customer satisfaction. The literature shows that these constructs are clearly different. The most common explanation of the difference is that perceived service quality is a form of attitude and consumer's long-run overall evaluation of service, whereas customer satisfaction is a transaction-specific measure and consumer's emotional feeling after purchase. However, the precedence of two constructs has not been totally agreed by researchers. The purpose of this study is to determine the causal relationship between these two constructs in the setting of ladies's apparel stores and further, to find their effect on consumer behavior. Since it is hardly possible to measure the size and direction of consumer behavior, consumer's repurchase intention and words of mouth are selected as a measure, the method of which has been used by many researchers in previous studies. This study proposes that the service quality in ladies' apparel stores is composed of three kinds of services these being salesperson's service, the store's physical facilities for consumer's convenience, and post-purchase service. Meanwhile, consumer satisfaction is defined to be judged in the process of comparision between consumer's perception and expectation of store characteristics. Examples of which include commodity, price, location, atmosphere and personal service.
A study model was constructed and the related hypotheses were derived from the model. The main study path in the model begins with the direct effect of perceived service quality on customer satisfaction which acts as a mediator to directly affect consumer's repurchase intention and word of mouth. The second study path was developed to analyze the direct effect of service quality on consumer behavior. This path is important for the study because some researchers strongly maintained that customer satisfaction is the antecedent to perceived service quality, so that perceived service quality may directly affect consumer behavior without the satisfaction's mediating role. In short, the study analysis is to confirm the precedence of two constructs and the direct effect on consumer behavior.
Proposed hypotheses were examined by an experiment designed in this study. Data for this experiment were collected from consumers who visited three famous apparel stores. A total of 499 samples were used for the analysis. The statistical method of analysis was supported by SPSS PC 5.0 for regression, ANOVA, frequency and crossable analysis as well as LISREL 8.12(Joreskog ＆ Sorbom) to examine the hypotheses of theoretical constructs.
The analysis results are as follows. First, it is confirmed that perceived service quality is antecedent to customer satisfaction which affects directly both repurchase intention and word of mouth in the setting of ladies's apparel stores. Second, perceived service quality was proved not to directly influence consumer's behavior without customer satisfaction's mediating role. This result explains that even though store's service quality attains a level of excellece, it is not able to sway consumers to revisit the store and at the same time, to deliver good word of mouth to their friends and acquaintances. In order to have consumers intend to repurchase, stores must lead consumers to satisfaction in the specific transaction. As satisfaction is an consumer's emotional feeling from the result of purchase by comparison of their expectation and perceived performance, stores must pay full attention to consumer's feeling of comfort and satisfaction. However, apparel retailers are not allowed to disregard service quality even though it does not directly affect repurchase intention, the reason being service quality influences indirectly consumers' repurchase intention through channel of customer satisfaction and rather, service quality directly affects consumer's word of mouth. In fact, consumers can deliver good word of mouth even though they do not make a purchase if they perceive the excellence of overall service quality. The problem for retailers is that it takes a long time to achieve good service quality. It requires repetitive education and training as well as persistent efforts to improve and finally to result in customer satisfaction.
In addition to these study results, another significant point was found which is applicable to retailers. Salesperson's service to consumers in the ladies's apparel stores influences strongly both perceived service quality and customer satisfaction. Consumers have the common opinion that they are most satisfied when they receive warm-hearted service from salesperson in the store.
In conclusion, ladies' apparel retailers must invest time and money to improve service quality in order to acquire consumer's store loyalty and to attract a large number of visitors to the store through good word of mouth. At the same time, store marketers should prepare for excellent retail merchandising to meet consumer's needs to be satisfied with a specific purchase of fashion apparel or goods. If consumers are satisfied, they will visit the store again to purchase and they will intend to deliver favorable word of mouth to their freinds. Furthermore, marketers are required to enhance salesperson's service to customers and make efforts to standardize the service quality. This study is limited to the young ladies's apparel store and its application is also limited to this area.

목차 (Table of Contents)

• 目次 = 1
• 제1장 序論 = 6
• 1. 問題의 提起 = 6
• 2. 硏究의 目的 = 10
• 3. 論文의 構成 = 12
• 제2장 知覺된 서비스品質, 顧客滿足 및 結果變數들에 대한 理論約 背景 = 14
• 1. 知覺된 서비스 品質에 關한 理論的 背景 = 14
• 1.1 지각된 서비스 품질의 개념 = 14
• 1.2 서비스 품질의 측정과 차원(Dimension) = 21
• 1.3. 서비스 품질과 관계 마케팅 = 28
• 2. 顧客滿足에 관한 理論締 背景 = 33
• 2.1. 전통적 기대-불일치 패러다임과 모형의 수정 = 35
• 2.2. 공정성 이론 (Equity Theory) = 39
• 2.3. 비교기준이론(comparison level thory) = 41
• 2.4. 가치-지각 부둥성 이론 = 42
• 2.5. 최근의 연구경향 = 43
• 2.6. 고객만족도지수(customer satisfaction index) = 45
• 3. 知覺된 서비스品質과 顧客滿足사이의 差異點 = 47
• 4. 顧客滿足의 結果變數에 대한 先行硏究 = 54
• 4.1. 구전(word of mouth) = 54
• 4.2. 재구매의사(repurchase intention) = 55
• 4.3. 불평행동과 비만족 = 56
• 5. 淑女衣類賣場에 關한 理論的 背景 = 58
• 5.1. 숙녀의류매장의 서비스 = 58
• 5.1.1. 숙녀의류의 개념 = 59
• 5.1.2. 숙녀의류매장의 개념 = 61
• 5.1.3. 숙녀의류매장의 서비스 = 64
• 5.2. 숙녀의류매장의 서비스 품질 및 고객만족의 평가 = 70
• 5.2.1. 숙녀의류의 상품속성 = 70
• 5.2.2. 서비스 품질의 평가와 표준화 = 73
• 5.2.3. 숙녀의류매장에서의 고객만족 평가 = 78
• 제3장 硏究의 設計와 方法 = 80
• 1. 硏究模型의 導出 = 80
• 2. 假說의 設定 = 81
• 3. 標本의 抽出 및 資料의 配付와 蒐集 = 84
• 4. 設問紙의 構成 = 87
• 4.1. 서비스 품질의 차원에 관한 설문 = 87
• 4.2. 고객만족, 재구매의사, 구전의도에 관한 설문 = 87
• 5. 統計的 分析方法 = 89
• 제4장 硏究 結果 = 90
• 1. 서비스品質 次元의 檢證 = 91
• 2. 測定模型과 確認的 要因分析에 의한 妥當性 檢證 = 96
• 3. 假說의 檢證 = 99
• 3.1. 지각된 서비스 품질과 고객만족사이의 인과관계에 관한 가설 = 104
• 3.2. 고객만족과 결과변수들 사이의 관계에 관한 가설 = 108
• 3.3. 지각된 서비스 품질이 결과변수에 미치는 영향에 관한 가설 = 114
• 3.4.서비스상의 문제해결이 매장의 평가에 미치는 영향과 관련된 가설 = 116
• 4. 기타의 硏究結果 = 119
• 제5장 結論 = 121
• 1. 硏究結果의 要約 = 121
• 1.1. 서비스 품질에 관한 연구 = 121
• 1.2. 지각된 서비스 품질과 고객만족 사이의 인과관계 = 122
• 1.3. 고객만족과 결과변수들 사이의 관계 = 123
• 2. 硏究의 實務的 意味 = 124
• 3. 硏究의 限界 및 向後의 硏究方向 = 126
• 참고문헌 = 128
• ABSTRACT = 142
• 설문서 = 145
• 〈부록〉 = 157