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      저자 : 문현규(Hyungyu Moon) (검색결과 1 건)
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        서비스 품질 차원의 상대적 중요성에 따른 만족 집단 구분의 차별적 의미에 관한 연구

        서문식(Munshik Suh),하승범(Seungbum Ha),문현규(Hyungyu Moon) 한국경영학회 2015 經營學硏究 Vol.44 No.1

        The purpose of this study was to apply the existing studies, which are related to the need for segmentation of customer satisfaction, to various service sectors. The importance segmentation of customer satisfaction differs in service sector, that is, some sectors require more precise segmentation of customer satisfaction. The primary objective of this study is to classify the service sectors based on the meaningful classification standards. The satisfaction of customers with service relates to the evaluation of service quality. Based on the existing studies, the service quality dimension is divided into the outcome quality, interaction quality, and physical environmental quality. The qualitative investigation was conducted to classify the service sectors where the specific quality dimension had a relatively important influence on the satisfaction. In addition, it was verified whether the classification based on qualitative investigation was actually reliable from quantitative standpoint. Through this process, it was found that the service sector with relatively important impact of physical environment quality was the ‘coffee shop’, and service sector with relatively important influence of interaction quality was the ‘bank’. Meanwhile, the service sector with relatively important effect of outcome quality was ‘large marts’. The differentiation of satisfaction groups was defined as moderator variable in order to verify whether it was meaningful to classify the satisfaction groups of respective service sectors into true satisfaction group and spurious satisfaction group. This study is meaningful in that it validated the moderating role based on the classification of satisfaction groups within the framework of existing studies that focused on the mediating role between the service quality dimension and loyalty in relation to the satisfaction.

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