소매환경에서 서비스 경험과 인지적, 감정적 및 행동적 반응: 관계기간의 조절효과

미야그마르 두게르자브(Dugerjav Myagmar),최철재(Chul-Jae Choi) 한국무역연구원 2018 무역연구 Vol.14 No.4

Customer consumption patterns and lifestyles are changing with their increasing income levels due to economic development. In order to satisfy customer wants, companies try to differentiate themselves from competitors while specializing, diversifying, and upgrading their products and services. However, services are becoming more generalized due to service industrialization. Thus, this study investigated department stores service experience factors and their effects on customer cognitive and affective response, as well as to the relationship between customer cognitive, affective, and behavioral responses. In addition, this study confirmed the interaction effect of duration of relationship in determining the relationship between service experience and satisfaction and emotion. Using questionnaires, data were collected from customers who have experience using department stores in Mongolia and were analyzed using SPSS 20.0 and AMOS 20.0 to confirm the research hypotheses presented in the research model. Results revealed four main factors of service experience and the effects of these factors on customer satisfaction and emotion were found. In addition, satisfaction affected emotion, while satisfaction and emotion affected all types of behavioral responses. As for the interaction effect of relationship duration, this was confirmed in employee interaction and satisfaction relationship.

은행서비스 충성도 과정에서 기업이미지의 역할 : 한국과 몽골의 비교적 접근

임상혁,미야그마르 두게르자브 동중앙아시아경상학회 2014 한몽경상연구 Vol.25 No.1

서비스가 전 세계적으로 확산되고 서비스업체간 치열한 경쟁이 전개되면서 기업이미지의 중요성이 알려지게 되었다. 특히 은행서비스에서는 기업이미지가 고객충성도 구축에 매우 중요한 역할을 하는데 이에 대한 연구가 부족한 실정이다. 따라서 본 연구에서는 한국과 몽골의 은행서비스를 대상으로 서비 스품질과 만족 관계에서 기업이미지의 역할을 규명하고, 동시에 만족, 신뢰, 충성도 등 고객과의 관계 형성과정을 설명하였다. 이를 위해 자료를 수집하여 SPSS 18.0과 AMOS 18.0 통계패키지를 이용하여 연구가설을 검증하였다. 연구결과 첫째, 한국 및 몽골의 서비스품질 차원과 만족 관계에서 기업이미지 의 역할은 차이가 있음을 확인하였다. 둘째, 서비스품질 차원이 만족에 직접적으로 영향을 미치는 경로 는 한국 및 몽골에서 차이가 있음을 확인하였다. 셋째, 한국과 몽골 모두에서 만족, 신뢰 및 충성도 간 유의한 경로 관계가 형성됨을 확인하였다. 이상의 연구결과로 한국 및 몽골 각국에서 효율적인 은행서 비스의 전략적 방향을 제시하였다. The importance of corporate image has been widely known as service sector is growing and fierce competition is expanding over nation borders. Even though importance role of corporate image in bank service setting specially, there are no much research that related this variable. Accordingly, the purpose of this study is to describe the role of corporate image in the relationship between service quality and customer satisfaction, and to show steps of relationship formation with customers such as customer satisfaction, trust, and loyalty. In order to achieve goals, questionnaires was analyzed through the statistical package, SPSS 18.0 and AMOS 18.0. Analysis firstly showed that the role of corporate image was different in the relationship between service quality and customer satisfaction of Korean and Mongolian banks. Secondly, there was a different between Korean and Mongolian banks in the direct influence channel of service quality on satisfaction. Thirdly, it is identified that significant channel relationship has been formed among satisfaction, trus and loyalty. Specially, satisfaction has a great influence on trust and does and important role during relationship building. Based on the research findings, the researcher suggests strategic direction for providing effective bank services in Korea and Mongolia.

몽골 은행서비스의 기업이미지와 서비스충성도

최철재,미야그마르 두게르자브 한국몽골학회 2014 몽골학 Vol.0 No.36

The importance of corporate image has been widely known as servicesector is growing and fierce competition is expanding over nation borders. Even though importance role of corporate image in bank service settingspecially, there are no much research that related this variable. Accordingly, the purpose of this study is to describe the role of corporateimage in the relationship between service quality and customersatisfaction, and to show steps of relationship formation with customerssuch as customer satisfaction, trust, and loyalty in Mongolia. In order toachieve goals, a hypothesis and a model of the study were establishedbased on previous literature search. Questionnaire was distributed tocustomers of Mongolian Banks to verify the research hypothesis. Dataselected from returned questionnaires was analyzed through the statisticalpackage, SPSS 18.0 and AMOS 18.0. Analysis firstly showed that the roleof corporate image was important in the relationship between servicequality and customer satisfaction. Secondly, customer satisfaction has aninfluence both of trust and loyalty, but trust was no effects on loyalty. Specially, customer satisfaction has a great influence on trust. Based onthe research findings, the researcher suggests strategic direction forproviding effective bank services in Mongolia.

백화점의 서비스노력지각이 관계품질을 매개로하여 관계성과에 미치는 영향

민대규,미야그마르 두게르자브,최철재 대한경영학회 2018 대한경영학회 학술발표대회 발표논문집 Vol.2018 No.1

은행서비스충성도 과정에서 기업이미지의 역할 : 한국과 몽골의 비교적 접근

최철재,임상혁,미야그마르 두게르자브 동중앙아시아경상학회 2014 한몽경상학회 학술대회 Vol.2014 No.1

몽골의 의료서비스 경험과 관계품질

최철재(Chul-Jae Choi),미야그마르 두게르자브(Dugerjav Myagmar) 한국무역연구원 2017 무역연구 Vol.13 No.1

The purpose of this study is to investigate the structural causality between constructive concepts such as cognitive experience, affective experience, behavioral experience, service trust, service commitment, and service loyalty in Mongolian medical services setting, and then explains the causal role of affective commitment. To this end, the research hypothesis was verified using by structural equation modeling through SPSS 23.0 and AMOS 20.0 statistical packages. Result revealed that first, cognitive experience had a positive influence on service commitment, but service trust did not affect service commitment. Second, behavioral experience had a positive influence on service trust but not on service commitment. Third, affective experience had a positive effect on all relationship quality factors such as service trust and service commitment. Fourth, service trust had a positive effect on service commitment but did not affect service loyalty. Finally, service commitment has a positive effect on service loyalty. Therefore, medical service providers or marketers of Mongolian hospitals’ can increase the level of trust in medical services by providing users with emotional and behaviorally superior services and experience cognitive and emotional superior services. The relationship quality between the service provider and the consumer should be strengthened. In addition, it is necessary to plan and execute marketing strategies and tactics to increase service loyalty by motivating customers who have high confidence in medical service to be immersed in service.

몽골백화점의 지각된 서비스품질과 충성도 관계에서 관계품질의 역할

최철재(Chul-Jae Choi),미야그마르 두게르자브(Dugerjav Myagmar) 한국무역연구원 2015 무역연구 Vol.11 No.6

This study identifies relationships between perceived service quality, services satisfaction, services trust, relational commitment and loyalty, and then describes the role of relational quality in the relationship between perceived service quality and loyalty. In order to achieve goals, this study conducted a qualitative research by reviewing previous literature and a quantitative research by analyzing collected data. This study selected samples from consumers with purchasing experiences at department stores in Mongolia through the convenience sampling method. Data was analyzed through the use of statistical packages, namely, SPSS-20.0 and AMOS-20.0. Results of the study are varied. First, perceived service quality has an influence both on services satisfaction and services trust, and services satisfaction influenced services trust, relational commitment and loyalty. Second, services trust has no effect on relational commitment and loyalty, but relational commitment has an influence on loyalty. In particular, the impact of perceived service quality on services satisfaction and services trust, and the direct impact of services satisfaction on loyalty is relatively higher. Based on the research findings, the researchers suggests strategic directions for providing effective retailing services of Mongolia department stores.