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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.
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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.
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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.
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