병원서비스품질이 감정적 애착과 지각된 가치 및 고객만족도에 미치는 영향

신경숙,안운석 사단법인 한국벤처혁신학회 2021 벤처혁신연구 Vol.4 No.3

This study analyzed the effects of hospital service quality, emotional attachment, and perceived value on customer satisfaction. In particular, the purpose of this study was to understand the role of emotional attachment and perceived value in the relationship between hospital service quality and customer satisfaction. For this purpose, the results of structural equation model analysis with the data collected by conducting a survey on customers visiting small and medium-sized hospitals were as follows. First, hospital service quality felt by hospital customers had a significant effect on emotional attachment and customer satisfaction, but had no significant effect on perceived value. Second, the emotional attachment felt by customers who visited the hospital had a significant effect on perceived value and customer satisfaction. Third, emotional attachment felt by customers in the relationship between hospital service quality and customer satisfaction had a significant mediating effect. Through the above results, it was confirmed that the service quality felt by customers visiting the hospital leads to attachment to the doctor's competence and medical technology competency, which leads to an increase in customer satisfaction through this attachment. The implications obtained based on these results are as follows. In order for the service quality felt by the customers who visit the hospital to lead to customer satisfaction, above all, it is important to focus on the emotional attachment they can have and find a strategy to improve the service quality. In other words, it is necessary to establish excellent medical staff and medical technology so that hospital customers can have high confidence in the competence of doctors and medical technology, and establish a public relations strategy that can effectively display these competences. Through these efforts, hospital customers will feel a strong attachment to doctors and medical technology, which will increase their satisfaction with the hospital. 본 연구는 병원고객의 만족도와 관련한 중요한 원인으로 제안될 수 있는 병원서비스품질과 감정적 애착, 지각된 가치가 어떠한 영향을 미치는지를 구조적으로 파악하고, 특히 병원서비스품질과 고객만족도 간의 관계에서 감정적 애착과 지각된 가치의 역할을 파악하였다. 이를 위해 중소병원을 찾는 고객을 대상으로 설문조사를 실시하여 수집한 자료로 구조방정식모형분석을 실시한 결과는 다음과 같다. 첫째, 고객이 느끼는 병원서비스품질은 감정적애착과 고객만족도에 유의한 영향을 미쳤으며, 지각된 가치에는 유의한 영향을 미치지 못하였다. 둘째, 고객이 느낀 감정적 애착은 지각된가치와 고객만족도에 유의한 영향을 미쳤다. 셋째, 서비스품질과 고객만족도 간의 관계에서 고객이 느낀 감정적 애착은 유의한 매개효과를 가졌다. 이상의 결과를 통해 병원을 찾는 고객이 느끼는 서비스품질은 의사역량과 의료기술역량에 대한 애착으로 이어져 이러한 애착에 의해 고객만족도가 높아지는 것을 확인하였다. 이 결과를 토대로 얻은 시사점은 다음과 같다. 즉, 병원을 찾은 고객들이 느끼는 서비스품질이 고객만족도로 이어지기 위해서는 무엇보다도 그들이 가질 수 있는 감정적 애착에 중점을 두고 서비스품질의 개선전략방안을 모색해야 한다는 것이다. 즉, 고객이 의사의 역량과 의료기술에 대한 역량에 대해 높은 신뢰를 가질 수 있도록 우수한 의료진과 의료기술을 구축해야 하며, 이러한 역량을 효과적으로 나타낼 수 있는 홍보전략을 수립해야 할 것이다. 이러한 노력에 의해 고객들은 의사와 의료기술에 대한 애착을 강하게 느끼게 됨으로써 병원에 대한 만족도가 제고될 수 있을 것이다.

서비스회복 과정에서 고객 성별의 효과

박상일(Park, Sang IL),김미정(Kim, Mi Jeong) 한국상품학회 2012 商品學硏究 Vol.30 No.7

본 연구의 목적은 서비스회복 과정에서 지각된 공정성과 회복성과간 관계에 대한 고객의 성별 효과를 살펴보는 것이다. 본 연구는 서비스회복 상황에서 고객의 성별에 따라 회복성과에 차이가 있는지를 검정하였다. 또한 회복노력에 대한 지각된 공정성 차원들이 회복성과에 미치는 영향력이 고객의 성별에 따라 차이를 있는지를 검정하였다. 연구결과, 서비스실패를 경험한 여성 고객은 회복노력 이후 남성 고객보다 더 큰 회복만족과 용서 정도를 보인다. 또한 남성 고객의 경우 회복만족과 고객용서에 대해 지각된 분배 공정성이 미치는 영향이 여성과 비교해 더 큰 것으로 나타난 반면, 여성 고객의 경우 상호작용 공정성의 지각이 회복만족에 미치는 영향이 남성에 비해 더 큰 것으로 나타났다. 이를 바탕으로 실무적 시사점과 학문적 시사점을 제시하였고, 연구의 한계점 및 향후 연구방향에 대해 논의하였다. The purpose of this study is to examine the effect of customer's gender on the customer's perceived justice-recovery performance relationship in the service recovery processes. This study tested the differences of customer's gender on recovery performance(recovery satisfaction and customer forgiveness) and the moderating effects of customer's gender on the relationship between perceived justice dimensions(distributive justice, procedural justice, and interactional justice) and recovery performance in the context of family restaurant. The results suggest that female customers exhibited much higher positive emotions than male customers with respect to service provider's after service recovery efforts. The levels of customer's recovery satisfaction and forgiveness after service recovery efforts of service providers were lower for female customers than male customers. Futhermore, the effects of perceived justice dimensions on recovery performance differed between male and female customers. Perceived distributive justice had a greater impact on both recovery satisfaction and forgiveness for male than for female. On the other hand, the effects of a customer's perceived interactional justice on recovery satisfactionwere stronger for female customer than formale customer. Based on the results, theoretical andmanagerial implications are discussed.

불공정한 고객 불평 상황에서의 임파워먼트 및 조직지원인식에 따른 직무스트레스와 조직유효성의 차이검증

임윤아(Lim, Yoon A),이상선(Lee, Sang Seon),고재윤(Ko, Jae Youn) 한국서비스경영학회 2015 한국서비스경영학회 학술대회 Vol.2015 No.5

The purpose of this study was to investigate the difference of job stress and organizational effectiveness according to an existence of empowerment and perceived organizational support in unfair customer"s complaint situation at restaurants. The review of the literature described the background for in unfair customer"s complaint situation. In this study, experiment scenarios were used to identify the difference of job stress and organizational effectiveness according to an existence of empowerment and perceived organizational support. The questionnaire was distributed one week period from November 3rd to November 9th in 2014 of the 320 distributed questionnaire 297 copies were used in the analysis. Major findings include that: First, there is a difference between job stress and organizational effectiveness according to an existence of empowerment and perceived organizational support. The implication was also suggested basted on these results.

보험서비스 산업에서 관계혜택과 지각된 위험이 관계마케팅 성과에 미치는 영향에 관한 연구

박윤서(Park, Yoon Seo),이승인(Lee, Seung In),장우성(Jang, Woo Sung) 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.5

This study first aims to gain a deep understanding of the relational benefit and perceived risk as antecedent factors which influence the trust, customer satisfaction, churn intention, and negative word of mouth intention of the insurance services. Above all, this study tries to present a framework integrating the relational benefit and perceived risk. Second, it aims to grasp the moderating effect in the research model by applying to two insurance services(life and automobile insurance) with different service subscription duration. With a consumer survey data, we tested the hypothesized research model. The research results show that most of paths hypothesized in the research model were found significant. Also the insurance product types(life and automobile insurance) with different service subscription duration are shown to have a specific moderator effect. Based on these results, managerial implications for the effective relationship marketing strategy in the insurance industry are discussed. In addition, some limitations of this study and future research directions are suggested.

약선음식의 선택속성이 고객만족 및 충성도에 미치는 영향 -지각된 가치의 조절효과를 중심으로-

이가희 ( Ga Hee Lee ),윤덕인 ( Deo Kihn Yoon ),유승동 ( Seung Dong Yoo ) 관광경영학회 2015 관광경영연구 Vol.63 No.-

In this study, the selection attributes of Yaksun food, customer satisfaction and loyalty was to identify any impact. In addition, Yaksun food choice perceived value, depending on the moderating effect of food affects customer satisfaction through empirical analysis to determine the structural relationship study. Studies conducted by the verification of this hypothesis results are summarized as follows. First, the "customer satisfaction Yaksun food selection attributions will affect the definition of a significant" factor in Yaksun food of selection attributions of sensory price factors, nutritional health define the factors that affect customer satisfaction appeared to be part of the hypothesis is was adopted. Second, the "Customer satisfaction is defined loyalty will affect a significant" as defined in the customer satisfaction is the loyalty shown to affect the adoption of the hypothesis. Third, the "perceived value and Yaksun food selection will regulate the relationship between customer satisfaction" factor in the perceived value of the perceived value of the select attribute factors, sensory price factors, nutritional health and factors regulate the relationship between customer satisfaction.

The Moderating Effect of Network Involvement on Satisfaction: The Case of Online Game

Yiting Wang,김세범 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.1

The purpose of this paper is to clarify the formation process of online gamers' satisfaction and the moderating effect of network involvement in this process. For the purpose we collected data from 267 online gamers via a web-based questionnaire survey in China. With the help of researches up to the present, we proposed a research model which consist of four latent variables such as E-service quality, product factor, perceived value and customer satisfaction. Through structural equation model analysis, we found that: first, E-service quality and product factor have positive effect on the customer perceived value, and E-service quality has a greater impact on customer satisfaction; second, E-service quality has a significant effect on perceived value, and it is notable that the effect is bigger for the high-involvement group than low-involvement group; third, perceived value not only direct affect customer satisfaction, but also plays an important intermediary role in the formation of customer satisfaction.

The Effect of Self-Leadership on Job Satisfaction and Customer Orientation: The Role of Supervisor Support

Jinman KWAK,Jaeseung MOON 동아시아경상학회 2021 The East Asian Journal of Business Economics Vol.9 No.2

Purpose - The purpose of this study is to derive practical implications for human resource management to improve service quality by demonstrating the moderating effect of perceived supervisor support in the relationship between self-leadership, job satisfaction, and customer orientation. Research design, data, and methodology - 800 questionnaires were distributed and collected for beauty service companies with two or more employees. Among them, 602 data were analyzed using SPSS 24 and AMOS 24. For the assessment of goodness of fit of the models, TLI, CFI, RMSEA indices were used. Result -The empirical results are as follows. First, it was found that self-leadership had a positive effect on job satisfaction and customer orientation. Second, job satisfaction was found to have a positive effect on customer orientation. Third, it was found that job satisfaction had a mediating effect in the relationship between selfleadership and customer orientation. Fourth, empirical data showed that the moderating effect of supervisor support in the relationship between self-leadership on job satisfaction was significant. Conclusion -This study contributed to the expansion of related theories by analyzing the moderating effect of perceived supervisor support in the relationship between self-leadership, job satisfaction, and customer orientation, and provides practical implications for efficient human resource management.

가치공동창출행동에 대한 이슈 적합성과 이슈 관여도 효과 연구 : 브랜드 액티비즘의 동기 인식, 설득지식 활성화, 브랜드 액티비즘 진정성의 연속매개 효과를 중심으로

김소정,황성욱,김효정 한국광고PR실학회 2023 광고PR실학연구 Vol.16 No.4

본 연구는 브랜드 액티비즘 효과에 있어 이슈 적합성과 이슈 관여도의 역할을 규명하고자 하였다. 특히, 브랜드 액티비즘의 동기 인식(내적동기, 외적동기)을 심리적 메커니즘의주요 변수로 보고 이슈 적합성, 이슈 관여도, 동기 인식, 설득지식 활성화, 브랜드 액티비즘진정성, 가치공동창출행동 간의 관계성을 검증하고자 한다. 나이키를 인지하는 성인(n=1444)을 대상으로 나이키의 브랜드 액티비즘 캠페인에 대한 온라인 설문조사를 실시하였다. 연구결과는 다음과 같다. 첫째, 이슈 적합성과 이슈 관여도는 브랜드 액티비즘동기 귀인(내적동기, 외적동기)과 무관하게 동기 인식에 정(+)적 영향을 미치는 것으로나타났다. 둘째, 내적동기는 설득지식 활성화에 부(-)적 영향을 보였으나, 브랜드 액티비즘진정성, 가치공동창출행동에는 정(+)적 영향을 보였다. 반면, 외적동기는 설득지식 활성화에 정(+)적 영향을 보였으나 브랜드 액티비즘 진정성과 가치공동창출행동에는 유효한영향을 미치지 않는 것으로 나타났다. 마지막으로, 이슈 적합성과 가치공동창출행동 간관계, 이슈 관여도와 가치공동창출행동 간 관계를 동기 인식, 설득지식 활성화, 브랜드액티비즘 진정성이 연속매개하는 것으로 나타났다. 이와 같은 결과를 바탕으로 본 연구의이론적・실무적 함의를 논의한다. This study attempts to clarify the roles of issue fit and issue involvement in the effectiveness of brand activism. In particular, in validating these effects, the study considers the perceived motives of brand activism (intrinsic, extrinsic motives) as a key variable in psychological mechanisms. The study seeks to verify the relationships among issue fit, issue involvement, perceived motives, activation of persuasive knowledge, authenticity of brand activism, and customer value co-creation behavior. The study conducted an online survey of adults (n=1444) familiar with Nike regarding Nike's brand activism campaign. The findings of the study are as follows. First, issue fit and issue involvement were found to have positive effects on perceived motives regardless of the type of the motives (intrinsic, extrinsic motives). Second, intrinsic motives had a negative impact on the activation of persuasive knowledge but showed positive effects on the authenticity of brand activism and customer value co-creation behavior. In contrast, extrinsic motives showed a positive impact on the activation of persuasive knowledge but did not have significant effects on the authenticity of brand activism and customer value co-creation behavior. Finally, it was revealed that the relationships between issue fit and customer value co-creation behavior, and between issue involvement and customer value co-creation behavior were sequentially mediated by intrinsic motives (or extrinsic motives), activation

중국 소비자의 ETC(Electronic Toll Collection) 시스템 이용특성에 관한 연구 – 프라이버시 위험 지각의 조절효과를 중심으로 -

강흔,박상수,양연 중국지역학회 2022 중국지역연구 Vol.9 No.2

본 연구에는 중국 ETC 소비자를 대상으로 소비자 ETC 서비스 특성요인(편리성, 경제성, 안정성, 반응성), ETC 이용자 특성요인(개인 혁신성, 자기효능감), 프라이버시 위험, 지각된 가치 그리고 만족도 간의 구조적 관계를 확인하였다. 또한, ETC 서비스특성요인과 지각된 가치 간, ETC 이용자 특성요인과 지각된 가치 간, 지각된 가치와 만족도 간의 관계에서 프라이버시 위험의 조절효과에 대해 검증하였다. 본 연구에서는 통계 분석 도구 및 프로그램인 SPSS 25 및 AMOS 24를 사용하여 요인 분석, 신뢰도 분석 및 경로 분석 등을 수행했다. 분석결과는 토대로 본 연구에 대한 시사점을 도출하면 다음과 같다. 먼저, ETC 서비스 특성(편리성, 경제성, 안정성, 반응성)의 경우, 4개 요인 모두 지각된 가치에 대해 정(+)의 영향을 미치는 것으로 나타났다. 그 중 경제성이 지각된 가치에 대해 가장 큰 영향을 미치는 것으로 나타났다. 다음으로 ETC 이용자 특성요인(개인 혁신성, 자기 효능감)의 경우, 2개 요인 모두 지각된 가치에 대해 정(+)의 영향을 미치는 것으로 나타났다. 한편, 지각된 가치는 만족도에 정(+)의 영향을 미치는 것으로 나타났다. 즉, 지각된 가치가 높을수록 ETC 이용자의 만족도는 예상되는 바와 같이 높게 나타났다. 끝으로, ETC 이용자의 프라이버시 위험은 반응성과 지각된 가치 간, 자기효능감과 지각된 가치 간에서 조절효과가 있는 것으로 나타났다. In this study, consumer ETC service characteristic factors targeting Chinese ETC consumers(Convenience, Economy, Stability, Responsiveness), ETC user characteristic factors(Individual innovation, Self-efficacy), Structural relationships between privacy risk, perceived value, and satisfaction were identified. In addition, between ETC service characteristic factors and perceived value, Between ETC User Characteristics and Perceived Value, The moderating effect of privacy risk on the relationship between perceived value and satisfaction was verified. In this study, factor analysis, reliability analysis, and path analysis were performed using statistical analysis tools SPSS 25 and AMOS 24. Based on the analysis results, the implications for this study are as follows. First, in the case of ETC service characteristics(Convenience, Economy, Stability, Responsiveness), All four factors were found to have a positive (+) effect on the perceived value. Among them, economic feasibility was found to have the greatest influence on perceived value. Next, in the case of ETC user characteristic factors(Individual innovation, Self-efficacy), Both factors were found to have a positive (+) effect on the perceived value. And perceived value was found to have a positive (+) effect on satisfaction. In other words, the higher the perceived value, the higher the ETC user satisfaction was as expected. Finally, the privacy risk of ETC users was found to have a moderating effect between responsiveness and perceived value, and between self-efficacy and perceived value.

스마트폰 이용만족에 있어 인지된 위험의 효과

하홍열(Ha, Hong Youl) 한국서비스경영학회 2013 서비스경영학회지 Vol.14 No.2

The goal of this article is to investigate the role of perceived risk on customer loyalty. In so doing, the author also focuses on identifying the relationship between perceived risk and usage satisfaction, and on investigating the moderating effects of two players (manufacturers and communication service providers) on the relationship between perceived risk and usage satisfaction. The findings show that the effect of perceived risk (performance, financial, psychological, and time risk) as an antecedent of customer loyalty is insignificant. While performance, financial, and time risk have significant effects on usage satisfaction, the relationship between psychological risk and usage satisfaction is insignificant. The moderating effect of Smartphone manufacturer is only significant for the relationship between performance risk and usage satisfaction. Interestingly, there is no the moderating effect of service provider. Based on new research findings, the author discusses implications and provides further research limitations.