Service Quality, Customer Satisfaction and Customer Loyalty of Mobile Communication Industry in China

Ruijin Zhang,Xiangyang Li,Yunchang Zhang 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3

Previous studies have shown that the most important factor affecting customer loyalty of service industry is service quality. However, on the part whether service quality has a direct or indirect affect on customer loyalty, the scholars’ views vary apparently. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai Changhong and Liu Zhi, 2002) ; but some studies have shown that service quality not only directly affects customer loyalty, but also indirectly impacts customer loyalty by influencing customer satisfaction and perceived value(Cronin et al., 2000) .Currently, there are less domestic articles specifically on the relationship between service quality and customer loyalty of mobile communication industry. Besides, literatures studied customer loyalty as a whole variable, not further breaking down into multiple dimensions. Based on this, this paper summarized previous study results, established an effect mechanism model among service quality, customer satisfaction and customer loyalty of mobile communication industry, and did a statistical test on model assumptions by using customer investigation data of Heilongjiang Mobile Company, which provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample was comprised of Harbin city, and the targets are mobile users. The survey is taken by random sampling. A total of 300 questionnaires were delivered, and 276 questionnaires were recovered, with a recovery rate of 92.9%. Excluding invalid questionnaires, 249 questionnaires were valid, which means the effective rate was 82.6%. This study adapted Cronbach's α coefficient to assess the scale reliability. This study conducted validity test on the questionnaire from three aspects: content validity, construct validity and convergent validity. This study tested goodness of fit mainly from the absolute and relative fit indexes. The hypotheses testing results of the study are shown . Overall, four assumptions have not been supported .The ultimate affective relationship of service quality, customer satisfaction and customer loyalty is demonstrated on figure 2. On the whole, the service quality of communication Industry not only has a direct positive significant affect on customer loyalty, but also has an indirect positive significant affect on customer loyalty by service quality; the affective mechanism and extent of customer loyalty are different which is affected by each dimension of service quality. This paper uses the questionnaires of existing literature from home and abroad, which have been tested in empirical research. All questions adapted seven points Liker-type. This article made reference to PZB SERVQUAL scale. Service quality is divided into five projects: tangibility, reliability, responsiveness, assurance and empathy, and questions are simplified into nineteen. The measurement of customer satisfaction mainly made reference to Fornell (1992) and Han Xiaoyun (2003) scale, and finally chose four questions. Based on the reference of Gronholdt (2000) and Wang Chunxiao (2004) scale, this paper chose three indicators such as price tolerance, first choice, and complaint reaction of to measure attitudinal loyalty, and chose three indicators such as repurchase intention, recommendation, and reputation to measure behavioral loyalty. Through collection and collation of literature data, this paper built a model of the relationship among service quality, customer satisfaction and customer loyalty of mobile communication, and took China Mobile in Harbin in Heilongjiang as conducting an empirical test on the model and obtaining some useful conclusions: First, service quality of mobile communication is formed by five factors: Tangibility, Reliability, Responsiveness, Assurance and Empathy.

서비스의 품질이 고객가치, 고객만족과 자발적 행동의도에 미치는 영향관계

김지흔(Kim, Ji-Heun),이태희(Lee, Tae-Hee) 한국문화산업학회 2015 문화산업연구 Vol.15 No.4

항공 산업에서 나타나고 있는 경쟁 심화 양상은 어제 오늘의 일이 아니다. 기존의 대형 항공사들은 더욱 고급화 된 서비스 문화를 제공하기 위하여 새로운 시도를 계속해오고 있으며 최근 시장에 진입한 여러 저가 항공사들 역시 저렴한 운임에 더하여 새로운 가치 요소를 승객들에게 제공하고자 노력하고 있다. 이러한 경쟁 심화는 항공사가 제공하는 서비스품질 수준의 의미를 더욱 부각시키고 있으며, 항공 서비스품질 관리의 중요성을 강조하고 있다. 이와 관련하여, 국내외 항공사들은 ‘어떠한 내용으로 구성된 서비스를 고객들에게 제공하여야 하는지’, ‘어느 정도 수준으로 서비스를 제공할 필요가 있는지’, 그리고 ‘이러한 항공 서비스문화를 더욱 전략적으로 활용할 방법은 무엇인지’ 등에 관하여 고민하지 않을 수 없다. 본 연구는 항공사 서비스 문화중심으로 고객들의 만족과 자발적 행동의도에 영향을 미치는 서비스품질 차원과 가치지각 차원을 매우 구체적으로 실증하였다는 점에서 이론적 기여를 하였다. 즉, 항공사 서비스문화의 전체적인 품질을 과정측면과 성과측면으로 나누고, 고객의 가치를 감정적 가치, 기능적 가치, 사회적 가치 차원으로 세분화하여 평가 분석하였다는 점이 기존의 항공 서비스품질 관련 연구와는 차별화된다고 할 수 있다. 본 연구의 결과는 항공사 서비스 문화에서 서비스품질은 고객만족에 유의한 영향을 미치고 이를 통해 고객의 자발적 행동의도 등에 영향을 미침을 보여 준다. 따라서 국내 항공사의 경쟁우위확보와 성장에 대한 목표를 달성하기 위해서는 서비스품질, 고객가치, 고객만족에 관한 전략적 노력이 필수적임을 시사하고 있다. 본 연구는 항공사의 서비스문화에서 서비스품질이 고객가치 및 고객만족이 자발적 행동의도에 미치는 영향을 평가함으로써 항공사의 어떠한 서비스품질이 고객들의 만족이나 행동의도에 영향을 미치는가를 규명해보고, 고객들에게 한 단계 업그레이드 된 차별화된 서비스를 제공하여 고객이 다른 항공사로 전환하는 것을 막아 더 많은 고객을 확보하기 위한 방안을 모색하고자 한다. The intensifying competition in aviation cultural industry is not something that started just yesterday. The major airlines have started a new initiative to providemore advanced services and even the low-cost airlines that entered into the aviationmarket most recently are trying to provide passengers with a new value element in addition to affordable fares. This intensifying competition highlights the meaning of the level of quality of service that those airlines provide more and emphasizes the importance of the management of the airline service cultural quality. In this regard, all the domestic and international airlines can’t avoid these questions, “What contents should we provide customers for good service?,” “How much shouldwe provide those services?,” “What aremore strategicmethods to use these services?” This study contributed to the aviation cultural industry theoretically in that the service quality dimensions and the value perception dimensions affecting the airline customer satisfaction and the customer voluntary behavioral intention were demonstrated in detail. In other words, that the overall quality of airline service was divided into the process aspects and performance aspects and the customer value was subdivided into emotional value, functional value, and social value in this study can be said to be differentiated fromthe existing airline service quality researches. The result of this study shows that the airline service quality had a significant impact on customer satisfaction and accordingly had an impact on the customer voluntary behavioral intention, etc. Therefore, this study suggests that strategic efforts on service quality, customer value, and customer satisfaction are essential for achieving goals in the competitive advantage and growth of domestic airline services culture. This study evaluates the impact of customer value and customer satisfaction on the customer voluntary behavioral intention based on the airline service quality and identifies what airline service quality has an impact on customer satisfaction or behavioral intention, and seeks for ways to attract more customers by providing customers with the differentiated services that are upgraded one step further to prevent themfromswitching to another airline. 항공 산업에서 나타나고 있는 경쟁 심화 양상은 어제 오늘의 일이 아니다. 기존의 대형 항공사들은 더욱 고급화 된 서비스 문화를 제공하기 위하여 새로운 시도를 계속해오고 있으며 최근 시장에 진입한 여러 저가 항공사들 역시 저렴한 운임에 더하여 새로운 가치 요소를 승객들에게 제공하고자 노력하고 있다. 이러한 경쟁 심화는 항공사가 제공하는 서비스품질 수준의 의미를 더욱 부각시키고 있으며, 항공 서비스품질 관리의 중요성을 강조하고 있다. 이와 관련하여, 국내외 항공사들은 ‘어떠한 내용으로 구성된 서비스를 고객들에게 제공하여야 하는지’, ‘어느 정도 수준으로 서비스를 제공할 필요가 있는지’, 그리고 ‘이러한 항공 서비스문화를 더욱 전략적으로 활용할 방법은 무엇인지’ 등에 관하여 고민하지 않을 수 없다. 본 연구는 항공사 서비스 문화중심으로 고객들의 만족과 자발적 행동의도에 영향을 미치는 서비스품질 차원과 가치지각 차원을 매우 구체적으로 실증하였다는 점에서 이론적 기여를 하였다. 즉, 항공사 서비스문화의 전체적인 품질을 과정측면과 성과측면으로 나누고, 고객의 가치를 감정적 가치, 기능적 가치, 사회적 가치 차원으로 세분화하여 평가 분석하였다는 점이 기존의 항공 서비스품질 관련 연구와는 차별화된다고 할 수 있다. 본 연구의 결과는 항공사 서비스 문화에서 서비스품질은 고객만족에 유의한 영향을 미치고 이를 통해 고객의 자발적 행동의도 등에 영향을 미침을 보여 준다. 따라서 국내 항공사의 경쟁우위확보와 성장에 대한 목표를 달성하기 위해서는 서비스품질, 고객가치, 고객만족에 관한 전략적 노력이 필수적임을 시사하고 있다. 본 연구는 항공사의 서비스문화에서 서비스품질이 고객가치 및 고객만족이 자발적 행동의도에 미치는 영향을 평가함으로써 항공사의 어떠한 서비스품질이 고객들의 만족이나 행동의도에 영향을 미치는가를 규명해보고, 고객들에게 한 단계 업그레이드 된 차별화된 서비스를 제공하여 고객이 다른 항공사로 전환하는 것을 막아 더 많은 고객을 확보하기 위한 방안을 모색하고자 한다. The intensifying competition in aviation cultural industry is not something that started just yesterday. The major airlines have started a new initiative to providemore advanced services and even the low-cost airlines that entered into the aviationmarket most recently are trying to provide passengers with a new value element in addition to affordable fares. This intensifying competition highlights the meaning of the level of quality of service that those airlines provide more and emphasizes the importance of the management of the airline service cultural quality. In this regard, all the domestic and international airlines can’t avoid these questions, “What contents should we provide customers for good service?,” “How much shouldwe provide those services?,” “What aremore strategicmethods to use these services?” This study contributed to the aviation cultural industry theoretically in that the service quality dimensions and the value perception dimensions affecting the airline customer satisfaction and the customer voluntary behavioral intention were demonstrated in detail. In other words, that the overall quality of airline service was divided into the process aspects and performance aspects and the customer value was subdivided into emotional value, functional value, and social value in this study can be said to be differentiated fromthe existing airline service quality researches. The result of this study shows that the airline service quality had a significant impact on customer satisfaction and accordingly had an impact on the customer voluntary behavioral intention, etc. Therefore, this study suggests that strategic efforts on service quality, customer value, and customer satisfaction are essential for achieving goals in the competitive advantage and growth of domestic airline services culture. This study evaluates the impact of customer value and customer satisfaction on the customer voluntary behavioral intention based on the airline service quality and identifies what airline service quality has an impact on customer satisfaction or behavioral intention, and seeks for ways to attract more customers by providing customers with the differentiated services that are upgraded one step further to prevent themfromswitching to another airline.

셀프서비스 기술의 품질차원과 고객만족의 관계

이정호 한국유통경영학회 2019 유통경영학회지 Vol.22 No.5

Purpose: The number of self-service technology users has recently increased in steep, which started to distributors more opportunities to enter into new service delivery system. Along with the growing importance of quality factors, and self-service technology convenience, there have been voices over the need of systematic research into verification of the relationship between those related variables by breaking down either self-service technology quality or perceived satisfaction in multidimensional aspects, which has been studied form a single dimensional perspective. Therefore, this study investigates how the self-service technology quality from a multidimensional perspective of the construct affects perceived satisfaction. And this study is to provide the quality factors which influence customer satisfaction in self-service technology and to examine the mediating effect of perceived service quality on these casual relationships. Research design, data, and methodology: This study presents a new modified Information System Success Model for measuring quality factors of self-service technology and investigates relationships between these factors and customer satisfaction. This study was conducted a survey targeting the self-service technology users and collected 209 questionnaires in Korea. The data collected through the survey was analyzed using measurement model analysis by using SPSS 22.0 and AMOS 20.0. The test methods of the hypotheses are correlation analysis, regression analysis, and mediated regression analysis. In particular, the measurement model used for this study divided quality of self-service technology into two dimensions such as information quality and system quality. And the mediated regression analysis tested the hypotheses for this study. Results: The results of this study are as follows; regarding the influence of quality dimension of self-service technology on customer satisfaction, it was found that the effects of information quality and system quality were significant on customer satisfaction. And it was found that information quality has stronger positive effect on customer satisfaction than system quality, which in turn, there is full mediating effects of perceived service quality on these relationships. Conclusions: The great spread of self-service technologies is driving distributors to reshape their service delivery systems, which started to them more opportunities to improve operating efficiency. This study can provide implications for quality strategy and effective alternatives for operating self-service technologies.

미용 서비스품질이 관계품질과 행동의도에 미치는 영향

류은정(Eun Jeong Ryou),박세희(Se Hee Park) 한국디자인문화학회 2013 한국디자인문화학회지 Vol.19 No.2

미용서비스 시장의 경쟁이 치열해지는 상황에서 차별화된 미용 서비스품질은 고객충성도와 추천 활동을 증가시키기 위한 마케팅 전략적 요소로 활용될 수 있다. 이에 본 연구는 미용 서비스품질의 차원을 파악하고, 각 차원별로 관계품질 및 행동 의도에 미치는 영향을 파악하고자 하였다. 자료 수집을 위해 부산지역의 20대 여성 소비자에게 2012년 11월 12일부터 25일까지 설문지를 배부하였으며, 그 중에서 최종 268부를 분석에 사용하였다. 수집된 자료의 통계 분석은 SPSS 20.0을 이용하여 빈도분석, Cronbach`s α, 요인분석, 회귀분석 등을 실시하였다. 연구 결과는 다음과 같다. 첫째, 미용 서비스 품질은 신뢰성, 유형성, 전문성, 공감성, 응답성의 다섯 개 차원으로 분류되었으며, 관계품질 차원은 만족, 신뢰, 몰입으로 구성되었다. 둘째, 응답성을 제외한 네 차원의 미용 서비스품질은 관계품질에 유의한 영향을 미쳤다. 그 중에서 공감성과 전문성은 관계품질의 모든 차원에 가장 유의한 영향을 미치는 것으로 나타나 고객관계 형성에 결정적요인임을 밝혔다. 또한 신뢰성 차원은 신뢰와 만족에, 유형성은 만족에 각각 긍정적 영향을 미쳤다. 셋째, 모든 차원의 관계품질은 재이용의도와 추천의도 같은 행동의도에 유의한 정적 영향을 미쳤으며, 그중에서 몰입이 가장 결정적 역할을 하였다. 공감성과 신뢰성, 전문성의 서비스품질은 행동의도에 직접 영향을 미쳤다. 이상의 결과를 통해 서비스 품질이 높을수록 관계품질이 높아지며, 만족, 신뢰, 몰입의 관계품질이 높아질수록 재이용의도와 긍정적 구전 효과가 높아지는 관계를 확인할 수 있었다. In an increasingly competitive condition of the beauty service industry, the differentiated beauty service quality can be used for the marketing strategic elements to increase the customer royalty and recommendation activities. Therefore, the purposes of this study are to analyse the dimensions of beauty service quality and to investigate the effects of the beauty service quality toward the relationship quality and the behavioral intention. The data of 268 women in twenties were collected through the survey in Busan on November 12~25 in 2012. The statistical analyses were carried out in the forms of frequency, factor analysis, Cronbach`s α, and multiple regression of SPSS WIN 20.0. The results of the study were as follows: First, the beauty service quality was perceived as the five factors of empathy, tangibles, expertise, reliability and responsiveness. The relationship quality was composed of trust, satisfaction and commitment. Second, four factors of the beauty service quality except responsiveness had an significant effect on the relationship quality. Above all, empathy and expertise were the most important factors in the beauty service that have influenced on all dimensions of the relationship quality. Also reliability and tangible factors of the beauty service quality had the positive effects on trust and satisfaction respectively. Third, all factors of the relationship quality had a positive influence on the behavioral intention such as revisit intention and recommendation intention. The commitment of the relationship quality was the most effective factor for the promotion of behavioral intention. And empathy, expertise and reliability of the beauty service quality had a influence on the behavioral intention directively. From the results described above, those were identified that the higher the beauty service quality, the more increasable the relationship quality and also the higher the relationship quality, the more the revisit intention and recommendation intention.

호텔 이용객의 지각된 서비스 질 평가에 관한 연구

김시중,김희정 한국관광정책학회 2000 觀光政策學硏究 Vol.6 No.1

The customer evaluations of the products and service qualities has been recognized as the most important factors for developing marketing strategies. The hotel industries should have the better way of measuring customer evaluations of their services and products. On the importance of measuring customer's evaluation of service quality in hotel industries, this study measured the customer evaluation of service quality in the various hotels at Taejeon City. Three hypotheses were built to find the relationship between the frequency level of visit and the perceived level of service quality, the effects of various dimension of service quality on the overall evaluation of service quality, and the effects of socio-demographic variables on the service quality. It was found that the customer evaluation of hotel service quality could be explained by the five dimensions of service quality, including tangibility, value, responsiveness, comfort, and accessibility. The study showed that there was no statistically significant relationship between the frequence level of visit and the customer evaluation of service quality.. However, it was revealed a statistically significant effect of three dimensions out of five dimensions of service quality on the overall evaluation of service quality. The study also found a significant relationship between gender and income and the service quality.

"서비스 품질-고객만족" 관계에서의 심리적 메커니즘 고찰

박종철 ( Jong Chul Park ),오혜영 ( Hye Young Oh ),홍성준 ( Sung Jun Hong ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

그동안 서비스 품질구성 요인들이 고객만족이나 서비스 충성도에 중요한 영향을 미치며 이러한 효과가 고객유형 같은 조절변수(신규고객 vs. 기존고객)에 따라 달라질 수 있음이 제시되었다. 그러나 기존 연구들은 서비스 품질의 위계구조를 파악하거나 이들 품질요인들이 여러 종속변수(예; 고객만족, 고객충성도, 구매의도)에 미치는 차별적 효과에 집중하였을 뿐, 왜 그러한 영향을 미치는지에 대한 심리적 기재(특히, 감정적 반응)를 밝히는 데는 소홀하였다. 이에 본 연구에서는 기존 연구를 토대로 서비스 품질의 세 가지 차원을 은행서비스 상황에 적용시켜, 서비스 품질의 세 가지 차원(과정품질, 결과품질, 물리적 환경품질)이 고객만족도에 영향을 미치는데 있어 호혜성이라는 새로운 감정변수의 매개역할을 고찰하고자 한다. 분석결과, 결과품질과 환경품질은 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났으나, 과정품질은 지각된 가치에 유의한 영향을 미치지 않는 것으로 나타났다. 과정품질이 지각된 가치에 영향을 미치지 않은 이유는 은행서비스의 특성상 종업원의 친절, 직원에 대한 믿음, 전문성 및 지식에 대하여 고객들이 당연한 서비스로 인식했기 때문으로 추론된다. 또한 서비스 품질이 신뢰형성에 미치는 효과와 관련해서는 과정품질과 결과품질만이 신뢰형성에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 서비스 품질과 호혜성 형성과 관련해서는 과정품질과 결과품질이 호혜성 지각에 긍정적인 영향을 미치는 것으로 나타났으나, 환경품질이 호혜성 지각에는 유의한 영향을 미치지 않는 것으로 나타났다. 끝으로 지각된 가치와 신뢰, 그리고 호혜성 지각은 고객만족도에 모두 긍정적인 영향을 미치는 것으로 나타났다. 결과적으로 본 연구를 통해 우리는 서비스의 결과품질은 소비자들로 하여금 다양한 인지적(지각된 가치 및 신뢰형성)반응과 감정적 반응(호혜성)을 유발하여 고객만족에 영향을 미치는 것을 알 수 있었다. During the past two decades has much research effort on the field of service quality as a major driver of business performance(customer satisfaction).It has become a key strategic issue on service management`s agenda. As service companies continue to seek unique source of sustainable competitive advantage, service quality has been discussed conceptually as a potential alternative to traditional skills and resources, as well as empirically tested as a potential driver of improving performance(customer satisfaction). Above all, previous studies were only investigated perceived value and trust as a cognitive mechanism in the ``service quality-customer satisfaction`` relation. So, the aim of this research is to examine reciprocity as a psychological mechanism(especially an affective response) in the relationship between service quality dimensions(outcome quality, process quality, physical environment quality) and customer satisfaction. Therefore, different from the past studies, in this study we postulates that the reciprocity plays an essential mediating role in the relationship between the three dimensions of service quality and customer satisfaction. A model integrating three dimensions of service quality, perceived value, trust, reciprocity and the customer satisfaction is tested using the data of 200 general consumers. Sample and Data Collection: This data was collected in two large cities in South Korea: Seoul and Kwangju. 200 general consumers utilizing bank services participated in the survey. Participants were recruited from people attending evening cultural education programs provided by local community centers and MBA programs provided by University. In terms of demographics, slightly more than a half of participants were male(n=136), and 89%(n=178) had a higher education. Participants held various occupational backgrounds; housewives (n=7), corporate managers(n=88), public officials(n=23), self-employed(n=13), teachers(n=4), professional practices(n=26), skilled laborers(n=3), students(n=7), and others(n=29). Data analysis was conducted in three phases. The first phase was measurement analysis (i.e., item purification and facture structure confirmation) involving the scales of the three dimensions of Service Quality, perceived risk, trust, perceived reciprocity, and customer satisfaction. In the second phase, the structural relationships among the key constructs proposed in Fig 1 were estimated. In the last phase, the mediating effect was examined. Structural Model: the structural equations model is estimated by using LISREL 8.30. The goodness-of-fit statistics are acceptable(χ2=166.41, df=98(p=.000), GFI=.910, AGFI=.860, NFI=.920, CFI=.956, RMR=.055). Convergent validity was assessed using the significance and magnitude of factor loadings. As is shown in Table 2, the magnitudes of factor loadings ranged from 0.61 and 0.85 and all the loadings were significant (p<0.01). Discriminant validity among the three dimensions of service quality were examined by performing a chi-square difference test between a model where all the factor correlations were fixed at 1.0 and the unconstrained model(see the ``Φ Matrix`` of Table 3). The constrained model showed a significantly poorer fit compared to the unconstrained model. After confirming the measurement models, the model shown in Figure 1 is estimated using LISREL 8.30. In this model, all constructs were operationalized through their summed scaled indexes, resulting in one indicator for its construct. The LISERL analysis shows a satisfactory fit of the model as indicated by the GFI(.895), AGFI(.845), NFI(.886), NNFI(.916), CFI (.935), RMR(.066), RMSEA(.068), respectively. However, the chi-square test was significant (x2=198.73, df=104, p<0.00). Given the satisfactory fit of the model, the estimated path coefficients were then examined to evaluate the hypotheses. The results of data analysis showed that the process quality positively influences on the trust and reciprocity. However, the process quality had a significant impact not on the perceived value. Also, the outcome quality positively influences on the perceived value, trust and reciprocity. Physical environment quality only impacts on the perceived value. Finally, our results indicated that the perceived value, trust, and reciprocity have a significant influence on the customer satisfaction. Thus, this study demonstrates that reciprocity indeed plays a mediating role between the service quality and the customer satisfaction. Also, we has known the facts inducing affective responses in the service context. The results of this study will help managers to understand the relative importance of the three different quality.

서비스접점 종업원의 친사회적 행동에 대한 고객지각이 서비스품질 인식과 고객만족에 미치는 영향 -고객 개인성향의 조절효과-

공재식,정연승 한국유통물류정책학회 2019 유통물류연구 Vol.6 No.3

The role of contact employees are extremely important, as the behavior and attitude of them directly affect the quality of service and customer satisfaction. Research on the behavior and attitudes of contact employees has been very active which is prosocial behavior. Prosocial behavior is defined as a role and purpose for promoting the benefit of an individual, organization and other members of it. Most of the studies are studied at the point of contact employees, on the other hand, researches analyzed from the customer’s perspectives are quite insufficient. The most service companies that provide service convey through the interaction of contact employees and customers, who will predict services and judge satisfaction and dissatisfaction through comparison with perceived services. Regardless the contact employees provide an adequate sufficient service, if the customer perceives the quality of the service as unfavorable can adversely affect the satisfaction, it is very important to manage the service from the customer’s perspective. Thus, the study cross referenced the prosocial behavior of the contact employee from the customer’s perspective and analyzed how the customer’s perception of prosocial behavior affects the quality of service and their satisfaction. And how each role-prescribed customer service and extra-role customer service with prosocial behavior of the contact employee affect assess service quality with each individualism and collectivism. Research results The higher the customer’s awareness of the employee’s prosocial behavior, the more they can positively affect the quality of the service they value, and consequently, the customer satisfaction as well. It was found that there was a difference between the customer services as role-prescribed customer service and extra-role customer service, depending on the customer’s propensity, to assess the quality of service. Customers with individualism, role-prescribed customer service has a greater impact on service quality than contact employees’ extra-role customer service. Customers with a collectivist tendency have found that extra-role customer service has a greater impact on service quality than role-prescribed customer service. The results of these studies provide the following suggestions. First, we analyzed the social behavior of contact employees from the customer’s perspective and empirically analyzed the impact on service quality and customer satisfaction, and further, it was found that there was a difference in the perception of pro-social behavior and the assessment of service quality according to the customer’s tendency. Second, service companies can be provided with adequate contact employee management guidelines that can manage service quality and customer with satisfaction. In future research, it will be more interesting if we conduct additional research on how customer behavior is affected not only by customer satisfaction but also by other activities such as word-of-mouth activities or customer participation.

서비스 접점에서의 고객행동이 종업원의 감정고갈 및 고객평가에 미치는 영향

서문식 ( Suh Munshik ),김대용 ( Kim Daeyong ),노태석 ( Rho Taeseok ) 한국소비자학회 2016 소비자학연구 Vol.27 No.5

오늘날, 서비스를 제공받는 고객들은 더 나은 서비스의 품질을 확신하기 위하여 서비스 접점에서 고객참여행동(CPB) 혹은 고객시민행동(CCB)을 한다. 또한 고객들은 스스로 그러한 행동을 수행함으로서 더 나은 서비스 품질(고객측면SQ)이 돌아오는 것은 당연한 결과라고 생각한다. 그러나 고객들의 참여 또는 시민행동이 항상 올바른 방향으로 행해지고 있다고 볼 수 있는가? 본 연구는 서비스 접점에서 서비스제공자가 지각하게 될 서비스 품질(직원측면SQ)에 영향을 미칠 수 있는 고객참여행동과 고객시민행동을 기반으로 하는 고객평가(CE)와 감정노동으로 인해 발생되는 감정고갈에 대한 영향을 논의한다. 추가적으로 감정고갈의 매개효과를 분석하여 그 중요성을 강조코자 하였다. 또한 본 연구에서는 기존 연구의 단방향적 접근에서 벗어나 현상과 실제 간 간극을 줄이고자 서비스접점에서 고객과 서비스제공자를 이원적(dyadic) 조사방법을 사용하여 평가함으로써 평가의 객관성을 확보하려 노력하였다. 본 연구의 결과는 아래와 같다. 첫째, 고객참여행동은 서비스 접점에서 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 또한 고객시민행동 역시 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 둘째, 서비스제공자가 서비스 접점에서 가지는 높은 수준의 감정노동 수행으로 발생된 감정고갈은 고객평가에 부정적인 영향을 보였고, 이러한 감정고갈은 실제 서비스제공자가 스스로 지각하는 서비스 품질에도 부정적인 영향을 미쳤다. 마지막으로 직원의 고객평가는 서비스제공자가 스스로 제공하는 서비스 품질에 대하여 긍정적인 영향을 보였고, 서비스제공자가 가지는 긍정적인 서비스 품질은 소비자가 지각하는 서비스 품질에도 긍정적인 결과를 가져오는 효과를 보였다. 본 연구에서는 서비스접점에서 고객의 참여행동과 시민행동에 대한 서비스제공자의 고객평가와 감정고갈이 서비스제공자가 스스로 지각하는 서비스 품질에 영향을 가져올 수 있으며, 이때 서비스제공자가 지각하는 서비스 품질은 고객이 최종적으로 지각하게 될 서비스 품질에 영향을 끼칠 수 있다는 점을 제시하고 있다. 또한 서비스제공자의 이성적인 고객평가에 영향을 미칠 수 있는 감정적인 부분인 감정고갈의 매개효과를 규명함으로써 긍정적인 고객참여행동과 고객시민행동을 유도하고 서비스 품질의 향상을 추구하는 서비스기업들을 위한 전략적인 시사점을 제공하였다. Today, customers receiving service show the customer participation behaviors(CPB) or customer citizenship behaviors(CCB) in the service encounter to be sure to have better service quality. Also, customers think that performing quality such behaviors would naturally result better service quality. However, can every customer participation or customer citizenship behavior conducted are effecting impacting in the right direction? This study argues about customer evaluation and emotional labor based on customer participation activities and customer citizenship behaviors that could have effects on the service quality perceived by service providers in the service encounter, and also especially to designed analyze the mediating effect of emotional exhaustion in the emotional aspect that could have influences on service providers` rational evaluation. Our research have several results, first, the customer participation activities had positive effects customer evaluation of service providers in the service encounter while also reduction of service providers` emotional exhaustion. Also, the customer citizenship behaviors showed positive effects on service providers` customer evaluation while showing effect to reduce their emotional exhaustion. Second, emotional exhaustion of service provider in the service encounter showed negative effect on customer evaluation, and such emotional exhaustion also had negative effect on the actual service quality perceived by service providers. Lastly, employees` customer evaluation showed positive effect on the service quality provided by themselves while positive service quality of service providers` had positive effect on consumer`s perception of service quality. This study suggests that service providers` customer evaluation and emotional exhaustion in regard of customer participation activities and citizenship behaviors in the service encounter can have effects on the service quality cognized by themselves, and the service quality cognized by service providers can eventually have effects on the service quality cognized customers. By examining the mediating effect of emotional exhaustion that can have effects on service providers` rational customer evaluation, it induces positive customer participation activities and customer citizenship behaviors, and also provides strategic implications for service businesses pursuing the improvement of service quality. In order to reduce such gaps, this study has secured the objectivity of the evaluation by using the dyadic research method for customers and service providers in the service encounter.

서비스 유통 관점에서 아동복지기관 서비스질의 전달에 대한 인식과 이용자만족도에 미치는 영향

엄경호,김진우 한국유통과학회 2015 유통과학연구 Vol.13 No.8

Purpose - This study reviews the delivery of child welfare service quality and examines how the dimensions of the variables of customer satisfaction impact the results from a service distribution perspective. This study differs from existing research since it proposes that a recognized level of child welfare service quality is necessary to achieve customer satisfaction from the perspective of service distribution. Research design, data, and methodology - This study explores child welfare service quality factors that affect customer satisfaction. The study examines and analyzes demographic variables, service quality dimensions, and the causal relationships between child welfare service quality and customer satisfaction. Data from 300 child welfare cases were collected from organizations in Korea in the areas of Busan and Gyeongsangnamdo. The methods of analysis are as follow. First, using descriptive analysis frequency, the percentages were evaluated to assess the demographic variables. Second, Cronbach's α was used to test reliability and to evaluate the internal consistency of the measuring of items. Third, multiple regression analysis was conducted to find out how much the independent variable can affect customer satisfaction. Results - Five factors of child welfare service quality were identified in three categories: process quality (assurance, empathy), results quality (reliability, caring), and physical environment quality (tangibles). There were significant differences among the effects of the child welfare service quality factors on customer satisfaction. A multiple regression analysis was done with process quality (assurance, empathy), results quality (reliability, caring) and physical environment quality (tangibles) to test the hypothesis: assurance (t=2.434, p<0.05), empathy (t=3.677, p<0.001), reliability (t=3.271, p<0.05), caring (t=4.380, p<0.000), and tangibles (t=3.654, p<0.01) had a positive influence on child welfare service quality from a service distribution perspective. Therefore, hypotheses 1, 2, 3, 4, and 5 were supported. In addition, multiple regression analysis on the effects of the variables showed that caring (β=0.273), empathy (β =0.246), tangibles (β=0.265), reliability (β=0.152), and assurance (β=0.131) all had a positive and strong influence on child welfare service quality from a service distribution perspective. Therefore, all child welfare service quality categories (process, results and physical environment quality) were positively statistically significant. Conclusion - In this study, the main findings can be summarized as follows. First, the quality of service of child welfare consists of three dimensions of quality: process quality, results quality, and physical environment quality. The results of the multiple regression analysis also showed that caring and reliability were confirmed as more meaningful variables by the increasing loading factors. Second, the family members involved in child welfare proposed caring as the most important variable among the dimensions of service quality. Third, the results of the hypothesis testing using regression showed that all child welfare service quality factors had a positive impact on customer satisfaction. The results of the study could provide useful information to help increase the effectiveness of delivery strategies for child welfare service quality from a service distribution perspective.

종업원 서비스몰입의 선행요인 및 고객이 인지한 서비스품질에의 영향

김레슬리(Leslie Kim),이지만(Jiman Lee) 한국인사조직학회 2008 인사조직연구 Vol.16 No.1

  There are many studies that focus either on service quality or on service commitment. Yet few studies have been done as to how the two interact. This study focuses on the dyadic relationship between front-line employees and customers receiving their services. Drawing on the individual characteristic theory and the exchange theory, this study develops a research model with six independent variables-willingness for providing service, understanding of customer service, job autonomy, job challenge, job pressure and job routinization-and examines their effects on employee commitment to service. In addition, it verifies the direct effects of the independent variables on customer perception on service quality and their indirect effects through the mediating impact of employee commitment to service.<BR>  Data were collected from 1) 117 front-line hotel employees using a questionnaire that measures the independent variables and employee commitment to service and 2) 172 customers whose perception on service quality was measured. Among them, 102 paired responses were used for the data analyses. Hierarchical regressions tests were used to test the research model.<BR>  Seven hypotheses were set up and tested. First, job challenge will have a significant effect on quality commitment positively. Secondly, job autonomy will have a significant effect on quality commitment positively. Thirdly, job routinization will have a significant effect on quality commitment negatively. Fourthly, job pressure will have a significant effect on quality commitment negatively. Fifthly, an employee’s willingness for providing service will have a significant effect on quality commitment positively. Sixthly, an employee’s understanding of customer service will have a significant effect on quality commitment positively. Seventhly, service commitment will have a significant effect on quality commitment positively. Additionally, the study tests how service quality is influenced by its antecedents directly and/or indirectly through their effects on service commitment. Thus, the study is an exploratory research, examining the mediating effect of service commitment between service quality and its antecedents.<BR>  Results are as follows. Firstly, four variables understanding of customer service, willingness for providing service, job challenge and job autonomy are positively related to employee commitment to service at the significant level, whereas job pressure has a negative relationship at the significant level. Secondly, willingness for providing service and understanding of customer service appears to have significant impact on service quality through the mediating impact of employee commitment to service. The impact was not a direct but an indirect one.<BR>  The findings indicate that the two factors such as willingness for providing service and understanding of customer service play more important roles in enhancing customer perception on service quality than employee reciprocal attitudes in return for the job characteristics. This implies that, in order to improve service quality at the hotel, it is important to invest in education and training programs to improve employees’ positive attitudes and understanding for service quality. Compared with the education and training programs, the job redesigning programs for providing employees with favorable job characteristics are less important for enhancing the service quality.   본 연구는 종업원의 서비스몰입(employee commitment to customer service)과 고객이 인지한 서비스품질(service quality)의 선행요인을 규명하기 위해 수행되었다. 구체적으로 서비스몰입의 선행요인을 조사하고 서비스몰입이 서비스품질에 미치는 영향과 선행요인들과 서비스품질 사이에서 보이는 매개효과를 조사하였다. 호텔서비스 산업에서 고객을 직접 응대하는 접점종업원과 이들이 제공하는 서비스를 이용하는 고객 간의 양자관계(dyadic relationship)에 초점을 두고 독립변수와 서비스몰입은 종업원을 대상으로, 서비스품질은 종업원의 서비스를 제공받은 고객을 대상으로 설문조사를 실시하였다. 종업원과 고객으로부터 수집된 102쌍의 자료를 분석에 이용하였고, 또한 매개효과를 검증하기 위해 위계적 회귀 분석방법을 사용하였다.<BR>  분석결과, 첫째, 접점종업원의 서비스 제공의지, 서비스에 대한 이해도, 직무도 전성, 직무자율성의 네 가지 변수가 유의한 수준에서 서비스몰입에 정(+)의 영향을 미치며, 직무압력은 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 서비스몰입은 서비스품질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 서비스몰입은 서비스 제공의지, 서비스에 대한 이해도가 서비스품질에 미치는 영향을 매개하는 것으로 나타났다.<BR>  연구결과는 서비스품질의 향상을 위해서 제조업에서 일반적으로 강조되어 온 직무재설계를 통한 작업장 혁신전략뿐 아니라 접점종업원의 개인적 자질을 향상시키는 교육 및 훈련에 대한 투자도 매우 중요하다는 점을 시사하고 있다. 그리고 종업원의 개인적 자질은 입사 전의 자질에 의해서도 많은 영향을 받으므로 서비스 조직들은 양질의 인력을 선발ㆍ채용하기 위한 효과적인 인력관리 방안의 수립을 고려해야 할 것이다.