다차원적 리커버리불일치 개념을 적용한 리커버리만족모형에 대한 연구

라선아 ( Sun A La ) 한국소비자학회 2009 소비자학연구 Vol.20 No.4

인천국제공항의 상주고객 만족 및 성과모형 개발을 위한 연구

라선아 ( Sun A La ),이청림 ( Cheong Lim Lee ) 한국항공경영학회 2016 한국항공경영학회지 Vol.14 No.2

본 연구는 인천국제공항이 여객 및 물류의 규모 면에서 동북아 제일의 허브공항으로 입지를 굳힐뿐 아니라 세계 최고의 국제공항으로 지속적인 발전을 할 수 있도록 내적인 경쟁력을 확보할 수 있는 관리도구를 개발하는 데 목적을 두었다. 인천공항은 공항 이용객의 만족도, 서비스품질 등의 평가에서 국내외를 막론하고 최고의 지위를 오래도록 누리고 있다. 인천국제공항의 이 같은 고객 서비스품질 수준은타 공항에 모범사례로 알려져 해외 몇몇 국제공항에 품질관리 기법을 수출하는 단계에 이르게 되었다. 그런데, 국내 소비자의 라이프스타일과 가치관의 변화 및 소득수준의 증가 등으로 해외여행객이 해마다급증하고 있을 뿐만 아니라 국제교류의 증가 및 한류열풍으로 해외 여행객의 방문도 급증하고 있어 여행객 규모면에서 점차 세계 최대의 공항 수준에 근접하고 있다. 이에 따라, 일관적인 고품질 서비스수준을 유지하는 것이 중요한 도전과제가 되었다. 이 같은 상황에서 새로운 리더십 하에 설정한 비전2020은 인천국제공항을 한 단계 도약시킬 수 있는 여러 과업들을 요구하고 있다. 즉, 여행객을 대상으로 한 외적인 서비스품질의 유지 및 향상뿐만 아니라 이를 실현할 수 있는 강력한 내적인 토대와 잠재력을 필요로 하게 된 것이다. 이를 위해 공항공사의 최고 서비스품질 수준을 구현할 수 있는 내적 토대와 잠재력을 점검하고, 어떤 요인들을 관리해야 하는지를 알려 줄 평가관리체계를 개발하는 것이 급선무가되었다. 이 같은 배경 하에 본 연구에서는 인천국제공항 내에 상주하는 업체/기관의 모든 인력들을 포괄하는 상주고객 대상 만족도 및 성과 모형을 개발하였다. 공항공사 입장에서 상주고객을 통해 얻을 수 있는 궁극적 성과는 도전적인 미래의 비전을 성취할 수 있도록 적극적인 협력을 이끌어 내는 것이다. 최종고객의만족은 내부고객의 서비스지향성 및 만족에 의해 영향을 받기 때문에 만족거울 및 서비스이익사슬의 개념을 적용하여 내부고객의 만족도를 제고할 수 있는 내부고객 만족모형을 도출하는 것이 필요하다고 판단하였다. 국내외 이용고객의 인천공항에 대한 만족도가 가시적인 성과라면, 수면 아래에서 이를 지원하는 비가시적 내부접점에서 발생하는 비가시적 성과가 결과적으로 총체적 고객서비스경험을 창출하기 때문이다. 본 연구에서는 공항공사와의 관계만족과 소속사의 성공에 대한 지각에 의해 상주고객의 협력의도가 결정된다고 보고, 상주고객을 내부마케팅을 적용한 서비스품질 관점, 인적자원관리 관점, 관계마케팅관점에서 각각 내부고객, 인적자원, 파트너로 바라보고 관계만족에 영향을 미치는 선행요인을 탐색하였다. 문헌근거 및 심층인터뷰 결과를 바탕으로 서비스품질관점에서는 내부의 상품품질, 전달품질, 환경품질을, 인적자원관리 관점에서는 역할이해와 복리후생을, 관계마케팅관점에서는 신뢰와 가치공유를 선행변수로설정하고, 관계만족을 성과변수인 지각된 성공과 협력의도로 연결되는 매개변수로 설정한 인과관계구조방정식 모형을 개발하여 실증하였다. 실증분석결과 상품품질과 신뢰의 관계만족에 대한 경로를 제외한 나머지 모든 경로가설이 지지되었다. 정리하자면, 서비스품질관점에서는 내부인력인 상주고객이 공항공사와의 업무관계에서 지각하는 서비스전달품질과 환경품질이 공항공사에 대한 그들의 관계만족도에 긍정적 영향을 미치는 선행요인으로 분석되었다. 인적자원관리 관점에서는 공항공사와 자신의 소속기관(기업)을 각각 서로 다른 지휘자로 둘 수밖에없는 상주고객의 역할이해도가 중요한 관계만족의 선행변수로 나타났으며 이와 더불어 실제 근무지인공항공사로부터 받는 복리후생 수준도 공항공사에 대한 관계만족의 선행변수로 나타났다. 마지막으로, 상주고객을 소속기관(기업)을 대표하는 작은 기관(기업)으로 볼 때, 이들 상주고객과 공항공사의 관계는 B-to-B 관점이 적용된 관계마케팅 시각에서 접근할 수 있기 때문에, 상호 간의 가치공유가 관계만족에 중요한 선행요인으로 작용하는 것으로 분석되었다. 품질요인 중 공항공사의 업무능력과 관련되는 상품품질과 관계마케팅 요인 중 하나인 신뢰가 관계만족에 유의한 영향을 나타내지는 않았다. 가설검정 결과에 대한 해석 및 시사점을 도출하였으며, 기각된 가설과 관련된 대안적 해석과 향후 연구과제에 대해서도 논의하였다. The research purpose of this study is to develop a model that can be used as a managerial framework for Incheon International Airport (IIA). IIA is currently one of the biggest north eastern hub airports in Asia, which occupies the huge volume of world trades and air passengers. Furthermore, IIA has long been ranked on the top in ASQ and PCSI in terms of service quality and customer satisfaction. Several international airports in other countries have already tried to adopt the lessons of managerial practices for service quality from IIA. Global demands in passenger and trades services for IIA are expected to soar in very near future. Accordingly, IIA set up a new challenging vision 2020. In pursuit of a sustainable competency and comparative advantages, IIA now faces an urgent need for the full preparations with validated management tools and systems from inside out. The promising future can only be guaranteed through the improved potentials drawn from well aligned inner institutional efforts. There are about 40,000 personnels working for IIA. They are the internal working forces delegated or dispatched from allying institutions or companies. However IIA had implemented only external customer-oriented evaluation frameworks in practice so far. To make one step forward, it is required for IIA to have internal customer-oriented evaluation and feed-back framework. Internal customer satisfaction is the determinant of external CS, which was evidenced with the well-proven claims such as service profit chain or satisfaction mirror. The study investigated the promising ultimate outcomes to IIA when focusing not only on the external customers but also on the internal customers first by considering relational satisfaction and relational performance. Particularly, the research examined the candidate constructs of antecedents leading to relational satisfaction. In order to consider the multi-faceted nature of internal customers, three pivotal perspectives are adopted and incorporated in the proposed research model, which are perspectives of perceived service quality, human resources, and relationship marketing. The final model was constructed in the form of causal relationships including seven antecedents drawn from the three perspectives, relational satisfaction as a mediator, and perceived success and cooperation intention as the dependent constructs. Empirical analyses yielded reasonable fits of the proposed model. As the results, from the perspective of perceived service quality, service delivery quality and service environment quality affect internal customers’ relational satisfaction with IIA. From the HRM perspective, role understanding and employee benefits are significant antecedents to relational satisfaction. From relationship marketing perspective, shared value between the two parties produces positive relational satisfaction. Relational satisfaction expedites perceived success of internal customers, which finally leads to internal customers’ intention to cooperate with IIA. The research findings including the hypotheses that were not supported are discussed in a comprehensive manner. Managerial and theoretical implications are provided. Suggestions for the future research and limitations are also presented.

서비스 충성도 형성의 이중경로 모형

라선아(Sun A La) 한국마케팅학회 2005 마케팅연구 Vol.20 No.4

서비스전환과 서비스충성도에 대한 CS와 서비스브랜드동일시의 영향에 관한 연구 : 실용적 서비스와 쾌락적 서비스에서 CS와 서비스브랜드동일시의 상대적 영향력 비교를 중심으로

라선아 ( Sun A La ) 한국소비자학회 2009 소비자학연구 Vol.20 No.1

불평고객의 부정적 감정과 지각된 기업의 사회적 책임성이마케터실패복구의 결과에 미치는 영향

라선아(Sun A La) 한국경영학회 2014 經營學硏究 Vol.43 No.2

The research consists of two studies. [Study 1] is to investigate whether customers think more about corporate social responsibility (CSR) after the event of marketer failure and recovery than usual. Structural Equation Modeling (SEM) was used for the analysis. The results show that customers become more sensitive about CSR after the experience of marketer failure and recovery. This means that customers think the firm`s business ethicality and its way of making relationships with society more important after the failure event than before they didn`t go through the marketer failure yet. Complainants` cognitive information processing turns more critical, more systematic, and more extensive after the failure and recovery experience. Perceived CSR has more direct impact on customer trust and more indirect impact on RPI and WOM intention via customer trust after the event. [Study 2] was focused on the antecedents and their underlying mechanism that promotes the sensitivity and impacts of perceived CSR after the marketer failure and recovery. Based on moral intuition theory, the negative emotions caused on the phase 1 by the failure itself and aroused during phase 2 when customer complaining is initiated and then the firm`s recovery activities are conducted were hypothesized to increase negative perception of CSR and decrease customer trust. Structural Equation Modeling also used to test the hypotheses of [Study 2]. The results show that the negative emotions on phase 1 have negative direct effect on customer trust but no impact on perceived CSR. To the contrary, the negative emotions on phase 2promote negative CSR perception but no direct effect on customer trust. The negative emotions on 1st phase amplify the negative emotions on 2nd phase. Negative emotions on 2nd phase have an indirect effect on customer trust via perceived CSR. The results from Study 1 & 2 imply that the customer experience of marketer failure and recovery changes his/her evaluation tendency on the firm more sensitively and more critically, leading to a cross-over of the perception boundaries from ‘me-firm’ domain to ‘society-firm’domain. Customers become morally strict when they make decisions on future behavior regarding the firm that committed a failure. Interestingly, the negative emotions caused by the failure itself don`t deteriorate CSR perception but the negative emotions provoked during complaining and recovery stage have the fatal effect on CSR perception. Another shot of dissatisfaction during the recovery will amplify complainant`s negative emotions and finally end up with the customers` doubt about the fundamentals such as business ethicality of the firm. Firms should devote themselves to protect and purify the complainant`s emotions especially during the recovery stage. Further theoretical and managerial implications are discussed. Limitations and suggestions for future research are also presented.

공정성, 리커버리불일치, 고객신뢰가 연계된 리커버리만족 확장모형을 통한 불평고객의 재구매의도 형성과정에 대한 연구: 관여도의 조절효과를 중심으로

라선아 ( Sun A La ),이종만 ( Jong Man Lee ) 한국소비자학회 2011 소비자학연구 Vol.22 No.3

본 연구는 주로 공정성이론에 의존하던 기존의 리커버리만족 연구에 불일치 패러다임을 통합하고, 리커버리 이후의 재구매의도 형성과정에서 고객신뢰를 중요한 매개변수로 도입한 리커버리 확장모형을 제안하였다. 두 가지 패러다임을 동시에 적용하는 것이 타당하고 의미 있는지 확인하기 위해 제안된 연구모형을 실증분석하였다. 심도있는 분석을 위하여, 관여도를 조절변수로 사용하여 모형의 실무적 유용성을 탐색하였으며, 공정성 패러다임만을 적용한 모형, 공정성-리커버리불일치 패러다임을 합친 통합모형, 공정성-리커버리불일치-고객신뢰를 연계한 확장모형간 모형적합도, 간명성, 예측력을 비교평가하여 제안모형의 효익을 분석하였다. 연구결과, 공정성-불일치 패러다임의 통합적 접근이 유익하며 리커버리만족 이후 재구매의도 형성과정에서 고객신뢰의 회복이 필수적이라는 결론을 얻었다. 리커버리만족이 고객신뢰의 회복을 거치지 않고는 직접 재구매로 이어지지 않았다. 관여도를 조절변수로 설정한 집단간 비교분석에서는 저관여의 경우 투입기준과 기대기준 중 어떤 것에 맞추어 복구를 수행하더라도 고객이 만족할 수 있는 데 반해, 고관여의 경우에는 상호작용 차원은 투입기준에, 분배적 차원은 기대기준에 맞추어 복구를 수행해야만 고객의 만족도를 높일 수 있다는 시사점을 발견하였다. 즉, 고관여인 경우 불평고객은 투입과 기대 기준 중 더 많은 보상이 가능한 기준을 선별적으로 선택하는 경향을 보였다. 또한 관여도가 높아질수록 분배 공정성의 영향은 유의하게 감소되지만, 상호작용 공정성의 영향은 유의하게 증가하였다. 이 연구는 실패복구의 궁극적 목표를 리커버리만족이 아니라 재구매로 설정해야 하며 그 과정에서 고객신뢰의 회복이 필연적 중간목표가 되어야 한다는 점을 명확히 보여주고 있다. 또한 복구의 기준설정을 위해 공정성과 리커버리불일치 패러다임을 통합적으로 적용하는 것이 유익하다는 시사점도 제공하고 있다. This research suggested an extended model for understanding customers` repurchase intention (RPI) formation process after recovery of failure by integrating both paradigms of perceived justice and disconfirmation. In fact, existing research stream regarding recovery satisfaction has focused mainly on perceived justice as its theoretical framework while neglecting expectationdisconfirmation paradigm that has been studied as a key framework for CS research in the literature. Thus, the current study tried to take a balanced perspective to approach recovery satisfaction and rebuilding of customer loyalty by incorporating expectation-disconfirmation paradigm as well as justice theory and testing the validity of the proposed model. Also, customer trust was adopted as a critical mediator on the path from recovery satisfaction to RPI in the proposed model. Perceived justice and recovery disconfirmation were modeled as multidimensional constructs. Perceived justice consisted of distributive and interactional justice; recovery disconfirmation consisted of distributive and interactional disconfirmation. In order to investigate the usefulness of the proposed model both in theoretical and practical aspects, comparison analyses were conducted among the competing models; hypotheses were tested by using Structural Equation Modeling(SEM); the moderator effect of involvement was explored by using multiple group analysis in SEM. Data was gathered from the real complainants who initiated complaining behaviors toward the service providers or a firm. Total sample that was used for the analyses consisted of 212 respondents. Failure types varied across services or products in diverse industries. Model comparisons were conducted for testing model fit index, model parsimony, and predictive power across alternative models. The results show that the integrated approach of both paradigms of perceived justice and recovery disconfirmation to recovery satisfaction is useful. Also, it is found that rebuilding of customer trust is a critical step leading to repurchase intention from recovery satisfaction. In general cases, CS is known to have a direct impact on RPI. However, this study shows that, in failure and recovery situations, CS loses its direct impact on RPI. Instead, customer trust plays a role of a mediator in the path from CS to RPI. In particular, involvement is found to moderate the impact of the perceived justice and recovery disconfirmation on recovery satisfaction across distributive and interactional dimensions respectively. In low-involvement group, complainants show no difference of preference in choosing a comparison standard. Therefore, marketers can satisfy the complaining customers via any type of recovery strategy based on either input or expectation. This means that recovery efforts based on customer`s perceived justice or on customer`s expectation-disconfirmation will be effective to a low-involvement customer group. However, customers in a high-involvement group selected the comparison standards preferable to themselves to evaluate the marketer`s recovery performance. They employ perceived justice paradigm to judge the interactional aspect of recovery but prefer using expectations as a comparison standard in judging the distributive aspect of recovery. This means that high-involvement customers behave more opportunistically than low-involvement customers. This study gives several theoretical implications: First of all, the results show that the balanced approach incorporating both justice and disconfirmation paradigms serves a comprehensive theoretical framework to explain more about complainants` recovery satisfaction. Also, this study reveals the critical role of customer trust in the path from recovery satisfaction to RPI. This means that a situation of failure and recovery is quite different from that of ordinary purchase and consumption, so that we need to take a more conservative approach to understand the psychological dynamics of complaining customers. The path from recovery satisfaction to RPI is fully mediated by customer trust. The results of model comparisons show that the proposed research model that incorporates not only justice theory but also disconfirmation paradigm and also accompanying a mediator of customer trust in the path from recovery satisfaction to RPI is the superior model among competing models. Furthermore, this study explores the relative impact of the two paradigms on recovery satisfaction by adopting a moderator, that is, involvement. Although involvement is a critical variable in consumer decision process, there is a lack of literature that deals with involvement in the situation of failure and recovery. As expected, involvement plays an important role when complaining customers choose a comparison standard in order to evaluate firm`s recovery performance. This means that recovery satisfaction is judged on the two different criteria: One is input-based(sacrifice-based) judgment and the other is predictive expectation-based judgment. The choice of either criteria is determined on the ground of the complainant` involvement. This research gives important implications that when marketers set the goal of recovery, the ultimate goal should not be recovery satisfaction but formation of repurchase intention. Furthermore, restoration or rebuilding of customer trust should be considered as an intermediate goal to RPI, which is an inevitable step from recovery satisfaction to RPI. Customers` future behavioral intention after recovery of failure is not an easy destination to reach. Customers who experienced service or product failures seem to be very cautious and conservative in choosing the same company again. Also, the research presents the incremental benefits of the integrated approach both from justice theory and disconfirmation paradigm simultaneously in recovery satisfaction model in order to understand the complainants` psychological dynamics comprehensively. Limitations and future research ideas are also discussed.

브랜드 퍼스낼리티 - 브랜드 동일시 - 브랜드자산 모형

이유재(You Jae Yi),라선아(Sun A La) 한국마케팅학회 2002 마케팅연구 Vol.17 No.3

브랜드 퍼스낼리티에서 브랜드 충성도에 이르기까지 거치는 소비자의 인지적, 사회심리적 과정을 살펴보기 위해 두 가지 연구를 진행하였다. 연구 1에서는 우선 Aaker(1997)가 개발한 브랜드 퍼스낼리티를 국내의 대형 할인유통업체인 하나로클럽에 적용하여 각 요인을 확인해 본 후, `브랜드 퍼스낼리티-브랜드 동일시-브랜드자산` 구조등식모형을 제안하고, `브랜드 퍼스낼리티`각 차원이 `브랜드-소비자 동일시` 과정을 거쳐 `브랜드-소비자 관계 만족도`와 `브랜드 충성도`에 어떠한 영향을 미치는지를 분석하였다. 연구 2에서는 하나로클럽의 이용자 집단과 비이용자 집단을 비교·분석하는 내용으로, 각 집단별로 브랜드 퍼스낼리티의 어떠한 차원에 대해 브랜드 동일시를 더 강하게 느끼는지를 탐색적으로 조사하였다. 연구 1의 결과, Aaker(1997)에 의해 개발된 브랜드 퍼스낼리티의 5차원이 하나로클럽에서도 발견되었으며, 이 중 `Sincerity`와 `Excitement`가 브랜드 동일시에 긍정적인 영향을 미치는 것으로 나타났다. 또한 브랜드 동일시는 브랜드 자산에 유의한 긍정적 영향을 미치는 것으로 판명되었다. 연구 2의 결과, 이용자에게는 `Sincerity`와 `Excitement`가, 비이용자에게는 이 외에도 `Sophistication`이 브랜드 동일시에 유의한 영향을 미치는 것으로 나타났다. 경로계수의 집단간 차이를 조사한 결과, 이용자 집단에서는 `Sincerity`차원이, 비이용자 집단에서는 `Sophistication`차원이 상대적으로 브랜드 동일시에 더 강한 영향을 미치는 것으로 나타났다. `Competence`, `Excitement`, `Ruggedness`는 집단간에 차이를 발생시키지 않았다. Two studies were conducted in order to investigate the structural relationships among the determinants of customer-based brand equity. In Study 1, brand personality(Aaker 1997) was applied to Hanaro Club, one of the largest discount stores in Korea. After identifying five dimensions of brand personality by factor analysis, we proposed and tested a structural equation model of "Brand Personality-Brand Identification-Brand Equity." The results of Study 1 indicated that two dimensions of brand personality, `sincerity` and `excitement`, influenced brand identification, and then brand identification had an direct impact on brand loyalty as well as an indirect impact via brand relationship satisfaction. In Study 2, we examined the different impacts of brand personality on brand identification between users and non-users of Hanaro Club. `Sincerity`, `Excitement` and `Sophistication` were significant for non-users while `Sincerity` and `Excitement` had significant impacts on brand identification for users. Especially, users were relatively more affected by the `Sincerity` while non-users were more influenced by `Sophistication`. These results will shed lights on the understanding of the differences of characteristics between customers vs. non-customers.

구매 후 만족도 평가, 기대의 조정, 재구매 의도의 흐름에 관한 연구; 고객충성도의 조절효과를 중심으로

이유재 ( You Jae Yi ),라선아 ( Sun A La ) 한국소비자학회 2002 소비자학연구 Vol.13 No.3

We have investigated the relationship of customer satisfaction, adjusted expectation, and repurchase intention after the consumption experience. Adjusted expectation, which is a dynamic variable reflecting the adjustment of expectations after purchase, is introduced as a mediating variable between customer satisfaction and repurchase intention. In addition, we have examined the way that customer loyalty moderates the relationships among these variables. While customers show asymmetric responses to positive and negative consumption experiences, loyal customers show more favorable responses to negative experiences than less-loyal customers do. Specifically, loyal customers show relatively more favorable evaluations regarding negative disconfirmation, dissatisfaction, and upwardly adjusted expectation.

고객간 접점 품질(Customer-to-customer Contact Quality)에 대한 탐험적 연구

이준엽(Jun Youb Lee),라선아(Sun A La),김현식(Hyun Sik Kim) 한국마케팅학회 2009 마케팅연구 Vol.24 No.3

서비스 접점에서 다른 고객들이 또 다른 고객의 서비스 품질지각 및 고객만족에 미치는 영향은 매우 크다. 하지만 고객들간의 태도와 행동을 직접 관리하는 것이 어렵다는 이유로 이 분야에 대한 깊이 있는 연구가 부족한 실정이다. 본 연구에서는 다른 고객의 영향을 서비스 품질의 구성요소로 가정하고, CIT(Critical Incidents Technique)를 사용하여 서비스 접점에서 서비스 품질 지각에 영향을 미치는 다른 고객과의 경험을 종합적으로 분석하고자 하였다. 본 연구를 통해 다른 고객들과의 경험에 대한 우수성 평가에서 서비스 기업간 차이를 나타내며 고객들은 이러한 차이를 지각한다는 것을 확인할 수 있었다. 본 연구에서는 이러한 고객들의 지각을 고객간 접점 품질(CCQ: Customer-to-Customer Contact Quality)이라고 명명하고, 서비스 이용시 다른 고객들과의 경험에 대한 지각된 우수성으로 규정하였다. CIT 분석결과, CCQ는 1차적 범주와 하위의 2차적 범주로 구성된 다층적 구조를 가진 개념이라는 점을 발견하였으며 서비스 업종에 따라 강조될 차원이 다를 수 있음을 확인하였다. Most of services are delivered in the setting where many customers are engaged together in the same place and/or at the same time. Such service-specific characteristics inevitably bring about a result that a customer`s satisfaction and overall quality perception with a certain service are influenced to some degree by other customers` presence itself and/or their attitudes and behaviors. Thus, managers and academicians have been interested in other customers` influence in service settings. However there have been only a few studies that have directly addressed the issue(Grove and Fisk 1997; Lehtinen and Lehtinen 1991). One of the central reasons for such scarcity in researches is a belief that inter-customer interactions are inclined to be out of marketer`s managerial reach (Martin and Clark 1996). But, some changes in the marketing environment recently happening awaken us not only to the necessity of management but also to the manageability of customer-to-customer contact points. Therefore, it is needless to say that there is urgent and growing needs for more researches about customer-to-customer contact that may give marketers plentiful managerial implications, for example, a development of effective management strategies with more proper marketing mix for the customer- to-customer interactive processes. This study aims to develop a managerial guideline through a thorough comprehension of other customer`s impact on the focal customer`s service experiences based on the framework of perceived service quality. First, we review existing literature regarding service encounter, inter-customer interaction, and service quality in the perspective of customer-to-customer contact quality. Second, we conducted CIT(Critical Incidents Technique) in order to find out the perception structure of customer-to-customer contact quality. Lastly, we consider the theoretical and managerial implications of the study and its limitations. On the premise that customer-to-customer contact points could be a manageable part like perceived service quality, we named it as CCQ(Customer-to-customer Contact Quality). We analyzed 687 critical incidents following the prototypical CIT procedure introduced in the previous literature. We found the multi-layered structure of CCQ with five primary categories and twelve subdimensions. Five dimensions at the first layer are as follows: UQ(Utility-Creative Quality), IQ(Informational Quality), AQ(Affiliational Quality), EQ(Ethical Quality) and SQ(Surroundings Quality). Each dimension has its own several subdimensions. UQ has two subdimensions, which are Intentional Utility-Creation and Unintentional Utility-Creation. We found three subdimensions for IQ such as Acquiring information before a visit, Acquiring information during a visit, and Acquiring information after a visit. We found three subdimensions for AQ, which are Chats, Good deeds, and Conforming behavior. EQ has two subdimensions such as Observance of service rules and Observance of social norms. Finally we found two subdimensions for SQ, which are Ideal person(s) and Complementary person(s). Results support the assumption that customer-to-customer contact points are manageable similarly to perceived service quality focusing customer-to-company contact points. Now service providers have guidelines for measuring and enhancing the perceived superiority of CCQ. The relative impact or importance of individual dimensions of CCQ may differ across the service types. Our research has implications for service quality study. First, past studies(e.g., Brady and Cronin 2001; Lehtinen and Lehtinen 1991) did not include other customers` influence as a variable of service quality measure because they had thought that the management of customer-to-customer contact points was almost beyond their control. But we provided the evidence that other customers` influence is a very important variable affecting customers` entire perception of the service quality and overall satisfaction.

내부 브랜딩: 내부고객의 브랜드 동일시가 내부고객만족과 CS 활동에 미치는 영향

이유재(You Jae Yi),라선아(Sun A La) 한국마케팅학회 2004 마케팅연구 Vol.19 No.3