중국은행산업에서 고객만족, 신뢰에 대한 계층적 서비스품질의 효과 = Effects of Hierarchical Service Quality to Customer Satisfaction and Trust in the Chinese Banking Industry

다국어 초록 (Multilingual Abstract)

This study is to reassess the measure's reliability and validity on hierarchical service quality using Chinese banking customers. Further the authors also examine that service quality influences trust through customer satisfaction. The findings show that interaction quality, outcome quality, and physical environment quality act as sub-dimensions of service quality in the context of Chinese banking services. Interestingly, previous empirical studies (김종의․이희정, 2004; Pollack, 2009) have demonstrated that outcome quality is the most important dimension of service quality, while the current study shows that the construct is identified as a low impact dimension among three dimensions of service quality. Furthermore, Yi and La (2003) have shown that the effect of physical environment quality depends on the identification of customer groups (existing customer vs. potential customer), this study provides the first empirical evidence that physical environment quality is identified as a most important dimension of service quality.

국문 초록 (Abstract)

본 연구에서는 계층적 서비스 품질의 신뢰성과 타당성을 중국 소비자를 대상으로 재평가한다. 그리고 서비스 품질은 어떻게 만족을 경유해 신뢰에 영향을 주는가도 함께 테스트한다. 실증적 분석을 통해, 상호작용품질, 결과품질, 그리고 물리적 환경품질이 하위차원으로서의 유효함을 확인하였다. 흥미롭게도 이들 3개의 하위차원에 대한 중요성과 관련되어, 김종의․이희정 (2004)과 Pollack (2009)의 연구는 결과 품질이 가장 중요한 서비스품질의 척도로 평가된 반면, 중국 소비자를 대상으로 한 본 연구에서는 결과품질이 상대적으로 약한 척도로 분류되었다. 게다가 이유재․라선아 (2003)의 연구에서는 물리적 환경 품질이 소비자 집단의 분류 (기존고객 대 잠재고객)에 따라 물리적 환경 품질이 유의성을 갖거나 또는 유의하지 않은 것으로 조사된 반면, 본 연구에서는 물리적 환경품질은 가장 중요시되는 서비스 품질의 척도로 분류되고 있음을 증명한 연구임을 보여준다.

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