서비스 품질인증제의 실효성에 관한 연구 = A Study on Effectiveness of Service Quality Certification

다국어 초록 (Multilingual Abstract)

There are many difficulties when consumers choose service providers due to the unique features such as intangibility, heterogeneity, perishability, and simultaneity of service. Therefore, it is hard for consumers to distinguish how good the service is before usage. Service quality certification is regarded as one of Quality Certification, and it gives consumers information to be used in consumer decision making process. Thus it is necessary to know how service quality certification affects consumers and how it is practically applied as consumer information. This study is focused on 'Excellent Service Quality' which is supervised by Agency for Technology and Standards, Ministry of Commerce, Industry and Energy.
The purpose of this study is as following. First, it is to understand how consumers recognize service quality certification. Second, it is to inquire how companies, which received the certification, assess service quality certification. Then third, it is to examine how the regulatory agency, Korean Standards Association, which implements the process of certification, evaluates service quality certification. Finally it is to plan for improvement of service quality certification through three previously described purposes. Consumer survey has been proceeded to check how consumers recognize service quality certification. Also interviews have been implemented to investigate how companies as well as the regulatory agency evaluate service quality certification.
In the first part of this study, consumer recognition of service quality certification has been measured on consumer awareness, reliability, and perceived influence on purchase. All of the measuring points did not exceed the average. The consideration of service quality certification was not as high as reasonable price, friends' experience, image of company, and recognition of company. Moreover, it showed that service quality certification could not guarantee service quality itself since the quality difference between certified company and non-certified company was not clear.
The supervisors of certified companies considered that there was not obvious relationship between service quality certification and actual service quality. The utility of certification was to check the company's service quality for company and to provide consumers with standardizing information about service. The certified companies recognized that post-management was essential to administrate certification.
The regulatory agency evaluated service quality certification was not effective due to the lack of continuous post-management. The regulatory agency also evaluated that there are no difference between certified company and non-certified company in service quality satisfaction.
To Improve service quality certification, it is based on consumer recognition, evaluation of companies and that of regulatory agency. In the aspect of consumer, it is essential for consumer to educate and have active promotion of the certification to increase consumer recognition. In addition, to increase consumer reliability, it is mandatory to raise up consumer participation. Furthermore, post-management of certification and self regulation of company should be activated. In the aspect of company, the standard on how to examine certification should be revised, and promotion of certification has to be encouraged. Whereas, in the aspect of the regulatory agency, Ministry of Commerce, Industry and Energy should strictly consider that the qualification of the agency on choosing the regulatory agency. Also it is necessary to promote the certification rather than to upgrade the level of certification.
The conclusion of this study is as follows. First, the plan to increase consumer reliability is required since most of consumers cannot rely on service quality certification as consumer information. Therefore, consumer reliability should be increased with more consumer participation in the process of certification. Mor...

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