서비스의 신뢰, 호혜성, 만족의 인과관계에 관한 연구 – 택시서비스를 중심으로 - = A Study on the Causal Trust, Reciprocity, Satisfaction of Services - Forcing of Taxi Service -

다국어 초록 (Multilingual Abstract)

The goal of this study is to identify structural relationships among three determinants of taxi services which are reciprocity, trust, and satisfaction. Data were collected from 161 taxi service consumers which participated in this empirical study. The data were analyzed using a structural equation model and the following results were obtained.
Firstly, the trust factor does not have a positive effect on the reciprocity factor. Secondly, the reciprocity factor have affected positively by the trust factor. Thirdly, the trust factor have a positive effect on the satisfaction factor.
This study identified the causal relationships among the four factors such as reciprocity, trust, and satisfaction. The result of this study suggests that taxi firms should enhance communication with consumers, find factors in satisfaction, and increase comsumer perception of service quality in order to improve the quality of taxi services.

국문 초록 (Abstract)

본 연구에서는 유통서비스 결정 요인인 호혜성, 신뢰, 만족 간의 구조적 관계를 규명하기 위해서 택시를 이용하는 소비자 161명을 대상으로 설문조사를 진행하여 구조방정식모형(Structural equation model)으로 실증분석을 실시하였다. 호혜성, 신뢰, 만족간의 인과적 관계를 실증 분석한 결과 다음과 같은 연구결과를 얻었다. 첫째, 신뢰의 요인은 호혜성 요인에 정(+)의 영향을 미치지 않았다. 둘째, 호혜성 요인은 만족의 요인에 정(+)의 영향을 미쳤다. 셋째, 신뢰의 요인은 만족의 요인에 정(+)의 영향을 미쳤다. 각 요인을 분석하고 연구하여 택시 서비스 질 향상에 제언을 하고자 한다. 택시회사는 고객과 의사소통을 원활히 하여 고객만족의 요인을 파악하고 고객이 필요로 하는 서비스 품질을 향상시켰으면 한다.

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