택배회사의 물류서비스 품질과 관계품질 및 고객충성도 간의 영향 분석

국문 초록 (Abstract)

일반적으로 기업은 그들이 제공하는 물류서비스 품질과 만족 간의 영향 관계와 이를 통한 고객들과의 장기적인 관계 유지에 상당한 관심을 가지고 있다. 따라서 본 연구는 물류서비스 품질 구성요소에는 무엇이 있는지 정의하고 이러한 각 구성요소들이 관계품질과 고객충성도에 어떤 영향을 미치는지를 분석하고자 한다. 이에 본 논문의 연구결과를 살펴보면, 물류서비스 품질의 구성요소 중 상호작용품질 즉 고객대응태도, 전문성, 주문품질 중에서 주문정확성, 배송품질 중에서 적시성 및 결과적 품질이 만족에 긍정적인 영향을 미치는 것으로 나타났으며, 이 중 결과적 품질이 만족에 가장 높은 유의한 영향을 미치는 것으로 밝혀졌다. 반면, 정보품질과 주문품질 중 주문절차효과성과 배송품질 중 파손 및 손상여부는 만족에 유의한 영향을 미치지 못하는 것으로 나타났다. 또한 만족과 신뢰, 몰입 및 고객충성도간의 영향 관계를 살펴보면, 만족이 신뢰, 몰입 및 고객충성도 모두에 긍정적인 영향을 미치는 것으로 나타났으며, 이 중 만족과 결과변수들 간의 상대적 중요도는 신뢰가 가장 높은 것으로 나타났다. 그리고 신뢰와 몰입 및 고객충성도간의 영향 관계를 살펴보면, 기존연구와는 달리 신뢰가 몰입에 미치는 영향이 유의하지 않는 것으로 나타났고, 반면에 신뢰가 고객충성도에는 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 몰입과 고객충성도간의 영향 관계를 살펴보면, 몰입이 고객충성도에 긍정적인 영향을 미치는 것으로 나타났다. 이상의 결과를 볼 때, 택배회사의 물류서비스 품질이 고객들에게 전반적인 만족을 주기 위해서는 실제 고객들이 지각하는 물류 서비스에 대한 태도나 감정 이상의 수준에서 노력할 필요가 있다. 따라서 물류서비스 품질은 고객에 대한 만족과 신뢰를 증대시키고, 이를 더욱 자사와 장기적인 관계를 맺을 수 있는 방향으로 진행시켜야 할 것이다.

다국어 초록 (Multilingual Abstract)

Logistics service quality is considered an essential strategy for success and survival in today`s firm environment. The excellence in logistics has become a powerful source of competitive advantage and differentiation. Many studies have assessed the relationship between logistics service quality and customer satisfaction at level of firm. Some studies have demonstrated a positive relationship between logistics service quality and customer satisfaction. Some studies have demonstrated a positive relationship among customer satisfaction, trust, commitment and customer loyalty. It is commonly known that there is a positive relationship among customer satisfaction, trust, commitment and customer loyalty. But the existing literature does not demonstrate logistics service quality constructs as causal relational. The purpose of this study is to demonstrate the causal influences among the logistics service quality constructs and their effects on relationship quality(satisfaction, trust and commitment) and customer loyalty. Reviewing in the literature, this study developed eight logistics service quality constructs(information quality, interaction quality(attitude, expertise), order quality(order procedure effective, order accuracy), delivery quality(damage, timeliness), and outcome quality) and presented relationship quality(satisfaction, trust and commitment) and customer loyalty as consequence variable. For a more realistic approach empirical research was conducted on person which located in Daegu and Kyungbuk region and who responded to be used to use courier firm. 289 samples were used for this analysis. Collected samples were tested by factor analysis and Cronbach`s Alpha coefficients and were found to be satisfactory in terms of validity and reliability. Futhermore, fitness of the measurement model was tested by using confirmatory factor analysis and fitness of the model for hypothesis testing were shown to be adequate on various goodness of fit indices(GFI, AGFI, NFI, CFI, RMSEA). The results of the empirical research can be summarized as follows: First, it was found that interaction quality(attitude, expertise), order accuracy, timeliness and outcome quality positively affected satisfaction. Second, it was found that information quality, order procedure effective and damage positively didn`t affect satisfaction. Third, it was found that satisfaction positively affected trust, commitment and customer loyalty. Fourth, it was found that trust positively didn`t affect commitment. But it positively affected customer loyalty. Fifth, it was found that commitment positively affected customer loyalty. In addition, this paper has made two main empirical implications based on results of empirical analysis. First, the findings suggest that an outcome quality in constructs of logistics service quality has positive effect on satisfaction. Hence, courier companies need to train the attitude of employees more kind, and it is also important to facilitate system providing customer with information on delivery in real time by internet or many available ways. Second, we found that customers who are satisfied with logistics service trusted courier company in general. Thus, the company needs to set up postal system, internet web site and electronic device for efficient ordering process and diverse methods of payment which provides customer with related information continuously. In addition, this study has several limitations that may suggest a number of avenues for future research. First, the sample of this study was limited to undergraduate and postgraduate students in a specific university which I am working in. Therefore, future study should consider the increase in representativeness of sample by expanding its scale and scope. Second, this research has examined the logistics aspect only as key factor affecting B2C trade which make companies difficult to maintain long term relationship with their customers. Thus, we suggest that future study shou

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