국내 가구기반 통신서비스의 고객접점에 관한 연구: PLC단계별 접점경험과 서비스품질의 상대적 영향 = A Study on the MOT of Household Telecommunication Services: The Effects of MOT Experience and Service Quality on Product Evaluations across Different Phases of the Product Life Cycle

다국어 초록 (Multilingual Abstract)

With the intensity of competition and the standardization of technical attributes in telecommunications service market increasing, differentiated activity and customer experience in service encounter is regarded as an important means for creating customer value, however, there is a dearth of good literature examining what MOT activity is composed of according to consumption chain, and how service quality of MOT has influenced customer performance. Especially there exist various services across different phase of Product life cycle(PLC) in household telecommunication service market, customer requirement for MOT might depend on whether its phase is introduction-growth stage or maturity-decline stage, the empirical study is completely lacking.
This study classified household telecommunication services into two types by PLC, VOIP and IPTV as Introduction-growth stage services, Internet and PSTN as maturity-decline stage service, and investigated whether there exists a gap between service types in how consumer have experienced MOT, what they consider as important and the relative importance of quality dimension how service quality of MOT has influence on consumer performance. The empirical result from 858 participants shows that there is a difference in consumer experience and requirements across different phases of the PLC, tangibles and assurance are regarded as the most important service quality factors which have a positive influence on customer performance (consumer satisfaction, repurchase intention and word of mouth) at the introduction-growth stage, whereas, reliability, empathy and interactivity are at the maturity-decline stage. Finally, managerial implication is made, limitation is clarified and a direction for further studies is suggested.

국문 초록 (Abstract)

통신서비스 시장의 경쟁이 날로 심화되고 기술속성이 표준화되면서 접점에서의 차별적 활동과 경험이 고객가치 창출을 위한 중요한 수단으로 인식되고 있지만, 정작 고객접점의 활동이 소비체인에 따라 어떤 식으로 구성되어 있고 어떤 영향력을 행사하는지, 접점의 서비스 품질이 고객성과에 미치는 상대적 영향력을 규명한 연구는 미흡하였다. 특히 현재 가구기반 통신서비스시장은 PLC단계별로 다양한 서비스들이 포진해 있는 바, 서비스가 도입-성장기에 있는지 이미 성숙-쇠퇴기에 들어섰는지에 따라 접점에서 요구되는 소비자들의 서비스 니즈가 달라질 수 있음에도 이를 실증한 연구는 전무한 상황이다. 이에 본 연구에서는 도입-성장기에 있는 가구기반 통신서비스로 VoIP와 IPTV, 성숙-쇠퇴기에 있는 가구기반 통신서비스로 유선초고속 인터넷과 유선전화를 선정하여 각 서비스별로 MOT접점에서 고객들이 어떤 경험을 하고 있고 무엇을 중시하고 있는지 영향력을 확인한 후 접점의 서비스 품질이 고객성과에 미치는 효과가 통신서비스의 PLC 단계에 따라 어떻게 달라지는지 그 상대적인 영향력을 살펴보았다.
858명의 응답자를 대상으로 실증한 결과 접점에서 소비자들의 경험과 요구사항은 상이하게 나타났으며 서비스품질과 관련해서는 도입-성장기에 있는 서비스들은 유형성과 확신성이, 성숙-쇠퇴기에 있는 서비스들은 신뢰성과 공감성, 상호관계성이 고객성과(고객만족, 재구매의향, 구전의향)에 긍정적인 역할을 함이 제시되었다. 끝으로 이러한 결과에 대한 시사점과 향후 연구방향을 제시하였다.

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