서비스전략과 SERVQUAL 품질차원

국문 초록 (Abstract)

SERVQUAL의 22개 측정항목과 5차원은 서비스 품질을 측정하는 모형으로 광범위하게 사용되고 있다. 그러나 SERVQUAL을 실제로 적용해 보면, 서비스 품질차원이 서비스 유형에 따라 다르게 도출되기도 하고, 서비스 품질차원의 수가 달라지기도 하며, 원래 차원에 속해야 할 문항들이 다른 차원에 적재되어 나타나기도 한다. 본 연구에서는 서비스 품질차원이 무엇인가에 대한 근본적인 의문으로 다시 돌아가 선행연구의 재검토를 토대로, 소비자의 서비스 품질에 대한 인식은 기업이 제공하는 서비스라고 하는 자극을 통해 달라질 수 있음에 주목하였다. 이와 관련하여, 첫째, 시뮬레이션분석에서는 기업들의 각기 다른 서비스전략구조를 가정하고 모의로 생성된 서비스 품질 측정 데이터를 가지고 서비스 품질 요인구조를 분석하였다. 분석결과, 기업의 서비스전략에 따라 도출되는 서비스 품질차원이 영향을 받는 것으로 나타났다. 둘째, 실증분석에서는 실제 서비스를 제공하는 기업들에 대한 서비스 품질 평가치에 기반하여 서비스 품질차원을 도출하는 경우에도 도출되는 서비스 품질차원이 기업들이 추구하는 서비스전략에 영향 받는지 분석하였다. 그 결과, 평가대상 기업들의 서비스전략에 의해 SERVQUAL 서비스 품질차원이 영향 받음을 확인 할 수 있었다. 이는 SERVQUAL 서비스 품질차원을 서비스 제공 기업들이 추구하는 서비스전략에 무관한 소비자의 인지적인 서비스 품질 평가차원으로 해석하는 기존 연구의 해석이 수정될 필요가 있음을 의미한다.

다국어 초록 (Multilingual Abstract)

The SERVQUAL model consists of the five dimensions (tangibility, reliability, responsiveness, assurance, and empathy) and it is based on the premise that customers evaluate service qualities by comparing their perceptions of services with their expectations. However, previous researchers have presented empirical results implying that the dimensions of service quality may be different by service categories. On the other hand, some researchers have presented empirical cases that different dimensions of service quality may be derived from the service category. This implies that previous studies have not clearly answered for what is the dimensions of service quality. One should note that a service is the stimulus which is provided by a service provider. Service providers may use different service strategies to get dominant positions in the competition with their rivals. This leads to conjecture that dimensions of service quality may be affected by service providers’ strategies for service quality. In sum, there might be other factors (e.g., personal factors, social factors, and cultural factors) that affect consumers’ perceptions of service quality. Service providers’ strategies also have influence on consumers’ perceptions of service quality. Thus, this paper suggests that the service quality dimensions of SERVQUAL may be affected by service providers’ strategies, and to verify this conjecture it conducted a simulation study and an empirical study. In the simulation study it demonstrated that the derived dimensions of service quality may be affected by service strategies, and then in the empirical study it tested whether or not the derived dimensions of service quality are affected by the actual service strategies of firms that provide the evaluated services. The simulation study and empirical study show that the dimensions of service quality may be affected by service providers’ strategies.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 시뮬레이션분석
• Ⅳ. 실증분석
• Ⅴ. 결론
• 참고문헌

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