소비자 관점에서 소비자 참여가 서비스 품질 및 만족에 미치는 영향

다국어 초록 (Multilingual Abstract)

  Consumer participation has received much attention in a service context. But, little previous research has taken the viewpoint of the consumer. Most studies have focused on the positive effect of consumer participation from the viewpoint of the service provider. To bridge the gap this study investigates consumer participation that aims at improving the assurance of service performance.<BR>  Based on the literature review, this study tried to identify the types of consumer participation that assures service outcomes, and empirically analyzed the effects of each participation on the consumer’s perceived service quality and satisfaction.<BR>  Consumer participation for assurance of service quality was divided into three forms : participation for relationship building with the service provider, participation for information exchange in the service encounter, and participation for intervention in the service process. The results of the empirical test showed that consumer participation influenced consumer"s perceived service quality and that perceived service quality affected satisfaction. However, the effect of participation on satisfaction was not significant.<BR>  Managerial implications and limitations were discussed, and some directions for future research were suggested.

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