The Influence of After Sales Services Quality on the Repurchase and Word-of-Mouth Effect - Korean Home Appliance

구매후 A/S 품질이 재구매 및 구전효과에 미치는 영향 - 가전제품을 중심으로

  • 이인식 (청주대학교 경상대학 경영학부) ;
  • 김화순 (청주대학교 경상대학 경영학부)
  • Published : 2003.06.01

Abstract

The purpose of this research is to examine the influence of after sales service quality in the Korean home appliance. This study is assumed that after sales service quality is composed of prices of service and corporate image as well as technical quality and functional quality. Also, this study examined that how after sales service quality have influence on the repurchase and word-of-mouth effect, and the relationship between the repurchase and word-of-mouth effect was identified in this research. To perform the empirical study, 204 questionnaires from persons who experience taking after sales services with charge for their home appliance are gathered and analyzed. The results make contribution to the Korean home appliance manufacturing company to newly recognize about the factors of after sales services quality. Further empirical or theoretical study for finding the factors of after sales services quality can be recommended in the presence of competitive service industry.

Keywords

References

  1. 신병욱(1996), '금융 서비스품질의 측정과 전략적 활용에 관한 연구, 박사학위논문, 건국대학교 대학원
  2. 안천의(2001), ' 서비스 품질과 고객만족및 기업이미지와의 관계에 관한 실증연구',박사학위논문, 단국대학교 대학원
  3. 이유재(2001), [서비스 마케팅], 2판,학현사
  4. 채서일(1999), [마케팅 조사론], 제3판, 학현사
  5. 최덕철(1995), [서비스 마케팅], 초판, 학문사
  6. Asubonten, Patrick, Karl J. McClearyand John E. Swan(1996), 'SERVQUALRevisited : A Critical Review ofService Quality', Journal of ServicesMarketing. 10:6
  7. Cronin J. J. Yr., and TaylorS.A.(1992), 'Measuring Service Quality: A Reexamination and Extension'Journal of Marketing, Vol. 56
  8. Gr$\ddot{o}$nroos, C(1990), ServiceManagement and Marketing :Managing the Thuth in ServiceCompetition, Lexington Book Co
  9. Gr$\ddot{o}$nroos(1984), 'A service qualitymodel and its marketing implications,'European Journal of Marketing, Vol.18 No. 4
  10. Lee, Haksik, Yongki Lee andDongkeum Yoo(1999), 'TheDeterminants of perceived ServiceQuality and Its Relationship withSatisfaction', Journal of Services Marketing, Forthcoming
  11. Richard A. Spring and Robert D.Mackoy (1996), 'An EmpiricalExamination of a Model of PerceivedService Quality and Satisfaction',Joumal of Retailing, 72(2)
  12. Richard, M.D. and AllawayA.W.(1993), 'Service QualityAttributes and Choice Behavior'JournaI of Service Marketing, Vol. 7, No. 1
  13. Parasuraman A. Zeithaml V.A., andBerry L.L.(1988), 'SERVQUALMultiple-Item Scale for MeasuringConsumer Perceptions of ServiceQuality', JournaI of Retaiting 64,Spring, pp.12-40
  14. Zeithaml V.A.(1988), 'ConsumerPerceptions of Price, Quality andValue : A Means-End Model andSynthesis of Evidence', JournaI of Marketing, vol.52, July
  15. Zeithaml V.A., Parasuraman A. &Berry L.L.(1985), 'Problems andStrategies in Service Marketing',Jounal of Marketing, vol.49, Spring