한국 배합사료 공급에 있어서 기능적, 기술적 서비스와 고객 만족 및 충성도에 관한 연구

A Study of the Relation between Functional and Technical Services and Customer's Satisfaction and Loyalty in Korea Feeding Industry

본 연구는 배합사료업체와 고객기업(축산농가) 간의 거래관계에서 고객만족과 계속 재구매 의도(충성도)에 영향을 미치는 공급서비스 관행을 규명하였다. 공급서비스 관행들을 선행연구 고찰결과에 따라 기술적 품질의 공급서비스와 기능적 품질의 공급서비스로 분류하고 이들 각각이 고객만족과 계속 재구매 의도(충성도)에 어떠한 영향을 주는가를 실증분석을 하였다. 실증 분석한 결과 한국의 배합사료공급에 있어서 기술적 품질의 공급서비스는 고객충성도에 긍정적 영향을 주고 기능적 품질의 공급서비스는 고객만족과 고객충성도 모두에 긍정적 영향을 주는 것으로 나타났다.

The purpose of this study is to present SCM as an innovative alternative to domestic feed industry, which seems in urgent need of introducing SCM to get competitive advantages. To fulfill the purpose this study tried to find whether the supply services of Korean feed industry are high contact service or low contact service. The results of this study are summarized as follows. It appeared that the functional qualify supply service quality influenced positively not only on customer satisfaction but also on customer loyalty. That is, it is necessary to improve the functional service qualify of supply practices in order to increase customer satisfaction and loyalty. But this study showed that the customer satisfaction did not influence the customer loyalty. And technical quality supply service had a positive effect on customer loyalty but it didn't influence customer satisfaction bur customer loyalty. As the results of this study it is identified that the services of supply practices of the Korean feed industry are tend to be high contact services rather than low contact services. Thus, the Korean feeding firms have to plan the supply strategy for converting the supply service from low contact services to high contact services gradually to get competitive advantages.