Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effects of Service Quality on Customer's Behaviors

서비스 품질이 고객행동에 미치는 영향에 관한 연구

  • Lee, Deok-Soo (Dept. of Industrial Engineering, Halla University)
  • 이덕수 (한라대학교 산업경영공학과)
  • Received : 2013.07.30
  • Accepted : 2013.10.10
  • Published : 2013.10.31
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Abstract

It can be said that nowadays, customers don't recognize that only good quality products as selection attribute regarding products quality can satisfy them. The case in service industries is also the same. Service quality is most affected by the criteria that customers themselves evaluate. Customers who are not satisfied with services provided institutions will disregard them. In consequence, this will affect their profitability. Collected questionnaires were analyzed using SPSS v.15 for the concrete proof analysis and the results are as follows. First, Service quality works as an important factors on customer's behavior. Second, Relationship quality serves as a mediated role between service quality and customer's behavior.

소비자들은 제품의 질을 판단할 때 자신이 만족스럽지 않으면 제품의 질이 좋다고 인식하지 않는다. 서비스산업에서도 마찬가지이다. 본 논문은 서비스산업에서 서비스품질(물리적, 인적 요인)이 고객행동(구전, 재이용)에 어떤 영향을 미치는지, 서비스 관계품질(고객만족, 신뢰)이 서비스품질과 고객행동에 어떤 매개역할을 하는지에 대해 실증자료를 통해 연구하였다. 설문을 이용하여 자료를 수집한 후 SPSS로 분석한 결과 서비스 품질은 고객행동에 가장 중요한 요소임을 확인할 수 있었고, 서비스 관계품질이 서비스품질과 고객행동에 밀접하게 매개역할을 하고 있는 것으로 실증되었다.

Keywords

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