Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The Effects of Fairness and Service Quality on the Loyalty in the R&D Processes: Mediation Effect of Trust

연구개발 과정에서 공정성과 서비스 품질이 충성도에 미치는 영향: 신뢰의 매개효과

  • Jeong, Yonggil (School of Business Administration, Chungnam National University) ;
  • Sohn, Minho (R&D Cooperation Section, Technology Commercialization Division, ETRI)
  • Received : 2018.10.30
  • Accepted : 2018.12.11
  • Published : 2018.12.31
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Abstract

Collaboration works on R&D project have many characteristics in interoranizational relationships. There are many variables on explaining the their relationships. In the previous study, I chose some relevant variables and some hypotheses. Base on service marketing theories and relationship marketing perspective I suggest 5 hypotheses. Independent variables are fairness and quality, and dependent variable is loyalty. And trust are treated as the intervening variable between the independent variables and dependent variable. To test the research model and some hypothesis empirically, I collected the data using the questionnaire. Sample size was 448, it was enough to analyze statistically. Data were analysed using the SPSS and AMOS. In the previous study, H1($fairness{\rightarrow}trust$), H2($quality{\rightarrow}trust$), H5($trust{\rightarrow}loyalty$) were accepted, but H3 and H4 were rejected. The reason H3($fairness{\rightarrow}loyalty$) and H4($quality{\rightarrow}loyalty$) were not accepted might be attributed to the fact that trust was the mediating variable between fairness and loyalty, quality and loyalty. Specific research methodologies and statistical findings from AMOS were referred in the previous study(Jeong 2018). In this study, I suggested some hypotheses on the mediating role trust between fairness and loyalty and service quality and loyalty. Using the PROCESS-macro, I found that trust was the mediating variable between fairness and loyalty as well as service quality and loyalty. This research is the complementary and extended study from previous research.

본 연구는 일련의 연구개발 과정을 지식과 정보라는 서비스 상품이 생산 유통 소비되는 과정으로 인식하여 서비스 마케팅적 관점에서 접근하고자 한다. 또한 연구개발에 참여하는 여러 주체들 사이의 행동적 특성을 관계 마케팅이라는 시각에서 바라보고자 한다. 여러 기관이 함께 참여하는 공동연구 과정은 조직간 관계로 인식될 수 있기 때문에 본 연구에서는 공정성과 서비스 품질, 신뢰, 그리고 충성도의 개념으로 이를 설명하여 보고자 한다. 지난 연구를 통해 공정성과 서비스 품질이 신뢰에 긍정적 영향을 미치고, 신뢰는 충성도에 긍정적 영향을 미치고 있었다. 그러나 공정성과 서비스 품질이 충성도에 직접적인 영향을 미치고 있지 않은 것으로 나타났다. 신뢰가 중간에 매개변수 역할을 할 것이라는 추론을 하였고, 이를 후속연구에서 다룰 것을 언급하였다. 그렇기 때문에 본 연구는 이전 연구에 대한 확장이자 보완적 연구로서 특성을 갖는다. 이번 연구에서는 공정성과 충성도, 서비스 품질과 충성도 사이의 관계에서 신뢰가 매개변수 역할을 할 수 있는지를 이론적으로 설명하고 경험적으로 검증하고자 하였다. 매개효과 검증을 행하기 위해 PROCESS 모형 4를 이용하였다. 분석결과 신뢰는 공정성과 충성도의 관계를 매개하였고, 서비스 품질과 충성도의 관계를 매개하는 것으로 나타났다.

Keywords

SBSOSM_2018_v8n4_77_f0001.png 이미지

Fig. 2-1 Theoretical Model

Tab. 4-1 Results of Hypothesis Testing

SBSOSM_2018_v8n4_77_t0001.png 이미지

Tab. 4-2 Mediation Analysis of Trust between Fairness and Loyalty

SBSOSM_2018_v8n4_77_t0002.png 이미지

Tab. 4-3 Mediation Analysis of Trust between Service Quality and Loyalty

SBSOSM_2018_v8n4_77_t0003.png 이미지

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