서비스연구 (Journal of Service Research and Studies)

  • 제9권4호
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  • Pages.81-95
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  • 2019
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  • 2234-2850(pISSN)
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  • 2466-1813(eISSN)
서비스사이언스학회 (The Society of service Science)
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서비스 유형의 조절 효과에 따른 기업의 고객감동과 행동 의도의 관계

The Moderating Effect of Service Type on the Customer Delight-Behavioral Intention Relationships

  • 김미정 (경성대학교 수학응용통계학부) ;
  • 윤주옥 (서강대학교 경영전문대학원 GSM)
  • Kim, MiJeong (Schoold of Mathematic & Applied Statistic, Kyungsung University) ;
  • Yoon, Ju Ok (Business Graduate School, Sogang University)
  • 투고 : 2019.11.05
  • 심사 : 2019.12.26
  • 발행 : 2019.12.31
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초록

고객만족은 모든 서비스 기업에서 가장 중요하게 주제 중 하나이다. 모든 서비스 기업은 고객을 감동시켜야 하는가? 어떤 서비스 환경에서 고객감동을 창출하는 것이 보다 나은 결과를 이끌어내는가? 본 연구의 목적은 고객감동과 충성도의 관계에서 서비스 유형의 조절효과를 검정하는 것이다. 자료의 수집은 두 상이한 서비스 환경(소매 은행과 고급 레스토랑)의 소비자들을 대상으로 이루어졌으며, 가설 검정을 위해 다중 조절회귀분석을 실시하였다. 연구결과, 고객감동은 실용적 서비스보다 쾌락적 서비스에서 재방문의도와 추천의도 모두에 더 큰 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 고객감동 전략이 보다 긍정적인 결과를 이끌어낼 수 있는 서비스 환경을 제안하고자 한다. 고객감동 전략은 쾌락 및 실용적 서비스 모두에서 적용될 수 있지만, 쾌락적 서비스에서 충성적인 고객행동을 이끌어내는데 보다 효과적이다. 서비스기업은 고객감동전략에 대한 전략적 접근이 필요하다. 본 연구의 결과는 서비스기업이 효율적으로 자원을 관리하고 배분하는데 있어 의미 있는 전략적 시사점을 줄 수 있을 뿐만 아니라 고객감동 전략의 수립과 실행에 관한 의사결정을 하는데 도움을 줄 수 있다. 향후 연구에서는 고객의 충성도를 행동과 태도의 두 가지 차원으로 평가할 필요가 있으며, 행동적 충성도는 실제 구매 비율이나 방문 빈도 등의 자료를 토대로 측정할 수 있다. 이를 통해 향후 연구에서는 고객감동이 고객충성도의 형성에 어떠한 영향을 미치고 변화하는지에 대한 더 깊은 이해를 제공할 수 있을 것이다.

The concept of customer satisfaction is very important issue in the service firms. All service firms should delight theirs customers? Which service contexts creating customer delight results in better positive performance? This study is to examine the moderating effect of service type on the customer delight-behavioral intention relationship. Data from consumers across two distinct service contexts (retail banks and upscale restaurants) were obtained. Using the multiple moderating regression analysis, the proposed hypotheses in this study were tested. The results reveal that customer delight had a greater positive impact on both revisit and referral intention in the hedonic service than the utilitarian service. This study suggests specific service contexts where customer delight strategies generate better desirable results. The customer delight strategy is able to be applied in both hedonic and utilitarian services, but it is more effective to lead customer loyalty in the hedonic service than utilitarian services. Service firms need a strategic approach to customer satisfaction strategies. This study provide strategic implications for service firms to efficiently manage and allocate resources, and can help them in making decisions about establishing and implementing customer satisfaction strategies.

키워드

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