Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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A Study on Service Quality Evaluation Model and Priority of Quality Factors in Customer Center

  • Park, Deuk (Dept. of Service Management, Kwangju Women's University)
  • Received : 2019.12.23
  • Accepted : 2020.01.16
  • Published : 2020.01.31
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Abstract

In spite of various studies on the service quality of customer center, the previous studies are mainly focused on the studies on the relationship between customer satisfaction and loyalty, rather than on the evaluation model of service quality. In this study, we reviewed the service quality of customer center factors discussed in previous studies and developed a hierarchical model for measuring customer service quality based on Brady and Cronin's (2001) model. The first level consists of interaction (process) quality, physical environment (system) quality, and outcome quality, and the second level consists of kindness, positiveness, professionalism, systematic, convenience, accessibility, accuracy, promptness, and reliability. In addition, based on the developed hierarchical model, the priority of each factor that customer center users consider important is analyzed by AHP methodology. As a result, the interaction quality was important in the first level, and professionalism, kindness, and accuracy were important in the second level. Such a study can be a guideline for establishing a standard for evaluating the service quality of customer center or for managing more importantly in practice.

고객센터 서비스품질에 대한 다양한 연구에도 불구하고, 평가모형에 대한 연구보다는 고객만족과 충성도와의 관계를 살펴본 논문들이 주를 이루고 있다. 이에 본 연구에서는 기존 연구들에서 다루어진 고객센터 서비스품질 요인들을 고찰하고, Brady and Cronin(2001)의 모형에 기초하여 고객센터 서비스품질을 측정하기 위한 위계적 모형을 개발하였다. 제1계층은 상호작용(과정)품질, 물리적환경(시스템)품질, 결과품질로 구성하였고, 제2계층은 친절성, 적극성, 전문성, 체계성, 편리성, 접근성, 정확성, 신속성, 신뢰성으로 구성하였다. 또한 개발된 위계적 모형을 바탕으로 고객센터 이용자들이 중요시하는 각 요인들의 우선순위를 AHP 기법을 적용하여 파악해 보았다. 연구결과 제1계층에서는 상호작용품질이 제2계층에서는 전문성, 친절성, 정확성이 우선순위에서 중요하게 나타났다. 이러한 연구는 고객센터 서비스품질에 대한 평가기준의 설정이나 실무에서 좀 더 중요하게 관리해야 되는 것이 무엇인지에 대한 지침이 될 수 있다.

Keywords

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