Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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A Study on the Effect of IT Service Quality on User Satisfaction and Customer Loyalty: Focusing on the Perception Difference between the MZ Generation and the Existing Generation

IT서비스품질이 사용자만족과 고객충성도에 미치는 영향: MZ세대와 기성세대간 인식차이를 중심으로

  • Received : 2021.11.03
  • Accepted : 2022.01.20
  • Published : 2022.01.28
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Abstract

Globally, the baby boomer generation is economically retired, and the MZ generation is emerging as a new economic force. This study demonstrated the effect of service quality on user satisfaction and customer loyalty for IT services, and checked whether it had a moderating effect on the MZ generation's perception of service quality and its effect on user satisfaction. In addition, we tried to find implications for service satisfaction of the MZ generation. For this purpose, valid responses were obtained from 496 members of companies receiving IT services from Company A. then, a hierarchical regression analysis were performed to verify the hypothesis. As a result of the analysis, the influence relationship between service quality, user satisfaction, and customer loyalty was confirmed, similar to the results of previous studies, and it was confirmed that the negative moderating effect of lower perception of user satisfaction through interaction. Therefore, it can be suggested that there is a need to develop a new digital-based service that can share and sympathize with special experiences, consumption values and beliefs. In the future, if research is conducted on a variety of consumers, it will be possible to more accurately explore the service perception of the MZ generation.

세계적으로 베이비부머 세대의 경제적 은퇴와 함께 MZ세대가 새로운 경제세력으로 부상하고 있다. 세대 간 갈등문제가 기업 경영전반에 영향을 주고 있지만, MZ세대로 대표되는 새로운 세대와 기성세대 간 인식차이에 대한 연구는 충분히 이루어지고 있지 않다. 본 연구는 IT서비스에 대한 서비스품질이 사용자만족과 고객충성도에 미치는 영향관계를 분석하고, 이들 인과관계에 MZ세대의 서비스품질에 대한 인식이 조절효과를 보이는지를 실증 연구하였다. 이를 위해 IT서비스를 받고 있는 직원 496명의 유효응답을 확보하여, 위계적회귀분석을 통해 가설을 검증하였다. 분석결과 선행연구와 유사한 연구결과를 얻을 수 있었다. 동일한 서비스품질과 사용자만족, 고객충성도의 영향관계를 확인하였고, MZ세대에서 서비스 품질이 사용자만족을 감소시키는 부(-)의 조절효과가 나타나는 것을 확인하였다. 따라서 특별한 경험과 소비에 대한 가치와 신념을 공감하고 나눌 수 있는 디지털기반의 새로운 서비스개발이 필요하다는 시사점을 얻을 수 있었다. 향후에는 다양한 소비자를 대상으로 연구를 진행한다면 MZ세대의 서비스 인식을 보다 정확히 탐색할 수 있을 것이다.

Keywords

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