디지털융복합연구 (Journal of Digital Convergence)

  • 제20권5호
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  • Pages.569-584
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  • 2022
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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렌탈 서비스 이용고객의 위험지각 및 서비스품질이 재이용의도에 미치는 영향

The Effects of Using Consumers' Risk Perception and Service Quality on the Intention of Repurchase in the Rental Service

  • 하규수 (호서대학교 대학원 벤처경영학과) ;
  • 전세훈 (호서대학교 대학원 벤처경영학과)
  • 투고 : 2022.04.08
  • 심사 : 2022.05.20
  • 발행 : 2022.05.28
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초록

본 연구는 렌탈 서비스 이용고객의 위험지각 및 서비스의 품질이 고객의 재이용 의도에 영향 주는 영향을 분석하고, 인구 특성에 따른 차이를 밝힘으로써 공급자 입장의 전사적인 마케팅전략 구축 및 수립에 도움이 될 수 있는 유효한 결과를 제공하고자 하였다. 총 218개 데이터를 분석 자료로 사용하였으며. SPSS프로그램(통계)을 통한 빈도, 요인, 평균, 신뢰성 및 회귀분석, ANOVA, t-test 등을 수행하였다. 연구 결과로서 첫째, 위험지각이 렌탈 서비스품질에 미치는 영향을 분석한 결과 기능적, 심리적 위험이 서비스품질에 마이너스(-)의 영향을 미치며. 둘째, 서비스품질과 재이용 의도와의 관계는 공감성 요인이 높은 플러스(+)의 영향을 미치고 있고, 위험지각이 재이용 의도에 미치는 영향을 분석한 결과, 기능적, 심리적 위험이 가장 큰 영향력을 미치며 금전적 위험지각도 높은 영향을 미치는 것이었다. 결론적으로 단기간 이용고객과 주부에 대한 위험지각과 관련된 마이너스(-)의 영향을 줄이고 서비스품질에 대한 신뢰성과 공감성을 제고시켜 마케팅 전략 집중도를 높이는 것이 공급자의 매출을 극대화할 수 있을 것이라는 연구 결과를 도출해 내었다.

This study can be helpful in establishing and establishing company-wide marketing strategies from the supplier's point of view by analyzing the effects of rental service users' risk perception and service quality on customers' re-use intentions, and revealing differences according to demographic characteristics. It was intended to provide valid results. A total of 218 data were used as analysis data. Frequency, factor, mean, reliability and regression analysis, ANOVA, and t-test were performed through SPSS program (statistics). As a result of the study, first, as a result of analyzing the effect of risk perception on rental service quality, functional and psychological risks have a negative (-) effect on service quality. Second, in the relationship between service quality and re-use intention, the empathy factor has a high positive (+) effect, and as a result of analyzing the effect of risk perception on re-use intention, functional and psychological risk have the greatest influence, and financial Risk perception was also highly influential. In conclusion, the research results suggest that increasing the concentration of marketing strategies by reducing the negative (-) effect related to risk perception for short-term customers and housewives and enhancing the reliability and empathy for service quality can maximize the sales of suppliers.

키워드

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