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http://dx.doi.org/10.7469/JKSQM.2020.48.1.125

The Effect of Motor Manufacturer A's Vehicle Quality Capability and Perceived Risk on the Customer Value and Loyalty  

Kim, Tae-Young (Graduate School of Business Administration, Soongsil University)
Yoo, Hanjoo (Division of Business Administration, Soongsil University)
Song, Gwangsuk (Division of Business Administration, Soongsil University)
Publication Information
Journal of Korean Society for Quality Management / v.48, no.1, 2020 , pp. 125-147 More about this Journal
Abstract
Purpose: This study would measure the users'perceived overall quality level of A automobile Company, which has leading market power in the domestic automobile market and analyze the causal relationships in the quality value process Model to quality capability, customer value and loyalty based on that. Especially, this study would analyze the relative impacts of the users'perceived risks appearing in the quality value process model of the formation of Quality Factors(QF), Customer Value(CV), and Customer Loyalty(CL) and analyze the moderating effect of the causal relationships among the components. Methods: For an analysis of causal relationships connected to QF, CV, and CL of the customers who purchased Auto manufacturer A's automobile users, 179 users who used within 3 years were utilized as samples for the analysis. As for QF, based on the Garvin(1988), the QF of automobiles were redesigned. For a structural equation analysis of the entire research model, the PLS(S(Partial Least Square) model was utilized. Results: As a result of an analysis, R2 of CV and CL was 0.652 for CV and 0.664 for CL, which was a very stable Goodness of fit. As a result of an analysis of the hypotheses of QF and CV, automobile performance, conformance, aesthetics, serviceability, and durability. In addition, it turned out that the perceived risk had a moderating effect on convenience, service availability, and perceived quality. Conclusion: This study found that the perceived quality risk appearing among automobile users had negative effects on the quality value process model to QF, CV and CL. In contrast, there were factors not affecting the users'quality value process in spite of the perceived risk. These factors can suggest important managerial implications in that they can be utilized as Auto manufacturer A's market-dominant strengths.
Keywords
Quality Value Process Model; Perceived Risk; Quality Factor; Customer Value; Loyalty;
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