Browse > Article
http://dx.doi.org/10.11627/jkise.2017.40.4.087

The Influence of After-Sales Service Quality on Customer Satisfaction and Loyalty in Mobile Phone  

Lee, Jae jun (School of Industrial Engineering, Kumoh National Institute of Technology)
Ryu, Ji-Hyun (Department of Consulting, Graduate School Kumoh National Institute of Technology)
Lee, Sae-Jae (School of Industrial Engineering, Kumoh National Institute of Technology)
Oh, Hyun-Seung (Dept. of IME, Hannam University)
Cho, Jin-Hyung (School of Industrial Engineering, Kumoh National Institute of Technology)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.40, no.4, 2017 , pp. 87-95 More about this Journal
Abstract
This study aims to configure what dimensions make up for smart phone after service quality, and how this service quality affects customer satisfaction and customer loyalty. Smart phone market is a market of the device leading the digital convergence as well as positioning itself as one of the national growth driving industry. To survive in this matured market, companies should have to respond actively to radical changes and customers needs in the so-called Smart Revolution environment. Lately, however, the smart phone market is prospected to move from growth phase to mature phase by the scholars. In order to proactively respond to the change in such market condition, companies need to provide absolute advantage in customer loyalty over their competitors by revolutionizing the after-sales service quality. Qualified A/S will lead to service satisfaction and achieve customer loyalty. The empirical analysis results obtained through A/S quality are as follows : First, human quality (attitude, expertise, problem-solvability), environment quality (handling agility, convenience, comfort), service policy quality (quality guarantee, additional service operation) are dimensions that make up for A/S quality. Second, A/S quality dimension showed a significant positive influence on service satisfaction and A/S satisfaction showed a positive influence on customer loyalty as well. Based on this empirical study, we propose some implications for A/S quality improvement. First, human quality dimension has relatively higher influence on A/S satisfaction in case of free A/S, so companies need to solve the product problem completely when consumer's first visit by continual employee education. Second, in case of paid A/S, the service policy quality-especially A/S Warranty period- has higher influence on A/S satisfaction.
Keywords
Service Quality; After-sales service; Customer Satisfaction; Customer Loyalty;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Yi, Y.J., La, S.A., The Relative Effects of Three Dimensions of Service Quality on CS-A Comparative Study of Existing vs. Potential Customers, Journal of Korean Marketing Association, 2003, Vol. 18, No. 4, pp. 67-97.
2 Yun, J.K. and Choi, H.K., The Impacts of Service Quality of Discount Store on Customer Satisfaction and Voluntary Behavioral Intention-Focused on moderating effect of Lifestyle, Journal of Marketing Management Research, 2009, Vol. 14, No. 3, pp. 49-80.
3 Zeithaml, V.A., Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence, The Journal of Marketing, 1988, Vol. 52, No. 3, pp. 2-22.   DOI
4 Bolton, R.N. and Drew, J.H., A Longitudinal Analysis of the Impact of Service Changes on Consumer Attitudes, Journal of Marketing, 1991, Vol. 55, No. 1, pp. 1-9.   DOI
5 Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V.A., A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions, Journal of Marketing Research, 1993, Vol. 30, No. 1, pp. 7-27.   DOI
6 Brady, M.K. and Cronin Jr. J.J., Some New Thoughts on Conceptualizing Perceived Service Quality : A Hierarchical Approach, Journal of Marketing, 2001, Vol. 65, No. 3, pp. 34-49.   DOI
7 Carman, J.M., Consumer Perceptions of Service Quality : An Assessment of the SERVQUAL Dimensions, Journal of Retailing, 1990, Vol. 66, No. 1, pp. 33-55.
8 Churchill Jr G.A. and Surprenant, C., An Investigation into the Determinants of Customer Satisfaction, Journal of Marketing Research, 1982, Vol. 19, No. 4, pp. 491-504.   DOI
9 Cronin, J.J. and Taylor, S.A., Measuring Service Quality : A Re-examination and Extension, Journal of Marketing, 1992, Vol. 56, No. 3, pp. 55-68.   DOI
10 Dabholkar, P.A., Shepherd, C.D., and Thorpe, D.I., A Comprehensive Framework for Service Quality : An Investigation of Critical Conceptual and Measurement Issues Through a Longitudinal Study, Journal of Retailing, 2000, Vol. 76, No. 2, pp. 139-173.   DOI
11 Dabholkar, P.A., Thorpe, D.I., and Rentz, J.O., A Measure of Service Quality for Retail Stores : Scale Development and Validation, Journal of the Academy of Marketing Science, 1996, Vol. 24, No. 1, pp. 3-16.   DOI
12 Duncan, E. and Elliot, G., Customer Service Quality and Financial Performance among Australian Retail Financial Institutions, Journal of Financial Services Marketing, 2002, Vol. 7, No. 1, pp. 25-41.   DOI
13 Gronroos, C., Service quality : The six criteria of good perceived service, Review of Business, 1988, Vol. 9, No. 3, pp. 10-13.
14 Finn, D.W. and Lamb Jr, C.W., An Evaluation of the SERVQUAL Scales in a Retailing Setting, in Rebecca Holman and Michael R. Solomon (Eds), Advances in Consumer Research, Provo, UT : Association for Consumer Research, 1991, Vol. 18, No. 1, pp. 483-490.
15 Garvin, D.A., What Does Product Quality Really Mean, Sloan Management Review, 1984, Vol. 26, No. 1, pp. 25-43.
16 Gronroos, C., A Service Quality Model and Its Marketing Implication, European Journal of Marketing, 1984, Vol. 18, No. 4, pp. 36-44.   DOI
17 Palmer, A. and O'Neill, M., The Effect of Perceptual processes on the Measurement of Service Quality, Journal of Service Marketing, 2003, Vol. 17, No. 3, pp. 254-274.   DOI
18 Hsieh, Y.-C. and Hiang, S.-T., Study of the Impacts of Service Quality on Relationship Quality in Search-Experience- Credence Service, Total Quality Management, 2004, Vol. 15, No. 1, pp. 43-58.   DOI
19 Lee, S.-H., Changes in the evolution of the mobile phone industry and the competitive landscape, Samsung Economic Research Institute, CEO Information, 2008, Vol. 670.
20 Ostrom, A.L., Bitner, M.J., Brown, S.W., Burkhard, K.A., Goul, M., Smith-Daniels, V., and Rabinovich, E., Moving forward and making a difference : research priorities for the science of service, Journal of Service Research, 2010, Vol. 13, No. 1, pp. 4-36.   DOI
21 Parasuraman, A., Zeithaml, V.A., and Berry, L.L., SERVQUAL : A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 1988, Vol. 64, No. 1, pp. 12-40.
22 Park, Y.S., Lee, S.I., Kang, S.P., and Kim, Y.S., Comparing the Service Quality Models for Retail Stores and Applying to the Gas Station Service, Journal of Marketing Management Research, 2008, Vol. 13, No. 3, pp. 79-109.
23 Yi, Y.J. and La, S., The Relative Effects of Three Dimensions of Service Quality on CS : A Comparative Study of Existing vs. Potential Customers, Marketing Research, 2003, Vol. 18, No. 4, pp. 67-97.
24 Rosen Drew, L. and Karwan, K.R., Prioritizing the Dimensions of Service Quality : An Empirical Investigation and Strategic Assessment, International Journal of Service Industry Management, 1994, Vol. 5, No. 4, pp. 39-52.   DOI
25 Rust, R.T. and Oliver, R.L., Service Quality : Insights and Managerial Implications from the Frontier, in Service Quality : New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver(Eds), Thousand Oaks, CA : Sage Publication, 1994, pp. 1-19.
26 Seo, J.S. and Kim, J.S., A Study on Service Quality, System Acceptance and Relationship in the ERP Services to SMEs, Journal of society of Korea industrial and systems engineering, 2016, Vol. 39, No. 2, pp. 150-160.   DOI
27 Smith, A.M., Measuring Service Quality : Is SERVQUAL Now Redundant?, Journal of Marketing Management, 1995, Vol. 11, No. 3, pp. 257-276.   DOI
28 Spreng, R.A. and Mackoy, R.D., An empirical examination of a model of perceived service quality and satisfaction, Journal of retailing, 1996, Vol. 72, No. 2, pp. 201-214.   DOI
29 Yi, Y.J. and Lee, J.Y., A Critical Review of Service Quality Research-Focused on Concept and Measurement, Seoul University Institute of Management Research, 1997, Vol 31, No. 3-4, pp. 249-283.
30 Yi, Y.J. and Yi, C.L., A Critical Review of Service Quality Research in Recent 10 years (2004-2013), Marketing Research, 2014, Vol. 19, No. 2, pp. 1-43.
31 Yi, Y.J., Kim, J.Y., and Kim, J.I., An Empirical Study on the Status of the Service Industry, Consumer Research, 1996, Vol. 7, No. 2, pp. 129-157.
32 Pollack, Leisen B., Linking the Hierarchical Service Quality Model to Customer Satisfaction and Loyalty, Journal of Services Marketing, 2009, Vol. 23, No. 1, pp. 42-50.   DOI
33 Banwet, D.K. and Datta, B., Effect of service quality on post-visit intentions over time : the case of a library, Total Quality Management, 2002, Vol. 13, No. 4, pp. 537-546.   DOI