• 마케팅과학연구
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• 제15권3호
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• pp.31-48
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• 2005

본 연구의 목적은 호텔서비스에 대한 보증전략을 활용한 마케팅 효과의 유효성과 실질적인 서비스 보증의 방법론적 효과를 검증해 보는데 있으며, 연구의 세부적인 목적은 다음과 같다. 첫째 선행연구를 통해 검증된 서비스 보증 전략이 서비스 보증의 신뢰성과 서비스 가치에 실제적으로 어떠한 영향을 미치는지를 검증한다. 둘째, 서비스 신뢰성과 서비스 가치가 고객충성도에는 어떠한 영향을 미치는지를 검증한다. 셋째, 서비스 보증이 고객충성도에는 어떠한 영향을 미치는지를 검증한다. 검증결과에 의하면 본 연구에서 제시한 5개의 연구가설중 5개의 가설이 채택되었으며 구체적인 내용은 다음과 같다. 첫째, 서비스 보증이 서비스 신뢰성과 서비스 가치에 어떠한 영향을 미치는가를 검증한 결과 서비스 보증은 서비스 신뢰성과 서비스 가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 서비스 신뢰성과 서비스 가치가 고객충성도에 미치는 영향관계를 검증한 결과 서비스 신뢰성과서비스 가치 둘 다 고객충성도에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 서비스 보증이 고객충성도에 미치는 영향관계를 검증한 결과 긍정적인 영향을 미치는 결과를 도출하였다.

• 보건의료산업학회지
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• 제8권2호
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• pp.89-100
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• 2014

The purpose of this study was to reveal association between medical service quality, consumer satisfaction, service value and customer loyalty. Medical service quality was composed of physical quality, personal quality, technical quality, procedural quality. We thought these factors affect to the consumer satisfaction, service value and customer loyalty. For this study, 221 dental patients in Busan and Ulsan are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson's correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the influencing factor in consumer satisfaction were physical quality(${\beta}$=.519), personal quality(${\beta}$=.262), procedural quality(${\beta}$=.110), adjusted $R^2$=.537. Second, the influencing factor in service value were physical quality(${\beta}$=.253), personal quality(${\beta}$=.251), technical quality(${\beta}$=.210), procedural quality(${\beta}$=.136), adjusted $R^2$=.401. Third, the influencing factor in customer loyalty were personal quality(${\beta}$=.343), physical quality(${\beta}$=.302), procedural quality(${\beta}$=.148), adjusted $R^2$=.398. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.

• 산경연구논집
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• 제13권8호
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• pp.29-50
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• 2022

Purpose - This study aims to investigate factors affecting Chatbot service acceptance attitude. For wide use of Chatbot service, firms need to find barriers or obstacles for customers, if any, not to use Chatbot service. Research design, data, and methodology - We apply value-based accept model to investigate the quality of Chatbot, to verify the meaning of service value of Chatbot and to find the relationship among variables. To test hypotheses, we conducted survey. We collected 300 questionnaires. SPSS version 2.0 is used. Regression analysis, moderating effect test is conducted. Results - 4 Qualities of Chatbot, Ease of use, Usefulness, Enjoyment, Interaction are affecting acceptance attitude, and 5 service values, only interaction does not affect emotion. Trust, Specialty, Necessity, Social, Emotion moderating Chatbot service to accepting attitude. Regarding moderating effects by personal characteristics and personal tendency, innovation resistance, innovativeness, and social effects are turned to have influence while regulatory focus, construal level does not have moderating force. Also, the auxiliary service like Chatbot service affects customers' evaluation on the main service quality. Conclusions - Service firms adopt Chatbot service for various purposes. The results imply that customers are generally recognize the merits of Chatbot, but there are some barriers such as innovation resistance characteristic especially uncomfortable.

• 한국생활과학회지
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• 제16권3호
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• pp.643-650
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• 2007

The purpose of this study was to assess the effects of perceived value and satisfaction with employees' foodservice on loyalty intention. A total of 273 questionnaires were completed. Structural equation model was used to measure the mediating role of satisfaction in the causal relationships among perceived sacrifice, service quality, value, satisfaction, and loyalty intention. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effects of perceived sacrifice and service quality on value were statistically significant. The direct effects of service quality and value on satisfaction were statistically significant. The direct effects of value and satisfaction on loyalty intention were statistically significant. The service quality had a significant indirect influence on loyalty intention through value and satisfaction. In addition, the value played a mediating role in the relationship between service quality and satisfaction. The satisfaction played a mediating role in the relationship between value and loyalty intention.

• 한국식생활문화학회지
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• 제21권3호
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• pp.247-253
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• 2006

The purpose of this study was to investigate how comparative menu price, human service, amenity, and menu quality affected menu value, and how menu value influenced revisit intention. The model was tested in a family restaurant setting using a sample of customers visiting and enjoying menu in Daegu metropolitan city. Empirical results confirmed that not only do human service, amenity and menu quality increase menu value but that comparative menu price reduces menu value. Menu value was also found to be a significant antecedent of revisit intention. The results obtained have major implications for family restaurant marketers as well as for future research. First, family restaurant marketers should pay attention to menu pricing, as menu price decreased menu value. Second, family restaurant marketers should try to increase menu value through training of human service. Third, family restaurant marketers should try to add menu value by way of recruiting high-skilled cook. Fourth, family restaurant marketers should make efforts to attract customers through interior design.

• 한국프랜차이즈경영연구
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• 제10권3호
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• pp.37-52
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• 2019

Purpose - This study examined the relationship between service quality, perceived value, customer satisfaction and behavioral intention of coffee shop using CoffeeSERV scale. In this model, CoffeeSERV scale consists of fundamental characteristics, physical environment, confidence, beverage characteristics, and representation factors. In particular, this study tried to demonstrate the moderating effect of customer's regulatory focus orientation among in the relationships between service quality, perceived value, customer satisfaction and behavioral intention. Research design, data, and methodology - This study intends to expand the existing service quality research by using the coffee shop service quality measurement tool developed by domestic researchers. I wanted to find some implications for the trend. In particular, this study applied the regulatory focus theory to identify individual differences of customers regulatory focusing motivation. In order to verify several hypotheses, the data were 227 college students and analyzed with SPSS/PC 21.0 and SmartPLS 3 program. The moderating role of customer's regulatory focusing motivation was tested using multi-group analysis with SmartPLS 3 program. Results - The resutls are as follows. First, the fundamental characteristic factors only had a significant influence on the utilitarian value perception, but in the hedonic value perception, all other service factors except for the beverage characteristic had a statistically significant effect. Second, utilitarian and hedonic value had significant effects on customer satisfaction. Third, customer satisfaction had a significant effect on behavioral intention. Finally, the regulatory focus orientation played a moderating role in the relationship between beverage characteristic - utilitarian value, representation - utilitarian value, fundamental characteristic - hedonic value, physical environment - hedonic value, confidence - hedonic value, and utilitarian value - behavioral intention. Conclusions - The results of this study show that the various service quality factors that make up the CoffeeSERV scale have different effects on utilitarian and hedonic value. This means that perceived benefits from product and service experience have different impacts on the customer's experience. Therefore, marketers should identify the impacts of service quality dimension that customers who use coffee shops consider important, understand the impact process of these quality factors on experience value, customer satisfaction, and behavioral intention, and allocate limited marketing budget. The results also show that it is possible to establish differentiatied response strategies using customer's regulatory focus orientation to find ways to enhance utlitarian and hedonic value, customer satisfaction, and behavioral intention using various Coffeeshop service quality factors. At the end of this paper, some limitations and future research directions were suggested.

• 유통과학연구
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• 제12권4호
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• pp.73-83
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• 2014

Purpose - This study aims to classify and extend the consumer value of movie theaters into various values such as functional value, emotional value, social value, epistemic value, and conditional value based on the theory of consumption value by Sheth, Newman and Gross (1991). It also aims to verify the path structure of consumption value→customer satisfaction→behavior intention of movie theaters to confirm its generalization. Research design, data, and methodology - This study was conducted by collecting data on Kimpo university students from various areas in Incheon, Northern Seoul, Ilsan, Kyonggi Province, and Kimpo City. The survey was conducted by distributing 280 survey papers from Oct. 5 to 15, 2013 and collecting 238 of them. The final analysis used 208 questionnaires, after excluding 30 invalid responses. The statistical analysis of this study used the SPSS 19.0 statistics package. Results - The results of the survey are as follows: First, consumption values of movie theaters are classified into the following five groups: functional value, emotional value, social value, epistemic value, and conditional value. This study verified that consumption values play a role as a previous variable of customer satisfaction. Second, functional value, emotional value, and epistemic value have positive effects on customer satisfaction. On the other hand, social value and conditional value do not affect customer satisfaction. Finally, customer satisfaction has a positive impact on behavior intention. Theater users have an intention to re-use or recommend the movie theater they used when they are satisfied with a movie theater's physical environment and services. Conclusions - This study can provide academic and practical implications as follows based on the results mentioned above. First, academic implications can be found in that consumption values of movie theater users are classified into five values based on the theory of consumption value by Sheth et al. (1991). In the previous study, the service quality of a movie theater was studied based on the service quality of service encounters and a physical environment→customer satisfaction→behavior intention path structure. However, this study was verified by a consumption value→customer satisfaction→behavior intention path structure to classify consumption value, but not service quality or perceived value of quality, to confirm this generalization. Second, practical implications can be found in that the relative impact of consumption value of movie theaters on consumer satisfaction showed that functional value was followed by epistemic value and emotional value. In the previous study on movie theaters, previous variables of customer satisfaction were separated only by functional service quality including service encounters and physical environment; in some other studies, quality of service encounter had a direct effect on customer satisfaction. Accordingly, a marketing manager of a movie theater should develop various differentiated services by reflecting not only functional value such as service encounters and physical environment but also epistemic value and emotional value.

• 한국디지털정책학회:학술대회논문집
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• 한국디지털정책학회 2004년도 International Conference on Digital Policy & Management
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• pp.203-210
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• 2004

In this paper, the conceptualization and the measurement of service quality and the relationships among service quality, consumer satisfaction, value, and post behavior (post behavior and recommendations to others) are investigated. The results suggest that service quality is an antecedent of consumer satisfaction and that consumer satisfaction exerts a strong influence on payment value and post behavior.

• 한국프랜차이즈경영연구
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• 제11권3호
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• 서비스연구
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• 제9권4호
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• pp.63-80
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• 2019

본 연구는 종합검진센터의 물리적 환경이 의료서비스가치와 의료서비스만족도를 매개변수로 하여 전환장벽에 미치는 영향 연구를 통해 종합건강검진센터의 경쟁력을 제고할 수 있는 전략적 시사점을 제시하는 것이다. 이러한 연구목적을 달성하기 위해 종합검진센터에서 건강검진을 받은 고객을 대상으로 총 324부의 설문조사를 실시하여 분석하였다. 가설검정 및 인과관계를 확인하기 위해 공분산구조분석을 하였다. 연구결과 물리적 환경이 의료서비스가치 및 의료서비스만족도에 유의한 영향을 미치는 것으로 나타났다. 의료서비스가치도 의료서비스만족도에 유의한 영향을 미치는 것으로 나타났다. 의료서비스가치는 전환장벽에 영향을 미치는 것으로 나타났지만 의료서비스만족도는 전환장벽에 영향을 미치지 못했다. 연구의 시사점으로는 물리적 환경이 의료서비스가치 및 의료서비스만족도에 유의한 영향을 미치는 것으로 나타났으므로 종합검진센터의 현대화를 통한 정확한 검진과 오진을 최소화할 수 있는 최신 의료장비를 갖추어야 한다. 또한 의료서비스가치가 전환장벽에 유의한 영향을 미치는 것으로 나타났으므로, 의료서비스가치를 제고할 수 있는 방안을 구축해야 한다. 경쟁 업체보다 차별화된 검진항목과 비용우위를 통해 지속가능한 고객유지 및 신규고객 창출을 도모해야 한다. 종합검진서비스와 함께 의료커뮤니케이션의 강화, 의료복합문화공간과 같은 서비스가치 향상을 위해 노력함과 동시에 우수 인력배치 및 끊임없는 교육을 통해 고객 우선의 종합검진센터 조직문화를 구축해야 한다.