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대형할인점의 서비스품질이 지각된 가치와 고객만족, 그리고 고객충성도에 미치는 영향

The Influence of Service Quality on Perceived Value, Customer Satisfaction, and Customer Loyalty,

오재신 (Oh, Jae Sin)

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초록/요약moremore
The retailing environment has recently shown a drastic change in Korea mostly because of the changing attitude of hypermarket shoppers. They don't simply hunt for low-priced goods any more but pursue total shopping experience and satisfaction of customer values. There has also been intense competiti...
The retailing environment has recently shown a drastic change in Korea mostly because of the changing attitude of hypermarket shoppers. They don't simply hunt for low-priced goods any more but pursue total shopping experience and satisfaction of customer values. There has also been intense competition in the hypermarket sector spurred by the entry of foreign retailers. With this changing retail market environment, shoppers' newly adopted perceived value, satisfaction and customer loyalty on service quality should be studied . The purpose of this research is to examine the relationship among service quality, perceived value, customer satisfaction, and customer loyalty to verify the theoretical model of customer loyalty and related variables. The research model describes the extent to which customer loyalty is influenced by three important factors; service quality, perceived value, and customer satisfaction. Service quality is categorized as three factors; technical quality, functional quality, and relational quality. First, technical quality relates to merchandise selection and product availability in the store. Second, functional quality is considered as the extent to which a salesperson is courteous, friendly and provides information and assistance through his helpfulness, skills and knowledge. Third, relational quality is described as the opportunity for customers to affiliate with other individuals during the retail encounter. Perceived value is conceptualized that the customer's overall appraisal of the net worth the service, based on the customer's assessment of what is received(benefits provided by the service), and what is given(costs or sacrifice in acquiring and utilising the service). Customer satisfaction is represented that the degree of overall pleasure or contentment felt by the customer, resulting from the ability of the service to fulfil the customer's desires, expectations and needs in relation to the service. Customer loyalty is categorized as four factors. First, cognitive loyalty refers to the existence of beliefs that typically a brand is preferable to others. Second, affective loyalty reflects a favorable attitude liking based on satisfied usage. Third, conative loyalty constitutes the development of behavioral intentions characterized by deeper level of commitment, Finally, action loyalty relates to the conversion of intentions to action, accompanied by a willingness to overcome impediments to such action. Hence, these four-dimensions of loyalty are composed of second-order factors. Data was collected and analyzed from discount retail stores' customers. The data was collected from 224 customers who shopped the hypermarket in Jinju. 180 respondents analyzed via intercept survey based on self administered questionaries. Frequency, Cronbach'α, t-test, ANOVA, and path analysis were used as statistical test tools. Additionally, SPSS 13.0 and AMOS 5.0 were used for analyzing the hypotheses. Structural modeling largely supports the hypothesized framework and the major findings of this study are summarized as follows: First, H1 proposed that service quality would affect positively perceived value. The analysis finds that technical quality and functional quality were 야irectly related to perceived value. But Relational quality didn't affect to perceived value. Second, H2 proposed that service quality would affect positively customer satisfaction. Technical quality and functional quality were directly related to customer satisfaction. But Relational quality didn't directly and indirectly affect to customer satisfaction. Third, H3 proposed that perceived value would affect positively customer satisfaction. The Hypothesis are supported. Fourth, H4 proposed that service quality would affect positively customer loyalty. The analysis showed that although technical quality and functional quality didn't affective customer loyalty, They did indirectly via perceived value and customer satisfaction. But Relational quality were directly related to customer loyalty. Finally, H5 and H6 proposed that perceived value and customer satisfaction would affect positively customer loyalty. The analysis showed perceived value and customer satisfaction were directly related to customer loyalty. In conclusion, it can be posited that service quality, perceived value, and customer satisfaction are some of the important success factors in the increasingly competitive business environment for hypermarket operations. It is expected, therefore, this study will contribute marketing channels strategy of hypermarket sector in the Korea.
목차moremore
Ⅰ. 서 론 1
1. 연구배경 및 목적 1
2. 연구의 방법 및 구성 5
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Ⅰ. 서 론 1
1. 연구배경 및 목적 1
2. 연구의 방법 및 구성 5
Ⅱ. 이론적 배경 6
1. 대형할인점에 관한 고찰 6
2. 서비스 품질에 관한 이론적 고찰 11
1) 품질의 개념 11
2) 서비스 품질 13
(1) 서비스 품질의 개념 13
(2) 서비스 품질의 결정요인 15
(3) 서비스 품질의 유형: 기술적 품질, 기능적 품질, 관계품질 19
3) 서비스품질의 측정 23
(1) Parasuraman 등의 SERVQUAL Model 23
(2) Cronin과 Taylor의 SERVPERF Model 24
(3) Teas의 EP/NQ Model 25
(4) Brown 등의 비차이 점수 측정 26
3. 지각된 가치에 관한 이론적 고찰 28
1) 지각된 가치 28
2) 제품가치와 가격가치 33
4. 고객만족에 관한 이론적 고찰 35
1) 고객만족의 개념 35
2) 기대불일치 패러다임 38
3) 고객만족의 측정 40
(1) 단일항목 척도 40
(2) 다항목 척도 40
5. 고객충성도에 관한 이론적 고찰 41
1) 충성도의 개념 41
2) 충성도의 분류 44
(1) 상표충성도 44
(2) 점포충성도 45
(3) 서비스충성도 46
3) 충성도의 측정 47
Ⅲ. 가설설정 및 연구방법 49
1. 가설설정 49
1) 서비스품질과 지각된 가치의 관계 49
2) 서비스품질과 고객만족의 관계 50
3) 지각된 가치와 고객만족의 관계 52
4) 서비스품질과 고객충성도의 관계 54
5) 지각된 가치와 고객충성도의 관계 55
6) 고객만족과 고객충성도의 관계 56
2. 연구모형 57
3. 변수의 조작적 정의 및 측정 59
1) 서비스 품질 59
2) 지각된 가치 60
3) 고객만족 61
4) 고객충성도 61
4. 조사설계 및 분석방법 63
1) 자료수집 63
2) 분석방법 64
Ⅳ. 실증분석 및 가설검정 65
1. 표본의 특성 65
2. 신뢰성 분석 및 탐색적 요인분석 66
3. 확인요인분석 68
1) 1차 확인요인분석 68
2) 2차 확인요인분석 69
4. 경로분석 및 가설검정 70
1) 가설 H1a, H1b, H1c의 검정 및 해석 73
2) 가설 H2a, H2b, H2c의 검정 및 해석 73
3) 가설 H3의 검정 및 해석 74
4) 가설 H4a, H4b, H4c의 검정 75
5) 가설 H5, H6의 검정 및 해석 75
5. 추가분석 76
1) 성별에 따른 분석 76
2) 연령에 따른 분석 78
3) 직업에 따른 분석 79
4) 구매빈도에 따른 분석 80
5) 구매제품에 따른 분석 81
6) 구매요일에 따른 분석 83
Ⅴ. 결 론 85
1. 연구결과의 요약 및 시사점 85
2. 연구의 한계점과 향후 연구방향 88
《참고문헌》 89
《Abstract》 111
《설문지》 115