공제의 서비스품질과 미래경쟁력에 관한 실증 연구 - 전문건설공제를 중심으로
An Empirical Study on the Service Quality and the Future Competitiveness of the Speciality Contractors Financial Cooperative
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공제의 경쟁력 및 지속성장성의 확보를 위하여 서비스품질의 관리가 매우 중요하다. 본 연구는 공제의 서비스품질 측정에 관한 연구가 전무한 현실에서 공제의 서비스품질을 측정할 수 있는 모형을 개발하여 공제의 미래 경쟁력 확보에 기여하고자 하는 목적에서 수행하였다. 이에 본 연구는 기존연구 결과들 을 토대로 공제의 서비스 품질 이론모형을 설정하고 구조방정식 분석모형을 통해 전문건설공제에 대하여 실증분석을 실시하였다. 실증분석 결과와 이에 따른 시사점은 다음과 같다. 첫째, 공제가 제공하는 서비스품질 요인 중 결과품질을 제외하고 상호작용품질, 물리적 환경품질, 부수적 지원품질이 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 고객만족은 재구매 의도(충성도)와 공제의 지속성장성에 정(+)의 영향을 미치는것으로 나타났다. 이는 공제의 영업성과의 제고 및 공제의 미래경쟁력이 고객만족에 의해 긍정적인 영향을 받을 수 있음을 시사한다. 셋째, 서비스품질이 직접적으로 재구매 의도나 지속성장성에 영향을 미치지 않고 고객만족 요인을 거쳐서 영향을 미치는 것으로 나타났다. 고객만족이 서비스품질과 행동의도에 대한 매개변수로서의 역할을 입증한 분석 결과라 할 수 있다. 넷째, 각 서비스품질 요인이 고객만족에 미치는 정도는 물리적 환경품질, 상호작용품질, 부수적 지원품질, 결과품질 순으로 나타났다. 이러한 결과를 이용하여 자원배분을 할 경우 효과적인 서비스 품질개선이 이루어지고 결과적으로 공제의 미래경쟁력확보에 기여할 수 있을 것이다.
Abstract
It is very important to manage the service quality for keeping the competitiveness and growth of the Speciality Contractors Financial Cooperative(SCFC). This study has the goal of contributing to the future growth of the SCFC by developing the service quality model of the SCFC for the first time. Based on the results of prior studies, this study set up the service model of the SCFC and carried out an empirical analysis through the structural equation modelling. The followings are the results and the implications of this study. Firstly, among factors of the SCFC’s service quality, the interactive quality, the physical quality and the supplementary assist quality had positive effects on the customer satisfaction except the outcome quality. Secondly, the customer satisfaction affected positively the repurchase intention(loyalty) and the growth of the SCFC. This result implies that improvement of business outcomes and the future growth potential of the SCFC is affected positively by the customer satisfaction. Thirdly, the service quality had no positive influence on the repurchase intention (loyalty) and the steady growth directly, but a positive effect through the customer satisfaction. Fourthly, the impact level of the service quality factors is the physical quality, the interactive quality, the supplementary assist quality, and the outcome quality in order of precedence. If the resources are allocated based on this order of precedence, it could improve the service quality effectively and further contribute to the future growth of the SCFC.
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