할인점 서비스품질의 각 차원이 CS에 미치는 영향에 대한 韓·中간 비교 문화적 연구

Abstract

A hypermarket as the one of the most globally standardized retailing format is also the type of store among various types of stores that the most active in expanding into other foreign markets. Recently, as several Korean retailing companies start to penetrate into Chinese market they differentiate themselves with modern facilities and customers service oriented high-end concept. China and Korea as Far East Asian countries share many common values, however precise and careful analysis should be carried out since there may also be critical differences in socio-economic aspects as well as in consumption patterns due to the level of development stages of retail industry among two countries. Even though precise and careful study is crucial on Chinese retailing market and consumers, none of researches and studies on 'how the quality of service dimensional structure is different between Korea and China', and 'what will be the most important and influential service dimensional factors for Chinese consuers compared to the hypermarkets customers in Korea' in order to improve the level of Chinese consumers satisfaction' have been fulfilled At this point of view, this study uses KD-SQS (Rho Eun Jung & Sir Yong Gu, 2008) which is a measure of Korean hypermarkets service quality to set up a hypothesis on Korean and Chinese consumers, and an empirical analysis is conducted. We try to get the answers about how the comparative importance of Service quality dimensions which decides the level of customer satisfaction is different depending on the cultural dimensions and socio-economic factors among two countries, Korea and China. Based upon the results, we try to give a valuable suggestion of what service dimensional factors should be reinforced to improve the level of CS in Chinese retailing market. Hypotheses for this study are as follows : H1. Each dimension of Service Quality significantly affects the level of CS H2. The effect of 'Basic Benefit' in service quality dimensions on the level of CS is greater in China than in Korea H3. The effect of 'Promotion' in service quality dimensions on the level of CS is greater in China than in Korea H4. The effect of 'Physical Aspects'in service quality dimensions on the level of CS is greater in Korea than in China. H5. The effect of 'Personal Interaction' in service quality dimensions on the level of CS is greater in China than in Korea H6. The effect of 'Policy' in service quality dimensions on the level of CS will be greater in Korean than in China H7. The effect of additional convenience in service quality dimensions on the level of CS will be greater in Korean than in China. More than 1,100 data were collected directly from the surveys of Chinese and Korean consumers in order to verify the hypotheses above. In Korea, stores which have floor space of over 9,000㎡ and opened later than year 2000 were selected for the samples, and thus Gayang, Wolgye, Sangbong, Eunpyeong, Suh-Suwon, Gojan stores and their customers were surveyed. In China, notable differences in the income levels and consumer behaviors between cities and regions were considered, and thus the research area was limited to the stores only in Shanghai. 6 stores which have the size of over 6000㎡ and opened later than 2000, such as Ruihong, Intu, Mudanjang, Sanrin, Raosimon, and Ranchao stores were selected for the survey. SPSS 12.0 and AMOS 7.0 were used as statistical tools, and exploratory factor analysis, confirmatory factor analysis, and multi-group analysis were conducted. In order to carry out a multi group analysis that decides whether the structure variables which shows the different effects of 6 service dimensions in Korean and Chinese groups is statistically valid, configural invariance, metric invariance, and structural invariance are tested in order. At the results of the tests, 3 out of 7 hypotheses were supported and other 4 hypotheses were denied. According to the study, 4 dimensions (Basic Benefit, Physical Environment, Policy, and additional convenience) were positively correlated with CS in Korea, and 3 dimensions (i.e. basic benefit, policy, additional convenience) were significant in China. However, the significance of the service-dimensions was turned out to be partially different in Korea and China. The Basic Benefit is more influential in deciding the level of CS in china than Korea, however Physical Aspect is more important factor in Korea. 'Policy dimension' did not make significant difference between two countries. In the 'additional convenience dimension', the differences in 'socio-economic factors' than in'cultural background' were considered as more important in Chinese consumers than Korean. Overall, the improvement of Service quality will be crucial factors to increase the level of CS in Chinese market same as Korean market. In addition, more emphases need to be placed on the service qualities of 'Basic Benefit' and 'additional convenience' dimensions in China. In particular, 'low price' and 'product diversity' that constitute 'Basic Benefit' are proved to be comparatively disadvantageous and weak points of Korean companies compared to global players, and thus the prompt strengthening those dimensions would be urgent for Korean retailers. Moreover, additional conveniences such as various tenants and complex service and entertaining area will be more important in China than in Korea. Besides, Applying advanced Korean Hypermaret`s customer policy to Chinese consumers will help to get higher reliability and to differentiate themselves to other competitors. However, as personal interaction, physical aspect, promotions were proved as not significant for the level of CS in China, Korean companies need to reconsider the priority order of resource allocations when they tap into Chinese market. 超市作为一种最为全球标准化的零售格式，也是各类商店中最积极拓展海外市场的商店类型之一。 最近，韩国的一些零售企业开始打入中国市场，并凭借与众不同的现代设施和客户服务为导向的高端理念寻求差别化。中韩作为远东地区的亚洲国家，有许多共同的价值观。但是由于两国零售行业发展水平不同，导致在社会经济问题以及消费模式尚存在关键差别，因此需要进行精确的和仔细。 虽然准确而仔细的研究中国零售市场和消费者是至关重要的，但现有研究并未涉及到“韩中两国之间服务质量在维度结构上的差别所在”以及“在提高中国消费者满意方面，与韩国消费者相比，那些服务纬度因素才是最重要和最有影响力的？” 在这一点上来看，本研究采用KD-SQS(Rho Eun Jung & Sir Yong Gu, 2008) 来衡量韩国超市的服务质量，并以此提出关于韩国和中国消费者的一系列假设，并进行实证分析。我们试图弄清中韩两国不同文化和社会经济因素下，决定顾客满意度的服务质量在不同维度上的相对重要性如何。根据研究结果，我们试图在提高中国零售市场CS水平方面，针对相应的服务维度因素提出有价值的建议。 本研究中的假设如下。 H1:服务质量的每个维度对CS有显著影响 H2:服务质量中“基本利益”维度对CS水平的影响上，中国大于韩国 H3:服务质量中“促销”维度对CS水平的影响上，中国大于韩国 H4:服务质量中“物理层面”维度对CS水平的影响上，韩国大于中国 H5:服务质量中“个人交往”维度对CS水平的影响上，中国大于韩国 H6:服务质量中“政策”维度对CS水平的影响上，韩国大于中国 H7:服务质量中“附加利益”维度对CS水平的影响上，韩国大于中国 为了验证上述假设，从韩国和中国消费者调查中直接获得1100多个数据。 在韩国，面积超过9000㎡，并在2000年以及2000年以后开业的商店被选定为样本，因此，Gayang, Wolgye, Sangbong, Eunpyeong, Suh-Suwon, Gojan这些商店以及相应的顾客参与了调查。 在中国，收入水平和消费行为之间由于城市和地区的不同存在显着的差异。因此，研究区域限定于上海。 6家规模超过6000㎡，并且开放时间不迟于2000年的商店，如Ruihong， Intu ， Mudanjang ， Sanrin ， Raosimon和Ranchao被选作调查。 应用SPSS 12.0和AMOS 7.0进行探索性因子分析。确定性因子分析和多组分析。因为多组分析决定了决定了代表6项服务维度不同影响的结构变量统计上的有效性，为此依次进行了配置不变性，度量不变性和结构不变性的检验。结果显示，3个假设可以接受，而其他4假设被拒绝。 总体而言，提高服务质量将是对提高CS水平至关重要的因素，这在中国市场和韩国市场是一样的。 根据这项研究，4个维度（基本利益，物理环境，政策和附加利益）在韩国与cs呈正相关，而3个维度（即基本利益，政策，附加利益）在中国是显著的。 然而，服务这一维度的显著性水平在韩国和中国有些不同。基本利益在决定CS水平方面，在中国的影响水平大于韩国，但物理环境在韩国显得更重要的。政策在两国间并没有显著差异。在附加利益方面，不同社会经济因素和文化背景两个因素的差异在中国比在韩国更重要。 此外，在中国，需要更加关注基本利益和附加利益两个维度。不利并且是薄弱环节，因此韩国零售商迫切需要在这些方面迅速加强。另外，附加利益，如多样化租赁、复杂的服务和娱乐场所，在中国比在韩国更重要。此外，将韩国超市先进的客户政策应用于中国的消费者，将有助于获得相对于其他竞争对手更高的可靠性和差异性。