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중고자동차 시장에서 매매단지와 매매상사의 노력이 고객만족에 미치는 영향에 관한 연구

A Study on the Factors Affecting Customer Satisfaction in Used-Car Market

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키워드

주제분류경영학

초록

본 연구는 정보 비대칭과 불확실성이 있는 중고차 시장에서 B2C 거래의 오프라인 시장을 분석했다. 본 연구는 중고차 시장에서 매매단지와 매매상사가 정보 비대칭과 불확실성을 해결하기 위한 조치를 취한 방법들이 각각에 대한 고객 만족에 미치는 영향을 분석했다. 가설 검정을 위해 구조 방정식 모델 (SEM)을 사용하였으며, 매매단지에 대한 고객 만족도에 영향을 미치는 요인으로 정보의 품질 및 매매단지의 명성을 설정했다. 매매상사의 고객 지향성, 지각된 제품 품질, 매매상사의 명성은 매매상사에 대한 고객 만족에 영향을 미치는 요인으로 설정하였다. 또한 매매단지에 대한 고객 만족과 매매상사에 대한 고객 만족은 상호 관계로 간주하였다. 또한, 응답자의 중고차 구입 여부를 조절 변수로 추가하였다. 실증 분석 결과에 따르면 정보의 질과 매매단지의 명성은 매매단지에 대한 고객 만족에 유의한 영향을 미친다. 매매상사의 고객 지향성과 지각된 제품 품질은 매매상사에 대한 고객 만족에 유의한 영향을 미친다. 그러나 매매상사 명성은 매매상사에 대한 고객 만족도와 부정적인 관계였다. 매매단지에 대한 고객 만족은 매매상사에 대한 고객 만족에 긍정적인 영향을 미쳤지만 그 반대는 부정적인 관계로 나타났다.

Abstract

This study analyzed the offline market of B2C transactions in the used car market where information asymmetry and uncertainty prevail. This study analyzed how auto malls and dealers in the used car market have implemented measures to solve information asymmetry and uncertainty and how these factors affect customer satisfaction. The structural equation modeling (SEM) analysis was conducted to test the hypotheses and the quality of information and reputation of the auto malls were set as factors affecting customer satisfaction towards auto malls. Customer orientation of dealers, perceived product quality, and reputation of dealers were regarded as factors affecting customer satisfaction towards dealers. Also, customer satisfaction towards auto malls and customer satisfaction towards dealers were considered as mutual influences. In addition, respondents' purchases of used cars were added as a moderating variable. The results of empirical analysis show that the quality of information and reputation of auto malls have a significant effect on customer satisfaction towards auto malls. Customer orientation and perceived product quality of dealers have a significant effect on customer satisfaction towards dealers. However, dealer reputation has shown a negative relationship with customer satisfaction towards dealers. Customer satisfaction towards auto malls had a positive effect on customer satisfaction towards dealers, but the opposite was negative.

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