행정서비스 조사방법론의 비판적 검토:종합만족도 측정의 개선방안을 중심으로
A Critical Study on the Public Service Survey Method: Improvements for Measuring Overall Customer Satisfaction
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초록
행정서비스의 만족도 조사를 통하여 행정서비스의 질적 수준을 측정하는 것과 행정서비스의 개선을 위하여 구성요소를 파악하는 것 모두가 중요한 연구과제이다. 혹자는 만족도 조사에서 행정서비스의 개선 목적을 강조하여 질적 구성차원을 규명하는 데 초점을 두기도 하지만, 행정서비스가 개선되기 위해서는 먼저 행정서비스의 질적 수준을 파악하여 다른 유사한 기관이나 서비스, 또는 시계열적 변화를 분석하는 것이 선행되어야 할 것이다.3. 만족도 측정방법의 비판적 검토
Abstract
Surveys on customer satisfaction are conducted to measure the quality of public services and are essential as a management tool to improve public services. Yet when looking at the uses of the survey, customer satisfaction surveys for comparative evaluation focus on identifying the overall quality of public services while surveys conducted with the purpose to improve public services concentrate on identifying the factors and their importance. This study reviews the measuring problems of the overall evaluation of customer satisfaction for comparative evaluation and seeks improvement measures. It points out that the estimation of overall satisfaction calculated with the weighted sum for customer satisfaction of each category is inappropriate in measuring the performance of public services in terms of validity and reliability. As an alternative, this study suggests measuring overall customer satisfaction itself, but with multiple indicators. Furthermore, a model for predicting the overall customer satisfaction is limited in identifying the factors needed to improve the quality of service and customer satisfaction.