자연치유서비스품질이 고객의 충성도에 미치는 영향; 서비스가치와 고객만족의 매개효과
Effect of Naturopathy Quality on Customer Loyalty; The Mediation Effect of Service Value and Customer Satisfaction
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초록
본 연구는 자연치유 분야와 경영학의 서비스마케팅을 결합한 융합연구로써 자연치유서비스품질이 이를 이용한 고객의 충성도에 미치는 영향을 살펴보고, 두 변인 간에서 서비스 가치와 고객 만족이 매개역할을 하는지 살펴보았다. 이를 통하여 자연치유서비스 분야의 연구에 대한 기초제공과 관련 산업의 발전에 기여 하고자 하였다. 연구를 위해 전국의 20대부터 50대까지를 대상으로 일반적으로 자연치유라고 통용되는 범위를 제시하였으며, 이에 해당하는 경험자를 대상으로 설문조사를 하였다. 자료 분석은 통계프로그램 SPSS 24.0과 변수 간 인과관계를 파악하기 위해 AMOS 24.0 프로그램을 이용하였다. 연구결과 자연치유서비스 품질은 이용고객의 충성도에 긍정적 영향을 미치는 것으로 확인되었으며, 서비스 가치와 고객 만족은 서비스품질과 충성도 사이에 매개역할을 하며 긍정적인 영향을 미치는 것으로 나타났다.
Abstract
This study is a fusion study combining service marketing in the field of Naturopathy and business administration to examine the impact of the quality of Naturopathy services on the loyalty of customers using it, and see if the service value and customer satisfaction are mediated between the two variables. Through these efforts, the government wanted to contribute to the basic provision of research on Naturopathy services and the development of related industries. For the purpose of the study, a range commonly used as Naturopathy was presented to those in their 20s to 50s nationwide, and a survey was conducted on the relevant experience. Data analysis uses the AMOS 24.0 program to identify the causal relationship between the variables and the statistical program SPSS 24.0. The study found that the quality of the Naturopathy service had a positive effect on the loyalty of the customers who used the service, and that the value of the service and customer satisfaction were mediated between the service quality and loyalty, and had a positive effect.
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