e-서비스 회복품질 측정도구 eSR-Q의 신뢰성과 타당성: 미국 소비자 관점의 검증
Assessing the Reliability and Validity of eSR-Q, an e-Service Recovery Quality Measurement Scale, from American Consumers’ Perspective
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초록
기업이 e-서비스를 제대로 제공하지 못해 서비스실패 상황이 생기면 최종적으로 고객을 만족시키기 위해 회복활동의 품질을 높여야한다. 본 연구에서는 회복활동 관리를 위해 개발된 e-서비스 회복품질 측정도구 중 여러 후속연구가 이뤄진 E-RecS-QUAL과 이를 개선한 eSR-Q의 신뢰성과 타당성을 검증한다. E-RecS-QUAL을 구성하는 3가지 하부차원 반응, 보상, 접촉이 상호 구별되는 개념구조를 형성하는지에 대해 상충되는 연구결과가 있다. 서비스회복의 세 요소인 사과, 보상, 신속한 처리 측면을 모두 포괄하도록 개선한 측정도구 eSR-Q는 개념구조 상 사과 차원을 추가하여 4차원으로 확장․보완한 것이다. 미국 남녀 소비자를 대상으로 반복연구(Replication Study)를 수행한 결과, 첫째 eSR-Q의 신뢰성과 타당성이 확인되어 이 측정도구가 견고한 것으로 나타났다. 둘째 미국 소비자의 경우에도 E-RecS-QUAL에 대비해서 eSR-Q의 전반적인 서비스 회복품질과 고객만족에 대한 설명력이 더 크다는 것이 밝혀졌다. 이는 추가된 사과 차원의 영향으로서, 본 연구를 통해 실용성과 신뢰도 측면에서 eSR-Q의 의의가 더욱 극명해졌다.
Abstract
The objective of this research is to evaluate the reliability and validity of eSR-Q, an e-service recovery quality measurement scale, and intrinsically its predecessor E-RecS-QUAL, from the American consumers’ perspective. In fact, there have been mixed, conflicting research results about the robustness of E-RecS-QUAL which consists of three constructs, Responsiveness, Compensation, and Contact. Its successor eSR-Q, supplemented by another significant construct Apology, was validated using Korean female consumers’ data. Thus, this research responds to a call for another rigorous replication study which investigates the robustness of eSR-Q from the American perspective. We have two major research findings: First, eSR-Q(intrinsically E-RecS-QUAL) has established its reliability and validity once again. Second, compared to E-RecS-QUAL, eSR-Q has represented its enhanced capability, due to the addition of the Apology dimension, to explain the variability of the overall e-service recovery quality and the overall e-service satisfaction. In sum, this research reinforces that the measurement scale is quite useful and dependable.
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