서비스 품질에 관한 인식이 제품품질 평가에 미치는 영향
The effects of service quality on product quality evaluation
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초록
시장 경쟁의 심화와 환경의 변동성의 증가에 대응하여, 많은 제조기업들은 고객의 요구사항을보다 잘 반영하기 위해 서비스화를 적용하고 있다. 제품 혹은 서비스의 품질이 성과에 미치는영향에 대해 논의되어 오고 있지만, 제품과 서비스가 함께 제공될 때 두 영역의 품질에 대한 인식이 서로 어떤 영향을 주는지에 대해서는 본격적인 분석이 아직 충분히 이루어지지 못하고 있다. 이에 본 연구는 자동차 업계에서 ICT를 활용하여 차별적인 서비스를 제공하는 것에 초점을맞춰, 인포테인먼트 서비스의 품질에 관한 고객의 인식이 제품품질평가에 어떠한 영향을 미치며제품품질이 고객만족으로 어떻게 귀결되는지에 대해 실증하고, 각 요인들의 상대적인 영향력의차이 등을 파악하고자 하였다. 국내 인포테인먼트 서비스 사용 고객들을 대상으로 수집된 자료를 구조방정식 모형에 적용하고 분석하여, 제품과 서비스 품질 사이의 상호작용이 존재하며 이는 제품만족이라는 성과를 음의 방향으로 조절한다는 결과를 확인할 수 있었다. 즉 제품과 서비스가 함께 제공되는 경우, 서비스의 인지된 품질 요소들이 낮은 수준의 제품 품질에 대한 보상적 역할을 하는 것으로 해석할 수 있다. 따라서 경쟁사의 제품 품질에 비해 자사의 품질이 고객들에게 낮게 평가 받고 있는브랜드의 경우, 이를 만회하기 위해 서비스 품질을 관리하고 이에 중점적으로 투자하는 전략이필요하다.
Abstract
In response to the deepening market competition and the increasing volatility of the environment, many manufacturing companies are applying servitization to better reflect customer requirements. Although it has been discussed how product quality affects performance, such as customer satisfaction, or how service quality affects performance, a full-fledged analysis has yet to be made on how the perception of quality in the two areas affects each other when products and services are delivered together. This study focused on utilizing ICT in the automotive industry to provide differentiated services, demonstrating how the customer's perception of the quality of infotainment services affects product quality assessment and how product quality results in customer satisfaction, and to identify differences in relative influence of each factor. After analyzing and verifying the data collected for customers using the infotainment service in Korea, it has been confirmed that the interaction of infotainment service with product quality adjusts the product satisfaction in the negative direction. This can be interpreted as the quality level of the infotainment service playing a compensatory role when the quality of the vehicle is low. Therefore, in the case of brands whose quality is less valued by customers than their competitors' product quality, a strategy to manage and focus on quality of service is needed to make up for it.
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