노인용품 산업에서 서비스품질과 만족에 대한 연구
Effects of Service Quality and Customer Satisfaction in Aging Industries
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초록
오늘날 노인인구가 증가하고, 서비스산업의 중요성이 증대되면서 노인용품 산업에 대한 서비스품질 연구가 절실히 요구되고 있다. 노인인구의 증가는 앞으로 우리나라의 대외 경쟁력에 영향을 줄 정도로 중요한 문제가 되고 있는데, 노인용품내지 노인관련 산업에 대한 연구는 그다지 활발하지 못하였다. 한편 고객만족은 현대 마케팅에서 가장 중요한 화두가 되고 있으며 노인들도 예외는 아니다. 따라서 본 논문에서는 노인들을 대상으로 한 실버산업에서 서비스품질과 만족의 관계를 알아보고자 하였다. 서비스품질이 고객만족에 미치는 영향을 분석하기 위하여 설문조사를 하였으며, 설문조사결과를 가지고 신뢰성과 타당성을 분석하기 위하여 요인분석을 하였다. 요인분석 결과에 따라서 실버산업의 서비스품질요인을 시설요인, 프로세스요인, 인적요인으로 구분하였고, 이들을 독립변수로 고객만족을 종속변수로 한 다중회귀분석을 하였다. 가설은 모두 채택되었으며, 실버산업의 서비스품질요인은 고객만족에 유의한 영향을 미치며, 시설요인, 인적요인, 프로세스요인의 순으로 영향을 미친다고 볼 수 있다.
Abstract
The purpose of this paper is to measure the service quality perceptions of silver industry in S. Korea and to examine the relationship between service quality and customer satisfaction. A total of 200 customers responded to a Korean translated version of SERVQUAL. After descriptive and factor analysis, multivariate regression analysis was used to estimate the impact of service quality dimensions on overall customer satisfaction. The SERVQUAL scale proved to be of a three-dimensional structure in this study. Results revealed that the expectations of silver industry customers were not met where the largest gap was obtained in the responsiveness-empathy dimension. Reliability items had the highest effect on customer satisfaction. There were some difficulties in conducting interviews, which may have restricted the potential sample size. Future research could be directed at how the service is delivered by front-line employees. Findings of this study will help Korean silver industries redefine their corporate image to one that is customer-focused and emphasizes service quality. The findings will also be important for other industries that need to restructure their aging care system. This study assesses the five-factor fit of the much debated SERVQUAL instrument to a new country setting, that of Korea.
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