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‘서비스 품질-고객만족’ 관계에서의 심리적 메커니즘 고찰

The Investigating of Psychological Mechanism in the ‘Service Quality-Customer Satisfaction’ Relation

오혜영|홍성준|박종철
한국소비자학회 (Korean Society Of Consumer Studies)|2011.06|소비자학연구 (Journal of Consumer Studies)|제22권 제2호|pp. 179-202

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참고문헌

키워드

서비스 품질지각된 가치신뢰호혜성고객만족도service qualityperceived valuetrustreciprocity결과품질과정품질process qualityoutcome quality물리적 환경품질physical environment qualitycustomer satisfaction.
주제분류경제학

초록

그동안 서비스 품질구성 요인들이 고객만족이나 서비스 충성도에 중요한 영향을 미치며 이러한 효과가 고객유형같은 조절변수(신규고객 vs. 기존고객)에 따라 달라질 수 있음이 제시되었다. 그러나 기존 연구들은 서비스 품질의위계구조를 파악하거나 이들 품질요인들이 여러 종속변수(예; 고객만족, 고객충성도, 구매의도)에 미치는 차별적 효과에 집중하였을 뿐, 왜 그러한 영향을 미치는지에 대한 심리적 기재(특히, 감정적 반응)를 밝히는 데는 소홀하였다. 이에 본 연구에서는 기존 연구를 토대로 서비스 품질의 세 가지 차원을 은행서비스 상황에 적용시켜, 서비스 품질의 세 가지 차원(과정품질, 결과품질, 물리적 환경품질)이 고객만족도에 영향을 미치는데 있어 호혜성이라는 새로운 감정변수의 매개역할을 고찰하고자 한다. 분석결과, 결과품질과 환경품질은 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났으나, 과정품질은 지각된가치에 유의한 영향을 미치지 않는 것으로 나타났다. 과정품질이 지각된 가치에 영향을 미치지 않은 이유는 은행서비스의 특성상 종업원의 친절, 직원에 대한 믿음, 전문성 및 지식에 대하여 고객들이 당연한 서비스로 인식했기 때문으로 추론된다. 또한 서비스 품질이 신뢰형성에 미치는 효과와 관련해서는 과정품질과 결과품질만이 신뢰형성에긍정적인 영향을 미치는 것으로 나타났다. 그리고 서비스 품질과 호혜성 형성과 관련해서는 과정품질과 결과품질이호혜성 지각에 긍정적인 영향을 미치는 것으로 나타났으나, 환경품질이 호혜성 지각에는 유의한 영향을 미치지 않는 것으로 나타났다. 끝으로 지각된 가치와 신뢰, 그리고 호혜성 지각은 고객만족도에 모두 긍정적인 영향을 미치는 것으로 나타났다. 결과적으로 본 연구를 통해 우리는 서비스의 결과품질은 소비자들로 하여금 다양한 인지적(지각된 가치 및 신뢰형성)반응과 감정적 반응(호혜성)을 유발하여 고객만족에 영향을 미치는 것을 알 수 있었다.

Abstract

During the past two decades has much research effort on the field of service quality as a major driver of business performance(customer satisfaction).It has become a key strategic issue on service management's agenda. As service companies continue to seek unique source of sustainable competitive advantage, service quality has been discussed conceptually as a potential alternative to traditional skills and resources, as well as empirically tested as a potential driver of improving performance(customer satisfaction). Above all, previous studies were only investigated perceived value and trust as a cognitive mechanism in the ‘service quality-customer satisfaction’ relation. So, the aim of this research is to examine reciprocity as a psychological mechanism(especially an affective response) in the relationship between service quality dimensions(outcome quality, process quality, physical environment quality) and customer satisfaction. Therefore, different from the past studies, in this study we postulates that the reciprocity plays an essential mediating role in the relationship between the three dimensions of service quality and customer satisfaction. A model integrating three dimensions of service quality, perceived value, trust, reciprocity and the customer satisfaction is tested using the data of 200 general consumers. Sample and Data Collection: This data was collected in two large cities in South Korea:Seoul and Kwangju. 200 general consumers utilizing bank services participated in the survey. Participants were recruited from people attending evening cultural education programs provided by local community centers and MBA programs provided by University. In terms of demographics, slightly more than a half of participants were male(n = 136), and 89%(n =178) had a higher education. Participants held various occupational backgrounds; housewives (n = 7), corporate managers(n = 88), public officials(n = 23), self-employed(n = 13), teachers(n = 4), professional practices(n = 26), skilled laborers(n = 3), students(n = 7),and others(n = 29). Data analysis was conducted in three phases. The first phase was measurement analysis (i.e., item purification and facture structure confirmation) involving the scales of the three dimensions of Service Quality, perceived risk, trust, perceived reciprocity, and customer satisfaction. In the second phase, the structural relationships among the key constructs proposed in Fig 1 were estimated. In the last phase, the mediating effect was examined. Structural Model: the structural equations model is estimated by using LISREL 8.30. The goodness-of-fit statistics are acceptable(χ^2=166.41, df=98(p=.000), GFI=.910, AGFI=.860,NFI=.920, CFI=.956, RMR=.055). Convergent validity was assessed using the significance and magnitude of factor loadings. As is shown in Table 2, the magnitudes of factor loadings ranged from 0.61 and 0.85 and all the loadings were significant (p<0.01). Discriminant validity among the three dimensions of service quality were examined by performing a chi-square difference test between a model where all the factor correlations were fixed at 1.0 and the unconstrained model(see the ‘Φ Matrix’ of Table 3). The constrained model showed a significantly poorer fit compared to the unconstrained model. After confirming the measurement models, the model shown in Figure 1 is estimated using LISREL 8.30. In this model, all constructs were operationalized through their summed scaled indexes, resulting in one indicator for its construct. The LISERL analysis shows a satisfactory fit of the model as indicated by the GFI(.895), AGFI(.845), NFI(.886), NNFI(.916), CFI (.935), RMR(.066), RMSEA(.068), respectively. However, the chi-square test was significant (χ^2 = 198.73, df = 104, p< 0.00). Given the satisfactory fit of the model, the estimated path coefficients were then examined to evaluate the hypotheses. The results of data analysis showed that the process quality positively influences on the trust and reciprocity. However, the process quality had a significant impact not on the perceived value. Also, the outcome quality positively influences on the perceived value, trust and reciprocity. Physical environment quality only impacts on the perceived value. Finally,our results indicated that the perceived value, trust, and reciprocity have a significant influence on the customer satisfaction. Thus, this study demonstrates that reciprocity indeed plays a mediating role between the service quality and the customer satisfaction. Also, we has known the facts inducing affective responses in the service context. The results of this study will help managers to understand the relative importance of the three different quality.

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