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고객만족, 서비스품질, 고객참여행동에 대한 종합적 고찰

A Comprehensive Review of Customer Satisfaction, Service Quality and Customer Participation Behavior

박현아|이유재
한국소비자학회 (Korean Society Of Consumer Studies)|2020.10|소비자학연구 (Journal of Consumer Studies)|제31권 제5호|pp. 49-90|DOI http://dx.doi.org/10.35736/JCS.31.5.3

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참고문헌

키워드

서비스Service서비스품질Customer SatisfactionService quality고객만족고객참여행동Customer participation behavior서비스패러다임Service paradigm
주제분류경제학

초록

본 연구는 소비자학회 30주년을 맞이하여 주저자가 현재까지 출간한 총 161편의 논문을 분류한 뒤 이 중 가장 높은 비중을 차지한 연구 분야를 중심으로 해당 주제를 종합적으로 고찰하였다. 수행된 연구 가운데 가장 높은 빈도를 가진 연구 분야는 서비스였으며 세부 주제로는 고객만족, 고객참여행동, 서비스품질 순으로 나타났다. 이 주제에 대한 종합적 고찰은 해당 주제의 정의와 개념 및 측정방법에 관한 내용을 다룬 뒤 각 주제를 둘러싼 인과관계와 관련한 주요 연구를 정리하는 방식으로 수행하였다. 구체적으로 고객만족의 경우 고객만족의 개념, 측정, 요인구조에 대해 논한 뒤 선행변수와 조절변수 및 결과변수와 관한 연구들을 정리하였으며 이때 결과변수는 개인차원과 기업차원으로 나누어 살폈다. 서비스품질의 경우 서비스품질의 개념과 서비스품질 측정모형을 다룬 뒤 선행변수, 결과변수, 서비스품질의 사회적 차원에서의 성과를 정리하였다. 고객참여행동의 경우 고객참여행동을 네 가지 유형으로 구분한 뒤 각각의 개념을 논하고 고객참여행동과 관련한 선행변수와 종속변수를 다룬 연구를 고찰하였다. 이때 선행변수는 서비스 조직, 서비스 직원, 다른 고객, 사회적 차원에서 살펴보았으며 결과변수는 소비자 관련 결과와 서비스 직원 관련 결과에 초점을 맞추어 관련 연구를 정리하였다. 마지막으로 서비스에 관한 연구가 태동한 60년대 이래 서비스 패러다임이 어떻게 전환되어 왔는지를 논하고, 기술을 활용한 서비스 패러다임과 사람을 위한 서비스 패러다임으로의 이동에 선제적으로 대응하기 위해 어떠한 연구 주제가 논의될 필요가 있는지를 전망하는 것으로 연구를 마무리하였다.

Abstract

To celebrate the 30th anniversary of the Korean Society of Consumer Studies, this study classifies 161 studies published by the first author to date and comprehensively reviews the subjects focusing on the research area that has occupied the highest proportion. Among the research areas, service is the general subject in which studies were most frequently conducted with specific subjects in the order of customer satisfaction, customer participation, and service quality. A comprehensive review on these subjects is conducted as follows. First, this study deals with the conceptualization and measurement of the subjects. Secondly, it introduces major antecedents, moderators, and dependent variables of key constructs in order to reveal the causal relationships regarding the subjects. In the part on customer satisfaction, this research examines the conceptualization, measurement, and factor structure of customer satisfaction and introduces major variables that are causally related to customer satisfaction. In particular, this paper divides dependent variables into two levels: (1) the individual level, which consists of complaint behavior, word-of-mouth, and repurchase behavior; (2) the company level, which consists of short-term and long-term financial performance of firms and customer loyalty management. In the part on service quality, this research scrutinizes the conceptualization, the particular model for measuring service quality, the antecedents, and the social performance of service quality, along with the dependent variables. In the part on customer participation behavior, the current research organizes the four types of customer participation behaviors and introduces the conceptualization of each type. After that, this paper considers antecedents on four levels: service organization, service employees, other customers, and society level. For dependent variables, the current research focuses on customer-related outcomes and service employee–related outcomes. Lastly, it explores how service paradigms have shifted since the 1960s when research on service began, and discusses what research is required for a proactive response to the changing paradigms.

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