본문 바로가기
KERD
논문KCI 등재

다차원적 기술기반셀프서비스(TBSS) 편리성과 다차원적 지각된 비용이 TBSS 품질과 고객생산성, 고객가치에 미치는 영향

The Effects of Multidimensional Technology-Based Self-Service Convenience and Multidimensional Perceived Costs on TBSS quality and customer productivity, customer value

문선정|이수형|양희진
한국전략마케팅학회 (Korean Strategic Marketing Association)|2010.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제18권 제3호|pp. 67-91

0

조회

0

다운로드

22

인용

0

참고문헌

키워드

기술기반셀프서비스(TBSS)TBSS 편리성시간/노력비용위험비용고객생산성TBSSTBSS ConvenienceTime/Effort costRisk costCustomer productivity

초록

최근 서비스전달과정에 고객참여를 높이기 위해 기술기반셀프서비스 (Technology-Based Self-Service: TBSS)를 활용하는 경향이 높아지고 있다. TBSS는 비용절감을 통한 고객 가치를 증대시킬 수 있는 효과적인 수단으로 인식되면서, 고객가치에 직접적인 영향을 미치는 비용요인과 비용을 감소시키는 TBSS 편리성이 중요한 관심사가 되고 있다. 결과적으로 TBSS 편리성이 고객가치에서 차지하는 비중이 높아짐에 따라, 단일 차원의 관점에서 연구되어 온 TBSS 편리성이나 지각된 비용을 다차원으로 세분화하여 변수간의 관계를 검증하는 체계적인 연구와 더불어 TBSS는 고객이 직접 서비스를 생산ㆍ전달하기 때문에 고객측면에서의 생산성을 측정하고 결과를 검증해야할 필요성이 제기되고 있다. 본 연구에서는 이러한 문제점의 인식 하에, TBSS 편리성을 의사결정편리성, 접근편리성, 거래편리성, 편익편리성, 그리고 사후편익편리성으로 구분하고, 지각된 비용을 금전적 비용과 시간/노력 비용 그리고 위험비용으로 구성하고 편리성과의 관계를 검증하였다. 그리고 지각된 비용이 TBSS 품질에 미치는 영향과 더불어 TBSS 품질과 고객생산성 그리고 고객가치의 관계를 검증하였다. 연구결과를 요약하면, 시간/노력비용은 의사결정편리성, 거래편리성 그리고 편익편리성에 영향을 받는 반면, 위험비용은 거래편리성, 편익편리성 그리고 사후편익편리성에 영향을 받는 것으로 나타났다. 그리고 금전적 비용과 시간/노력 비용은 TBSS 품질에 유의적인 영향을 미치지만 위험비용은 영향을 미치지 않는 것으로 나타났다. 또한 TBSS 품질과 고객생산성은 고객가치를 평가하는 중요한 요인으로 밝혀졌다.

Abstract

Along with the growing importance of costs factors, and TBSS convenience, there have been voices over the need of systematic research into the verification of the relationship between those related variables by breaking down either TBSS convenience or perceived costs in multi-dimensional aspects, which has been studied from a single dimensional perspective. Therefore, this study investigates how the TBSS convenience from a multidimensional perspective of the construct affects perceived costs. And we also study the relationship between perceived costs and TBSS quality. Finally, we analyze the relationship between TBSS quality and customer productivity, customer value. When summarizing the research results, decision-making convenience, transaction convenience, and benefit convenience were found to significantly affect time/effort costs, where as risk cost were affected from transaction convenience, benefit convenience and post-benefit convenience. And, although risk cost did not affect TBSS quality, TBSS quality was affected by monetary costs and time/effort costs. Finally, there was relationship between TBSS quality and customer productivity, customer value.

참고문헌 (80)

  1. 김호영, "모바일 인터넷의 사용에 영향을 미치는 중요 요인에 대한 실증적 연구", Asia Pacific Journal of Information Systems, 12(3), pp.89~113 (2002), 한국경영정보학회
  2. 양희진, "다차원적 접근법에 의한 기술기반셀프서비스 편리성과 비금전적 비용, 고객가치의 관계", 경영연구, 23(2), pp.329~363 (2008), 한국산업경영학회
  3. 최덕철, "서비스 생산성과 고객참여: 개념과 구조의 검토", 산업경영, pp.151~172 (2003)
  4. Arbuckle, L., "AMOS 4.0 User's Guide" (1999), SmallWaters Corporation
  5. Anitsal. I., "Technology-Based Self Service: From Custome Productivity Toward Customer Value", 박사, pp.2005
  6. Anitsal, I., "Toward a conceptualization of customer productivity: The customer's perspective on transforming customer labor into customer outcomes using technology-based self-service options", Journal of Marketing Theory and Practice, 15(4), pp.349~363 (2007)
  7. Annam. B., "Understanding Customer Attitudes towards Technology-Based Self-Service", 석사, pp.2006
  8. Bateson, J. E. G., "The Self-service Customer-Empirical Findings, Emerging Perspectives on Services Marketing" (1983), American Marketing Association
  9. Baker, J., "The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions", Journal of Marketing, 66(2), pp.120~141 (2002)
  10. Berry, L. L., "Quality Counts in Services", Business Horizons, pp.44~52 (1985)
  11. Berry, L. L., "Understanding Service Convenience", Journal of Marketing, 66, pp.1~17 (2002)
  12. Beatson, A., "Self-Service Technology and Service Encounter", The Service Industries Journal, 27(1), pp.75~89 (2007)
  13. Bitner, M. J., "Technology Infusion in service encounters", Journal of the Academy of Marketing Science, 28(1), pp.138~149 (2000)
  14. Bobbit, L. M., "Integrating attitudinal theories to understanding and predict use of technology-based self-service", International Journal of Service Industry Management, 12(5), pp.423~450 (1992)
  15. Bolton, R. N., "A Multistage Model of Csutomers' Assessments of Service Quality and Value", Journal of Consumer Research, 17(4), pp.375~384 (1991)
  16. Botschen, G., "Using Means-End Structures for Benefit Segmentation: An Application to Services", European Journal of Marketing, 33(1), pp.38~58 (1999)
  17. Broekhuizez, T. L. J., "A Conceptual Model of Channel Choice: Measuring Online and Offline Shopping Value Perceptions", pp.1~32 (2003), University of Groningen
  18. Brown, L. G., "Convenience in Services Marketing", The Journal of Services Marketing, 4(1), pp.53~59 (1990)
  19. Brady, M. K., "An exploratory study of service value in the USA and Ecuador", International Journal of Service Industry Management, 10(5), pp.469~486 (1999)
  20. Chang, T. Z., "Price, Product Information, and Purchase Intention: An Empirical Study", Journal of the Academy of Marketing Science, 22(1), pp.16~27 (1994)
  21. Chen, T. Y., "Price, brand cues, and banking customer value", International Journal of Bank Marketing, 23(3), pp.273~291 (2005)
  22. Childers, T. L., "Hedonic and Utilitarian motivations for online retail shopping behavior", Journal of Retailing, 77(4), pp.511~535 (2001)
  23. Copeland, M. T., "Relation of Consumers' Buying Habits to Marketing Methods", Harvard Business Review, 1, pp.282~289 (1923)
  24. Colwell, R. S., "Toward a measure of service convenience: multiple-item scale development and empirical test", Journal of Services Marketing, pp.160~169 (2008)
  25. Collier Joel E., "Examining the influence of control and convenience in a self-service setting", Journal of Academy Marketing Science, 10, pp.1~20 (2009)
  26. Cronin, J. J., "SERVPERF Versus SERVQUAL: Reconciling Performance Based and Perceptions-Minus-Expectations Measurement of Service Quality", Journal of Marketing, 58, pp.125~131 (1994)
  27. Cronin, J. J., "A Cross-Sectional Test of the Effect and Conceptualization of Service Value", Journal of Service Marketing, 11(6), pp.375~391 (1997)
  28. Cronin, J, M., "Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Enviroment", Journal of Retailing, 76(2), pp.193~218 (2000)
  29. Curran, J. M., "Intentions to use self-service technologies: a confluence of multiple attitudes", Journal of Service Research, 5(3), pp.209~224 (2003)
  30. Curran, J. M., "Self-service technology adoption: comparing three technologies", Journal of Services Marketing, 19(2), pp.103~113 (2005)
  31. Dabholkar, P. A., "Role of Affect and Need for Interaction in On-Site Service Encounter", Advances in Consumer Research, 19, pp.563~569 (1992)
  32. Dabholkar, P. A., "Consumer Evaluations of New Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality", International Journal of Research in Marketing, 13, pp.29~51 (1996)
  33. Dabholkar, P. A., "A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues Through a Longitudinal Study", Journal of Retailing, 76(2), pp.139~173 (2000)
  34. Dabholkar, P. A., "An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors", Journal of the Academy of Marketing Science, 30(3), pp.184~201 (2002)
  35. Darian, J. C., "In-home shopping: Are there comsumer segments?", Journal of Retailing, 63, pp.163~186 (1987)
  36. Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, pp.319~340 (1989)
  37. Dodds, W. B., "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations", Journal of Marketing Research, 26, pp.307~319 (1991)
  38. Downs, A., "A Theory of Consumer Efficiency", Journal of Retailing, 37, pp.6~12 (1961)
  39. Drucker, P. F., "The New Productivity Challenge", Harvard Business Review, pp.69~79 (1991)
  40. Etgar, M., "The Household as a Production Unit, in Research in Marketing, Vol. 1, Jagdish N. Shethed Greenwich", pp.79~98 (1978), JAI Press
  41. Featherman, S. M., "Predicting e-service adoption: a perceived risk facets perspective", International Journal of Human-Computer Studies, 59, pp.451~474 (2003)
  42. Green, G. C., "The impacts of quality and productivity perceptions on the use of software process improvement innovation", Information and software Technology, 47, pp.543~553 (2005)
  43. Grotenhuis, Jan-Willem, "The desired of integrated multimodal travel information in public transport: Customer needs for time and effort savings", Transport Policy, 14, pp.27~38 (2007)
  44. Gronroos, C., "Service Quality and the Customer Relation of Service Firms and Institutions," in Strategic Management and Marketing in the Service Sector", pp.20~35 (1983), Marketing Science Institute
  45. Gronroos, C., "Service Productivity: Towards a Conceptualization of the Transformation of Inputs Into Economic Results in Services", Journal of Business Research, 55, pp.414~423 (2004)
  46. Gummesson, E., "Productivity, quality and relationship marketing in service operations", International Journal of Contemporary Hospitality Management, 10(1), pp.4~15 (1998)
  47. Hair, Jr. J. F., "Multivariate Date Analysis with Readings, 4th edition" (1995), Prentice-Hall
  48. Hartline, M. D., "Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions", Journal of Business Research, 35(3), pp.207~215 (1996)
  49. Jones, M. A., "The effects of locational convenience on customer repurchase intentions across service types", Journal of Services Marketing, 17(7), pp.701~712 (2003)
  50. Kelly, E. J., "The Importance of Convenience in Consumer Purchasing", Journal of Marketing, 23, pp.32~38 (1958)
  51. Kim, J. W., "Businesses as Buildings: Metrics for the Architectural Quality of Internet Businesses", Information Systems Research, 13(3), pp.239~254 (2002)
  52. Kleijnen, M., "An assessment of value creation in mobile service delivery and the moderating role of time consciousness", Journal of Retailing, 83(1), pp.33~46 (2006)
  53. Kotler, P., "Social Marketing: An Approach to Planned Social Change", Journal of Marketing, 35, pp.3~12 (1971)
  54. Service Marketing : New Insights From Consumers and Managers, "Langeard, E.", ~, pp.81-104 (1981)
  55. Lai, A. W., "Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach", Advances in Consumer Research, 22, pp.381~388 (1995)
  56. Liljander, V., "Technology readiness and the evaluation and adoption of self-service technologies", Journal of Retailing and Consumer Services, 13, pp.177~191 (2006)
  57. Martin, C. R., "A Perspective on Client Productivity in Business-to-Business Consulting Services", International Journal of Service Industry Management, 12(2), pp.137~157 (2001)
  58. Meuter, M. L., "Self Service Technologies: Understanding Customer Satisfaction With Technology-Service Encounters", Journal of Marketing, 64(3), pp.1~26 (2000)
  59. Meuter, M. L., "Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies", Journal of Marketing, 69, pp.61~83 (2005)
  60. Montoya-Weiss, M. M., "Bricks to Clicks: What Drivers Customer Use of the Internet in a Multichannel Environment, Unpublishes Work", ~ (2003)
  61. Mohanty, R. P., "Understanding the integrated linkage: Quality and Productivity", Total Quality Management, 9(8), pp.753~765 (1998)
  62. Morganosky, M., "Cost-Versus Convenience Oriented Consumers: Demographic, Lifestyle, and Value Perspectives", Psychology and Marketing, 50, pp.35~46 (1986)
  63. Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49, pp.41~50 (1985)
  64. Parasuraman, A., "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, pp.12~40 (1988)
  65. Parasuraman, A., "Understanding and Leveraging the Role of Customer Service in External, Interactive and Internal Marketing", paper presented at Frontiers in Services Conference Nasliville (1996)
  66. Parasuraman, A., "Reflections on Gaining Competitive Advantage Through Customer Value", Journal of Academy of Marketing Science, 25(2), pp.154~161 (1997)
  67. Parasuraman, A., "The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda", Journal of the Academy of Marketing Science, 28(1), pp.168~174 (2000)
  68. Parasuraman A., "Service quality and productivity: a synergistic perspective", Managing Service Quality, 12(1), pp.6~9 (2002)
  69. Petrick J. F., "First Timer's and Repeater Perceived Value", Journal of Travel Research, 43, pp.29~38 (2004)
  70. Seiders K., "SERVCON: development and validation of a multidimensional service convenience scale", Journal of the Academy Marketing Science, pp.1~13 (2006)
  71. Shamdasani, P., "Antecedents and consequences of service quality in consumer evaluation of self-service internet technologies", The Service Industries Journal, pp.117~138 (2008)
  72. Sheth, J. N., "Why We Buy What We Buy: A Theory of Consumption Values", Journal of Business Research, 22(2), pp.159~170 (1991)
  73. Sweeney J. C., "The Role of Perceived Risk in the Quality-Value Relationship: A study in a Retail Environment", Journal of Retailing, 75(1), pp.77~105 (1999)
  74. Szymanski, D. M., "e-Satisfaction: An initial examinations", Journal of Retailing, 76, pp.309~322 (2000)
  75. Teo, Hock-Hai, "An Empirical study of the effects of interactivity on web user attitude", International Journal Human-Computer Studies, 58, pp.281~305 (2003)
  76. Vuorinen, I., "Content and Measurement of Productivity in the Service Sector: A Conceptual Analysis with an Illustrative Case from the Insurance Business", International Journal of Service Industry Management, 9(4), pp.377~396 (1998)
  77. Walker, R. H., "Technology-enabled service delivery: and investigation of reasons affecting customer adoption and rejection", International Journal of Healthcare Technology and Management, 4(1), pp.53~70 (2002)
  78. Zhang, X., "A Consumer Perspective of E-Service Quality", IEEE Transactions on Engineering Management, 52(40), pp.461~477 (2005)
  79. Zeithaml, V. A., "Characterstics affecting the acceptance of retailing technologies: A comparison of elderly and nonelderly consumers", Journal of Retailing, 63(1), pp.49~68 (1987)
  80. Zeithaml, V. A., "Customer perceptions of price, quality and value: A means-end-Model and Synthesis of evidence", Journal of Marketing, 52, pp.2~22 (1988)

관련 논문AI추천

다차원적 접근법에 의한 기술기반셀프서비스 편리성과 비금전적 비용, 고객가치의 관계양희진, 이수형한국산업경영학회 · 경영연구2008 · 제23권 제2호셀프서비스기술 환경에서 기술난이도와 안전성 지각이 고객가치인식과 지속사용의도에 미치는 영향고준, 복소양, 유천연한국지식경영학회 · 지식경영연구2022 · 제23권 제1호셀프서비스기술 품질이 고객인게이지먼트에 미치는 영향: 이용자 기술준비도의 조절 효과김상덕, 정은하한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2024 · 제32권 제2호기술기반 셀프서비스가 서비스 품질과 이용 의도에 미치는 영향: 항공여행객 경험에 대한 연구김동수, 이상학한국항공경영학회 · 한국항공경영학회지2024 · 제22권 제4호TBSS를 이용한 주문, 배송서비스가 고객만족도 및 재구매 의도에 미치는 영향박관수, 최화열대한경영정보학회 · 경영과 정보연구2012 · 제31권 제4호중국 호텔 기술기반셀프서비스(TBSS) 특성과 품질이 고객만족에 미치는 영향: 지각된 위험의 조절효과우츙, 김영현관광경영학회 · 관광경영연구2020 · 제24권 제6호

이 간행물의 다른 논문 (5건)

재미유발(fun)광고가 브랜드 자산 형성에 미치는 영향이재록, 구혜경, 안길상pp. 1-29개인의 가치관이 제품 사용에 대한 결과 지각과 친환경제품 구매의도에 미치는 영향문선정, 홍성헌, 이수형pp. 31-50친환경농산물 구매 시 소비자가 지각하는 불확실성 대응행동에 관한 연구남상민, 노정구pp. 51-65The Effects of Market Orientation, Marketing and R&D Interface and Technology Orientation on Product Creativity and Performance양영익pp. 93-115경상북도 광역브랜드 ‘참품한우’의 시장진입전략 사례연구 : 마케팅 커뮤니케이션전략을 중심으로박종무pp. 117-133
원문 보기