카마스터의 지각된 핵심역량 수준이 고객만족에 미치는 영향: 고객접점(MOT)품질의 매개효과를 중심으로
The Influence of the Car Master’s Recognized Core Capability level in Achieving Customer Satisfaction: Emphasis on Mediating Effect of Moment of Truth Quality
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Purpose – This research identifies the meaning of the core capabilitylevel of Car Master and the reason why its service at theMoment of Truth should be demonstrated through empirical cases. Itcan be seen that this study differs from existing research because itproposes that the recognized core capability level to achieve customersatisfaction should focus on the mediating effect of Moment of Truthquality. This paper examines the effect of Car Master’s recognizedcore capability level on customer satisfaction by using the variablesmentioned above. Moreover, this study uses regression analysis toverify that the mediating effect of Moment of Truth quality on CarMaster’s capability level achieves customer satisfaction. Research design, data, and methodology - First, we present evidencethat could apply to Car Master’s recognized core capabilitylevel by detailing the relationship between customer satisfaction and astructuring factor for Car Master’s core capability level. Our proposedresearch model observes the relationship between the structuring factorof core capability and customer satisfaction. Second, we had an opportunityto define how the core capability and Moment of Truthquality affect customer satisfaction by performing empirical analysison the partial mediating effect of Moment of Truth quality at a recognizedcore capability level and Moment of Truth quality affectingcustomer satisfaction. Results - First, the results indicate that Car Master’s recognizedcore capability level (product professionalism, marketing skill, and reliability)positively affects customer satisfaction. Second, the resultsshow that an ability to listen and a sense of dedication positively affectcustomer satisfaction, and are among the Moment of Truth qual-ity factors; but performance capability, which is one of the Momentof Truth quality factors, does not positively affect customersatisfaction. These results clearly differ from prior studies focused onMoment of Truth quality and consumer satisfaction. Third, the resultsshow that Moment of Truth quality has a partial mediating effect interms of the impact of Car Master’s recognized core capability levelin achieving consumer satisfaction. Conclusions - This research indicates that the company will beable to expand if they investigate and show an interest in more trainingand education for Car Master. The study verified that outstandingCar Masters show differentiated performance on customer satisfactionat the Moment of Truth in various instances. Thus, we believe thatthis is the time for a discussion on systematic and empirically recognizedcore capability levels and the Moment of Truth quality. The study on Car Master’s recognized core capability level offerssuitable solutions for Car Masters to respond to customers at theMoment of Truth. Further, this study emphasizes the importance ofservice as a critical factor having a direct relationship with the company’ssuccess and failure and contributing to building trust with thecustomer. Thus, an investment in continuous education and trainingfor Car Master will help the growth of the business.
Abstract
Purpose – This research identifies the meaning of the core capabilitylevel of Car Master and the reason why its service at theMoment of Truth should be demonstrated through empirical cases. Itcan be seen that this study differs from existing research because itproposes that the recognized core capability level to achieve customersatisfaction should focus on the mediating effect of Moment of Truthquality. This paper examines the effect of Car Master’s recognizedcore capability level on customer satisfaction by using the variablesmentioned above. Moreover, this study uses regression analysis toverify that the mediating effect of Moment of Truth quality on CarMaster’s capability level achieves customer satisfaction. Research design, data, and methodology - First, we present evidencethat could apply to Car Master’s recognized core capabilitylevel by detailing the relationship between customer satisfaction and astructuring factor for Car Master’s core capability level. Our proposedresearch model observes the relationship between the structuring factorof core capability and customer satisfaction. Second, we had an opportunityto define how the core capability and Moment of Truthquality affect customer satisfaction by performing empirical analysison the partial mediating effect of Moment of Truth quality at a recognizedcore capability level and Moment of Truth quality affectingcustomer satisfaction. Results - First, the results indicate that Car Master’s recognizedcore capability level (product professionalism, marketing skill, and reliability)positively affects customer satisfaction. Second, the resultsshow that an ability to listen and a sense of dedication positively affectcustomer satisfaction, and are among the Moment of Truth qual-ity factors; but performance capability, which is one of the Momentof Truth quality factors, does not positively affect customersatisfaction. These results clearly differ from prior studies focused onMoment of Truth quality and consumer satisfaction. Third, the resultsshow that Moment of Truth quality has a partial mediating effect interms of the impact of Car Master’s recognized core capability levelin achieving consumer satisfaction. Conclusions - This research indicates that the company will beable to expand if they investigate and show an interest in more trainingand education for Car Master. The study verified that outstandingCar Masters show differentiated performance on customer satisfactionat the Moment of Truth in various instances. Thus, we believe thatthis is the time for a discussion on systematic and empirically recognizedcore capability levels and the Moment of Truth quality. The study on Car Master’s recognized core capability level offerssuitable solutions for Car Masters to respond to customers at theMoment of Truth. Further, this study emphasizes the importance ofservice as a critical factor having a direct relationship with the company’ssuccess and failure and contributing to building trust with thecustomer. Thus, an investment in continuous education and trainingfor Car Master will help the growth of the business.
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