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다차원적 접근법에 의한 기술기반셀프서비스 편리성과 비금전적 비용, 고객가치의 관계

The Relationship between Technology-based Self-service (TBSS)Convenience and Nonmonetary Costs, Customer Value by Multidimensional Approach of the Constructs

이수형|양희진
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2008.12|경영연구 (Journal of Business Research)|제23권 제2호|pp. 329-363|DOI 10.22903/jbr.2008.23.2.329

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키워드

고객가치Customer Value노력비용Service Convenience기술기반셀프서비스Technology-based Self-service시간비용서비스편리성Time CostsEffort Costs
주제분류경영학

초록

오늘날 기업들은 치열한 경쟁 속에서 존속․성장하기 위해 고객의 가치를 증대시킬 수 있는 전 략을 다양하게 모색하고 있다. 기술기반셀프서비스(Technology-Based Self-Service: TBSS)가 비용절 감을 통한 고객의 가치를 증대시킬 수 있는 하나의 효과적인 전략으로 인식됨에 따라, 고객의 가치 에 직접적인 영향을 미치는 비용요인과 이러한 비용요인에 영향을 미치는 중요 변수인 서비스편리 성이 연구자들의 중요한 관심사가 되고 있다. 비용요인, 특히 비금전적인 비용과 TBSS속성인 서비 스편리성이 고객가치에서 차지하는 비중이 높아짐에 따라, 지금까지 단일 차원의 관점에서 연구되 어 온 서비스편리성이나 비금전적 비용을 다차원으로 세분화하여 이들 관련변수간의 관계를 검증 하는 체계적인 연구의 필요성이 제기되고 있다. 본 연구에서는 이러한 문제점의 인식 하에, TBSS편 리성을 의사결정편리성, 접근편리성, 거래편리성, 편익편리성, 그리고 사후편익편리성으로 구분하고, 비금전적비용 또한 시간비용과 노력비용으로 구분하여 이들 변수간의 관계를 검증하였다. 그리고 시간비용과 노력비용이 고객가치에 미치는 효과를 조사하였다. 연구결과를 요약하면, TBSS편리성은 의사결정편리성, 접근편리성, 거래편리성, 편익편리성, 그리 고 사후편익편리성이라는 다차원으로 명확히 구분되어지며, 비금전적 비용 또한 시간비용과 노력비 용으로 구분되는 개념임을 보여주고 있다. 다차원으로 구성된 TBSS편리성 요인 중 의사결정편리성, 거래편리성, 편익편리성은 시간비용에 유의한 영향을 미치는 것으로 나타났지만, 접근편리성과 사 후 편익편리성은 시간비용에 유의적인 영향을 미치지 않는 것으로 나타났다. 그러나 TBSS편리성이 노력비용에 미치는 영향은 사후편익편리성을 제외한 의사결정편리성, 거래편리성, 편익편리성 그리 고 접근편리성 모두 유의적인 것으로 나타났다. 또한 시간비용과 노력비용이 고객가치에 유의적인 영향을 미침에 따라, 이들 비금전적 비용은 고객가치를 직접적으로 예측하는 변수임을 보여 주고 있다.

Abstract

As TBSS(Technology-Based Self-Service) has been recognized as one of the effective strategies for enhancing the customer value through a cost reduction, researchers have focused on cost factors directly influential to the customer value and service convenience which is an important variable for those cost factors. Along with the growing importance of costs factors, and service convenience, there have been a voice over the need of systematic research into the verification of the relationship between those related variables by breaking down either service convenience or non-monetary costs in multi-dimensional aspects, which has been studied from a single dimensional perspective. This study classified TBSS convenience with decision-making conveniency, access convenience, transaction conveniency, benefit convenience, and post benefit convenience, and verified the relationship between those variables by classifying non-monetary costs with time costs and effort costs. Also, the study researched the influence of time costs and effort costs on the customer value. When summarizing the research results, TBSS convenience is clearly classified with decision-making convenience, access convenience, transaction convenience, and benefit convenience at multi-dimensional level, and non-monetary costs is also separated from time costs and effort costs. Out of TBSS convenience factors composed of multi-dimensional conveniencies, decision-making convenience, transaction convenience, and benefit convenience were found to significantly affect time costs whereas access convenience and post benefit convenience were found not to significantly affect time costs. However, as regards the influence of TBSS convenience on effort costs, decision-making convenience, transaction convenience, benefit convenience, and access convenience except post benefit convenience were found to significantly affect effort costs. Also, as both time costs and effort costs are significantly influential to the customer value, those non-monetary costs are supposed to be a variable directly forecasting the customer value.

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