e-체험 품질과 Kano 모형 : 한 미간 비교연구
e-Experience Quality and The Kano Approach to Quality Evaluation : A Comparative Analysis of Korea and United States
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e-서비스품질 측정과 관련한 선행연구들의 문제점을 보완하기 위해 본 연구는 '체험패러다임'을 토대로 온라인 환경에 적합한 새로운 e-체험 품질측정도구를 한국과 미국의 고객을 대상으로 개발하였다. 개발된 척도에 대하여 품질의 주관적인 측면(고객만족)과 객관적인 측면(요구조건의 부합성)을 동시에 고려한 Kano 모형을 도입하여, 주요 품질요소별로 분류한 다음 국가간에 서로 비교 분석하였으며, 이에 따른 이론 및 관리적 시사점을 제시하였다.
Abstract
In perspectives of the experience paradigm and Tuan's concept of 'Place and Space'(i.e., 'Senses of Site'), an e-Expereience quality scale(i.e., e-XQ) is developed using focus group studies and survey data from both Korean and American online customers. A factor structure has been resulted in the given conceptual framework that includes five dimensions, such as Cyberscape/Experientiality, Transaction Dependability, Trustworthiness, Responsiveness, and Communalism. The Kano model has been used to classify quality attributes based upon their capabilities of increasing customer satisfaction. The classification scheme identifies six facets of quality attributes, including Must-Be, Attractive, One-Dimensional, Questionable, and Reverse. Korean and American responses are compared by utilizing the Kano classification. Also, Better and Worse indices suggested by Timko(1993) are calculated based upon the Kano Model. Overall, this research builds a bridge between production management, particularly quality control research and e-service marketing research.
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