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PC 재구매(再購買)의도에 대한 서비스품질과 고객만족의 매개변수적 역할

Mediating Roles of Service Quality and Customer Satisfaction on Personal Computer Repurchase Intention

조봉진|채형준
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2009.11|경영연구 (Journal of Business Research)|제24권 제4호|pp. 211-245|DOI 10.22903/jbr.2009.24.4.211

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참고문헌

키워드

가격Service Quality서비스품질이미지ImageCustomer Satisfaction광고고객만족Repurchase IntentionPrice재구매 의도제품속성고객관계Customer RelationshipAdvertisingProduct Attribute
주제분류경영학

초록

본 연구는 고객관계, 제품속성, 가격, 이미지, 광고가 PC 재구매 의도에 미치는 영향에 관한 연구로서 서비스품질과 고객만족의 매개변수적 역할을 중심으로 연구하였다. 첫 번째 기존연구를 확장하여 고객관계, 제품속성, 가격, 이미지, 광고가 서비스품질과 고객만족에 어떠한 영향을 미치는가를 파악하고자 하였다. 두 번째 서비스품질과 고객만족간의 관계에 대한 선행변수와 결과변수의 불분명한 관계를 밝히고자 하였다. 세 번째 서비스품질과 고객만족이 재구매 의도에 어떤 영향을 미치는가에 대한 실증적인 연구를 바탕으로 각 개념에 대한 관계를 증명하고자 하였다. 검정결과 고객관계는 서비스품질과 고객만족에 유의한 영향을 미쳤다. 제품속성은 서비스품질과 고객만족에 유의한 영향을 미쳤다. 가격도 서비스품질과 고객만족에 유의한 영향을 미쳤다. 이미지와 광고는 서비스품질과 고객만족에 유의한 영향을 미쳤다. 서비스품질은 고객만족에는 유의한 영향을 미쳤으나 재구매 의도에는 유의한 영향을 미치지 못하였다. 고객만족은 서비스품질과 재구매 의도에 강한 정의 영향을 미쳤다. 이상의 연구결과들은 PC 재구매 의도에 관한 다음의 시사점들을 제공하고 있다. 첫 번째, 본 연구는 각 개별연구에 대한 통합관계적 분석에 이론적인 근거를 마련하였다는 점. 두 번째, 유형성 제품을 사용하여 서비스 품질과 고객만족의 이론적 근거를 마련하였다는 점. 세 번째, 실증 연구결과 서비스 품질이 선행변수, 고객만족이 결과변수임을 밝혔다. 네 번째, 서비스품질은 재구매 의도에 유의한 영향을 미치지 않으며, 고객만족은 재구매 의도에 정의 영향을 미쳤다. 그리고 서비스품질이 고객만족에 정의 영향을 미치고, 고객만족은 재구매 의도에 정의 영향을 미쳤다. 다섯 번째, 본 실증적 연구의 독립변수와 서비스 품질, 고객만족의 매개변수적 역할을 잘 적용하여 소비자의 구매행동을 파악할 수 있다면 기업의 마케팅 전략에 크게 기여할 수 있을 것으로 본다.

Abstract

This study is to investigate the influences of customer relationship, product attribute, price, image and advertisements on the repurchase intention focusing on the mediating role of service quality and customer satisfaction. Firstly, this is to extend the research to the customer relationship, product attribute, price image and advertisement to find its impact on the service quality and customer satisfaction. Secondly, it is also the authors intention to find the relationship between the customer satisfaction and the service quality as well as the order which comes first to give influence to the rest. Thirdly, it is to identify the impacts of the service quality and customer satisfaction on the repurchase intention based on the positive research to prove the relationship. As the result of the research, customer relationship shows statistically significant influence on the customer satisfaction. The product attribute also gave significant impact on service quality and customer satisfaction. The price was also a significant factor to the customer satisfaction. The service quality also gave significant influence on the customer satisfaction, however, it was not significant to the repurchase intention. It is found that the service quality gave significant influence on the customer satisfaction as a preceding variable to the rest. The service quality consequently gave significant influence on the repurchase intention. This research findings would give insightful implications in understanding the relative priority in importance to formulate strategic marketing programs in the competitive market.

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