국내결혼중개서비스 이용소비자의 가입단계별 이용 특성 및 소비자만족도

Abstract

This study set out to investigate consumer issues and satisfaction with marriage brokerage service in the nation and propose their improvement measures to provide consumers with quality marriage brokerage service. For these purposes, the investigator conducted a survey with 324 consumers that used marriage brokerage service in the nation within the last two years to figure out their usage characteristics and satisfaction level. The major findings were as follows: First, the study examined the characteristics before using marriage brokerage service in the nation and found that the highest percentage(37.7%) of consumers obtained information from their acquaintances(family, friends, and colleagues) and that their biggest concern was “exposure of private information”(23.8%). As for their characteristics during the use of the service, the highest proportion(44.8%) of them chose an agency for “broad recognition,” which indicates that many consumers chose an agency for its brand reputation rather than conditions or marriage success rates. They received counseling mainly in non-face to face method instead of face to face one. The average membership fee was 1,190,000 won. The study also examined their characteristics after using marriage brokerage service and found that their marriage success rate was very low(10.8%). They said that there should be improvements including lower membership fees(30.2%), more meetings under contract(24.1%), and reinforced verification system for the registered members(23.5%). Second, the study investigated consumer satisfaction with marriage brokerage service in the nation by the subarea and found that their satisfaction level was the highest in service diversity(3.49 points), which was followed by service reliability(3.37), add-on service(3.29), and service fees(3.25) in the order. Their satisfaction level was the lowest in prices. Of 15 items to measure consumer satisfaction, “The membership fees are proper for the service provided by the agency” scored the lowest points, which means that consumers were not satisfied with the service for its fees. Third, the study examined differences in the consumer satisfaction level according to their usage characteristics and found that consumer satisfaction was overall high when consumers chose an agency for its essential services such as prices and matching of ideal types. When they chose an agency for its brand reputation or image, their satisfaction level was low. The consumer satisfaction level was higher with face to face counseling methods than non-face to face ones. The satisfaction level was higher when consumers paid less than the average membership fees, met with three spouse candidate or more, or succeeded in marriage. Finally, the study examined factors influencing consumer satisfaction with the subareas of marriage brokerage service in the nation. The results show that meeting with three spouse candidates or more had significant effects on all of the four subareas. Those who met with three spouse candidates or more recorded a high satisfaction level across all the subareas. These findings raise a need for marriage brokerage service providers in the nation to develop a more sophisticated matching program so that consumers can have their ideal types introduced to them and maintain meetings with them.