학술논문
서비스 제공 매체가 서비스 품질 차원에 미치는 영향과 서비스유형의 조절효과 / The influence that Service Provider media have one the Service quality dimension and Moderating Effect of service type
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
기존 마케팅 시장에서는 주로 high-touch 서비스를 이용하여 판매자나 종업원들이 직접적으로 고객과 접촉하여 거래를 진행한다. 오늘날의 새로운 시대에서 인터넷과 기술정보의 발전이 줄기차게 발전함에 따라, 특히 컴퓨터 기술, 인터넷 정보통신 기술, 멀티미디어 기술, 데이터 기술과 자동화 기술 등 첨단기술의 변화와 발전이 빠르다. 세계는 점점 기술기반의 수단을 이용하여 한 거래에 의해 특정되는 등 점점 더 많은 고객들이 서비스 기업의 종업원이 아닌 기술과의 상호작용을 통해서 high-tech 서비스를 이용하고 있다. 어떤 기업은 고객과 거래를 진행하는 과정에서 관계가 존재한다. 기업이 이 관계를 유지하기 위해서, 고객들을 많이 접촉한다. 이제 high-tech시대에서 기술을 많이 사용하면서, 기업들은 기술을 통해서 고객과의 관계를 유지하는데, Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, & Michael K. Brady(2014)의 연구 중에서 기업이 고객과의 관계가 좋을 때, 기술의 사용이 인과관계를 유지하는 역할을 하지만, 고객이 이 관계를 맺기 위한 실질적 반응을 방해하고 있고, 서비스 접점의 평가가 낮아졌다고 나타났다. 이에 따라 본 연구는 Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, & Michael K. Brady(2014)의 논문을 바탕으로 서비스제공매체 중에 기술기반 셀프서비스를 통해 거래를 진행하는 것과 종업원을 통해 사람 위주로 서비스를 제공하는 것이 서비스 유형에 따라 기업이 고객과 관계를 유지해야하는 관계서비스와 단순히 거래만 진행하는 거래서비스 두 가지 유형으로 나누어 서비스품질의 세 가지 차원, 즉 상호작용품질, 결과품질, 물리적 환경품질에 미치는 영향을 탐구하고자 한다. 본 연구는 기술기반 셀프서비스, 종업원 서비스, 서비스유형, 서비스품질에 대한 선행연구들을 고찰하였으며 서비스유형을 나누기 위해 관계서비스와 거래서비스 특성에 관한 연구들을 정리한 후 가설을 설정하였다. 가설을 검증하기 위해 본 연구는 333명의 대상들에게 서비스유형의 두 가지 유형 중 한 상황에 무작위로 할당하였으며 결과적으로 불성실한 응답을 제외한 각 시나리오당 70명의 응답자로 나눠서 총 280부의 설문을 본 연구에 활용하였다. 연구결과 관계를 유지해야 하는 관계서비스 중에 종업원서비스보다 기술기반 셀프서비스가 상호작용품질, 결과품질과 물리적 환경품질에 미치는 영향이 더 낮다고 나타났고, 반면에 관계가 없이 단순히 거래를 진행하는 거래서비스에서 기술기반 셀프서비스가 상호작용품질, 결과품질과 물리적 환경품질에 미치는 영향이 더 크다고 나타났다. 본 연구는 이론적으로 기술기반 셀프서비스, 종업원 서비스, 서비스유형, 서비스품질에 관련 문헌들을 확장하였으며, 향후연구에서는 본 연구에서 제시된 두 가지 유형의 서비스가 활용될 수 있음을 시사한다. 본 연구결과는 관계가 강한 기업들이 기술 발전을 중시하면서 기업충성도를 위해 종업원 서비스의 질이 다른 경쟁 기업과 서비스를 차별화 시킬 수 있는 원칙이라는 것을 신경을 써야 한다.
Sellers or clerks directly progress transaction with customers using high-touch service in original marketing area. According to constant development of internet and technology intelligence in the new epoch of contemporary, change and growth of high technology like computer technique, internet information and communication technology, multimedia technology, data technology and automation technology are very rapid. More and more customers are using service through not clerks of service corporation but high-tech service from interaction of technology. Some corporations have a relation in the process of progress transaction with customers. Corporations have much contact with customers to maintain the relation. Now corporations maintain relation with customers through technology in high-tech epoch, "using technology functions as maintaining of cause-and-effect relationship when corporations have a good relation with customers, on the other hand, disturbs actual response for forming a relation and evaluation of service encounter would be lower." Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, & Michael K. Brady(2014) study said. This study will explore impact on three dimensions of service quality; interaction quality, result quality, physical quality divided into two types which are relation service that maintain relationship between corporation and customers and transaction service that just progress transaction depending on service types progress transaction through skill-base self service and people-oriented providing service through clerks among service provide mediums based on Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, & Michael K. Brady(2014) study. This study considered advanced researches about technology-based self-service, clerks service, service type, service quality and established hypothesis after filing researches about quality of relation service and transaction service. This study randomly assigned one of two service types to 333 subjects to examine a hypothesis and as a result total 280 of survey were used except undependable responds According to this study, technology-based self-service has lower impacts on interaction quality, result quality, physical quality than clerk service of relation service maintaining relationship. On the other hand, technology-based self-service has higher impacts on interaction quality, result quality, physical quality than transaction service that progress transaction. This study theoretically expanded related literatures to technology-based self-service, clerks service, service types, service quality and implied utilizing of proposed two types of services in future research. The results of this study should be concerned with technique development in relationship strong corporations, at the same time, clerks service quality for company royalty that differentiates services from other competitors.
Sellers or clerks directly progress transaction with customers using high-touch service in original marketing area. According to constant development of internet and technology intelligence in the new epoch of contemporary, change and growth of high technology like computer technique, internet information and communication technology, multimedia technology, data technology and automation technology are very rapid. More and more customers are using service through not clerks of service corporation but high-tech service from interaction of technology. Some corporations have a relation in the process of progress transaction with customers. Corporations have much contact with customers to maintain the relation. Now corporations maintain relation with customers through technology in high-tech epoch, "using technology functions as maintaining of cause-and-effect relationship when corporations have a good relation with customers, on the other hand, disturbs actual response for forming a relation and evaluation of service encounter would be lower." Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, & Michael K. Brady(2014) study said. This study will explore impact on three dimensions of service quality; interaction quality, result quality, physical quality divided into two types which are relation service that maintain relationship between corporation and customers and transaction service that just progress transaction depending on service types progress transaction through skill-base self service and people-oriented providing service through clerks among service provide mediums based on Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, & Michael K. Brady(2014) study. This study considered advanced researches about technology-based self-service, clerks service, service type, service quality and established hypothesis after filing researches about quality of relation service and transaction service. This study randomly assigned one of two service types to 333 subjects to examine a hypothesis and as a result total 280 of survey were used except undependable responds According to this study, technology-based self-service has lower impacts on interaction quality, result quality, physical quality than clerk service of relation service maintaining relationship. On the other hand, technology-based self-service has higher impacts on interaction quality, result quality, physical quality than transaction service that progress transaction. This study theoretically expanded related literatures to technology-based self-service, clerks service, service types, service quality and implied utilizing of proposed two types of services in future research. The results of this study should be concerned with technique development in relationship strong corporations, at the same time, clerks service quality for company royalty that differentiates services from other competitors.