"서비스 품질-고객만족" 관계에서의 심리적 메커니즘 고찰

박종철 ( Jong Chul Park ),오혜영 ( Hye Young Oh ),홍성준 ( Sung Jun Hong ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

그동안 서비스 품질구성 요인들이 고객만족이나 서비스 충성도에 중요한 영향을 미치며 이러한 효과가 고객유형 같은 조절변수(신규고객 vs. 기존고객)에 따라 달라질 수 있음이 제시되었다. 그러나 기존 연구들은 서비스 품질의 위계구조를 파악하거나 이들 품질요인들이 여러 종속변수(예; 고객만족, 고객충성도, 구매의도)에 미치는 차별적 효과에 집중하였을 뿐, 왜 그러한 영향을 미치는지에 대한 심리적 기재(특히, 감정적 반응)를 밝히는 데는 소홀하였다. 이에 본 연구에서는 기존 연구를 토대로 서비스 품질의 세 가지 차원을 은행서비스 상황에 적용시켜, 서비스 품질의 세 가지 차원(과정품질, 결과품질, 물리적 환경품질)이 고객만족도에 영향을 미치는데 있어 호혜성이라는 새로운 감정변수의 매개역할을 고찰하고자 한다. 분석결과, 결과품질과 환경품질은 지각된 가치에 긍정적인 영향을 미치는 것으로 나타났으나, 과정품질은 지각된 가치에 유의한 영향을 미치지 않는 것으로 나타났다. 과정품질이 지각된 가치에 영향을 미치지 않은 이유는 은행서비스의 특성상 종업원의 친절, 직원에 대한 믿음, 전문성 및 지식에 대하여 고객들이 당연한 서비스로 인식했기 때문으로 추론된다. 또한 서비스 품질이 신뢰형성에 미치는 효과와 관련해서는 과정품질과 결과품질만이 신뢰형성에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 서비스 품질과 호혜성 형성과 관련해서는 과정품질과 결과품질이 호혜성 지각에 긍정적인 영향을 미치는 것으로 나타났으나, 환경품질이 호혜성 지각에는 유의한 영향을 미치지 않는 것으로 나타났다. 끝으로 지각된 가치와 신뢰, 그리고 호혜성 지각은 고객만족도에 모두 긍정적인 영향을 미치는 것으로 나타났다. 결과적으로 본 연구를 통해 우리는 서비스의 결과품질은 소비자들로 하여금 다양한 인지적(지각된 가치 및 신뢰형성)반응과 감정적 반응(호혜성)을 유발하여 고객만족에 영향을 미치는 것을 알 수 있었다. During the past two decades has much research effort on the field of service quality as a major driver of business performance(customer satisfaction).It has become a key strategic issue on service management`s agenda. As service companies continue to seek unique source of sustainable competitive advantage, service quality has been discussed conceptually as a potential alternative to traditional skills and resources, as well as empirically tested as a potential driver of improving performance(customer satisfaction). Above all, previous studies were only investigated perceived value and trust as a cognitive mechanism in the ``service quality-customer satisfaction`` relation. So, the aim of this research is to examine reciprocity as a psychological mechanism(especially an affective response) in the relationship between service quality dimensions(outcome quality, process quality, physical environment quality) and customer satisfaction. Therefore, different from the past studies, in this study we postulates that the reciprocity plays an essential mediating role in the relationship between the three dimensions of service quality and customer satisfaction. A model integrating three dimensions of service quality, perceived value, trust, reciprocity and the customer satisfaction is tested using the data of 200 general consumers. Sample and Data Collection: This data was collected in two large cities in South Korea: Seoul and Kwangju. 200 general consumers utilizing bank services participated in the survey. Participants were recruited from people attending evening cultural education programs provided by local community centers and MBA programs provided by University. In terms of demographics, slightly more than a half of participants were male(n=136), and 89%(n=178) had a higher education. Participants held various occupational backgrounds; housewives (n=7), corporate managers(n=88), public officials(n=23), self-employed(n=13), teachers(n=4), professional practices(n=26), skilled laborers(n=3), students(n=7), and others(n=29). Data analysis was conducted in three phases. The first phase was measurement analysis (i.e., item purification and facture structure confirmation) involving the scales of the three dimensions of Service Quality, perceived risk, trust, perceived reciprocity, and customer satisfaction. In the second phase, the structural relationships among the key constructs proposed in Fig 1 were estimated. In the last phase, the mediating effect was examined. Structural Model: the structural equations model is estimated by using LISREL 8.30. The goodness-of-fit statistics are acceptable(χ2=166.41, df=98(p=.000), GFI=.910, AGFI=.860, NFI=.920, CFI=.956, RMR=.055). Convergent validity was assessed using the significance and magnitude of factor loadings. As is shown in Table 2, the magnitudes of factor loadings ranged from 0.61 and 0.85 and all the loadings were significant (p<0.01). Discriminant validity among the three dimensions of service quality were examined by performing a chi-square difference test between a model where all the factor correlations were fixed at 1.0 and the unconstrained model(see the ``Φ Matrix`` of Table 3). The constrained model showed a significantly poorer fit compared to the unconstrained model. After confirming the measurement models, the model shown in Figure 1 is estimated using LISREL 8.30. In this model, all constructs were operationalized through their summed scaled indexes, resulting in one indicator for its construct. The LISERL analysis shows a satisfactory fit of the model as indicated by the GFI(.895), AGFI(.845), NFI(.886), NNFI(.916), CFI (.935), RMR(.066), RMSEA(.068), respectively. However, the chi-square test was significant (x2=198.73, df=104, p<0.00). Given the satisfactory fit of the model, the estimated path coefficients were then examined to evaluate the hypotheses. The results of data analysis showed that the process quality positively influences on the trust and reciprocity. However, the process quality had a significant impact not on the perceived value. Also, the outcome quality positively influences on the perceived value, trust and reciprocity. Physical environment quality only impacts on the perceived value. Finally, our results indicated that the perceived value, trust, and reciprocity have a significant influence on the customer satisfaction. Thus, this study demonstrates that reciprocity indeed plays a mediating role between the service quality and the customer satisfaction. Also, we has known the facts inducing affective responses in the service context. The results of this study will help managers to understand the relative importance of the three different quality.

정보서비스품질이 고객로열티에 미치는 영향에 관한 연구: 고객관계관리 관점

김형수,김승하,김영걸,Kim, Hyung-Su,Gim, Seung-Ha,Kim, Young-Gul 한국경영정보학회 2008 Asia Pacific Journal of Information Systems Vol.18 No.1

As managing customer relationship gets more important, companies are strengthening information service using multi-channels to their customers as a part of their customer relationship management (CRM) initiatives. It means companies are now accepting such information services not as simple information -delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate whether or not such various information services would impact on organizational performance in terms of CRM strategy. More specifically, our research objective is to answer the next three questions: first, how to construct the instruments to measure not information quality but information service quality?; second, which attributes of information service quality can influence corporate image and customer loyalty?; finally, does each information service type have unique characteristics compared with others in terms of influencing corporate image and customer loyalty? With respect to providing answers to those questions, the previous studies had been limited in that those studies failed to consider the variety of types of information service or restricted the quality of information service to information quality. An appropriate research model answering the above questions should consider the fact that most companies are utilizing multi channels for their information services, and include the recent strategic information service such as customer online community. Moreover, since corporate information service could be regarded as a type of products or services delivered to customer, it is necessary to adopt the criteria for assessing customer's perceived value when to measure the quality of information service. Therefore, considering both multi-channels and multi-traits may enable us to tell the detailed causal routes showing which quality attributes of which information service would affect corporate image and customer loyalty. As information service channels, we include not only homepage and DM (direct mail), which are the most frequently applied information service channels, but also online community, which is getting more strategic importance in recent years. With respect to information service quality, we abstract information quality, convenience of information service, and timeliness of information service through a wide range of relevant literature reviews. As our dependant variables, we consider corporate image and customer loyalty that both of them are the critical determinants of organizational performance, and also attempt to grasp the relationship between the two constructs. We conducted a huge online survey at the homepage of one of representative dairy companies in Korea, and gathered 367 valid samples from 407 customers. The reliability and validity of our measurements were tested by using Cronbach's alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The results from data analysis demonstrated that timeliness and convenience of homepage have positive effects on both corporate image and customer loyalty. In terms of DM, its' information quality was represented to influence both corporate image and customer loyalty, but we found its' convenience have a positive effect only on corporate image. With respect to online community, we found its timeliness contribute significantly both to corporate image and customer loyalty. Finally, as we expected, corporate image was revealed to provide a great influence to customer loyalty. This paper provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information service quality. The previous relevant studies have mainly depended on the measurements of information quality or service quality which were developed independently. Secondly, the fact

항만물류서비스품질 지각차이에 관한 연구

서수완,하명신 한국물류학회 2002 물류학회지 Vol.12 No.1

This research analyzed on the difference of the perceived port logistics service quality. Theoretical literature suggests that logistics service quality is composed of the functional quality, technical quality and that the physical factors is a relatively more significant determinants to the perceived logistics service quality in port. It was also argued that physical factors can be an additional component of logistics service quality. However, empirical evidence on these assertions is sparse at best. Therefore, using port industry data, this research empirically tested that the functional quality and physical factors is indeed a significant determinants to the perceived logistics service quality in port. The results obtained from investigation on the differentiation of perception between port logistics service purchaser and supplier were as follows : 1. In the growth dimension, service provider gives more weight on the port-workers' development effort, experienced treatment of special cargo and faithful performance attitude rather than service purchaser. 2. In the accuracy dimension, service purchaser gives more weight on the probability of the congestion and accumulation of stocks on account of delay rather than service provider. 3. In the speediness dimension, service provider gives more weight on the minimizing of stevedoring and transportation time, and real-time cargo tracing rather than service purchaser. 4. In the convenience dimension, service provider gives more weight on the continuance of port work the whole day rather than service purchaser. 5. In the connection dimension, service provider gives more weight on the exchanging of regular transportation schedule with other ports, and intermodal transportation operators rather than service purchaser. 6. In the technical quality dimension, service provider gives more weight on the cargo handling, CY handling and information service rather than service purchaser. 7. The safety, composed of functional quality, and the physical factors are not significant difference but is evaluated high relatively.

셀프서비스 기술의 품질차원과 고객만족의 관계

이정호 한국유통경영학회 2019 유통경영학회지 Vol.22 No.5

Purpose: The number of self-service technology users has recently increased in steep, which started to distributors more opportunities to enter into new service delivery system. Along with the growing importance of quality factors, and self-service technology convenience, there have been voices over the need of systematic research into verification of the relationship between those related variables by breaking down either self-service technology quality or perceived satisfaction in multidimensional aspects, which has been studied form a single dimensional perspective. Therefore, this study investigates how the self-service technology quality from a multidimensional perspective of the construct affects perceived satisfaction. And this study is to provide the quality factors which influence customer satisfaction in self-service technology and to examine the mediating effect of perceived service quality on these casual relationships. Research design, data, and methodology: This study presents a new modified Information System Success Model for measuring quality factors of self-service technology and investigates relationships between these factors and customer satisfaction. This study was conducted a survey targeting the self-service technology users and collected 209 questionnaires in Korea. The data collected through the survey was analyzed using measurement model analysis by using SPSS 22.0 and AMOS 20.0. The test methods of the hypotheses are correlation analysis, regression analysis, and mediated regression analysis. In particular, the measurement model used for this study divided quality of self-service technology into two dimensions such as information quality and system quality. And the mediated regression analysis tested the hypotheses for this study. Results: The results of this study are as follows; regarding the influence of quality dimension of self-service technology on customer satisfaction, it was found that the effects of information quality and system quality were significant on customer satisfaction. And it was found that information quality has stronger positive effect on customer satisfaction than system quality, which in turn, there is full mediating effects of perceived service quality on these relationships. Conclusions: The great spread of self-service technologies is driving distributors to reshape their service delivery systems, which started to them more opportunities to improve operating efficiency. This study can provide implications for quality strategy and effective alternatives for operating self-service technologies.

미용 서비스품질이 관계품질과 행동의도에 미치는 영향

류은정(Eun Jeong Ryou),박세희(Se Hee Park) 한국디자인문화학회 2013 한국디자인문화학회지 Vol.19 No.2

미용서비스 시장의 경쟁이 치열해지는 상황에서 차별화된 미용 서비스품질은 고객충성도와 추천 활동을 증가시키기 위한 마케팅 전략적 요소로 활용될 수 있다. 이에 본 연구는 미용 서비스품질의 차원을 파악하고, 각 차원별로 관계품질 및 행동 의도에 미치는 영향을 파악하고자 하였다. 자료 수집을 위해 부산지역의 20대 여성 소비자에게 2012년 11월 12일부터 25일까지 설문지를 배부하였으며, 그 중에서 최종 268부를 분석에 사용하였다. 수집된 자료의 통계 분석은 SPSS 20.0을 이용하여 빈도분석, Cronbach`s α, 요인분석, 회귀분석 등을 실시하였다. 연구 결과는 다음과 같다. 첫째, 미용 서비스 품질은 신뢰성, 유형성, 전문성, 공감성, 응답성의 다섯 개 차원으로 분류되었으며, 관계품질 차원은 만족, 신뢰, 몰입으로 구성되었다. 둘째, 응답성을 제외한 네 차원의 미용 서비스품질은 관계품질에 유의한 영향을 미쳤다. 그 중에서 공감성과 전문성은 관계품질의 모든 차원에 가장 유의한 영향을 미치는 것으로 나타나 고객관계 형성에 결정적요인임을 밝혔다. 또한 신뢰성 차원은 신뢰와 만족에, 유형성은 만족에 각각 긍정적 영향을 미쳤다. 셋째, 모든 차원의 관계품질은 재이용의도와 추천의도 같은 행동의도에 유의한 정적 영향을 미쳤으며, 그중에서 몰입이 가장 결정적 역할을 하였다. 공감성과 신뢰성, 전문성의 서비스품질은 행동의도에 직접 영향을 미쳤다. 이상의 결과를 통해 서비스 품질이 높을수록 관계품질이 높아지며, 만족, 신뢰, 몰입의 관계품질이 높아질수록 재이용의도와 긍정적 구전 효과가 높아지는 관계를 확인할 수 있었다. In an increasingly competitive condition of the beauty service industry, the differentiated beauty service quality can be used for the marketing strategic elements to increase the customer royalty and recommendation activities. Therefore, the purposes of this study are to analyse the dimensions of beauty service quality and to investigate the effects of the beauty service quality toward the relationship quality and the behavioral intention. The data of 268 women in twenties were collected through the survey in Busan on November 12~25 in 2012. The statistical analyses were carried out in the forms of frequency, factor analysis, Cronbach`s α, and multiple regression of SPSS WIN 20.0. The results of the study were as follows: First, the beauty service quality was perceived as the five factors of empathy, tangibles, expertise, reliability and responsiveness. The relationship quality was composed of trust, satisfaction and commitment. Second, four factors of the beauty service quality except responsiveness had an significant effect on the relationship quality. Above all, empathy and expertise were the most important factors in the beauty service that have influenced on all dimensions of the relationship quality. Also reliability and tangible factors of the beauty service quality had the positive effects on trust and satisfaction respectively. Third, all factors of the relationship quality had a positive influence on the behavioral intention such as revisit intention and recommendation intention. The commitment of the relationship quality was the most effective factor for the promotion of behavioral intention. And empathy, expertise and reliability of the beauty service quality had a influence on the behavioral intention directively. From the results described above, those were identified that the higher the beauty service quality, the more increasable the relationship quality and also the higher the relationship quality, the more the revisit intention and recommendation intention.

서비스전략과 SERVQUAL 품질차원

박상준(Park, Sang-June),이영란(Lee, Yeong-Ran),이은희(Lee, Eun-Hee) 한국마케팅학회 2015 마케팅연구 Vol.30 No.4

SERVQUAL의 22개 측정항목과 5차원은 서비스 품질을 측정하는 모형으로 광범위하게 사용되고 있다. 그러나 SERVQUAL을 실제로 적용해 보면, 서비스 품질차원이 서비스 유형에 따라 다르게 도출되기도 하고, 서비스 품질차원의 수가 달라지기도 하며, 원래 차원에 속해야 할 문항들이 다른 차원에 적재되어 나타나기도 한다. 본 연구에서는 서비스 품질차원이 무엇인가에 대한 근본적인 의문으로 다시 돌아가 선행연구의 재검토를 토대로, 소비자의 서비스 품질에 대한 인식은 기업이 제공하는 서비스라고 하는 자극을 통해 달라질 수 있음에 주목하였다. 이와 관련하여, 첫째, 시뮬레이션분석에서는 기업들의 각기 다른 서비스전략구조를 가정하고 모의로 생성된 서비스 품질 측정 데이터를 가지고 서비스 품질 요인구조를 분석하였다. 분석결과, 기업의 서비스전략에 따라 도출되는 서비스 품질차원이 영향을 받는 것으로 나타났다. 둘째, 실증분석에서는 실제 서비스를 제공하는 기업들에 대한 서비스 품질 평가치에 기반하여 서비스 품질차원을 도출하는 경우에도 도출되는 서비스 품질차원이 기업들이 추구하는 서비스전략에 영향 받는지 분석하였다. 그 결과, 평가대상 기업들의 서비스전략에 의해 SERVQUAL 서비스 품질차원이 영향 받음을 확인 할 수 있었다. 이는 SERVQUAL 서비스 품질차원을 서비스 제공 기업들이 추구하는 서비스전략에 무관한 소비자의 인지적인 서비스 품질 평가차원으로 해석하는 기존 연구의 해석이 수정될 필요가 있음을 의미한다. The SERVQUAL model consists of the five dimensions (tangibility, reliability, responsiveness, assurance, and empathy) and it is based on the premise that customers evaluate service qualities by comparing their perceptions of services with their expectations. However, previous researchers have presented empirical results implying that the dimensions of service quality may be different by service categories. On the other hand, some researchers have presented empirical cases that different dimensions of service quality may be derived from the service category. This implies that previous studies have not clearly answered for what is the dimensions of service quality. One should note that a service is the stimulus which is provided by a service provider. Service providers may use different service strategies to get dominant positions in the competition with their rivals. This leads to conjecture that dimensions of service quality may be affected by service providers’ strategies for service quality. In sum, there might be other factors (e.g., personal factors, social factors, and cultural factors) that affect consumers’ perceptions of service quality. Service providers’ strategies also have influence on consumers’ perceptions of service quality. Thus, this paper suggests that the service quality dimensions of SERVQUAL may be affected by service providers’ strategies, and to verify this conjecture it conducted a simulation study and an empirical study. In the simulation study it demonstrated that the derived dimensions of service quality may be affected by service strategies, and then in the empirical study it tested whether or not the derived dimensions of service quality are affected by the actual service strategies of firms that provide the evaluated services. The simulation study and empirical study show that the dimensions of service quality may be affected by service providers’ strategies.

서비스품질 연구에 관한 종합적 고찰: 최근 10년(2004∼2013)의 연구를 중심으로

이유재,이청림 한국마케팅관리학회 2014 마케팅관리연구 Vol.19 No.2

본 연구는 지난 10년간 서비스품질을 연구한 국내 주요 문헌을 중심으로 서비스품질에 관한 최근 연구들을 체계적으로 분석하고, 주요 이슈들과 향후 연구과제를 도출하는데 목적이 있다. 이를 위해, 국내 마케팅 관련 주요 학회지인 ‘마케팅연구,’ ‘경영학연구,’ ‘소비자학연구,’ ‘Asia Marketing Journal,’ 그리고 ‘마케팅관리연구’의 5개의 학회지를 선정하여, 이들 학회지에 2004∼2013년 기간 동안 게재된 관련 논문을 분석대상으로 삼았다. 검토 대상이 되는 5개 저널에서 ‘서비스품질’을 주제어로 제목과 키워드 검색을 통해 41편의 논문을 검색하였다. 최근 10년간 서비스품질 연구에 대한 종합적 고찰을 위해 국내 연구들을 서비스품질의 개념 및 측정, 연구모형 내 서비스품질의 인과관계 역할, 그리고 기타 이슈로 구분하여 검토하였다. 서비스품질의 개념 및 측정 부분에서는 서비스품질이 어떻게 정의되고, 측정되고 있는지에 대해 구체적으로 살펴보았다. 서비스품질의 인과관계 부분에서는 연구모형 내에서 서비스품질이 선행변수, 매개변수, 결과변수 등으로 활용되는 것을 살펴보고, 서비스품질의 선행변수와 결과변수들을 고찰하였다. 기타 이슈에서는 새로운 서비스품질 척도의 개발, 서비스품질의 비교연구, 서비스품질의 연구대상 산업 및 연구방법, 업계의 서비스품질 지수 등을 검토하였다. 마지막으로 서비스품질 연구에 대한 종합적인 결론 및 향후 연구방향에 대한 시사점을 기술하였다. This paper provides an overview of recent studies on service quality that were published in major Korean journals from 2004 to 2013. For this purpose, we examined the top five marketing journals and found 41 articles by searching for the titles and key words with the phrase of ‘service quality.’In order to perform a critical review on service quality research published in the last decade, we examined the studies in terms of the conceptualization and measurement of service quality, the causal relations of service quality in the research model, and other issues. In the part on the conceptualization and measurement of service quality, we have examined how service quality is defined and measured in each study. In the part on the causal relations of service quality, we have focused on whether service quality is utilized as an antecedent, mediator, or consequence in the research model and have also examined what are the antecedents and consequences of service quality. In the part on other issues of service quality, we have considered the development of new service quality scales, comparative research on service quality, research methods for service quality, and so on. In the end, we discuss major findings of recent research on service quality and implications for future research.

피부미용실의 서비스 품질이 서비스 충성도에 미치는 영향

이유미 ( You Mi Lee ),이난희 ( Nan Hee Rhee ) 한국미용학회 2009 한국미용학회지 Vol.15 No.3

The purpose of this study is to verify impact of the service quality necessary for establishing long-term relationship with customers upon relationship quality, switching cost and service loyalty, thereby providing the esthetic salons with a proper relationship marketing strategy to meet with characteristics of esthetic salons for the purpose of enhancing their competitiveness. For the analysis of the data, this paper used the SPSS version 16.0 and Amos version 16.0 for the frequency analysis, the factors analysis, the reliability analysis and the path analysis. All the research hypotheses were adapted. The results of the study suggest that service quality influences positively on relationship quality, and then relationship quality yields service loyalty. Also Relationship quality influences positively on switching cost and then switching cost influences positively on service loyalty. Each service quality dimension had a significant effect on satisfaction, trust, and the relative importance of service quality dimensions on satisfaction, trust followed the order of interaction(process) quality, outcome quality, and physical environment quality. It provides strategic implication points for marketers of service providing businesses by analyzing each category`s impact on relationship quality, highlighting what categories marketers need to focus on.

택배서비스 품질분류 연구 : Kano model과 대응일치분석을 중심으로

정지철 ( Jeong Ji-cheol ),신호성 ( Shin Ho-sung ),이명성 ( Lee Myoung-soung ) 한국고객만족경영학회 2017 고객만족경영연구 Vol.19 No.3

택배 서비스에서의 서비스 품질은 업체 간 경쟁이 치열해진 상황에서 경쟁우위를 지속하게 하는 아주 중요한 요소이다. 따라서 고객이 요구하는 서비스 품질이 무엇인지 확인하고 서비스 품질을 어떻게 이해하는지 파악할 필요가 있다. 본 연구는 점차 중요해지는 택배 서비스 산업의 발전을 위해 고객이 택배 서비스 품질을 어떻게 인식하고, 고객의 관점에서 각각의 택배 서비스 업체들이 어떠한 서비스 품질에 특화되어 있는지 살펴보고자 하였다. 이를 위해 Kano model과 대응일치분석을 사용하여 연구를 진행하였다. 연구결과 18가지 하위 서비스품질 요소 중 매력적 요소는 9가지로 나타났고, 대부분 부가적이며 고객의 편의를 제공하는 측면의 서비스품질인 것을 알 수 있다. 당연적 요소의 경우 6가지로 나타났고 택배 서비스 본원적인 차원요소들이 당연적 서비스품질에 속하였다. 또한 일원적 서비스 품질에는 3가지 요소가 속한 것을 확인하였다. 만족계수와 불만족계수를 확인해 본 결과 ‘물품접수절차의 간편성’이 만족계수가 가장 높았고, ‘분실없는 배송’이 불만족계수가 가장 높은 것으로 나타났다. 마지막으로 택배업체 중 우체국택배는 안전성과 정확성, 대응성이, 한진택배는 편리성과 신속성이, CJ 대한통운은 신속성이, 로젠택배는 신속성과 경제성이 뛰어난 업체로 고객은 인식을 하고 있다. 그러나 현대택배의 경우에는 타 업체보다 여섯 가지 서비스품질 모두 거리가 멀게 나타나 고객들은 다른 업체에 비해 제공하는 서비스 품질이 더 낮다고 인식하는 것을 알 수 있다. In cut-throat competition among parcel companies, Quality of service is very important factor for continuing competitive advantage. We need to determine service quality that customers require and know how they understand service quality. So, The purpose of this study is to develop parcel service industry which is increasingly important, and to get out of limitations related to the existing parcel service so understand how the customer perceives the quality of the parcel service and examine each parcel service company is specialized in what kind of service quality from the customer's point of view. As a result of the study, there were 9 attractive factors among 18 sub-factors, Most of them are additional service quality which provides convenience for customers. The 6 factors of the natural factor appeared, and the original dimension elements of the parcel service belonged to the natural service quality. Also, there are 3 factors in the unitary service quality. Among the attractive quality factors, 'Convenience of commodity receipt procedure' had the highest satisfaction coefficient, and the natural quality factor 'Parcel without loss' showed the highest dissatisfaction coefficient. Among parcel service companies, Post Office Express is safe, accurate, and responsive; Hanjin Express is convenient and fast; CJ Korea Express is fast; and Logen parcel is fast and economical. However, In the case of Hyundai Express, distance of six service quality are farther than those of other companies, indicating that customers perceive that the service quality they provide is lower than that of other companies.

A PERCEIVED SERVICE QUALITY MODEL IN SHARING ECONOMY: THE CASE OF AIRBNB

Murat Acar,Aysegul Toker 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The idiom “you are what you own” has been considerably transformed into “you are what you can access”. The shift from ownership to access, the results of endless hyper-consumption, and the change in value mindsets initiated a new phenomenon, which is Sharing Economy (SE). SE has grown rapidly and refers to an entirely new business model, socio-economic ecosystem, and context for sharing the access to goods and services in technology-enabled peer-to-peer (P2P) ecosystems or consumer-to-consumer (C2C) engagement platforms. According to Botsman and Rogers (2010), SE is a result of the linkage between offline and online world, which was triggered by the society to overcome natural resources constraints. Resources in SE can be tangible (e.g., cars and homes) and intangible (e.g., expert local knowledge and labor). SE allows the sustainable use of idle resources, and it enables sellers to create new and flexible opportunities to market to consumers who experience personalized and even customized products and services at lower prices (Yang, Song, Chen, & Xia, 2017). SE opened up new horizons for a considerable number of new players across industries from a supply perspective by broadening the options for supply, which also remedies the response to peak demand. SE has given a rise to the humanization of consumer-supplier relationship in tourism and hospitality (TH), and sharing has become a mainstream practice in this context. The recent shift of customers‟ willingness to share accommodation with a host as opposed to using a private hotel room has many implications for TH (Lu & Kandampully, 2016). For example, Airbnb has become one of the most prominent competitors in hotel industry, and it enables people to lease or rent short-term accommodation including vacation rentals, apartment rentals, homestays, and even experiences via instant booking. From cash-strapped travelers to high-end business travelers, Airbnb has revolutionized the TH service in a new form of contractual relationship and gained a well-grounded popularity. Some scholars, on the other hand, argued that SE is a “fundamentally different business model” which could make it a new marketplace instead of a direct competitor in hotel industry. From this point of view, Airbnb do not compete or pose a challenge to traditional TH services but extend the concept of TH (Lu & Kandampully, 2016). Hotel industry has reactively responded to the direct, indirect, and induced effects of Airbnb to economy, and Airbnb‟s impact on hotel industry have recently been researched by several scholars (Mody, Suess, & Lehto, 2017; Priporas, Stylos, Rahimi, & Vedanthachari, 2017; Zervas, Proserpio, & Byers, 2017). Customer engagement in TH has been empirically found to enhance customers‟ service brand evaluation, brand trust, and brand loyalty (So, King, Sparks, & Wang, 2016). Guests attach great importance to motivational drivers, more meaningful “beyond-purchase” social interactions and unique experiences in authentic settings, which give rise to customer engagement beyond the service encounter. Disruptive innovation theory also states that products or services that offer alternative benefits compared to conventional attributes can transform a market and attain a critical mass, which can be observed in Airbnb‟s story (Young, Corsun, & Xie, 2017). Airbnb is successfully promoting the mottos of “Belong Anywhere” and “Don’t Go There. Live There” to their guests. The feelings of trust and belonging were negatively changed by mass production and noncustom travel experiences, and people sometimes forgot the meaning of community due to high tendency of prestige and advertising. Consumers‟ changing attitudes towards utilization and accessibility compared to ownership created an indirect need for intimate connection between people, namely human connection. Then, social concerns upon products and services gave a rise to mass-customized product and service expectations of consumers. This is where Airbnb‟s value proposition comes into play. First, it creates not only financial but also personal rewards through a “personal concierge” and a “home away from home” experience. Second, Airbnb is not a simple transaction, rather it is deemed to be a lifetime experience. So “guest experience” is at the heart of Airbnb‟s strategic position. From the “experience” point of view, SE has also opened up new rooms for service research. Service in the context of Airbnb is considered as an experience, rather than a utilitarian relation. Also, service quality has always been a critical factor in highly-competitive service industries like TH. Service quality perception is multi-faceted, and the studies focusing on it are rather limited, especially in hotel industry. These studies highlighted the complexities associated with evaluating service quality and the contribution of service process delivery on service outcomes, which results in the perception of service quality. Therefore, perceived service quality can be influenced by different internal processes and interpersonal variables. In order to study service quality in Airbnb, the types of settings in this context are to be noted. There are two main types of hosting via Airbnb: (1) remote hospitality, which refers to hosting situations in which the host does not physically share the place with the guest (e.g. booking the entire place), and (2) on-site hospitality, where the host is physically present and sharing the apartment with the guest. Mainly, on-site hospitality is an important part of the sociability within the host–guest relationship. Priporas et al. (2017) studied service quality in the context of remote hospitality, and we decided to respond to their relevant call for future research on the other type of Airbnb accommodation, which is on-site hospitality referring to “Shared Rooms” and “Private Rooms” in Airbnb‟s listings. “Shared Rooms” refer to an exact communal experience with the host, and guests sleep in a space that is shared with others and share the entire space with other people. “Private Rooms” refer to privacy, to some extent, in which guests (i) value a local connection (ii) have their own private room for sleeping and (iii) may share some spaces with others. We do expect that human connection and experience gap can be better researched with on-site hospitality existing in “Shared Rooms” and “Private Rooms”. This is because hosts design their services to create and build a relationship with their guests, leading to superior guest experiences and the so-called positive moment-of-truth. In addition to the online storytelling on hosts‟ home pages, the most important moment-of-truth is created during the guests‟ stay at the host‟s place; thus, the host plays a major role in the customer‟s perception of service and the subsequent review of the experience (Lu & Kandampully, 2016). Considering the previously mentioned “experience gap” in the literature, our research question and relevant sub-questions are as follows: • What are the antecedents of perceived service quality in Airbnb on-site hospitality? o How well does SERVQUAL suffice for measuring perceived service quality in this context? o How well the cognitive and attitudinal factors expand this measurement? o What are the additional perceived service quality factors that can be derived from guests‟ online textual reviews to remedy the “experience gap”? Literature review Cheng (2016) conducted a systematic review of SE by using co-citation and content analysis of papers, and the findings reveal three distinct research areas of SE: (1) SE‟s business models and its impacts, (2) Nature of SE, and (3) SE‟s sustainability development. Moreover, two unique areas, specifically in TH, were identified: (1) SE‟s impacts on destinations and TH services and (2) SE‟s impacts on tourists. The comparison of both literatures has revealed limited expansion in TH literature despite the fact that TH are at the frontier of SE (Cheng, 2016). Pesonen and Tussyadiah (2017) conducted cluster analysis to identify user profiles corresponding to consumer motivations for using TH services of SE. They concluded that a consumer group uses TH services of SE to make their trips more convenient, while another group uses these services mostly for social reasons. Yang et al. (2017) studied the loyalty in SE services from relational benefits perspective and concluded that confidence and social benefits have significant and positive effects on commitment in SE services. Molz (2014) introduced the term „Network Hospitality‟, which is relatively new and rooted in old traditions of welcoming strangers. Airbnb represents just one of many types of network hospitality, and in Airbnb, trust is almost shaped based on peer reviews, not solely on one-to-one peer interactions. The online review information becomes the basis for members‟ reputation in the network. The information accumulated on Airbnb‟s online platform helps both parties to establish their reputation, as well as publicizing their personalities, thereby facilitating the process of finding the best match. Moreover, there are hundreds of people working in Airbnb‟s customer service, trust, and safety departments who are devoted to ensuring the intimacy provision of trusted services. Airbnb requires all hosts to abide by their “Hospitality Standards”, which include expected levels of cleanliness, commitment, and communication. The flexibility, reliability, and consistency of Airbnb‟s service providers help them to build and maintain the relationship Airbnb enjoys with their guests and hosts (Lu & Kandampully, 2016; Zervas et al., 2017). Pine and Gilmore (1998) predicted the rise of experience in their seminal study, referring to the “experience economy” and also stating “As goods and services become commoditized, the customer experiences that companies create will matter most.” They called this as “Staging Experiences”. Also, there exists evidence in literature that providers are shifting their focus from product- and service-oriented to design of quality experiences. In terms of the glamour of SE in TH, a “more unique experience” is deemed to be second only to better pricing. Airbnb may eventually address all elements of the accommodation experience, from travel reservations to ticketing for local attractions. Consumers are looking for local authenticity in their travels. Psychological authenticity refers to emotional genuineness, self-attunement, and psychological depth (Walls, Okumus, Wang, & Kwun, 2011). If TH industry is to surpass its SE competition in terms of guest experience, it should leverage an expanded experience economy paradigm that incorporates additional dimensions (Mody et al., 2017). Authentic host-guest experiences probably only exist between like-minded and privileged members who possess high cultural capital (Cheng, 2016). With that, Walls et al. (2011) have suggested the need for researchers to identify specific dimensions “that exist in both our everyday and tourist experiences”. Both in Airbnb and traditional TH, guest satisfaction and likelihood to reuse are driven by similar factors such as quality and utility of services, trust to the host, and economic value. There are several models for measuring service quality, including SERVQUAL (Parasuraman, Zeithaml, & Berry, 1988) and SERVPERF (Cronin & Taylor, 1992). Service quality literature received widespread attention after the seminal work by Parasuraman et al. (1988) as they proposed the gap model and developed SERVQUAL (an attribute-based technique) as a tool for measuring service quality. According to SERVQUAL, service quality consists of five dimensions measured by a total of 22 items. The proposed five service quality dimensions are tangibles, reliability, responsiveness, assurance, and empathy. SERVQUAL basically requires measures of expectations and performance, and service quality is calculated from subtractions between these two components (i.e., performance [P] - expectations [E]). Regarding service quality in TH, Akbaba (2006) utilized SERVQUAL for business hotels, and Priporas et al. (2017) inquired SERVQUAL‟s applicability in Airbnb context with promising results. The major distinction between two research directions (i.e. hotels vs. Airbnb) is that even though guests expect similar core services such as clean rooms and comfortable beds, different attributes support the competitive advantage of hotels and Airbnb. While conveniences offered by hotels are unparalleled by Airbnb accommodation, the latter appeal to consumers driven by experiential and social motivations (Pesonen & Tussyadiah, 2017). Research model This research aims to identify the antecedents of perceived service quality of guests‟ in Airbnb on-site hospitality context. Our research model is presented in Figure 1, and it is subject to enhancement through the analytics of guest reviews. A survey will be developed to test the proposed research model. The items of constructs will be mainly derived from extant literature and enriched with the linguistic and textual analysis of reviews. Firstly, factors shaping expectation are predicted as per the literature and preliminary analysis of random guest reviews: (i) host‟s reputation capital (e.g., ratings and reviews), (ii) host‟s photos, (iii) guest‟s past accommodation experience, and (iv) word of mouth. Secondly, SERVQUAL part in the model is the same as proposed by Parasuraman et al. (1988). Last but not least, Airbnb is deemed to promote global geographical imaginaries (e.g., collaboration, social equity, solidarity, community, trust, reciprocity, altruism, autonomy, intimacy, and authenticity) to justify their business model (O‟Regan & Choe, 2017). Finally, regarding the guest review analysis, Airbnb has a detailed review mechanism, and we have gathered the publicly available reviews that are up to 500 words. We have observed cognitive and attitudinal dimensions within reviews through text analytics and grouped those in the research model as follows: • Intimacy: The emergence of intimacy as a commercial value in TH industry has been researched. (e.g., How well people know each other? How people occupy space together? How people share private information, family pictures, furniture choice etc.?) (Prager, 1997) • Authenticity: We focus on the existential authenticity (i.e., being one‟s true self or being true to one‟s essential nature) from guests‟ perceptions (e.g., Is Airbnb like ‘living the local life’?) (Lalicic & Weismayer, 2017) • Commitment: It refers to the consistent behavior of Airbnb hosts in terms of social and cost components. (e.g., How well hosts abide by Airbnb policies and procedures? Do hosts have ongoing effectiveness of service?) (Lu & Kandampully, 2016) • Privacy: It refers to the psychological zone to disclose personal and cultural values. Informational and physical privacy threats are important in Airbnb context (Lutz, Hoffmann, Bucher, & Fieseler, 2017). • Security: It refers to the state of being free from danger or threat. According to Yang and Ahn (2016), security in Airbnb‟s services is a more powerful antecedent of attitude toward Airbnb than significant dimensions of motivation toward SE, such as enjoyment and reputation. With that we will only elaborate on interpersonal security in Airbnb (i.e., between host and guest, not between guest and Airbnb). Conclusion SE is a fairly new and multi-disciplined field that covers open rooms for research, and specifically, Airbnb is one of the most prominent businesses in this context. The literature review presented underlies the infancy of well-grounded studies covering service quality perceptions of customers in SE. Seeking for additional dimensions from Airbnb guests‟ reviews is a novel research approach in studying customer engagement, and those dimensions shall be included in the research model. This research has certain limitations. Our perceived service quality conceptualization requires empirical validation to establish the boundaries of the construct. The guest reviews in Airbnb are subject to data quality issues. Also, reviews should contain substantial amount of words up to a certain threshold. Data collection from emerging world regions is rather tough since Airbnb is not widespread across those regions. Thus, US and European countries will be firstly taken into account, where the use of Airbnb is quite common. The study is expected to provide useful insights for TH practitioners and managers. It can underlie the factors that trigger customer engagement in this context. Cognitive/attitudinal factors are foreseen as the differentiators, which stand as the basis for service design and delivery.