B-SERVQUAL : B2B시장에서의 서비스품질 척도 개발

한상린(Sang Lin Han),이성호(Seong Ho Lee) 한국마케팅학회 2012 마케팅연구 Vol.27 No.4

서비스에 대한 관심과 중요성은 소비재시장 뿐만 아니라 최근 B2B 시장에서도 크게 나타나고 있다. B2B 서비스는 제조업이나 서비스업에 제공되는 중간재적 성격의 서비스로서 전체 서비스 산업에서 매우 빠르게 성장하는 부분인 동시에 높은 비중을 차지하고 있기 때문에 특히 B2B 시장에서 서비스의 중요성은 매우 크다고 할 수 있다. 따라서 B2B 서비스 품질을 측정하기 위한 종합적인 척도 개발의 필요성이 대두되고 있으며, 특히 전통적으로 소비재 시장 상황에서 주로 개발되고 적용되어온 척도가 B2B 시장 상황에 적용될 수 있는가에 대한 문제가 제기되어왔다. 이에 본 연구의 목적은 B2B 시장 상황에서 서비스 품질의 특화된 차원들을 발견하고 이를 바탕으로 B2B 시장에 특화된 서비스품질 측정척도를 개발하는 것이다. 먼저 본 연구에서는 B2B 시장에서 특화된 서비스품질 요소들을 추출하기 위하여 B2B 서비스 품질 관련 문헌들을 조사하고 정성조사를 수행하였다. 이를 통해 얻은 서비스 품질 평가항목들과 기존의 B2B 서비스 품질에 관련된 연구들에서 고려하고 있는 측정항목들을 비교분석하여 서비스품질요인들을 추출하였다. 비교분석결과, 선행연구들을 통해 정리한 여러 다양한 측정항목들과 차원들이 실제 서비스 구매 담당자들과의 심층면접을 통해서 확인되었고 또한 서비스 품질의 추가적인 요인들이 발견되었다. 앞서 선행연구들과 정성조사를 통해서 추출된 B2B 서비스품질 요인과 측정항목들은 각 요인들의 개념적 정의를 반영한 측정항목들인지에 대한 검증을 위하여 전문가 패널조사를 시행하였으며 이를 통해서 재정제의 과정을 거쳤다. 여기서 정제된 측정항목을 이용하여 예비조사와 본 조사를 통해 최종 측정항목이 만들어졌다. 이렇게 개발된 B2B 서비스 품질 척도를 B-SERVQUAL 이라 명명하고 신뢰성과 타당성 검증을 거쳐 최종적인 B2B 서비스 품질 척도를 개발하였다. 최종 B2B 서비스품질 척도(B-SERVQUAL)는 경제적 품질, 기술적 품질, 과정 품질, 공감 품질, 편의성 품질 등 5개 차원으로 구성된 총 19개의 측정항목으로 제시하게 되었다. 또한 본 연구에서는 추가분석을 통하여 서비스유형별 (산업서비스, 전문서비스)로 B2B 거래에 있어서 관계만족과 신뢰에 미치는 영향력에서 유형별 차이를 보이고 있음을 알 수 있었으며, B-SERVQUAL 이라는 척도 개발이 주는 마케팅 전략적 의미에 대해 토의하였다. Recently the necessity and importance of service has been increasing more and more according to change the focus of business from the manufacturing industry to the service industry. Much interest in service rises in B2B market and importance of evaluating service quality is recognized. However, the study of service quality specialized for B2B market is insufficient. Accordingly, the purpose of this article is to deepen our understanding of concept of buyer perceived service quality when establishing relationships in the B2B market. Therefore, it need to investigate how business customers who purchase B2B services evaluate the service quality through the qualitative and quantitative research as the first step of developing the scale to measure B2B service quality. We began this research with two main objectives: (1) develop the service quality scale to facilitate assessments of service quality in B2B and (2) investigate relation between the service quality scale and business relationship quality concepts such as relationship satisfaction and trust. This study carried out the comparative analysis against the measured items of previous researches and the contents acquired from the qualitative research. Various different measuring items and aspects related with service quality evaluation can be drawn out through the in-depth interview with actual purchasing staffs. Regarding the measured items acquired from such comparative analysis, the definition of concept and items of questionnaire that reflect the concept well should be extracted with validity of contents verified by expert panel. After performing the pre-test with the filtered measuring items, the scale of service quality specialized for B2B service was developed after passing through survey with final measuring items. In our study, it could be recognized that the evaluation of aspect regarding process quality and convenience quality especially is important as well as technical quality that is emphasized in B2B market. And, the economic quality aspect that the previous researches neglected could be grasped. Collectively, the results of our analyses provide insights into the relationship between customers` perceptions of individual service quality dimensions and their relationship quality concepts such as relationship satisfaction and trust. Convenience quality plays a key role in driving customers to satisfy the relationship with the service supplier, and process quality has relatively much effect on trust with the service supplier. In addition, service quality relatively influences relationship satisfaction much more in professional service trade, and service quality is more important factor to bring trust in industrial service trade. Our study suggests useful tool to evaluate and improve B2B relationship by developing B2B service quality measurement scale. B-SERVQUAL scale has new dimensions in service trade situation and can be used in both business service type, industrial service and professional service. To B2B service buyer, our scale help to select good service provider and the scale is new criteria to improve old service trade relation. In addition, service provider can know the needs of service buyers and manage service quality by using the scale.

화학제품 B2B시장의 서비스품질 평가

박병인(Park Byung In),박기성(Park Ki Sung) 한국물류학회 2017 물류학회지 Vol.27 No.3

본 논문의 목적은 화학제품의 B2B시장에서 물류차원요인을 비롯한 서비스품질 특성들이 산업구매자의 만족에 미치는 영향을 평가하는 것이다. 서비스산업이 따로 없고 서비스요소가 다른 산업들에 비해 많고 적은 산업들로만 구분될 뿐이라는 Levitt(1972)의 견해처럼 서비스업과 제조업간에는 유사한 특성도 공유하기 때문에 서비스분야에 주로 적용되던 서비스품질 평가방법이 제조업에서도 유용할 것이다. 실제로 제조업의 경우도 공장의 제조 단계만을 제외하면 서비스 요소를 많이 갖고 있어 서비스업과 상당히 유사하다. 이에 서비스업분야에서 지속적으로 활용되고 있는 서비스수익체인 및 서비스품질 개념을 화학제품 생산제품의 B2B시장 분석에 적용하였다. 본 연구에서는 화학제품 산업구매자들의 조사결과에 대한 PLS구조방정식(PLS-SEM)분석을 통해 산업구매자의 서비스만족을 위한 서비스품질요소의 유용성을 평가해보았다. 화학제품 B2B시장의 서비스품질차원을 물류차원품질, 상호작용품질, 기술적 품질, 그리고 경제적 품질의 네 개 차원으로 구성하였다. 이러한 구조모형을 이용하여 산업구매자 및 판매자 국적(국내, 국외), 취급제품군(석유화학, 정보전자, 전지), 응답기업규모(중소기업, 중견기업, 대기업), 응답자 직급(실무자급, 관리자급, 임원급), 그리고 담당직무(사무직, 기술직, 총괄)에 대한 다중집단 분석을 수행하였다. 분석결과 화학제품 B2B 시장의 산업구매자들의 경우도 화학기업이 서비스품질차원요인들을 여하히 관리하느냐에 따라 거래과정에서의 만족수준이 크게 증진될 수 있음을 확인하였다. 또한 대체로 기술적품질과 경제적품질에서 취급제품, 기업규모, 응답자 직급 및 직군간 경로계수 차이가 확인되어 별도의 서비스품질전략이 필요할 것이라 판단된다. 본 연구가 실증연구가 부족한 제조업분야, 특히 화학기업 B2B시장의 산업구매자들을 대상으로 서비스품질 구조를 분석하였지만, 이러한 서비스품질수준이 고객만족을 경유하여 수익성에 미치는 영향분석까지는 발전시키지 못했다. 추후연구에서는 화학제품 공급사슬에서 원재료 조달단계부터 최종 소비자 단계까지에 달하는 서비스 공급사슬 구조모형을 구성하여 이론의 유용성과 시사점을 분석해 봐야 할 것이다. The aim of this paper is to evaluate the effects of service quality characteristics including logistics dimension factors on the satisfaction of industrial buyers in the B2B market of chemical products. As Levitt s (1972) view that“There are no such things as service industries. They are only industries that are greater or lesser than those of other industries.” the evaluation and application of service quality, which was mainly applied to the service fields, are considered useful in the manufacturing industry because both of them have similar characteristics. In fact, the manufacturing industry is very similar to the service industry because it has many service components except for the manufacturing stage of the factory. The concepts of service profit chain and service qualities, which are continuously used in the service industry, are applied to the B2B market analysis of chemical products. The usefulness of service quality for service satisfaction of industrial buyers is evaluated through the PLS structural equation modelling (PLS-SEM) analysis for the survey of chemical buyers in this study. The service quality dimensions of the chemical B2B market are composed of four dimensions such as logistics quality, interaction quality, technical quality, and conomic quality. The multi-group analysis of the structural equation model is conducted on the nationalities of industrial buyers and sellers, types of product families, buyers size, positions, and jobs. The findings are as follows. The level of satisfaction in the transaction process of B2B markets can be greatly improved by the chemical companies managing the quality dimension factors. Additionally, it is confirmed that there is a difference in the path coefficients of structural model to the technical product quality and the economic quality of the heterogeneous factors, such as the product size, the size of the company, the respondents position, and the job category. Even though this study tries to analyze the structures of service quality on the industrial buyers of chemical B2B markets, we have not been developed to analyze the impact on profitability that is the ultimate goal of the study. Future research should analyze the usefulness and implications of the theory by constructing a structure model of the chemical service supply chain from the procurement stage of raw material to the final stage of consumption.

외식엽체에서 제공하는 서비스 품질에 대한 고객과 서비스 제공자의 인식의 차이점 분석

양일선,김성혜,김동훈 대한지역사회영양학회 1999 대한지역사회영양학회지 Vol.4 No.3

A significant gap can exist between what customers expect in foodservice and what service providers deliver to customers. Reducing the gap and enhancing service quality plays a key role in increasing customer satisfaction and repurchase intentions. The purpose of this study was to investigate the personal and operational characteristics that affect the customer perceptions of service quality, to analyze the overall satisfaction and repurchase intention of customers, and to study the service quality gap between customer and foodservice provides. 427 customers and 278 foodservice providers in 82 fast food and family restaurants were surveyed. T-test, ANOVA, Correlation Analysis, and Multiple Regression were used for statistical analysis, The results of this study were as follows: 1) Among the personal characteristics of customers, sex affected the preception of 'General Management' and 'Reputation', and the expense per person showed a correlation with service quality. 2) Among the operational characteristics, the type of restaurant, months since opening, and the number of seats had a significant impact on service quality, while the seat turnover rate showed a negative correlation with service quality. 3) Among the human resource characteristics, the proportion of part-time employees had a negative correlation with service quality, and in general, the training program for full-time employees led to a higher degree of customer perception of service quality. 4) Six dimensions of service quality accounted for 38.39% of customer satisfaction in Multiple Regression. 5) The overall satisfaction of customers willing to repurchase was significantly higher than that of the non-repurchase customers. 6) The operational characteristics explained over 35% for the service quality gap among the customers and the service providers in Multiple Regression.

교육서비스품질이 교육수요자의 만족과 행동의지에 미치는 영향

최지은,강윤식,김문섭 한국산업경영학회 2018 경영연구 Vol.33 No.2

This research aims to verify the influence of the evaluation of education service quality on student responses, such as satisfaction with the service and willingness to engage in a specific behavior (i.e., willingness to donate, recommend to other people, etc.). Specifically, this research argued that the sub-dimensions of education service quality are different from those of service quality in general service contexts, and suggested specific sub-dimensions of education service quality that are appropriate for Korea. This research adopted two outcome variables (satisfaction with education service quality and willingness to engage in a specific behavior), and suggested that a positive evaluation of education service quality improves satisfaction with the service and willingness to engage in a specific behavior sequentially. In addition, this research suggested that the influence of education service quality on satisfaction with the service would be amplified by students’ academic motivation. In order to verify the suggested hypotheses, a survey of students who attended the same university in Korea was conducted. Through the analysis, it was found that most of the sub-dimensions of education service quality improved satisfaction with the service and ultimately have an impact on willingness to engage in a specific behavior. Also, the influence of a positive evaluation of education service quality on satisfaction was particularly pronounced for students with a high intrinsic academic motivation. Future research on education service quality should be expanded in terms of scope, in order to provide practical implications for universities which want to improve education service quality. 본 연구에서는 서비스품질과 관련된 연구를 확장하여, 교육서비스품질의 하위차원과 이러한 하위차원이 교육수요자의 반응에 미치는 영향을 규명하고자 하였다. 구체적으로, 본 연구에서는 대학교육의 특수한 서비스품질은 기존의 서비스품질의 하위차원과는 다르다는 점에 주목하였다. 그리고 교육서비스품질의 하위차원을 국내외 연구에 근거하여 국내 실정에 적합한 교육서비스품질의 하위차원을 재검토하였다. 또한 서비스품질과 만족도 간의 관련성을 규명하는 것에서 더 나아가 서비스품질이 만족도와 행동의지에 연이어 영향을 미치는가를 알아보고자 하였으며, 서비스품질이 만족도에 미치는 영향은 교육수요자의 학습동기에 따라 달라질 수 있다고 제안하였다. 본 연구에서 제안한 일련의 가설을 검정하기 위하여 특정 대학의 동일한 단과대에 소속된 학생들을 대상으로 설문을 진행하였다. 분석 결과, 서비스품질의 하위차원 중 대다수가 만족도와 행동의지에 연이어 영향을 미쳤으며, 내재적 동기 수준이 높은 교육수요자의 경우에 서비스품질이 만족도에 더 큰 영향을 미치는 것으로 나타났다. 이러한 연구 결과는 서비스품질과 관련된 학문적 영역을 확장하였으며, 교육서비스품질을 향상시키려는 대학에게도 실무적 시사점을 제공한 것으로 보인다.

의료 서비스품질과 고객만족, 충성도 간의 관계

전권일,이희욱,이경탁 한국경영교육학회 2014 경영교육연구 Vol.29 No.4

This study is to examine the relationship between medical service quality and in antecedent and outcome variables of customer satisfaction. The aim of this study is to analyze the influence of service quality on customer satisfaction in medical service. The most previous studies adopted SERVQUAL as medical service quality in the relationships between service quality and patient satisfaction. This current research is to adopt 3 quality dimensions instead of SERVQUAL. This study also tests the factors of service quality affecting the customer satisfaction and loyalty. This study divided medical service quality into three dimensions. Data was collected from 280 patients in four hospitals. Data analysis was conducted using SEM with AMOS. The results of data analysis are as follows. First, we classified service quality as three dimensions; process quality, physical environment quality, and outcome quality. Second, three factors of service quality had a significant positive influences on the patient satisfaction. Finally, our results showed that patient satisfaction positively direct influence on the loyalty. However, medical service quality had a significant direct impact not on the loyalty. This result means that patient satisfaction plays a mediating role between the medical service quality and loyalty. 본 연구는 의료 서비스 분야에서 고객만족의 선행요인과 결과변수 간의 관계를 파악하기 위한 것 이다. 본 연구의 목적은 첫째, 의료 서비스 현장에서 고객만족에 영향을 미치는 서비스품질 요인을 분석하는 것이다. 이전 의료 서비스품질 관련 연구에서는 대부분 SERVQUAL을 적용하였다. 본 연구에서는 SERVQUAL 대신에 3차원 요인을 적용하고자 한다. 둘째, 서비스품질이 고객만족 및 충성도에 미치는 직, 간접적 영향을 분석하는 것이다. 본 연구에서는 의료 서비스품질을 세 가지 차원으로 구분하고, 이들 차원들과 고객만족, 충성도에 미치는 영향을 분석하고자 한다. 본 연구에서는 4개 병원에 입원 중인 환자 280명을 대상으로 자료를 수집하였다. 가설 검증은 AMOS 구조방정식 모형을 이용하였다. 연구결과를 보면 다음과 같다. 첫째, 의료 서비스품질을 과정품질, 물리적 환경품질, 결과품질의 세 가지 차원으로 개념화하였다. 둘째, 세 가지 의료 서비스품질 차원 모두 고객만족에 직접적이고 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 의료 서비스품질이 충성도에 미치는 영향은 고객만족을 매개로 간접적 영향을 미치는 것으로 나타났다. 본 연구의 결과는 몇 가지 학술적, 실무적 시사점을 제공한다. 그러나 한편으로 몇 가지 한계점도 지니고 있다.

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.

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.

서비스접점 종업원의 친사회적 행동에 대한 고객지각이 서비스품질 인식과 고객만족에 미치는 영향 -고객 개인성향의 조절효과-

공재식,정연승 한국유통물류정책학회 2019 유통물류연구 Vol.6 No.3

The role of contact employees are extremely important, as the behavior and attitude of them directly affect the quality of service and customer satisfaction. Research on the behavior and attitudes of contact employees has been very active which is prosocial behavior. Prosocial behavior is defined as a role and purpose for promoting the benefit of an individual, organization and other members of it. Most of the studies are studied at the point of contact employees, on the other hand, researches analyzed from the customer’s perspectives are quite insufficient. The most service companies that provide service convey through the interaction of contact employees and customers, who will predict services and judge satisfaction and dissatisfaction through comparison with perceived services. Regardless the contact employees provide an adequate sufficient service, if the customer perceives the quality of the service as unfavorable can adversely affect the satisfaction, it is very important to manage the service from the customer’s perspective. Thus, the study cross referenced the prosocial behavior of the contact employee from the customer’s perspective and analyzed how the customer’s perception of prosocial behavior affects the quality of service and their satisfaction. And how each role-prescribed customer service and extra-role customer service with prosocial behavior of the contact employee affect assess service quality with each individualism and collectivism. Research results The higher the customer’s awareness of the employee’s prosocial behavior, the more they can positively affect the quality of the service they value, and consequently, the customer satisfaction as well. It was found that there was a difference between the customer services as role-prescribed customer service and extra-role customer service, depending on the customer’s propensity, to assess the quality of service. Customers with individualism, role-prescribed customer service has a greater impact on service quality than contact employees’ extra-role customer service. Customers with a collectivist tendency have found that extra-role customer service has a greater impact on service quality than role-prescribed customer service. The results of these studies provide the following suggestions. First, we analyzed the social behavior of contact employees from the customer’s perspective and empirically analyzed the impact on service quality and customer satisfaction, and further, it was found that there was a difference in the perception of pro-social behavior and the assessment of service quality according to the customer’s tendency. Second, service companies can be provided with adequate contact employee management guidelines that can manage service quality and customer with satisfaction. In future research, it will be more interesting if we conduct additional research on how customer behavior is affected not only by customer satisfaction but also by other activities such as word-of-mouth activities or customer participation.

A Study on the Evaluation of Multi-dimensional ASP Service Quality and Its Effects on User Satisfaction and Perceived Firm Performance

김성홍(Sung-Hong Kim),김진한(Jin-Han Kim),김길선(Kilsun Kim) 한국경영과학회 2008 한국경영과학회지 Vol.33 No.2

Quality has long been considered as an important factor in creating competitive advantage, and researches on quality have not been limited to off-line products but actively extended to e-services and information goods. However, given the nature of multi-dimensional aspect of quality, the systematic study on the quality of online service is still in its early stage. Especially, studies on the quality of ASP services have been rare in academic and professional journals despite the growth of ASP industry in its size and the rapid expansion in the range of application. In this paper, we clarified the multi-dimensional quality aspects of the ASP service using a Garvin’s framework (1984) which encompasses the service aspects of products, and developed a measurement model for ASP service quality. Then we empirically tested the effects of ASP service quality on user satisfaction and perceived firm performance using the data from 240 Korean small firms with less than 50 employees that had experienced the ASP service. Our results show that there are positive relationships among ASP service quality and personal performance, user satisfaction and perceived firm performance, and that product and service-related aspects of ASP service exert differential effects on performance measures so that the product-related aspects of the ASP service such as performance, features, reliability and conformance are considered to be more important in evaluating benefits from ASP services. Contrary to the approaches in literature where only the quality of online services is evaluated, our results emphasize the importance of differentiating product and service-related aspects of ASP service and provide a basis for more comprehensive evaluation of ASP service quality.

혼인 예식장 선택의 행동의도 구조연구

김원인 ( Won In Kim ) 대한관광경영학회 2011 관광연구 Vol.26 No.3

The purpose of this study is to find implications that can contribute to the growth of wedding hall business by testing the structural dimensions that have influences on behavior intention of choosing wedding halls. To achieve the goal. we review the relationship between dimensions of wedding service quality evaluation criteria and constructs of positive behavior intentions resulted from service quality through literature research and study what the relationship means. The evaluation criteria of decision makers for service quality provided by wedding halls are identified by a confirmatory factor analysis. They are incident reaction management service(상황대응 서비스), easiness to use, service environment, service delivery systems, and reception service(접객 서비스). These dimensions are differentiated and specified quality evaluation criteria used for wedding service that has high level of involvement. The test results drawn from a structure analysis about the relationship among constructs show that service quality evaluation for alternative wedding halls has positive influences on value and satisfaction, and value also positively influences satisfaction. In addition, while service quality and satisfaction positively affects behavior intentions, value does not have any influence on behavior intentions. In term of value exchange, service value of wedding service can be viewed as service quality, the output of expected service that customers pay for, and hence consumer value could be expressed as aspired value. This explains why value does not influence behavior intentions positively. In other words, since customers expect to receive quality service from what they pay, they do not link value that is not accompanied with expected quality to behavior intentions. Managers of wedding halls need to provide customers with consumer value and satisfaction through high quality of service. It is because service quality and satisfaction are the fundamental factors that affect behavior intentions. Customers` positive behavior intention raises the chance of purchase and has positive impacts on creating new customers by good word-of-mouth. Therefore, wedding hall managers need to aware of the importance of service quality management through which they can provide proper service that meets customers` requests. Wedding service quality management that considers customer trend can be the foundation of success in a highly competitive market. Wedding hall managers can be successful with competitive advantages when they draw positive behavior intentions through quality of service and customer satisfaction and create new customers and maintain profits with good word-of mouth.