탁월한 서비스 체험이 지각된 품질과 재이용 의도에 미치는 영향 = The Impact of Excellent Service Experience on Perceived Quality and Reuse Intention

국문 초록 (Abstract)

본 연구의 목적은 화웨이 스마트폰 사용자의 서비스 체험, 지각된 서비스 품질, 개인화된 서비스, 재이용 의도 간의 관계를 규명하는데 있다. 개인화된 서비스를 조절변수로 설정하여 이들 변수 간의 상호작용을 분석하고, 이를 통해 스마트폰 업계의 서비스 혁신과 고객 경험 향상에 기여하고자 한다.
연구팀은 화웨이 스마트폰을 이용하는 고객을 대상으로 설문조사를 실시하여 연구모델 타당성과 연구가설 검정을 설정한다. 본 연구에서 사용할 분석방법은 구조방정식모델(SEM)을 이용하여 분석하기로 한다. 이어 조절변수 검정을 위해서 조건부 프로세스 분석(conditional process analysis)을 실시한다.
본 연구는 문헌연구와 실증 분석을 종합하여 탁월한 서비스 체험, 개인화된 서비스, 지각된 품질, 재이용 의도 간의 관계와 메커니즘에 대한 심층적인 이해를 제공하고 학계에 새로운 이론적 관점을 제공할 것이다. 동시에 이 연구가 스마트폰 업계는 탁월한 서비스 체험에 대한 강조를 촉진하고 관련 기업의 서비스 분야 혁신과 향상을 촉진할 수 있기를 바란다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the relationship between service experience, perceived service quality, personalised service, and repurchase intention among Huawei smartphone users. With personalised service as a moderating variable, the interaction between these variables is analysed, with the aim of contributing to service innovation and customer experience improvement in the smartphone industry.
The research team will conduct a survey of customers using Huawei smartphones to establish the validity of the research model and test the research hypotheses. The analysis method used in this study is structural equation model (SEM). Then, conditional process analysis will be conducted to test the moderating variables.
By synthesising the literature review and empirical analysis, this study provides a deeper understanding of the relationships and mechanisms between service experience, personalised service, perceived quality and repurchase intention, and provides a new theoretical perspective to the literature. At the same time, it is hoped that this study will encourage the smartphone industry to emphasise the importance of excellent service experience and promote innovation and improvement in the service field of relevant companies.
The purpose of this study is to investigate the relationship between service experience, perceived quality, personalised service, and Intention to reuse among Huawei smartphone users. With personalised service as a moderating variable, the interaction between these variables is analysed, with the aim of contributing to service innovation and customer experience improvement in the smartphone industry.
The research team will conduct a survey of customers using Huawei smartphones to establish the validity of the research model and test the research hypotheses. The analysis method used in this study is structural equation model (SEM). Then, conditional process analysis will be conducted to test the moderating variables.
By synthesising the literature review and empirical analysis, this study provides a deeper understanding of the relationships and mechanisms between service experience, personalised service, perceived quality and repurchase intention, and provides a new theoretical perspective to the literature. At the same time, it is hoped that this study will encourage the smartphone industry to emphasise the importance of excellent service experience and promote innovation and improvement in the service field of relevant companies.