고객접점서비스가 고객만족과 재방문의도에 미치는 영향 : 대안부족의 조절효과

다국어 초록 (Multilingual Abstract)

This study investigated the relationships among service encounter, customer satisfaction, lack of alternatives, and revisit intention. Mediation analysis, moderation analysis and moderated mediation analysis were performed to examine these relationships. Of the 400 questionnaires distributed to restaurant customers, 185 complete responses were received. Results showed that service encounter significantly influenced customer satisfaction, and customer satisfaction completely mediated the effect of service encounter on revisit intention. And switching barrier(lack of alternatives) moderated the relation between customer satisfaction and revisit intention, indicating that the customer satisfaction-revisit intention relationship was stronger in low lack of alternatives group than in high lack of alternatives group. In particular, lack of alternatives has a moderating effect on the mediation relationship between service encounter and revisit intention via customer satisfaction. That means that the mediating effect of service encounter was stronger and significant in the low lack of alternatives group but were not significant in the high lack of alternatives group. Given the significance of lack of alternatives in forming revisit intention, the use of lack of alternatives will be helpful in retaining restaurant customers. Theoretical and practical implications are identified and discussed.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• 1. 고객접점서비스와 고객만족과의 관계
• 2. 고객만족과 재방문의도와의 관계
• 3. 전환장벽의 조절효과
• Ⅲ. 연구설계
• 1. 주요가설설정 및 연구모형
• 2. 자료분석방법
• 3. 피험자와 변수의 측정
• Ⅳ. 실증분석
• 1. 상관관계분석
• 2. 요인분석
• 3. 매개효과분석
• 4. 조절효과분석
• 5. 조절된 매개효과분석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

1 박정화, "환경 친화적인 호텔 식음료 서비스 요인이 고객만족·재방문의도에 미치는 영향" 관광경영학회 14 (14): 123-145, 2010

2 이미혜, "항공서비스 접점에서 고객평가요인이 감정적 반응과 태도에 미치는 영향" 관광경영학회 14 (14): 85-107, 2010

3 정은유, "항공사 객실 승무원의 비언어적 커뮤니케이션과 고객 접점 인적 서비스 품질이 고객 만족과 브랜드 태도에 미치는 영향" 한국관광학회 36 (36): 143-164, 2012

4 김광지, "패밀리레스토랑에서 만족과 재구매의도 간에 전환장벽의 조절효과" 대한관광경영학회 27 (27): 21-38, 2012

5 고재윤, "중요도와 성취도 평가 및 만족도에 관한 연구" 한국호텔관광학회 8 (8): 47-60, 2006

6 방호열, "인스턴트 메신저 서비스의 서비스 품질, 전환장벽, 고객만족도가 고객충성도에 미치는 영향에 관한 연구" 한국마케팅관리학회 10 (10): 1-28, 2005

7 황인창, "의료서비스품질이 관계품질과 서비스충성도에 미치는 영향: 전환장벽의 조절효과를 중심으로" 한국산업경제학회 20 (20): 1875-1902, 2007

8 최상원, "스포츠센터의 고객접점서비스, 고객만족, 전환장벽, 재구매간의 인과관계" 한국체육과학회 22 (22): 179-195, 2013

9 황정현, "레스토랑 방문 고객의 만족도와 고객 충성도간 관계에 있어 대안매력도와 전환비용의 조절효과" 한국호텔외식관광경영학회 20 (20): 37-59, 2011

10 김경현, "골프장 시설 디자인 구성요소와 고객접점서비스가 고객만족과 구매 후 행동에 미치는 영향" 한국체육학회 51 (51): 207-217, 2012

11 임세준, "골프장 고객접점 서비스 품질이 고객만족과 소비자 행동에 미치는 영향" 한국체육과학회 21 (21): 827-836, 2012

12 고재윤, "고객접점서비스요인이 고객만족에 미치는 영향 -서울시내 특1급 호텔 레스토랑을 중심으로-" 한국호텔외식관광경영학회 15 (15): 105-123, 2006

13 Ganesh. J., "Understanding the customer base of service providers: An examination of the differences between switchers and stayers" 64 : 65-87, 2000

14 Gil. I., "The roles of service encounters. service value. and job satisfaction in achieving customer satisfaction in business relationships" 37 : 921-939, 2008

15 Baron. R. M., "The moderator-mediator variable distinction in social psychological research: Conceptual. strategic. and statistical consideration" 51 (51): 1173-1182, 1986

16 Ranaweera. C., "The influence of satisfaction. trust and switching barriers on customer retention in a continuos purchasing setting" 14 (14): 374-395, 2003

17 Lee. J., "The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France" 15 (15): 35-48, 2001

18 Anderson. E. W., "The antecedents and consequences of customer satisfaction for firms" 12 : 125-143, 1993

19 Han. H., "Switching intention model development: Role of service performances. customer satisfaction. and switching barriers in the hotel industry" 30 : 619-629, 2011

20 Sharma. N., "Switching costs. alternative attractiveness and experience as moderators of relationship commitment in professional. consumer services" 11 (11): 470-490, 2000

21 Jones. M. A., "Switching barriers and repurchase intentions in services" 76 (76): 259-274, 2000

22 Choo. H., "Social interactions and intentions to revisit for agritourism service encounters" 40 : 372-381, 2014

23 Bitner. M. J., "Servicescapes: The impact of physical surroundings on consumers and employees" 56 : 57-71, 1992

24 Chang. C-S., "Service quality. trust. and patient satisfaction in interpersonal-based medical service encounters" 13 : 2-, 2013

25 Preacher. K. J., "SPSS and SAS procedures for estimating indirect effects in simple mediation models" 36 (36): 717-731, 2004

26 Aiken. L. S., "Multiple regression: Testing and interpreting interactions" Sage 1991

27 Cronin. J. J. Jr., "Measuring service quality: A reexamination and extension" 56 : 55-68, 1992

28 Han. H., "Influencing factors on restaurant customers' revisit intention: The roles of emotions and switching barriers" 28 : 563-572, 2009

29 Wu. C.. H. J., "Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants" 28 : 586-593, 2009

30 Lam. L. W., "Does the look matter? The impact of casino servicescape on gambling customer satisfaction. intention to revisit. and desire to stay" 30 : 558-567, 2011

31 Lam. S. Y., "Customer value. satisfaction. loyalty. and switching costs: An illustration from a business-to-business service context" 32 (32): 293-311, 2004

32 Preacher. K. J., "Computation tools for probing interactions in multiple linear regression. multilevel modeling. and latent curve analysis" 31 (31): 437-448, 2006

33 Preacher. K. J., "Addressing moderated mediation hypotheses: Theory. methods. and prescriptions" 42 (42): 185-227, 2007

34 Patterson. P. G., "A contingency model of behavioral intentions in a service context" 38 (38): 1304-1315, 2004