M-Safer 서비스품질이 고객만족과 신뢰 및 고객유지에 미치는 영향에 관한 실증연구 = An Empirical Study on the Effects of M-Safer Service Quality on Customer Satisfaction, Trust and Customer Retention

다국어 초록 (Multilingual Abstract)

Recently, mobile banking, shopping, e-currency, e-payment, etc. with a high level of quality of service, called the privacy of its customer’s requirements in the domestic mobile communication industry customer needs sustainable competitive advantage to the side and it was a key element of secure the services of a quality management, customer satisfaction, trust and customer retention. The purpose of this research M-Safer of domestic mobile communication services and presents the appropriate quality of service model. In addition, the M-Safer service quality aimed at clients who experienced the M-Safer service quality, Customer Satisfaction, Trust and Customer Retention and, its impact on the verification of the relationship. Results of the analysis, The M-Safer service quality look at the effect on Customer Satisfaction and, Empathy, Assurance and Usability showed a positive impact. The M-Safer service quality look at the effect on trust and, Responsiveness, empathy, Assurance, Usability was a major factor it has a positive impact. In addition, Trust and Satisfaction for the M-Safer service quality was found to have a positive impact on Customer Retention. According to these results, M-Safer service quality given configuration factors that have been proven positive relationship impact on Customer Retention through Customer Satisfaction and Trust. Thus, in the fierce domestic mobile communications market in order to preempt the competition this strategy to increase M-Safer service quality it is absolutely required.

국문 초록 (Abstract)

최근 모바일 뱅킹, 쇼핑, 전자 화폐, 전자 결제 등의 개인정보 보호라는 높은 수준의 서비스품질의 고객 요구는 국내 이동통신산업에 있어 지속 가능한 경쟁 우위의 확보 측면과 서비스품질경영, 고객만족, 신뢰와 고객유지의 핵심 요소가 되었다. 본 연구의 목적은 국내 이동통신의 M-Safer 서비스에 적합한 서비스품질 모형을 제시하는 것이다. 또한, M-Safer 서비스품질을 경험한 고객들을 대상으로 M-Safer 서비스품질, 고객만족, 신뢰와 고객유지에 미치는 영향 관계를 검증하였다. 분석 결과, M-Safer 서비스품질이 고객만족에 미치는 영향을 살펴보면, 공감성, 확신성과 유용성이 긍정적인 영향을 미치는 것으로 나타났다. M-Safer 서비스품질이 신뢰에 미치는 영향을 살펴보면, 대응성, 공감성, 확신성, 사용성이 긍정적인 영향을 미치는 중요 요인으로 나타났다. 또한, M-Safer 서비스품질에 대한 고객만족과 신뢰는 고객유지에 긍정적인 영향을 미치는 것으로 나타났다. 이런 결과들에 따라, 제시된 M-Safer 서비스품질 구성요인은 고객만족과 신뢰를 통해 고객유지에 긍정적인 영향관계가 있음이 검증되었다. 따라서 치열한 국내 이동통신시장에서 경쟁우위를 선점하기 위해서는 M-Safer 서비스품질을 높이는 전략이 절대적으로 요구된다.

참고문헌 (Reference)

1 이진춘, "휴대통신 서비스품질이 고객만족에 미치는 영향의 매개과정에관한 분석" 20 (20): 117-147, 2012

2 김용만, "전자상거래시 고객유지를 위한 인테넷 쇼핑몰 운영 방안에 관한연구" 6 (6): 143-166, 2000

3 김문구, "이동통신서비스에서 전환장벽이 고객유지에 미치는 조절효과에 관한 실증연구" 한국경영정보학회 13 (13): 107-130, 2003

4 박강희, "온라인 쇼핑몰의 e-Service 품질이 고객만족과 사이트애호도의도에 미치는 영향" 한국서비스경영학회 11 (11): 137-163, 2010

5 박현지, "신뢰와 만족을 매개로 한 모바일 관광정보 서비스의 특성, 경험가치, 사용의도에 관한 관계분석" 한국호텔외식관광경영학회 20 (20): 245-265, 2011

6 이유재, "서비스품질 연구에 관한 종합적 고찰: 최근 10년(2004∼2013)의 연구를 중심으로" 한국마케팅관리학회 19 (19): 1-43, 2014

7 이유재, "서비스 품질의 측정과기대효과에 대한 재고찰: KS-SQI 모형의 개발과 적용" 16 (16): 1-26, 2001

8 이유재, "서비스 산업의 현황에 대한 실증연구" 7 (7): 129-157, 1996

9 김상혁, "모바일 환경에서 기업의 소셜네트워크 서비스 품질에 관한 연구" 한국통상정보학회 14 (14): 533-552, 2012

10 이태민, "모바일 인터넷 서비스 품질구조 및 측정항목에 관한 연구" 한국마케팅학회 24 (24): 145-180, 2009

11 김영택, "모바일 뱅킹 서비스품질이 고객충성도 및 전환 의도에 미치는 영향에 관한 실증적 연구" 대한경영학회 20 (20): 2855-2877, 2007

12 전호성, "고객보상 프로그램이 고객 유지에 미치는 효과: 교육 서비스 산업을 중심으로" 한국마케팅학회 13 (13): 25-53, 2011

13 김정연, "개인정보 유출이 기업의 주가에 미치는 영향" 한국전자거래학회 18 (18): 1-12, 2013

14 박성규, "e-점포 속성이 신뢰, 만족 및 충성도에 미치는 영향에 관한 연구" 한국마케팅과학회 15 (15): 21-39, 2005

15 Hulland, J., "Use of partial least squares (PLS) in strategic management research: a review of four recent studies" 20 (20): 195-204, 1999

16 Deng, Z., "Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China" 30 (30): 289-300, 2010

17 Donaldson, S. I., "Understanding self-report bias in organizational behavior research" 17 (17): 245-260, 2002

18 Gefen, D., "Trust and TAM in online shopping: an integrated model" 27 (27): 51-90, 2003

19 Kim, M., "The effects of customer satisfaction and switching barrier on customer loyalty in korean mobile telecommunication services" 28 (28): 145-159, 2004

20 Morgan, R. M., "The commitment-trust theory of relationship Marketing" 58 : 20-38, 1994

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

22 Henseler, J., "The use of partial least squares path modeling in international marketing" 20 : 277-319, 2009

23 Kuo, Y., "The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services" 25 (25): 887-896, 2009

24 Kim, K., "The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in korea" 32 (32): 822-831, 2007

25 Jing-bo, S., "The driving factor of customer retention: Empirical study on bank card" 558-564, 2008

26 Meier, J. K., "Subjective organizational performance and measurement error: Common source bias and spurious relationships" 2012

27 Fornell, C., "Structural equation models with unobservable variables and measurement error: Algebra and statistics" 18 (18): 382-388, 1981

28 Parasuraman, A., "Servqual" 64 (64): 12-37, 1988

29 Baker, D. A., "Quality, satisfaction and behavioral intentions" 27 (27): 785-804, 2000

30 Nunnally, J., "Psychometric methods" McGraw 1978

31 Cohen, S., "Perceived stress in a probability sample of the United States" 1988

32 Shankar, V., "Online trust: a stakeholder perspective, concepts, implications, and future directions" 11 (11): 325-344, 2002

33 Newman, J. W., "Multivariate Analysis of Brand Loyalty for Major Household Appliances" 10 : 404-409, 1973

34 Roberts, J., "Multiple roles of brands in business-to-business services" 22 (22): 410-417, 2007

35 Chin, W. W., "Modern Methods for Business Research" Lawrence Erlbaum Associates 295-336, 1998

36 Pitt, L., "Measuring Information Systems Service Quality: Concerns for a Complete Canvas" 21 : 209-221, 1997

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

38 Kotler, Ph., "Marketing management" Prentice Hall International 1997

39 Woodside, A. G., "Linking service quality, customer satisfaction, and behavioral intention" 9 (9): 5-17, 1989

40 Kim, W. G., "Influence of institutional DINESERV on customer satisfaction, return intention, and wordof-mouth" 28 (28): 10-17, 2009

41 Ok, E. A., "Independence of irrelevant alternatives and rational choice" NYU 2005

42 Akbar, M. M., "Impact of Service Quality, Trust, and Customer Satisfaction on Customers loyalty" 29 (29): 24-38, 2009

43 Zhu, F. X., "IT based services and service quality in consumer banking" 13 (13): 69-90, 2002

44 Lai, F., "How quality, value, image, and satisfaction create loyalty at a chinese telecom" 62 (62): 980-986, 2009

45 Jolley, B., "How habit and satisfaction affects player retention for online gambling" 59 (59): 770-777, 2006

46 Moorman, C., "Factors affecting trust in market research relationships" 57 : 81-101, 1993

47 Gefen, D., "E-commerce: the Role of Familiarity and Trust" 28 (28): 725-737, 2000

48 Yang, Z., "Development and validation of an instrument to measure user perceived service quality of information presenting web portals" 42 (42): 575-589, 2005

49 Ganesan, S., "Determinants of long-term orientation in buyer–seller relationships" 58 : 1-19, 1994

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

51 Oliver, R. L., "Customer delight: foundations, findings, and managerial insight" 73 (73): 311-336, 1997

52 Carman, J. M., "Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions" 66 (66): 33-55, 1990

53 Podsakoff, P. M., "Common method biases in behavioral research: a critical review of the literature and recommended remedies" 88 (88): 879-, 2003

54 유일, "B2C 전자상거래에서 고객신뢰의 영향요인과 구매의도에 대한 신뢰의 매개 역할" 한국경영정보학회 13 (13): 49-72, 2003

55 한상린, "B-SERVQUAL: B2B시장에서의 서비스품질 척도 개발" 한국마케팅학회 27 (27): 17-45, 2012

56 Finn, A., "Attribute perceptions, customer satisfaction and intention to recommend E-services" 23 (23): 209-220, 2009

57 Zhao, L., "Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model" 52 (52): 645-656, 2012

58 Cronin, J., "Assessing the effects of quality, value, and customer satisfaction on behavior intentions in service environments" 76 (76): 193-218, 2000

59 Lin, H. H., "An examination of the determinants of customer loyalty in mobile commerce contexts" 43 (43): 271-282, 2006

60 Barnes, S. J., "An Integrative Approach to the Assessment of ECommerce Quality" 3 (3): 114-127, 2002

61 Falk, R. F., "A primer for soft modeling" University of Akron Press 1992

62 Parasuraman, A., "A conceptual model of service quality and its implications for future research" 49 (49): 41-50, 1985

63 Dabholkar, P. A., "A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study" 76 (76): 139-173, 2000

64 Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions" 17 : 460-469, 1980