다차원적 기술기반셀프서비스(TBSS) 편리성과 다차원적 지각된 비용이 TBSS 품질과 고객생산성, 고객가치에 미치는 영향

국문 초록 (Abstract)

최근 서비스전달과정에 고객참여를 높이기 위해 기술기반셀프서비스 (Technology-Based Self-Service: TBSS)를 활용하는 경향이 높아지고 있다. TBSS는 비용절감을 통한 고객 가치를 증대시킬 수 있는 효과적인 수단으로 인식되면서, 고객가치에 직접적인 영향을 미치는 비용요인과 비용을 감소시키는 TBSS 편리성이 중요한 관심사가 되고 있다. 결과적으로 TBSS 편리성이 고객가치에서 차지하는 비중이 높아짐에 따라, 단일 차원의 관점에서 연구되어 온 TBSS 편리성이나 지각된 비용을 다차원으로 세분화하여 변수간의 관계를 검증하는 체계적인 연구와 더불어 TBSS는 고객이 직접 서비스를 생산ㆍ전달하기 때문에 고객측면에서의 생산성을 측정하고 결과를 검증해야할 필요성이 제기되고 있다. 본 연구에서는 이러한 문제점의 인식 하에, TBSS 편리성을 의사결정편리성, 접근편리성, 거래편리성, 편익편리성, 그리고 사후편익편리성으로 구분하고, 지각된 비용을 금전적 비용과 시간/노력 비용 그리고 위험비용으로 구성하고 편리성과의 관계를 검증하였다. 그리고 지각된 비용이 TBSS 품질에 미치는 영향과 더불어 TBSS 품질과 고객생산성 그리고 고객가치의 관계를 검증하였다. 연구결과를 요약하면, 시간/노력비용은 의사결정편리성, 거래편리성 그리고 편익편리성에 영향을 받는 반면, 위험비용은 거래편리성, 편익편리성 그리고 사후편익편리성에 영향을 받는 것으로 나타났다. 그리고 금전적 비용과 시간/노력 비용은 TBSS 품질에 유의적인 영향을 미치지만 위험비용은 영향을 미치지 않는 것으로 나타났다. 또한 TBSS 품질과 고객생산성은 고객가치를 평가하는 중요한 요인으로 밝혀졌다.

다국어 초록 (Multilingual Abstract)

Along with the growing importance of costs factors, and TBSS convenience, there have been voices over the need of systematic research into the verification of the relationship between those related variables by breaking down either TBSS convenience or perceived costs in multi-dimensional aspects, which has been studied from a single dimensional perspective. Therefore, this study investigates how the TBSS convenience from a multidimensional perspective of the construct affects perceived costs. And we also study the relationship between perceived costs and TBSS quality. Finally, we analyze the relationship between TBSS quality and customer productivity, customer value. When summarizing the research results, decision-making convenience, transaction convenience, and benefit convenience were found to significantly affect time/effort costs, where as risk cost were affected from transaction convenience, benefit convenience and post-benefit convenience. And, although risk cost did not affect TBSS quality, TBSS quality was affected by monetary costs and time/effort costs. Finally, there was relationship between TBSS quality and customer productivity, customer value.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 고찰
• 1. 기술기반셀프서비스(Technology-based self-service: TBSS)
• 2. 기술기반셀프서비스 편리성
• 3. 지각된 비용(Perceived Cost)
• 4. 기술기반셀프서비스 품질
• 5. 고객생산성(Customer Productivity)
• 6. 고객가치(Customer Value)
• Ⅲ. 실증설계
• 1. 연구가설
• 2. 표본의 설계와 자료수집
• 3. 변수의 조작적 정의 및 측정방법
• Ⅳ. 실증결과
• 1. 표본의 특성
• 2. 측정모형의 적합도 검증
• 3. 연구가설의 검정
• Ⅴ. 결론 및 시사점
• 참고문헌
• Abstract

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