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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제1호
발행연도
2015.1
수록면
93 - 103 (11page)

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Purpose - This study plans to adopt a more sophisticated approach toward service recognition by customers in general supermarkets in order to revise the service quality measurement methods that suit the context of Korean distribution channels. In particular, in general supermarkets, where much of the shopping process is in the form of self-service, there is high reliance on the service recognized by the consumers; therefore, it is highly likely that consumers would make their purchasing decisions based on their recognition of service quality or guarantees. It also utilized service quality elements of a basic level in the KD-SQS development model in order to indicate that the quality recognized by consumers impacts their loyalty to the stores with financial value and abstract value. Research design, data, and methodology - The study suggested a theoretical model comprising 13 hypotheses on relations between theoretic variables, and conducted surveys with consumers using discount stores in Seoul and Gyunggi Metropolitan area in order to verify the hypotheses, while using SPSS 20.0, AMOS 21.0 as the verification program. The survey sheets used amounted to 332, and a structural equation model was used to analyze the reliability and validity of constituent elements and to verify the suggested hypothesis. Therefore, this study analyzes the interrelations between service quality and guarantee factors in the distribution channel and their relations with the loyalty to stores as a dependent variable. Results - First, the results of the hypotheses tests helped identify the relations between service quality, service guarantees, service value, and customer loyalty, providing an opportunity to define the relations between constituent elements. In particular, service convenience in service quality has no impact on financial values. Further, stores’ service policy had no impact on abstract values. Service recognition by service convenience has an impact on abstract values such as good image, comfort, and usability, while mileage systems promote financial values for consumers. In order to improve consumer values in service quality and values, general supermarkets should improve their service convenience, membership, and mileage programs using various strategies. Conclusion - In order to improve consumer values in service quality and values, general supermarkets should improve their service convenience, membership, and mileage programs using various strategies. Further, as service guarantee systems have a significant and direct impact on customer loyalty, rather than customer value recognition, service guarantees should be used to encourage customers to re-visit the stores. Finally, this study applied the findings of preceding studies in terms of service quality measurement; it had limitations in referencing preceding studies in a comprehensive manner. It also had limits in expanding upon various preceding studies because it was difficult to apply new measurement tools due to the lack of service quality measurement tools for general supermarkets. Therefore, it is necessary to conduct more studies on service quality to measure service quality and develop measurement tools by incorporating various industry characteristics.
#General Super-Market #GSM) #Service Quality #Service Value #Stores Loyalty

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참고문헌 (25)

참고문헌 신청
Back, Jong-hyun / 2000 / The effect of service Quality on Customer Satisfaction and Loyalty in Retail shop / Journal of the Korean society for Quality Management 28 (2) : 211 google schola Baker, J. / 2002 / The influence of multiple store environment cues on perceived merchandise value and patronage intentions / Journal of marketing 66 (2) : 120 ~ 141 google schola Bolton, R. N. / 1991 / A Multistage model of customer's assessments of service quality and value / Journal of Consumer Research 17 (4) : 375 ~ 384 google schola Carmen, James M. / 1990 / Consumer Perceptions of Service Quality : An assessment of the SERVQUAL dimensions / Journal of Retailing 66 : 33 ~ 55 google schola Chae, So-il / 2001 / Social Science Research Methods / Hakhunsa : 250 ~ google schola

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