- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
A Study on the Effects of factor of Service Quality, Service Guarantee and Service Value in General Super Market.
Abstract
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.
- keywords
- General Super-Market(GSM), Service Quality, Service Value, Stores Loyalty
Reference
Back, Jong-hyun, Yoon, Young-Jin, & Ji, Sung-Gu (2000). The effect of service Quality on Customer Satisfaction and Loyalty in Retail shop. Journal of the Korean society for Quality Management, 28(2), 211-241.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120-141.
Bolton, R. N., & Drew, J. H. (1991). A Multistage model of customer's assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384.
Carmen, James M. (1990). Consumer Perceptions of Service Quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66, 33-55.
Chae, So-il (2001). Social Science Research Methods (2nd). Seoul, Korea: Hakhunsa. P.250
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Cho, Chul Ho, & Kim, Sung-Ah (2007). The Effect of Service Quality on Service Value and Customer Satisfaction in the Exhibition Fair : Focusing on the KIAF. Journal of the Korea Service Managemant, 8(2), 151-174.
Choi, Ho-Gyu, & Yun, Jeong-Keun (2008). A Study on the Developmental Plan of Small and Medium Distributors. Korea Research Academy of Distribution and Management, 11(2), 134-142.
Choi, Ja-young, & Lee, Ji-eun (2005). The Role of Cognitive Cost and Service Quality in Store Loyalty: Focus on Comparison of Purchsing Customer and Potential Customer in Retail Distribution of Electronics. Study of Distribution, 10(4), 89-111.
Cronin, J. J. Jr., Michael, K. B., Richard, R. B., Roscoe, H. Jr., & Donald, J. S. (1997). A Cross- sectional Test of the Test of the Effect and Conceptualization of Service Value. The Journal of Service Marketing, 11(6), 375-391.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the academy of Marketing Science, 24(1), 3-16.
Dick, A., & Basu, K. (1994). Customer loyalty: towards an integrated framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 28(3), 307-319.
Evans, M. R., Clark, J. D., & Knutson, B. J. (1996). The 100percent, unconditional money-back service guarantee. Cornell Hotel and Restaurant Administration Quarterly, 37(6), 56-61.
Finn, D. W., & Lamb, C. W. (1991). An evaluation of the SERVQUAL scales in a retailing setting. Advances in consumer research, 18(1), 483-490.
Gooding,S. K.(1995). Quality, sacrifice, and value in hospital choice. Journal of Health Care Marketing, 15(4), 24.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis(5th). NY, USA:Prentice Hall.
Hart, C. W. L. (1993). Extraordinary gurantees-A new way to built quality throughout your company and ensure satisfaction for your consumer, NY, USA : Amacom.
Hart, C. W., Schlesinger, L. A., & Maher, D. (1991). Guarantees come to professional service firms. Sloan Management Review, 33(3), 19-20.
Hays, J. M., & Hill, A. V. (2001). A longitudinal empirical study of the effect of a service guarantee on employee motivation/vision, service learning, and perceived service quality. Production and Operations Management, 10(4), 405-424.
Jang, Gun-jo (2005). Influence of medical services customer value and customer satisfaction is reused for quality. Junju, Korea: Thesis for Doctorate in Junju University.
Jo, Gwang-haeng, & Im Chae-un (1999). A Study on the Effect that Customer's Satisfaction and Switching Barrier Have on Store Loyalty. Marketing Study, 14(1), 47-74.
Jun, Yong-Su (2010). Study of the relationships among hotel convention service guarantees, perceived fit, perceived value, relationship satisfaction and loyalty . Pusan, Korea: Thesis for Doctorate in Dong-Ah University.
Jung, Yun-Seung (2001). Domestic discount store market conditions and growth strategy. SERI, 7-11.
Kashyap, R., & Bojanic, D. C. (2000). A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of travel research, 39(1), 45-51.
Kim, Chung-Lyun (2012). SPSS data analysis. Seoul, Korea: 21Segi-Publishing. P.463
Kim, Gae-Su (2007). AMOS 7.0 Structure Equation Modeling. Seoul, Korea: Hannarae publishing, p.371
Kim. Gyeong-Cho (2013). A Study on the Effects of Super-Supermarket Service Quality on Satisfaction in Store Selection. Journal of Industrial Distribution &Business, 4(2), 41-49
Kim. Jong-lak (2014). The Effects of Awareness of KD-SQS Service Quality and Service Guarantee on Service Value and Store Loyalty in Distribution Channels : Focusing on Discount Retailing. Seoul, Korea: Thesis for Doctorate in Kyung-hee University.
Kim, Min-ho (2007). A Study on Effects of Customer Orientation Factors in Relation to Medical Services on the Values of the Services and Customer Satisfaction. Busan, Korea:Thesis for Doctorate in Ko-sin University.
Kim, Seong-Soo, Kim, Seung-Mi, Jung, Myung-Hee, Youn, Myoung-Kil, & Kim, Dong-Ho (2014). Teukyakmeip System and Department Stores in Korea. East Asian Journal of Business Management, 4(2), 23-29
Kotler, Philip, & Keller, Lane (2006). Marketing Management. NY, USA : New Jersey, Prentice hall Inc.
Kwak, Won-il, Nam, In-woo, & Noh, Jung-koo (2009). A Study on the Environmental and Affective Influences on Visiting Attention in Small Traditional Markets and Large Discount Stores. Journal of channel and retailing, 14(3), 77-104.
Kwon, Oh-Chul, Kim, Jin-Seong, Kim, Pan-Jun, Kim, Pan-Jin, Kim, Hong-Seop, Namkung, Suk, Park, Yeung-Kurn, Park, Chul-Ju, Park, Hyoung-Jin, Youn, Myoung-Kil, Lee, Jang-Hwan, Hwang, Hwa-Chul, & Kim, Yoo-Oh (2007). A Note on the Unification on Retail Trade Terminology. Journal of Distribution Science, 5(2), 5-16.
Lee, Young-Chul, & Kim Jong-Lak (2014). KD-SQS Service Quality in Discount-Based Retail: Service Guarantee Adjustment Effect, Service Value, and Store Loyalty. Journal of Distribution Science, 12(7), 53-61.
Lee, Yu-jae, & Ra, Seon-ah (2003). A Study on the Relatve Influence that Different Dimensions of Service Quality Exert on Customer Support. Marketing Study, 18(4), 67-96.
McDougall, G. H., Leveque, T. J., & Plaat, P. V. (1998). Designing the service guarantee: unconditional or specific?. The Journal of Services Marketing, 12(4), 278-293.
Noh, Eun-jeong, & Seo, Yong-gu (2008). A Study on the Measurement of Service Quality at Korean-Style Discount Stores. Study of Distribution, 13(3), 127-54.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
Wagner, G. (1994). Satisfaction guaranteed? Lodging Hospitality. 50(6), 46-47.
Yoon, Sun-Young (2012). A Study on the Effect Between Cabin Service Quality, Customer Value and Relationship Retention Intention in Airline -Focus on the upper-class seats customers. The journal of Korea Navigation Institute, 16(2), 340-350.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(1), 2-22.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations