- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
편의점의 서비스품질 요인이 서비스 만족 그리고 점포충성도에 미치는 영향: 서비스가치 조절효과를 중심으로
The Impact of Service Quality on Service Satisfaction and Store Loyalty: Service Value as a Moderator
양회창 (Jangan University)
김종락 (Department of Distribution Management, Jangan University)
Abstract
Purpose - The convenience store business sector in South Korea has contributed to economic growth and job creation, and the growth potential of this market segment remains very high. In addition, service value is a more important factor than price in determining purchase intention. Research in the convenience store market is relatively very low compared to other retail sectors. In particular, research on service quality for the convenience of retailers who examine and analyze customer behavior and service quality factors used in the convenience store side of the situation is very inadequate. We have investigated the relationship of store service quality, service satisfaction, and store loyalty. In addition, we have examined the way service value moderates the relationship among these variables. Research design, data, and methodology - The questionnaire was developed using modified and supplementary questions based on the KD-SQS and RSQS models. The study suggested a theoretical model composed of 15 hypotheses on the relations between theoretic variables, and surveys conducted with consumers in discount stores in the Seoul and Gyunggi Metropolitan area in order to verify the hypotheses. We used the SPSS/PC statistical packages to analyze the results. The number of surveys used was 227. Moreover, a structural equating model was also used to analyze the reliability and validity of the composing elements and to verify the suggested hypotheses. Results - The overall results of this study are as follows. First, all service quality elements have a significant effect on service satisfaction. Second, all service quality elements have a significant effect on store loyalty. Third, service satisfaction has a significant effect on store loyalty. Finally, when the participants were divided into high and low service value the results of the multiple regression analyses showed that only the relationship between policy of service quality and satisfaction, and human interaction and policy of service quality and loyalty were significant. The implications are discussed based on the findings of the study. Conclusions - First, through direct hypotheses testing, we confirmed that the convenience service quality positively impacts the service satisfaction and loyalty of buyers. In particular, the reliability, origin benefit, and promotion were found to have more influence on satisfaction and loyalty of consumers of a convenience store. Further, for the service quality of the convenience for the consumer loyalty, greater human interaction was a high-value and statistically significantly higher than the degree of improvement in consumer loyalty. This underscores the importance of education and human services management of employees working in a convenience store. In particular, frequent changes in personnel generate results that negatively impact loyalty with customers. These results may lead to a serious problem in the economics of the store. Therefore, it should enhance the value of services through the establishment of training and compensation for employees. In addition, a certain educational level is required as well as a basis for compensation and retention.
- keywords
- Service Quality, Service Satisfaction, Store Loyalty, Service Value, Convenience Store
참고문헌
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability:Findings from Sweden. Journal of Marketing, 58(3), 53-66.
Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic psychology, 26(1), 35-57.
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.
Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 69-82. doi:10.2307/1251871
Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of marketing, 32(5/6), 499-513.
Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65(3), 34-49.
Carman, J. M. (1990). Consumer Perceptions Of Service Quality: An Assessment Of T. Journal of retailing, 66(1), 33.
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.
Cronin, J. J., Brady, M. K., Brand, R. R., Hightower Jr, R., & Shemwell, D. J. (1997). A cross-sectional test of the effect and conceptualization of service value. Journal of services Marketing, 11(6), 375-391.
Cronin, J. J., Jr., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125-131.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1995). 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. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual 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.
Fornell, C. (1992). A National Customer Satisfaction Barometer:The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of marketing, 37(11/12), 1762-1800.
Ja, C., & Ji, L. (2005). The Role of Consumer Cognitive Costs and Service Quality in Store Loyalty: A Comparison of Models between Customers and Prospects in the Context of Consumer Electronics Retailing. Journal Of Distribution Research, 10(4), 89-111.
Kim, J. H., & Kim, M. S. (2010). Antecedents and Consequences of Economic/Noneconomic Satisfaction in Channel Relationships of Convenience Stores. Korea Research Academy of Distribution and Management Review, 13(5), 7-32.
Kim, J.-L. (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 Kyung-hee University., Seoul, Korea.
Kim, J.-L., Lee, Y.-C., Han, S.-H., & Lim, S.-J. (2013). The Impact of Service Quality on Customer Satisfaction, Service Value, and Store Loyalty in a University-Based Convenience Store. Journal of Distribution Science, 11(5), 5-15.
Kim, M.-K., Park, M.-C., & Jeong, D.-H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159.
La, S. (2009). The Effects of CS and Service Brand Identification on Service Switching and Service Quality. Korean Journal of Consumer Studies, 20(1), 93-125.
Lee, H.-S., & Kim, Y. (1999). Service Quality and Service Value. Korean Journal of Marketing, 1(2), 77-99.
Lee, I.-g., Kim, J.-b., & Lee, M.-g. (2000). Model of Causality among Perceived Service Quality, Consumer Attitude, and Intention to Reuse. Korea Marketing Journal, 2(3), 44-63.
Lee, M., & Cunningham, L. F. (2001). A Cost/Benefit Approach to Understanding Service Loyalty. Journal of services Marketing, 15(2), 113-130.
Noh, E.-j., & Seo, Y.-g. (2008). A Study on the Measurement of Service Quality at Korean-Style Discount Stores. Study of Distribution, 13(3), 127-154.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420-450.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
Reichheld, F. P., & Sasser, W. E. (1990). Zero defeciions:Quoliiy comes to services. Harvard business review, 68(5), 105-111.
Seong, J., & Ihn, L. (2010). Dual Path Model in Store Loyalty of Discount Store. Journal Of Distribution Research, 11(4), 1-24.
Shim, S.-W., & Byun, H.-M. (2012). The Study on the Aattitude Toward Contents and Attitude Toward the Advertising Convenient Store Display. The Korea Journal of Advertising, 23(1), 233-252.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of retailing, 74(2), 223-245.
Siu, N. Y., & Tak-Hing Cheung, J. (2001). A measure of retail service quality. Marketing Intelligence & Planning, 19(2), 88-96.
Yi, Y.-J., & Gong, T.-S. (2005). The Effects of Customer Citizenship Behavior and Badness Behavior on Perceived Service Quality, Customer Satisfaction, and Repurchase Intention. Journal of Korean Marketing Association, 7(3), 1-27.
Yi, Y.-J., & La, S.-a. (2003). The Relative Effects of Three Dimensions of Service Quality on CS. Journal of Korean Marketing Association, 18(4), 67-97.
Yoon, M. H., & Suh, J. (2003). Organizational Citizenship Behaviors and Service Quality as External Effectiveness of Contact Employees. Journal of Business Research, 56(8), 597-611.
Yoon, S.-W., & Suh, G.-H. (2004). A Study on the Structural Relationship between Employee Services and Store Loyalty. Asia Marketing Journal, 6(3), 59-81.
Yoon, S.-Y. (2012). A Study on the Effect between Cabin Service Quality, Customer Value and Relationship Retention Intention in Airline. 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(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., & Bitner, M. J. (1996). Services Marketing: New York: McGraw Hill.
Zeithaml, V. A., & Institute, M. S. (1987). Defining and Relating Price, Perceived Quality, and Perceived Value: Marketing Science Institute.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수