open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
본 연구는 고객에 대한 서비스에서 발생되는 대기에 대한 심리적인 영향이 서비스 품질 이미지-광고가 재구매 의도에 미치는 전반적인 영향을 파악하기 위해 시도되었다. 연구모델 상에 서비스 이미지-광고에 영향을 주는 조절변수(대기시간에 대한 기대불일치, 거래의 중요성, 대기비용, 통제가능성, 안정성, 대기환경)의 조절효과와 매개변수(부정적 정서, 수용가능성)의 매개효과를 파악하여 심리적 대기에 대한 영향을 파악하였다. 연구의 가설은 부정적 정서가 심적 대기에 미치는 영향, 부정적 정서가 서비스 이미지-광고에 미치는 영향, 서비스 이미지-광고가 재구매 의도에 미치는 영향을 파악하는 것이다. 데이터는 35개의 호텔레스토랑에서 실재 대기상황에 있는 고객으로부터 수집하였고 잠재변인들의 인과적 관계성을 검증하는 복합적인 통계기법(LISREL 분석)을 사용하였다. 연구결과 부정적 정서와 수용가능성이 서비스 이미지-광고에 통계적으로 유의한 영향을 주며, 조절변수 중 일부는 조절효과를 보인 것으로 연구되었다.
This study examined the effect of waiting in a service queue on the evaluation of the repurchase intention focused on its overall process, mediators(negative affect and acceptability) and moderators(disconfirmation of wait time expectation, transaction importance, waiting cost, controllability, stability, and waiting environment) Possible hypotheses were the relationships between perceived waiting and negative affection, carrying possibility, between negative affection and service evaluation, between carrying possibility and service evaluation, and between service quality and repurchase behavior. Data obtained from actual customers in service queue at 35 hotel restaurants. Lisrel was used to analyse the data. The result of study shows that perceived waiting and negative affection, carrying possibility and service evaluation, and service evaluation and repurchasing behavior have positive relationships while perceived waiting and carrying possibility, and negative affection and service evaluation have negative relationships.
박유식 (2000). 대기시간이 서비스 품질평가에 미치는 영향. 마케팅연구, 15(1), 1-25.
윤성욱, 김수배 (2003), 의료서비스에서 물리적 환경, 공정성, 대기시간이 재이용의도에 미치는 영향, 마케팅과학연구, 12, 107-119
통계청 (2000), “99년 한국의 사회지표”
Dube-Rioux, L., Schmitt, B. H. and Leclerc, F (1989), Consumers' Reactions to Waiting: When Delays Affect the Perception of Service Quality, Advances in Consumer Research, 16, 16-59
Dolinsky, A. (1995). Complaint intensity and health care service, Journal of Health Care Marketing, 15(2), 42-47
Fokles, V., Koletsky, S., & Graham, J. (1987). A field study of casual inferences and consumer reaction: The view of the airport, Journal of Consumer Research, 18(March).
Horonik, J. (1984), Subjective vs. Objective Time Measures: A Note on the Perception of Time in Consumer Behavior, Journal of Consumer Research, 11, 615-618
Houston, Mark B., Lance A. Berrencourt, Sutha Wenger (1998), The Relationship Between Waiting in a Service Queue and Evaluations of Service Quality: A Field Theory Perspective, Psychology & Marketing, 15(December)
Hui, M. K. and Tse, D. K (1996), What to Tell Consumers in Waits of Different Lengths: An Integrative Model of Service Evaluation, Journal of Marketing, 60, 80-90.
Iversen, Tor (2000), Potential effect internal markets on hospitals Waiting Time, European Journal of Operational Research, 121, 467-475
Katz, K. L., Larson, B. L. and Larson, R. C. (1991), Prescription for the Waiting in Line Blues: Entertain, Enlighten and Engage, Sloon Management Review, Winter, 44-53
Maister, D (1985), The Psychology of Waiting Lines, in the Service Encounter, Czepiel, J., Solomen, M., and Supernant, C.(eds), Lexington, M.A.: Lexington Books, 113-123
Metters, K. & Metters, M. (2003). Successful service operations management, Thomson Learning, Inc.
M. M. and J. Heineke(1994), Understanding the Roles of the Customer and the Operation for Better Queue Management, International Journal of Operations and Production Management, 14(5), 21-34
Nie, W (2000), Waiting: Integration Social and Psychological Perspectives in Operations Management, Omega, 28, 611-629.
Osuna, E. E. (1985), The Psychological Cost of Waiting, Journal of Mathematical Psychology, 29(March), 82-105
Pruyn, A and Smindts, A. (1998), Effects of Waiting on the Satisfaction with the Service: Beyond Objective Time Measures, International Journal of Research in Marketing, 15, 321-334
Schwartz, B. (1975), Queuing and waiting, Chicago: University of Chicago Press
Shostack, G. L. (1987), Service Positioning Through Structural Change, Journal of Marketing, 51, 34-43
Taylor, S. (1994), Waiting for Service: The Relationship Between Delays and Evaluations of Service, Journal of Marketing, 58(April), 56-69
Weiner, B. (2000). Attributional thoughts about consumer behavior, Journal of Consumer Research, 27.
Zeithaml, V. A., Berry, L.L. and Parasuramen, A. (1993), The Nature and Determinants of Customer Expectations of Service, Journal of the Academy of Marketing Science, 21(Winter), 1-12
