Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
권호 표지

Measuring the Service Quality of Mobile Internet and Studying the Effects on Marketing Performance

모바일 인터넷 서비스 품질 측정 및 마케팅 성과에 미치는 영향 연구

  • Park, Yoon-Seo (Department of Business Administration, Chonbuk National University) ;
  • Lee, Seung-In (Department of Business Administration, Chonbuk National University) ;
  • Kim, Sam-Kwon (The head of broadcasting division, Chonbuk Broadcast) ;
  • Yang, Liu (Department of Business Administration, Chonbuk National University)
  • 박윤서 (전북대학교 경영학부) ;
  • 이승인 (전북대학교 대학원 경영학과) ;
  • 김삼권 (전북방송 방송사업부) ;
  • 양유 (전북대학교 대학원 경영학과)
  • Published : 2007.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

As the mobile internet service market is rapidly growing, measuring and managing the service quality become a more critical issue to the service providers. Thus the purpose of this study is to compare SERVQUAL, SERVPERF, and non-difference score measures and to determine which one is superior to measure the service quality of the mobile internet service. This study also aims to analyze the structural relationship between the service quality, customer satisfaction and behavioral intentions (repurchase intention and word-of-mouth). For the purpose, survey data were gathered from the respondents who have used the mobile internet services and an empirical test was conducted. As the first research result, it was revealed that the non-difference score measure showed a much better model than other service measuring models (SERVQUAL, SERVPERF). And the second result was that two service quality factors (tangibles and empathy) among the mobile internet service quality factors significantly influenced the customer satisfaction and also the customer satisfaction had a significant effect on the repurchase and word-of-mouth.

Keywords

References

  1. 김계수(20001), AMOS 구조방정식모형분석, 서울, 고려정보산업
  2. 김계수, 박형권(2000), '서비스 품질요인이 고객만족에 미치는 영향에 관한 연구 : 주유소 서비스 품질을 중심으로'. 품질경영학회지, 28권, 3호, pp. 31-43
  3. 김상현, 오상현(2002), '고객재구매의도 결정 요인에 관한 연구 : 고객가치, 고객만족, 전환 비용, 대안의 매력도'. 마케팅연구, 17권, 2호, pp. 25-55
  4. 배병렬(2005), LISREL 구조방정식모델, 청람
  5. 안동규, 최정웅, 이기오(2004), Introduction to Wireless Internet, 사이텍미디어
  6. 유동근, 강성단, 이용기(1998), '서비스 기업의 시장 지향성과 성과 : 벤치마킹, 서비스품질 및 고객만족의 인과적 역할', 마케팅연구, 13권, 1호, pp. 1-25
  7. 윤종훈, 김광석(2006), '인터넷 쇼핑몰의 물류 서비스 품질요인이 고객만족과 구매 후 행동에 미치는 영향에 관한 연구', 정보시스템연구, 15권, 1호, pp. 21-48
  8. 이순묵(1990), 공변량구조분석, 성원사
  9. 이유재(2000), '고객만족 연구에 관한 종합적 고찰'. 소비자학연구, 29권, 1호, pp. 139-166
  10. 이유재, 김우철(1998), '물리적 환경이 서비스 품질 평가에 미치는 영향에 관한 연구 : 이 업종간 비교', 마케팅연구, 13권, 1호, pp. 61-86
  11. 이유재, 김주영, 김재일(1996), '서비스 산업의 현황에 대한 실증연구', 소비자학연구, 7권, 2호, pp. 129-157
  12. 이유재, 이준엽(2001), '서비스 품질의 측정과 기대효과에 대한 재고찰 : KS-SQI 모형의 개발과 적용', 마케팅연구, 16권, 1호, pp. 1-26
  13. 이인식, 김화순(2003), '구매후 A/S 품질이 재구매 및 구전효과에 미치는 영향 : 가전제품을 중심으로'. 품질경영학회지, 31권, 2호, pp. 1-16
  14. 이학식(1997), '지각된 서비스품질의 결정과정 : 판단이론적 시각', 경영학연구, 26권, 1호, pp. 139-154
  15. 이학식, 김영(1997), '연구디자인이 Cronbach's $\alpha$ 계수에 미치는 영향에 관한 연구', 마케팅 연구, 12권, 1호, pp. 209-221
  16. 이학식, 김영(1999), '서비스품질과 서비스가치', 한국마케팅저널, 1권, 2호, pp. 77-99
  17. 장대성, 박주영, 김두복(2002), '한국 패스트푸드점 서비스품질 측정에 있어서 SERVQUAL과 SERVPERF의 비교 연구', 경영과학, 19권, 2호, pp 59-73
  18. 전태유, 박노현(2007), '백화점의 서비스품질이 고객만족 및 행동의도에 미치는 영향', 한국의류학회지, 31권, 1호, pp. 85-94 https://doi.org/10.5850/JKSCT.2007.31.1.085
  19. 정보통신부(2006), 홈페이지(http://www.mic.go.kr)
  20. 정인근, 박창준(2003), '인터넷 쇼핑몰에서 고객가치와 전환장벽이 재구매 의도에 미치는 영향에 관한 연구', 경영정보학연구, 14권, 1호, pp. 185-208
  21. 조현철(2003), 구조방정식모델 - SIMPLIS & AMOS -, 석정
  22. 통계청(2004), 홈페이지(http://www.nso.go.kr)
  23. 한국인터넷정보센터(2004), 대한민국 모바일 연감
  24. 한상린(2004), '레스토랑의 서비스품질이 고객유지와 구전에 미치는 영향 : 관계적 요인의 매개효과를 중심으로', [마케팅관리연구], 9 권, 1호, pp. 29-46
  25. Anderson, E. and Fornell, C.(1994), 'A Customer Satisfaction Research Prospectus', pp. 241-268 in R. T. Rust and R. L. Oliver(Eds.) Service Quality : New Directions in Theory and Practice, Thousand Oaks, CA : Sage Publications
  26. Anderson, J. C. and Gerbing, D. W.(1988), 'Structural Equation Modeling in Practice A Review and Recommended Two-step Approach', Psychological Bulletin, Vol. 103, No. 3, pp. 411-423 https://doi.org/10.1037/0033-2909.103.3.411
  27. Babakus, E. and Mangold, W. G.(1989), 'Adapting the SERVQUAL Scale to Health Care Environment: An Empirical Assessment', in Enhancing Knowledge Development in Marketing, Paul Bloom(eds.), p. 195, Chicago: AMA
  28. Bagozzi, R. P.(1980), 'Performance and Satisfaction in and Industrial Sales Force : An Examination of their Antecedents and Simultaneity', Journal of Marketing, Vol. 44, pp. 65-77
  29. Bagozzi, R. and Yi, Y.(1988), 'On the Evaluation of Structural Equation Models', Journal of the Academy of Marketing Science, Vol. 16, No. 1, pp. 74-94 https://doi.org/10.1007/BF02723327
  30. Bearden, W. O. and Teel, J. E.(1983), 'Selected determinants of Consumer Satisfaction and Complaint Reports', Journal of Marketing Research, Vol. 20, pp. 21-28 https://doi.org/10.2307/3151408
  31. Bitner, M. J.(1990). 'Evaluating Service Encounters : The Effects of Physical Surroundings and Employee Responses', Journal of Marketing, Vol. 54, pp. 69-82 https://doi.org/10.2307/1251871
  32. Bitner, M. J. and Hubbert, A. R.(1994), 'Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer's Voice', in Service Quality, Ronald T. Rust and Richard L. Oliver(eds.), pp. 72-94, Sage Publications, Inc
  33. Blodgett, J. G.(1994), 'The Effects of Perceived Justice on Complaints' Repatronage Intentions and Negative Word-of-Mouth Behavior', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 7, pp. 1-13
  34. Bolton, R. N. and Drew, J. H.(1991a), 'A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes', Journal of Marketing, Vol. 55, pp. 1-9
  35. Bolton, R. N. and Drew, J. H.(1991b), 'A Multistage Model of Customers' Assessments of Service Quality and Value', Journal of Consumer Research, Vol. 17, pp. 375-384 https://doi.org/10.1086/208564
  36. Bolton, R. N.(1998), 'A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction', Marketing Science, Vol. 17, No. 1, pp. 45-65 https://doi.org/10.1287/mksc.17.1.45
  37. Boulding, W., Kalra, A., Staelin, R, and Zeithaml, V. A.(1993), 'A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions', Journal of Marketing Research, Vol. 30, pp. 7-27 https://doi.org/10.2307/3172510
  38. Brown, T. J., Churchill, G. A. Jr., and Peter, J. P.(1993), 'Improving the Measurement of Service Quality', Journal of Retailing, Vol. 69, No. 1, pp. 127-139 https://doi.org/10.1016/S0022-4359(05)80006-5
  39. Buttle, F.(1996), 'Review, Critique, Research Agenda', European Journal of Marketing, Vol. 30, No. 1, pp. 8-32
  40. Cardozo, R. N.(1965), 'An Experimental Study of Customer Effort, Expectation, and Satis-faction', Journal of Marketing Research, Vol. 11, pp. 244-249
  41. Carman, J. M.(1990), 'Consumer Perception of Service Quality: An Assessment of the SERVQUAL Dimensions', Journal of Retailing, Vol. 66, No. 1, pp. 33-55
  42. Carmines, E. and McIver, J.(1981), 'Analysing Models with Unabserved Variables : Analysis of Covariance Structures', In G. Bohrnstedt and E. Borgatta(eds.), Social Measurement: Current Issues, Beverly Hills, Calif. : Sege
  43. Churchill, G. A and Surprenant, C.(1982), 'An Investigation into the Determinants of Customer Satisfaction', Journal of Marketing Research, Vol. 19, pp. 491-504 https://doi.org/10.2307/3151722
  44. Cronin, J. J., Jr. and Taylor, S. A.(1992), 'Measuring Service Quality: A Reexamination and Extension', Journal of Marketing, Vol. 58, pp. 55-68
  45. Cronin, J. J. Jr. and Taylor, S. A.(1994), 'SERVPERF versus SERVQUAL : Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality', Journal of Marketing, Vol. 58, pp. 125-131
  46. 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, Vol. 24, pp. 3-16 https://doi.org/10.1007/BF02893933
  47. Devaraj, S., Fan, M. and Kohli, R.(2002), 'Antecedent of B2C Channel Satisfaction and Preference: Validating e -Commerce Metrics', Information Systems Research, Vol. 13, No. 3, pp. 316-333 https://doi.org/10.1287/isre.13.3.316.77
  48. Day, R.(1980), 'Research Perspectives on Consumer Complaining Behavior', AMA Proceedings, American Marketing Association, pp. 211-215
  49. Finn, D. W. and Lamb, C. W.(1991), 'An Evaluation of the SERVQUAL Scale in a Retailing Setting', Advances in Consumer Research, Vol. 18, pp, 483-490
  50. Fitzsimmons, J. A. and Fitzsimmons, M. J. (1998), Service Management, McGraw-Hill
  51. Fornell, C. and Lacker, D. F.(1981), 'Evaluating Structural Equation Model with Unobservable Variables and Measurement Error', Journal of Marketing Research, Vol. 18, pp. 39-50 https://doi.org/10.2307/3151312
  52. Fornell, C. and Wernerfelt, B.(1988), 'Model for Customer Complaint Management', Marketing Science, Vol. 7(Summer), pp. 271-286 https://doi.org/10.1287/mksc.7.3.271
  53. Gagliano, K. B. and Hathcote, J.(1994), 'Customer Expectations and Perceptions of Service Quality in Retail Apparel Speciality Stores', Journal of Services Marketing, Vol. 8, No. 1, pp. 60-69 https://doi.org/10.1108/08876049410053311
  54. Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L. J.(1998), 'A Dyadic Study of Interpersonal Information Search', Journal of the Academy of the Marketing Science, Vol. 26, pp. 83-100 https://doi.org/10.1177/0092070398262001
  55. Gronroos, C.(1984), 'A Service Quality Model and Its Marketing Implication', European Journal of Marketing, Vol. 18, No. 4, pp. 36-44 https://doi.org/10.1108/EUM0000000004784
  56. Guiry, M., Hutchinson, W., and Weith, B. A. (1992), 'Customers' Evaluation of Retail Store Service Quality and Its Influence on Store Choice', Working Paper, University of Florida
  57. Helson, H.(1964), Adaptation-level theory: An Experimental and Systematic Approach to Behavior, New York: Harper & Row
  58. Hunt, H. K(1977), 'CS/D-Overview and Future Research Direction', in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Hunt H. K. ed., Cambridge, MA: Marketing Science Institute
  59. Joreskog, K. G. and Sorbom, D.(1993), LISREL 8 : Structural Equation Modeling with the SIMPLIS Command Language, Mooresville, Ill.: Scientifi Software
  60. Kahneman, D. and Miller, D. T.(1986), 'Norm Theory: Comparing Reality to Its Alternatives', Psychological Review, Vol. 93, No. 2, pp. 136-153 https://doi.org/10.1037/0033-295X.93.2.136
  61. Keaveney, S. M.(1995), 'Customer Switching Behavior is Service Industries: An Exploratory Study', Journal of Marketing, Vol. 59, pp. 71-82
  62. Lee, Y. L. and Hing, N.(1995), 'Measuring Quality in Restaurant Operations An Application of the SERVQUAL Instrument', International Journal of Hospitality Management, Vol. 14, pp. 293-310 https://doi.org/10.1016/0278-4319(95)00037-2
  63. Oliver, R. L.(1977), 'Effect of Expectation and Discomfirmation on Postexposure Product Evaluations: An Alternative Interpretation', Journal of Applied Psychology, Vol. 62, No. 4, pp. 480-486 https://doi.org/10.1037/0021-9010.62.4.480
  64. Oliver, R. L.(1980), 'A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions', Journal of Marketing Research, Vol. 17, pp. 460-469 https://doi.org/10.2307/3150499
  65. Oliver, R. L.(1993), 'A conceptual Model of Service Quality and Service Satisfaction : Compatible Goals, Different Concepts', in Advances in Services Marketing and Management : Research and Practice, 2, Teresa A. Swartz, David E. Bowen, and Stephen W. Brown, eds. Greenwich, CT : JAI Press
  66. Oliver, R. L.(1996), 'Varieties of Value in the Consumption Satisfaction Response', Advances in Consumer Research, Vol. 23, pp. 143-147
  67. Oliver, R. L. and Desarbo, W. S.(1988), 'Response Determinants in Satisfaction Judgments', Journal of Consumer Research, Vol. 14(March), pp. 495-507 https://doi.org/10.1086/209131
  68. Olshavsky, R. W. and Miller, J. A.(1972), 'Consumer Expectations, Product Performance, and Perceived Product Quality', Journal of Marketing Research, Vol. 9, pp. 19-21 https://doi.org/10.2307/3149600
  69. Olson, J. C. and Dover, P. A.(1979), 'Disconfirmation of Consumer Expectations Through Product Trial', Journal of Applied Psychology, Vol. 64, No. 2, pp. 179-189 https://doi.org/10.1037/0021-9010.64.2.179
  70. Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1985), 'A Conceptual Model of Service Quality and Its implications for Future Research', Journal of Marketing, Vol. 49, pp. 41-50
  71. Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1988), 'SERVQUAL : A Multiple Item Scale for Measuring Consumer Perception of Service Quality', Journal of Retailing, Vol. 64, No. 1, pp. 12-40
  72. Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1991), 'Refinement and Reassessment of the SERVQUAL Scale', Journal of Retailing, Vol. 67, No. 4, pp. 420-450
  73. Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1994), 'Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research', Journal of Marketing, Vol. 58, pp. 111-124 https://doi.org/10.2307/1252255
  74. Powpaka, S.(1996), 'The Role of Outcome Quality As a Determinant of Overall Service Quality in Different Categories of Services Industries: An Empirical Investigation', Journal of Services Marketing, Vol. 10, No. 2, pp. 5-25 https://doi.org/10.1108/08876049610114230
  75. Reichheld, F. F. and Sasser, W. E.(1990), 'Zero Defections: Quality Comes to Service', Harvard Business Review, Vol. 14(March), pp. 495-507
  76. Richard, M. D. and Allaway, A. W.(1993). 'Service Quality Attributes and Choice Behavior', Journal of Services Marketing, Vol. 7, No. 1, pp. 59-68
  77. Rusbult, C. E.(1983), 'A Longitudinal Test of the Investment Model : the Development and Deterioration of Satisfaction and Commitment in Heterosexual involvement', Journal of Personality and Social Psychology, Vol. 45, pp. 101-117 https://doi.org/10.1037/0022-3514.45.1.101
  78. Steiger, J. H.(1990), 'Structural Model Evaluation and Modification: An Interval Estimation Approach', Multivariate Behavioral Research, Vol. 25, pp. 173-180 https://doi.org/10.1207/s15327906mbr2502_4
  79. Spreng, J. A. and Mackoy, R. D.(1996), 'An Empirical Examination of a Model of Perceived Service Quality and Satisfaction', Journal of Retailing, Vol. 72, No. 2, pp. 201-214 https://doi.org/10.1016/S0022-4359(96)90014-7
  80. Swan, John E. and Richard L. Oliver(1989), 'Postpurchase Communications by Consumers', Journal of Retailing, Vol. 65, pp. 516-533
  81. Taylor, S. A. and Baker, T. L.(1994), 'An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions', Journal of Retailing, Vol. 70, pp. 163-178 https://doi.org/10.1016/0022-4359(94)90013-2
  82. Tse, D. K. and Wilton, P. C.(1988), 'Models of Consumer Satisfaction Formation: An Extension', Journal of Marketing Research, Vol. 25, pp. 204-212 https://doi.org/10.2307/3172652
  83. Woodside, A. G., Frey, L. L., and Daly, R. T.(1989), 'Linking Service Quality, Customer Satisfaction, and Behavioral Intention', Journal of Health Care Marketing, Vol. 9, pp. 5-17
  84. Zeithaml, V. A.(1988), 'Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence', Journal of Marketing, Vol. 52, pp. 2-22 https://doi.org/10.2307/1251446