The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Structural Relationship among Professional Service Satisfaction, Commitment and Loyalty

전문서비스의 만족과 몰입, 로열티의 구조적 관계

  • Received : 2010.09.08
  • Accepted : 2010.10.01
  • Published : 2010.10.28
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Abstract

This study is to examine loyalty building model which reflected differentiated traits of professional service to establish strong loyalty for gaining competitive edge. Professional service is where consumer can not easily predict the result of service as well as other common traits. It also has trait that is difficult to evaluate service satisfaction and quality even after using the service because knowledge imbalance between service provider and user is great. Therefore, in professional service, satisfaction and emotion that consumer perceives in the service use process will play critical role in loyalty formation. As a result, the model of this study divided dimension into responsiveness satisfaction which is satisfaction dimension of professional service use process, interaction satisfaction, technical satisfaction and structurally examined the relationship between emotional commitment and cognitive commitment and the relationship between dimension of commitment and loyalty. The analysis result show that dimension of satisfaction which perceived in professional service use process increases both emotional commitment and cognitive commitment and these commitments effect to loyalty formation.

본 연구는 전문서비스 경쟁우위를 확보하기 위한 강력한 충성도 구축을 위해 전문서비스만의 차별화된 특성을 반영한 충성도 구축 모형을 검증하고자 한다. 전문서비스는 서비스의 일반적인 특성 외에도 소비자가 서비스 결과를 쉽게 예측할 수 없고 서비스 제공자와 이용자간의 지식불균형이 커서 서비스를 이용하고 난 이후에도 서비스 만족과 품질을 평가하기 어렵다는 특성을 가지고 있다. 그래서 전문서비스는 이용과정에서 고객이 지각하는 만족과 감정이 충성도 형성에 결정적인 역할을 할 것이다. 이에 따라 본 연구의 모형에서는 전문서비스 이용과정의 만족차원으로 반응적 만족, 상호작용 만족, 기술적 만족차원으로 나누어 검토하고 감정적 몰입과 계산적 몰입과의 관계, 몰입의 차원과 충성도 간의 관계를 구조적으로 살펴보았다. 분석결과 전문서비스 이용과정에서 지각하는 만족의 차원은 감정적 몰입과 계산적 몰입을 모두 높이며, 이러한 몰입은 충성도 형성에 영향을 미치고 있음을 알 수 있다.

Keywords

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