디지털융복합연구 (Journal of Digital Convergence)

  • 제12권12호
  • /
  • Pages.151-160
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  • 2014
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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자동차구매 후 서비스품질 만족도가 자동차의 구전의도에 미치는 영향에 관한 연구

A Study on the Impact of Satisfaction Level with Automobile Service Quality on Word-of-mouth intention

  • 문창선 (호서대학교 벤처전문대학원 융합공학과) ;
  • 양해술 (호서대학교 벤처전문대학원 정보경영학과)
  • Moon, Chang-Sun (Dept. of Convergence Engineering, Graduate School of Venture, Hoseo University) ;
  • Yang, Hae-Sool (Dept. of Information Management, Graduate School of Venture, Hoseo University)
  • 투고 : 2014.09.28
  • 심사 : 2014.12.20
  • 발행 : 2014.12.28
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초록

소비자들의 서비스품질 평가는 자신이 제공받은 서비스가 만족스럽지 않으면 서비스제품의 질이 좋다고 인식하지 않는다. 본 연구에서는 자동차정비 서비스산업에서 발생되는 서비스품질이 고객만족과 재 구매의도 그리고 구전의도에 어떠한 영향을 미치는지, 서비스의 매개변수가 어떠한 매개역할을 하는지 실증자료를 통하여 연구 하였다. 설문을 이용하여 자료를 수집하고 SPSS로 분석한 결과 서비스품질은 고객의 행동의도에 중요한 요소임을 확인하였으며 서비스의 매개변수 또한 서비스품질과 고객의 행동의도에 밀접한 매개역할을 하고 있는 것으로 실증되었다.

In terms of service quality evaluation, consumers think that the product they have bought is of good quality only when they are provided with satisfactory service. The purpose of this study was to examine the influence of service quality on customer satisfaction, repurchase intention and word-of-mouth intention in the automobile service industry and the possible mediating effects of Parameters by obtaining empirical data. A survey was conducted to gather data, and the collected data were analyzed by a statistical package SPSS. As a result, it's ascertained that the quality of service was one of integral factors for customer behavioral intention, and Parameters turned out to have strong mediating effects on the quality of service and customer behavioral intention as well.

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참고문헌

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