Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The Service Value Affecting Customer Satisfaction and the Moderator Effect of Switching Barriers

서비스 가치가 고객만족에 미치는 영향과 전환장벽의 조절효과

  • Byeon, Hyeonsu (Division of Public Administration, Korea National University of Transportation)
  • 변현수 (국립 한국교통대학교 행정학부)
  • Received : 2018.10.30
  • Accepted : 2018.12.11
  • Published : 2018.12.31
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Abstract

The purpose of this work is to develop a model that understands perceived service value is useful when explaining customer satisfaction and that examines the moderating effects of switching barriers on the relationship between service value and customer satisfaction. Serv-Perval scale which consists of five dimensions was adapted to measure perceived service value. Online and offline questionnaire survey was empirically conducted with respondents who experienced services in the various areas. The results show that five dimensions in Serv-Perval scale had impact on customer satisfaction respectively. And the switching barrier moderates between service value and customer satisfaction. It indicates that perceived value of service forecasts overall assessment on customer satisfaction and needs the optimal use of switching barriers in the service industry were offered.

본 연구는 고객이 인지하는 서비스 가치가 고객 만족을 설명하는 데에 유용하며, 이러한 관계에서 전환장벽이 조절효과를 가지고 있음을 실증하기 위하여 수행되었다. 서비스 가치를 확인하기 위해 채택된 측정도구인 Serv-Perval은 5개의 하위 차원으로 구성되어 있으며, 이를 이용하여 고객이 인지하는 서비스 가치와 고객 만족과의 관계를 탐구할 수 있다. 연구를 수행하기 위해 온라인과 오프라인에 걸쳐 설문조사를 실행하였고, 여러 서비스를 경험한 일반 고객을 대상으로 자료를 취합하였다. 연구결과 Serv-Perval 안에서 구성된 5개의 하위 차원들은 모두 고객 만족에 유의미한 영향력을 가지고 있었다. 또한 이와 같이 서비스 가치가 고객 만족에 영향을 미치는 관계하에서 전환장벽은 유의한 조절효과를 가지고 있음을 확인하였다. 이로 인해 고객이 인지하는 서비스 가치는 전반적인 고객만족을 예측하는 도구로서 유용하게 적용될 수 있으며, 이러한 관계를 강화하기 위한 수단으로 전환장벽을 주의 깊게 고려해야 할 필요성이 있음을 알 수 있었다.

Keywords

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Fig. 3-1 Research Model

Tab. 2-1 ServQual Summary(Parasuraman et al., 1985, 1988)

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Tab. 2-2 CRM and CEM(Nwokah, 2012)

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Tab. 2-3 Serv-Perval Summary (Petrick, 2002)

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Tab. 4-1 Characteristics of Respondents

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Tab. 4-2 Confirmation of Measurement Scale(Serv-Perval)

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Tab. 4-3 Confirmation of Measurement scale(Satisfaction and Switching Barriers)

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Tab. 4-4 Results of multiple regression

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Tab. 4-5 Moderating Effect of Switching Barriers(1)

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Tab. 4-6 Moderating Effect of Switching Barriers(2)

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Tab. 4-7 Moderating Effect of Switching Barriers(3)

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Tab. 4-8 Moderating Effect of Switching Barriers(4)

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Tab. 4-9 Moderating Effect of Switching Barriers(5)

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