Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Service Quality on Customer's Loyalty in Automotive Parts Distribution Industry

자동차부품 유통기업의 서비스품질이 고객충성에 미치는 영향 연구

  • 홍성준 (호서대학교 벤처대학원) ;
  • 동학림 (호서대학교 벤처대학원)
  • Received : 2018.05.24
  • Accepted : 2018.07.20
  • Published : 2018.07.28
Download PDF
⟨ Previous Next ⟩

Abstract

Automotive parts distribution industry focused on increasing sales by product quality until early 2010, but as competition has recently intensified, each company has become interested in core values such as customer satisfaction, trust and loyalty. Therefore, effect of customer-oriented service mindset should be analyzed for the relationship between service quality and customer satisfaction, trust, and loyalty in this industry. For this, a questionnaire survey was conducted for 342 distributors. Structural equation models were analyzed using AMOS 23.0. Empirical results show service quality has positive effects on customer loyalty, and customer satisfaction and trust mediate between service quality and customer loyalty. The service quality became a key factor to elicit customer satisfaction, trust and loyalty. Following studies, it is expected to enhance service quality focusing on extending region coverages.

자동차부품 유통산업은 2010년대 초반까지 제품의 매출 확대에만 집중하였을 뿐 유통 과정에서 발생되는 서비스 가치나 고객만족에 대해 큰 관심을 두지 않았다. 그러나 최근 시장 경쟁이 심화되면서 변화와 혁신이 요구됨에 따라 제품뿐만 아니라 서비스를 통한 만족, 신뢰, 충성 등 핵심 가치에 관심이 높아졌다. 이에 본 연구는 서비스품질과 고객만족, 고객신뢰, 고객충성 간의 관계를 파악하여 고객중심 서비스 마인드가 기업의 지속성에 미치는 영향을 분석하고자 한다. 이를 위해 342개의 자동차부품 대리점 대상으로 설문조사를 실시하였고, 측정모형과 구조모형은 모두 AMOS 23.0으로 분석하였다. 실증분석 결과, 서비스품질은 고객충성에 긍정적인 영향을 미치며, 고객만족 및 고객신뢰가 서비스품질과 고객충성 사이를 매개하는 것으로 나타났다. 본 연구는 그 간 제품 품질에 관심을 두었던 자동차부품 도매점과 대리점 간에도 서비스품질이 고객만족, 신뢰와 충성을 이끌어 내는데 중요한 요소임을 밝히는데 의의가 있다. 향후 연구에서는 지역 커버리지를 확대하여 서비스품질의 다양한 케이스를 통한 분석으로 개선 및 발전하기를 기대한다.

Keywords

References

  1. Vehicles Monthly Registered Report (2017). Korea Automobile Manufacturers Association, 12.
  2. R. C. Lewis & B. H. Booms. (1983). The Marketing Aspects of Service Quality, in Emerging Perspectives on Service Marketing, In Berry, L., Shostack, G., Upah, G. eds. Chicago II, American Marketing, 99-107.
  3. Y. J. Yi & S. A. La. (2010). Evolution of service quality measurements system among Korean firms, Seoul: Seoul National University Press.
  4. R. A. Westbrook. (1980). A rating scale for measuring product/service satisfaction. The Journal of Marketing, 44(4), 68-72. https://doi.org/10.2307/1251232
  5. R. L. Oliver. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430. https://doi.org/10.1086/209358
  6. J. J. Cronin & S. A. Taylor. (1992) Measuring service quality: a reexamination and extension. Journal of Marketing, 56(July).
  7. E. W. Anderson, C. Fornell & D. R. Lehmann. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(July).
  8. T. Thorsten & R. Katja. (2003). Trust involvement profile and customer retention-modelling, effects and implications, International Journal of Technology Management, 26(5-6), 621-639. https://doi.org/10.1504/IJTM.2003.003426
  9. E. Garbarino & M. S. Johnson. (1999). The different roles of satisfaction, trust, and commitment in customer relationship, Journal of Marketing, 63(April).
  10. S. Ganesan. (1994). "Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(2), 1-19. https://doi.org/10.2307/1252265
  11. R. M. Morgan & S. D. Hunt. (1994). The Commitment. Trust Theory of Relationship Marketing, Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
  12. D. A. Aaker. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York, The Free Press.
  13. R, L. Oliver. (1980). A cognitive model of the antecedent and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
  14. S. S. Moon. (2011). A Study on the Effect of Brand Image And Brand Loyalty in Coffee Shop. : Focusing on Mediating Effect of Trust and Commitment. Korea Association of Business Education, 67, 217-238.
  15. P. H. Schurr & J. L. Ozanne. (1985). Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness, Journal of Consumer Research, 11(4), 939-953. https://doi.org/10.1086/209028
  16. D. D. Gremler & S. W. Brown. (1998). Service Loyalty: Antecedents, Components, and Outcomes, American Marketing Association, Winter Conference, 9, 165-166.
  17. J. C. Anderson & D. W. Gerbing. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-23. https://doi.org/10.1037/0033-2909.103.3.411
  18. K. C. Yoon, H. Xu & D. H. Lim. (2018). The Intention to Play Online Games in China, Journal of Industrial Distribution & Business, 9(4), 63-72
  19. J. L. Arbuckle. (2003). Amos 5, SmallWaters. IL: Chicago.
  20. R. P. Bagozzi & Y. Yi. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  21. J. F. Hair, R. E. Anderson, R. L. Tatham & W. C. Black. (1998). Multivariate Data Analysis(5th ed.). Englewood Cliffs. NJ: Prentice-Hall.
  22. K. G. Joreskog & D. Sorbom. (1994). PRELIS 2: User's reference guide. Scientific Software.
  23. E. Carmines & J. Mclver. (1981). Analyzing models with unobserved models: Analysis of covariance structures. Beverly Hills.
  24. C. Fornell & D. F. Larcker. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  25. R. H. Hoyle & A. Panter. (1995). Writing about structural equation models. In Rick H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications (pp.158.176). Thousand Oaks, CA: Sage.