Earticle

초록

영어

During the 1980s, the interest in service quality has increased exponentially. Also, there now have been many conceptual articles written on service quality, and even a few empirical research results published. So, service quality has become a top priority and a significant competitive issue in many countries. Nowadays, service companies are being faced with three common tasks of improving quality of service, competitive differential advantage, and productivity due to quantitative expansion of service industries. Especially, service companies in Korea should prepare for starting of WTO which is a new world trade organization to cope with the new circumstances. The purpose of this study is to increase the understanding and exploring how service quality is perceived and measured by the customers. Service quality is viewed as the degree and direction of discrepancy between customer`s perceptions and expectations. A model of service quality by Parasuraman, Zeithaml, and Berry is presented and introduced in this paper. Especially, a multiple-item scale called SERVQUAL developed by Parasuraman, Zeithaml and Berry has been used as a method of measurement. Two research questions are set forth and answered by testing three hypothesis using data collected by questionnaires in cross-sectional field study of service companies in Korea. The data were collected by questionnaire research through mail or interview with customer who has experienced to service companies (Bank, Hospital, Fastfood-Chain, Hotel). The analysis was carried to 528 samples for customer and 64 samples for service provider group by using SAS statistical package. The reliability test by Cronbach`s Alpha was conducted to examine the conceptual consistency used in questionnaire and the validity test by content analysis was used to confirm whether the concepts are appropriate to measure or not. Also, statistical methods such as factor analysis, T-test, simple regression analysis, multiple regression analysis and Pearson correlation analysis were used to test the hypothesis. The principal findings of the research and its significance are summarized as follows : First, the relationship between customer`s assessment of a service`s overall quality and the discrepancies between customer`s expectation service quality and perception service quality was found to be the opposite with the existence of a significant.. Second, it was found that there is a significant difference in the relative importance of service quality dimensions by types of service systems that was classified on customer contact and labor intensity suggested by Richard Chase and Dan Thomas. In conclusion, the implications of these findings and contributions made by this research is to confirm the usefulness of using service quality dimensions and expectation/perception gap analysis in management of service quality and identify the necessity of considering the different service system types as the variables of strategy for competitive advantage. In addition, the findings provide the basis for constructing of service operation management, service delivery systems and competitive advantage strategy by the analysis of the relationships among such variables as custmers` overall service quality, relative importance of quality dimensions.

목차

I. 序論
  1. 問題의 提起
  2. 硏究目的
 II. 서비스品質의 評價特性에 관한 理論
  1. 서비스生産의 槪念과 特性
  2. 서비스品質의 槪念과 管理問題
  3. 서비스品質特性
  4. 서비스品質의 評價
 III. 硏究調査의 設計
  1. 硏究樓型
  2. 假說의 設定
  3. 標本設計 및 資料蒐集
 IV. 硏究調査結果의 分析및 假說檢證
  1. 變數에 대한 信賴性및 妥當性 檢證
  2. 分析對象業種의 全體서비스品質에 대한 5가지 品質特性의 期待와 知覺의 差異間 關係分析
  3. 勞動集約程度 및 顧客接促程度別 品質特性의 相對的  重要度의 差에 관한 分析(H2)
 V. 結論
  1. 硏究結果의 要約
  2. 硏究의 限界와 앞으로의 硏究課題
 參考文獻
 Abstract

저자

• 吳明根 [ 오명근 | 東洲女子專門大學 經營科 助敎授 ]

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