Earticle

초록

영어

The SERVQUAL concept is important part to understand of the counsmer`s service-buying behavior in the service industry. In order to understand service-buying behavior, it is necessary to define relative concepts of SERVQUAL such as satsfaction/dissatisfaction, complaints, expectation, perception, service production, delivery, speed and service encounters. The service researchers have tried to identify various concepts or models SERVQUAL and to measure them, however previous works on SERVQUAL did not present that unified model or concept. Because service nature and consumer`s characteristics are very delicate. Therefore, to unify the concept or model of SERVQUAL, this study is designed of 5 main parts, namely, introduction, identification of SERVQUAL, relative concepts about SERVQUAL, SERVQUAL models and conclusions. And conclusionly this study newly proposes an Evaluation Process Model of SERVQUAL, which used only the consideration method with previous literatures, especially in the center of SERVQUAL concepts and models. But this study does not verify through the field survey, therefore, it is necessary to refine and reassess through the field survey in the next study. The evaluation process model consists of 4 dimensions, namely, internal variables, expectation of SERVQUAL, perception of SERVQUAL, external variables. If the expectation of service surpasses perception of service, then the consumer is dissatisfied with that service. Thus the consumer is deplaced, abandons and selects other alternatives. In the end the consumer complaints about service. When the expectation of service exceeds perception of service, then the consumer is satisfied. Thus the consumer repeats and informs(word-of-mouth) the others and finally creats diffusion effect of service. If the expectation and perception of service is equal, service marketer can predict 3 patterns of the consumer. Namely, perseverance, loyalty and habituality. The service marketer should be careful to allow them to reoccur with these consumers. The evaluation process model of SERVQUAL, can be applied to find consumers` service-buying behavior and the service marketer can predict their future behavior pattern.

목차

I. 서언
 II. 서비스 질에 대한 선행연구 검토
  1. 서비스 질 정의
  2. 서비스 질 관련개념
 III. 서비스 질 제모델
  1 서비스 질 측정모델
  2. 다단계 모델
  3. 서비스 조우 평가모델
  4. 서비스 질 개선과정모델
 lV. 서비스 질 측정모델 개발
 V. 결론
 參考文獻
 Abstract

저자

• 김미경 [ Mee Kyung Kim | 경남전문대학 호텔경영과 전임강사 ]

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