Earticle

초록

영어

Chinese auto 4S shop which is the focusing object of research in this paper, is unique and interesting auto distribution channel in the world. The 4S means four domains business of Chinese auto shop, i.e., Sales of vehicle, Spare parts supply, Service (mainly after care service), Survey for business feedback. With the slowing growth rate of Chinese economy, the auto sales volume also decreases continuously. Moreover, completion for auto sales are intensifying between Chinese indigenous companies and global companies in Chinese automobile market. At this atmosphere, Chinese auto 4s shops should preserve the profit shrinking from the decline in sales of cars through other business. Chinese auto 4s shops relocate their main business from auto sailing to after care services (A/S). By the way, auto A/S has the property that highly professional knowledge is required, customers are less likely to feel the level of service quality without difficulties. Therefore, the SNS and other social information are usually going to be taken into consideration by customers to predict, estimate or feel the level of service quality. This paper examines the mediator of SNS information which is able to provide significant functions for Chinese customers such as customer information diffusion, experience sharing, and quality evaluation on Chinese auto 4S shops's services. The proxies for service quality of auto 4S shops based on the five dimensions, e.g., tangible, reliability, responsiveness, assurance and empathy in this paper. This paper executes path analyses based on 234 questionnaires by employing a structural equation model. The empirical results show as follows: first, A/S quality has a positive influence on customer satisfaction and loyalty; second, SNS has a positive influence on customer satisfaction; third, SNS has a mediating effect on the relationship between A/S quality and consumer satisfaction. The empirical results suggest that improving 4S shop’s service quality can be a way to get higher market share through enhancing customer’s satisfaction. In addition, Chinese 4S shops should exploit SNS instrument more actively as a tool of relationship-marketing for customer satisfaction. Furthermore, authors argue that vigorous SNS marketing activities can be regarded as a means of the competitive advantage of automobile distribution companies in Chinese auto industry.

목차

Abstract
1. 서론
2. 문헌 연구
2.1 중국 자동차 4S 전문점 산업에 대한 이해와 관련 문헌
2.2 SNS 여론과 신흥시장의 4S 전문점 서비스 마케팅에 관한 문헌 연구
2.3 4S 전문점의 서비스 품질 측정에 관한 연구
3. 연구방법론
3.1 연구모형
3.2 연구가설
4. 실증분석 결과
4.1 변수측정 및 자료수집
4.2 신뢰도 및 타당성 분석
4.3 가설검증
5. 결론 및 시사점
참고문헌

키워드

저자

• 고숭 [ Song Gao | 건국대학교 대학원 국제무역학과 ]
• 공약림 [ Ruo-Lin Gong | 청도이공대학교 금도학원 경제무역학과 ]
• 한흔영 [ Xin-Ying Han | 건국대학교 대학원 국제무역학과 ]
• 임성훈 [ Sung-Hoon Lim | 건국대학교 국제무역학과 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951