서비스 품질이 CS에 미치는 영향

Abstract

ABSTRACT

The Effects of Service Quality on the Customer Satisfaction: The Mediating Role of Perceived Value and Trust

by Roh, Chung Wan Advisor: Park, Jong Chul, Ph. D. Graduate School of Business Administration, Chosun University

Today's retail banking institutions face market saturation, products that have become commodities, and the need to operate over more efficiently. Customers are becoming ever more demanding, and in the most service markets they have more options to choose from than ever before. With the continuous growth of competition in the retail banking service marketplace, understanding customers satisfaction, trust and loyalty has become more and more important method of marketing. Different from the past studies, in this study we postulates that the consumers’ trust and value play an essential mediating role in the relationship between the three dimensions(interaction quality, outcome quality, physical environment quality) of the service quality and the customer satisfaction. A model integrating three dimensions of service quality, value and trust, and customer satisfaction is tested using data of 200 young consumers. The results of data analysis show that the interaction quality positively influences on the trust. However, the interaction quality was a significant impact not on the perceived value. Also, outcome quality positively influences on the perceived value and trust. Physical environment quality positively influences on the perceived value. But, the physical environment quality was a significant impact not on the trust. Finally, our results indicate that the perceived value and the trust both have a significant influence on the customers satisfaction. Thus, this study demonstrates that perceived value and trust indeed play a mediating role between service quality and the customers satisfaction.