earticle

영어

There are two objectives of this research. The first, customer satisfaction of international couriers has a positive effect on firm reputation and customer satisfaction. The second, customer satisfaction of couriers has a positive effect on word of mouth and intention of reuse. To achieve the objectives, the conceptual and operational definitions of the measuring items were developed through prior research. The questionnaire was sent to Chinese students who are studying in Korean universities. The collected data were verified reliability and validity and the hypotheses were tested by multivariate regression. The implications of the results are as follows. First, assurance and empathy have a positive effect on firm reputation. Service quality is one of internal resources which is distinguished with competitors and the characteristics of the resource are useful, rare, hard to imitate and non-substitute. Therefore, the relationship between service quality and firm reputation can be explained by resource-based theory. Second, only empathy of sub-variables of service quality has a positive effect on customer satisfaction. This means that service quality of couriers has positive effect on firm reputation and it has a positive effect on customer satisfaction. Therefore, this research verified the mediated effect of service quality on the relationship between service quality and customer satisfaction. Third, firm reputation of couriers has a positive effect on customer satisfaction. Firm reputation is one of important internal resources in firms. Compared with competitors, couriers should enhance service quality with which they provide customers to enjoy superior reputation and as a result, they can achieve superior customer satisfaction. Therefore, the relationship between firm reputation and customer satisfaction can be explained by resource-based theory.