지각된 서비스품질이 고객충성도에 미치는 영향에 관한 연구 : 서비스 산업 고객을 대상으로


A Study on the Influence of the Perceived Service Quality on the Customer’s Loyalty - Focusing on the Service Industry Consumers


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The purpose of this study is about the influence of the Service quality on the customer loyalty depending on the customer value(social and psychological value, functional value) because of the dynamic business environment is react quickly and flexibly, many of today's companies are required to consult an expert. According to the circumstances, Service Firms(Hotel) should be provide a differentiated service for each customer. And this paper attempt to theoretical organize and take advantage of practical in Service industry. The questionaries of 154 from the companies which have received Service in 3 years in the metropolis and small and medium-sized cities were used to test hierarchical regression model with mediating effects of customer value between Service quality and Customer loyalty by SPSS(PASW) 18.0 version. From these analyses, the following results were obtained: First, social-psychological value have partially mediated effect on the tangibility, responsibility, assurance and customer loyalty. Second, functional value have partially mediated effects on the between tangibles, reliability and customer loyalty. The result suggests that 'tangibility', 'reliability', 'responsibility', 'assurance', 'empathy' are the most important factors to affect customer loyalty, and there are partially mediated effects of customer intention between Service quality and Customer loyalty. In conclusion, to improve the specific and actual meaning and value about the Hotel service quality and to give the suggestions on the Hotel's marketing communication by understanding the customer action.


 1. 서론
 2. 이론적 고찰
  2.1 서비스품질과 고객충성도
  2.2 고객가치의 매개역할
 3. 실증적 분석
  3.1 연구모형
  3.2 연구가설
  3.3 변수의 조작적 정의와 측정
 4. 연구결과 및 토의
  4.1 조사대상과 방법
  4.2. 자료의 분석 및 해석
  4.3. 가설 검증
 5. 결론
  5.1. 연구의 요약 및 결과
  5.2. 시사점 및 한계점


  • 도현옥 Hyun-Ok Do. 금오공과대학교 경영학과


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