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논문검색

자동차 A/S 품질과 소비자만족도 간 SNS 여론의 매개효과 연구 : 중국 자동차 4S 전문점을 중심으로

원문정보

The Mediating Effects of SNS Opinion on the Relationship Between A/S Quality and Customer Satisfaction Evidence from Chinese Auto 4S Shops

고숭, 공약림, 한흔영, 임성훈

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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

저자정보

  • 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

참고문헌

자료제공 : 네이버학술정보

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