관계적 품질 개선요인이 서비스숍의 고객충성도에 미치는 영향에 관한 연구

Abstract

This study uncovers and examines service quality of service shops, showing high degree of mutual interactions with customers. We employed an empirical study to view the relationship between "customer relations quality factors" and customer loyalty. Customer relations quality factors in this study include service warranty, friendship with customers, reciprocity trust, customer knowledge, and communication with the customers. In addition, our study borrowed the characteristics of Japanese style Supply Chain Management(JSCM) in order to test the possibility as a moderating factor between "customer relations quality factors" and "customer loyalty". Major characteristics of JSCM included in this study were long-term relationship, short-distance, and small sized firm. The sample used in this study was gathered from Auto Repair firms located in Seoul and Gyeonggi Province. Total 289 questionnaires were finally collected and analyzed using the SPSS 12.0 K WIN Program. Linear Regression were performed to verify the research model. The results showed that mutual trust, knowledgeable customers, and effective communication with the customers had significant effects on customer loyalty. The results also revealed the moderating role of the characteristics of JSCM with regard to period of relationship, distance, and size of the shop.