애프터서비스품질 요인이 고객 불만족 해소에 미치는 영향에 관한 연구

• 발행기관: 한국산업경영시스템학회
• 저자명: 조진형 이재준 구자활
• 간행물 정보: 『한국산업경영시스템학회 학술대회』2008년 춘계학술대회 논문집, 57~64쪽, 전체 8쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2008.05.30

영문 초록

Despite impressive growth over the years, Korean manufacturers are facing difficulty in securing competitive edge due to the radical change of market paradigm and cost of quality failures. This result from the fact that (1) customer wants more upscale, diversified, and individualized products and demands higher quality service utilizing diverse array of information, and (2) manufacturers rely heavily on after-sales service to remedy any problems in product quality. After all, turning out 100% perfect products are impossible. This puts heavy emphasis on the strategy of ensuring after-sales quality. Up to now, researches on after-sales quality have centered on home electric appliances, figuring out how factors influencing after-sales service quality are causally related to customer's behavioral intentions, via consumer satisfaction as an intermediary parameter. In most cases of after-sales service in home electric appliances, upon customer's request, service agents make a visit to where the appliance is installed, and check the product and do repairs. However, in case of a small portable device such as a cell phone, which people carry around at all times, most of the times customers themselves show up at the after-sales center, and demand a check-up and repairs. The main difference here is that the after-sales services are provided when a product can no longer perform its basic function and customer dissatisfaction is already up. In this case, the basic function of a product corresponds to must-be factor according to Kano model. The goal of our research is to identify critical factors for effective and efficient after-sales service, and how to monitor them on a routine basis. In our research, the quality after-sales service consists of three dimensions, interactive quality, result quality, and physical environment quality. We set up variables for each dimension, which would measure from customer's perspective key determining factors in service delivery process. Instead of focusing on customer satisfaction aspect, we focused on how after-sales service factors contribute to addressing customer complaints. Additionally, our future research would aim to verify how customer's behavioral intentions are affected, as the resolution of consumer complaints becomes more successful when adjustment of relevant quality factors improves after-sales service quality.

목차

1. 서론

2. 연구모형과 가설

3. 연구 방법

4. 연구결과 분석 및 평가

5. 결론 및 향후 연구과제

키워드

after-sales service quality customer satisfaction must-be quality factor behavioral intentions