水産業協同組合의 顧客滿足에 影響을 미치는 要因에 관한 硏究 : 慶南地域의 業種別水協을 中心으로
- 원문 URL
This study intends to provide a developmental strategy for the 21st century by seeking for any policies to enhance the customer satisfaction from the service of FC(Fishing Cooperatives). The detailed directions of this study can be outlined as follows: First, enhance the results by meeting the needs of FC members and seek for any policies to improve the level of customer services. Secondly, identify of the actual efficacy of political businesses as recognized by fishery personnel along with the policies FC must focus on. Thirdly, identify service quality, fairness and any actual and potential discrepancy from service practices, which may result from customer satisfaction for FC along with its businesses, assuming that target fishery personnel had different propensities depending upon job types in Gyeongnam area. Fourthly, present a formulated strategy to enhance existing recognitions of FC along with improving directions. The study was performed as follows: First, give a questionnaire survey to fishery personnel(i.e. member) of FFC within Gyeongnam area by job type and collect resulting data to examine hypotheses as set up in the study, then deduce a strategic policy. As a result of the study, the following points could be noted: Firstly, the factors of service quality which may affect customer satisfaction included attitude, reliability and typicality. Fairness factors included interactive fairness, distributional fairness and procedural fairness. And the factors of FC business which may affect customer satisfaction included credit business, economic business and instructional business. Secondly, service quality factors varied more or less, which may have significant effects on customer satisfaction in each fisheries cooperatives(FC). However, the extent of significant influences on service quality showed almost equivalence or similarity. Thirdly, marine fish-raising FC, ark shell farm FC and sea squirt farm FC showed that interactive and distributional fairness had a significant influence, while powered anchovy drag nets FC, oyster culture FC and coastal fish trap FC showed that only interactive fairness had a significant influence. Fourthly, most of FCs showed that credit and economic business had a significant influence in the level of FC businesses, which implies almost similar relationship between factors. This study gave a series of formulated strategic suggestions as applicable to FC as follows: First, it is expected that the continuous instruction of shop master and window personnel in kindness and service as usually held in FFC workshop hall and the window monitoring as monthly carried on will be effective on customer satisfaction. Secondly, it is required to meet and troubleshoot the needs and discontent as fishery personnel often appeals along with enhancing a series of promotions for FC businesses. Thirdly, FC must be proactive to solve any problem in a viewpoint of fishery personnel. In particular, it is recommended that FFC performs and facilitates independent sales and gathering businesses upon a downgrade of fishing price so as to prevent any actual and potential downgrade. Fourthly, FC must make more efforts to finance independent fishery funds for fishery personnel in right time and expand governmental fishery funds to further coverage. Unfortunately, It can be pointed out that this study was limited to FCs in Gyeongnam area and did not perform any further study on external environment. Thus, it is recommended that follow-up studies should bring an objective focus into external environment around our domestic fishery circumstances and build up a series of formulated countermeasures sooner or later.