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애프터서비스 품질, 고객만족, 고객충성도 간의 영향 관계에 관한 연구 : 전자제품의 애프터서비스를 중심으로 원문보기

  • 저자

    진방흠

  • 학위수여기관

    경상대학교 대학원

  • 학위구분

    국내석사

  • 학과

    경영학과 마케팅전공

  • 지도교수

  • 발행년도

    2014

  • 총페이지

    v, 78 p.

  • 키워드

    애프터서비스 서비스 품질 고객만족 고객충성도;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13534312&outLink=K  

  • 초록

    Increased competition within many industries has led to increased attention on customer services as means of differentiation. Profit margins generated by after sales service are often higher than those ones obtained with the product sales. It may generate at least three times the turnover of the original purchase during a given product life cycle. Appropriate measures were developed and tested on 233 Chinese university students of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. In order to test the proposed interrelationships among interactive quality, service environment quality, and outcome quality of after-sales service, customer satisfaction, and customer loyalty of portable home appliances(i.e., mobile phone or notebook), multiple regression analysis was used. The results of the empirical analysis confirmed that interactive quality, service environment quality, and outcome quality positively influence customer satisfaction and customer loyalty. Outcome quality has greater effect on customer satisfaction and customer loyalty than interactive quality and service environment quality do. In addition, customer satisfaction positively influences customer loyalty. In general, because product and service quality, customer satisfaction, and company profitability are intimately connected, marketers of portable home appliances should enhance afterᅳsales service through interactive quality, service environment quality, and outcome quality.


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