제품과 서비스 품질이 소비자만족에 미치는 영향에 관한 연구

Abstract

본 연구는 산업재에 있어서 제품품질과 서비스품질이 구매후 만족에 미치는 영향을 조사하고자 하였다. 또한 소비자만족이 계속적 거래의도에 미치는 영향도 추가로 조사하였으며 제품품질과 서비스품질의 상호관련성도 연구되었다. 연구결과는 제품품질과 서비스품질이 유의하게 만족에 양의 영향을 미치는 것으로 나타났다. 또한 만족도 지속적 거래의도에 유의하게 영향을 미쳤다.

연구결과로부터 얻어지는 관리적 시사점은 기업은 서비스에 보다 관심을 가져야 하며 제품품질과 더불어 서비스품질을 높임으로써 소비자가 보다 만족하도록 함으로써 일회성 거래가 아닌 수익성있는 관계를 형성하여야 할 것이다.

This study aims to find out the effects of product and service quality on post-sale satisfaction in the industrial product. In addition, the effect of satisfaction on the intention of continuing transaction is investigated. Another aim is to find out whether product quality and service quality are related each other.

The result shows that product and service quality affect satisfaction significantly in a positive way. Their effects are not the same. The effect of service quality is twice as big as that of product quality. Satisfaction affects the intention of relationship significantly.

From the result, the following managerial implication can be drawn. The company has to be more concerned about service and to improve service quality to make buyers more satisfied in addition to product quality. So the company can make a profitable relationship with buyers, not a single transaction

This study aims to find out the effects of product and service quality on post-sale satisfaction in the industrial product. In addition, the effect of satisfaction on the intention of continuing transaction is investigated. Another aim is to find out whether product quality and service quality are related each other.

The result shows that product and service quality affect satisfaction significantly in a positive way. Their effects are not the same. The effect of service quality is twice as big as that of product quality. Satisfaction affects the intention of relationship significantly.

From the result, the following managerial implication can be drawn. The company has to be more concerned about service and to improve service quality to make buyers more satisfied in addition to product quality. So the company can make a profitable relationship with buyers, not a single transaction