| 자동차의 제품 품질, 서비스 품질이 서비스 충성도, 제품 충성도에 미치는 영향에 대한 연구 |
| 배혜정1, 임호순2, 신호정2, 양인석3, 유석천4 |
1고려대학교 대학원 경영학과
2고려대학교 경영대학
3현대자동차
4동국대학교 경영대학 |
| Impact of Product and Service Quality on Service and Product Loyalty in a Automobile Industry |
| Hye Jeong Bae1, Hosun Rhim2, Hojung Shin2, In-Seok Yang3, Seuck-Cheun Yoo4 |
1Korea University Business School, Korea University
2Korea University Business School, Korea University
3Hyundai Mortor Company
4Dongguk University Business School, Dongguk University |
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| ABSTRACT |
Purpose:
We measure service quality based on service process, and examine relationships among product quality, product and service loyalty.
Methods:
We develop a construct to evaluate process based service quality. We collect data from customers of auto maintenance centers to measure perceived product quality, service and product quality. We test relationships between constructs using structural equation model and regression analysis.
Results:
Relationships among perceived-product quality, service quality, service loyalty, and product loyalty are all significant.
Conclusion:
Perceived-product quality has a indirect impact through service quality and loyalty in addition to a direct impact on product loyalty. |
| Key Words:
Product Quality;Service Quality;Process-Based Quality;Loyalty; |
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