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학위논문 동서

백화점 서비스 품질향상에 관한 연구

이숙자

부산: 동아대학교 1996. -

v,106: 삽도; 26cm. -

학위논문(석사)- 동아대학교 경영대학원 생산.OR전공 1996년8월

영문초록 : The purpose of this study is to grasp major factor of service quality is perceived by customers and know level of department store service quality and cause of quality problem. Service quality is viewed as the degree and direction of discrepancy between customer's perceptions and expectations. A model of service quality by Parasuraman, Zeithaml, and Berry is presented and introduced in this paper. Especially, a multiple-item scale called SERVQUAL developed by Parasuraman, Zeithaml and Berry has been used as a method of measurement. Also, the focus of this study is the use of quality dimensions and expectation/perception gap analysis for measurement of customers' overall quality assessment and identifying of service objective quality characteristics that can be managed by the service provider. The data were collected by questionnaire research though mail or interview with customer who has experienced to department. The analysis was carried to 248 samples for customer and 80 samples for service provider group by using SAS statistical package. The reliability test by Cronbach's Alpha was conducted to examine the conceptual consistency used in questionnaire and the validity test by factor analysis was used to confirm whether the concepts are appropriate to measure or not. Also, statistical methods such as factor analysis, T-test, multiple regression analysis and analysis of variance were used to test the research questions. The principal findings of the research and its significance are summarized as follows: First, major quality factor of department stores expected customers were analyzed tangible, responsiveness, empathy dimension and it was found that there is a significant difference in the influences and relative importance of the service quality dimensions in determining the overall service quality. Also, tangible dimension was regarded as the most important component by customers. Second, the (discrepancies between customer's expectation service quality and perception service quality was found to be negative disconfirmation because customer's perception service is 2.22 and expectation service quality is 2.73 in 5 point scales. Third, it was found that service providers know well customer's expectation and want(gap 1). But, because of internal and external factor of department store, it was found that effort reflecting in service options was lackthere. So gap 2 was analyzed very negative problem. Because of influence of gap 2, it was found that service option was lower than provided actual service. Also, differences between actual service and promised service were not. It was found that the proceding factors causing these gap were lack of marketing orientation, unsuitable up-communication, lack of discretion power perception, unsuitable horizontal-communication of organization inside. In conclusion, the implications of these findings and contributions made by this research is to confirm the usefulness of using service quality dimensions and expectation/perception gap analysis in management of service quality and identify the necessity of considering the different service system as the variables of strategy for competitive advantage. In addition, the findings provide the basis for constructing of service operation management, service systems and competitive advantage strategy by the analysis of the relationships among such variables as customers' overall service quality, relative importance of quality dimensions and the difference of perception for assessment of service quality between customer and service provider.

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