ABSTRACT
A Study on the Influence of Customer Service Quality on Customer Satisfaction
Joo Hyung Kun
Department of Business Administration
The Graduate School of Dong Duck Women's University
These days customers are interested in discount sale and purchase products rationally. Therefore in the future we can expect department store to fall off and discount store to be developed which emerged in 1990s. As a matter of fact, since the economic crisis in the latter half of 1997 markets has been withered so much, while discount store has been raised, that is, it was expanded by 98% in early 1998.
Also according to globalization circulation markets was open and it brought about limitless competition system. In the limited market, there must be severe competition among companies, business items and regions.
In that competitive environment, for the purpose of promoting customers purchase, it is important to improve customer service quality and maximize customer satisfaction. In fact from the middle of 1990s foreign markets began to advance into our domestic markets and depression started up caused by IMF managing system and finally customer service came to be improved. That is why we can't conquer the depression without specific service for customer satisfaction.
At present because customer satisfaction is very important and we shouldn't depend on the past success we need more active and fresh service method. Beyond service customer expect, we should kindly respond to customers requirement and settle customer complaints. Therefore we can improve service quality on customer and maximize customer satisfaction in order to strengthen competitive power.
This study examined the influence of customer service on customer satisfaction. The object of this study is to indicate the influence on word of mouth and re-purchase which is a variable of customer satisfaction.
Before this study I examined the concept of customer service, customer service quality and advanced research on customer satisfaction. Also for practical research, I hypothesized about large-sized discount store in domestic and foreign market.
The main model is SERVQUAL of PZB which proved to be appropriate for model among manufacturing, service and circulation industries. I investigated the structure of customer service quality of large-sized discount stores and compared domestic and foreign markets on their customer service quality, customer satisfaction, re-purchase and word of mouth.
I performed the T-test for those analysis and used SPSSWIN8.0 for route analysis and inspected customer service quality and causal relation of customer satisfaction using LISREL8.0.
Main findings are as follows:
1. As a result of factor analysis, customer service quality of discount stores verified four items, that is, personal service, goods service, image service and supplementary service.
2. There were differences between discount stores and domestic discount stores in customer service quality, customer satisfaction, repurchase. Foreign discount store got higher scores than domestic stores in personnel service, goods service, supplementary service and image service. Also there are less difference of experience and expectation than domestic ones.
There were differences in customer satisfaction, re-purchase, word of mouth. Foreign discount stores got higher score than domestic ones in customer satisfaction (t=-3.74, p＜.01) and word of mouth (t=-2.93, p＜.01). In repurchase foreign discount stores also got a little more score.
3. As a result of LISREL analysis, customer service quality influenced customer satisfaction. Repurchase received a positive influence from consumer satisfaction and word of mouth received a positive influence from repurchase and consumer satisfaction.
Based on the above findings, the following conclusion can be drawn:
1. Consumer perceived customer service quality and customer satisfaction of foreign discount stores higher than domestic discount stores. So, domestic discount stores need to develop customer service quality and especially personnel service should be improved.
2. Customer service quality influence in customer satisfaction. So, developed customer service can develop customer satisfaction. Indeed it helps marketing actions.
3. To develop marketing action we need to intensity customer satisfaction management.
The limitation of this study as follows:
1. The sample of this study was limited.
2. In this study, dependent variables were repurchase, word of mouth. But different variables need to be considered in other studies like preference and sincerity.
3. The respondents of this study only consumer. But data form need to be collected in overall customer including employed customer.
4. Circulation market will be developed from discount market to hyper market or super center. In the future we need to study it continually.
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