수입건설기계의 서비스품질에 대한 고객가치와 고객만족이 재구매의도에 미치는 영향

Abstract

This study helps to understand the service quality and find out the management strategies in the imported construction machinery business. The major objective of this study is to examine the relationship among service quality, experienced cost, customer value, customer satisfaction and repurchased intention. The research model describes the extent to which repurchase intention is influenced by four important factors; service quality, experienced cost, customer value, customer satisfaction Date was collected from 210 customers who is related work of buying the imported construction machinery. The data analyze via intercept survey based on self administered questionaries. Frequency, Cronbach' and path analysis were used as statistical test tool. Additionally, SPSS 14.0 and AMOS 6.0 were used for analyzing the hypotheses. Structural modeling largely supports the hypothesized framework and the major findings of this study are summarized as follows: First, H1 proposed that experienced cost would affect negatively customer value. The analysis finds that experienced cost was directly related to hedonic value. But experienced cost didn't affect to utilitarian. Second, H2 proposed that service quality would affect positively customer value. technical quality, physical quality, procedural quality were directly related to both utilitarian value hedonic value. Third, H3 proposed that experienced cost would affect negatively customer satisfaction. The hypothesis is supported. Fourth, H4 proposed that service quality would affect positively customer satisfaction. The analysis showed that technical quality, physical quality, procedural quality were directly related to customer satisfaction. Fifth, H5 proposed that customer value would affect positively repurchasedintention. utilitarian value hedonic value were directly related to repurchased intention. Finally, H6 proposed that customer satisfaction would affect positively repurchase intention. The hypothesis is supported. In conclusion, It can be posited that service quality, experienced cost, customer value, customer satisfaction and repurchased intention are some of the important factors in the increasingly competitive imported building equipment business environment for marketer.