패션주얼리시장에서 제품품질과 서비스품질이 고객만족에 미치는 영향에 관한 연구

Abstract

A Study on the Effects of Product and Service Quality on Customer Satisfaction in the Fashion Jewelry Market

Sun-Joo Hwang

major in fashion business Graduate School of Business Administration Pukyong National University

Abstract

Customer satisfaction for product quality and service quality plays an important role in the product planning for companies and decision making process for consumers. Hence it is natural that the purpose of this study were to identify product quality and service quality in the fashion jewelry business and also to examine the influence of product quality and service quality on customer satisfaction in the fashion jewelry markets. The 191 data was collected from female student, career women, and house wives using questionnaire and frequency analysis, factor analysis, reliability analysis and regression except for several demage data. In order to deal with those clean data, we have performed statistical analysis using IBM SPSS Version 19. The result of this research were as follows : (1)Product quality was divided into 3 factors named functional quality, symbolic quality, and sensual quality respectively. (2)Service quality was divided into 3 factors which are called interactive quality, outcome quality, and physical environment quality. (3)Product quality and service quality have influenced on customer satisfaction as we have guessed. In the methodological aspect, it was known that the scales, which were used most frequently in measuring the service quality would have to be SERVQUAL in Parasuraman et al.(1988). But in this research, the proposed service quality related to the fashion jewelry is conceptually based on the Brady and Cronin(2001)'s hierarchical approach to the service quality model. The hierarchical model of service quality which comprises three constructs of the physical environment quality, the interactive quality and the outcome quality as primary dimensions. The hierarchical approaches to the service quality help overcome the limitations of the SERVQUAL model for which some arguments have been made that it lacks a clear division between the dimensions and their subsequent because of conceptual overlapping with them.