자동차의 제품 품질, 서비스 품질이 서비스 충성도, 제품 충성도에 미치는 영향에 대한 연구

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