Journal of Korea Port Economic Association (한국항만경제학회지)

The Korea Port Economic Association (한국항만경제학회)
권호 표지

A Study on Structural Relationships among Port Service Quality, Satisfaction, Trust and Loyalty of the Busan New Port -Based on the Moderating Effect of Switching Barrier

부산항 신항의 항만서비스품질.만족.신뢰 및 충성도 간의 구조적 관계: 전환장벽의 조절효과를 중심으로

  • 강덕출 (부산진해자유경제구역청 투자유치본부) ;
  • 전외술 (창원대학교 국제무역학과)
  • Received : 2012.02.02
  • Accepted : 2012.03.28
  • Published : 2012.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

Based on the review of the existing studies, this study built the conceptual framework describing the structural relationships among port service quality dimensions(port internal service quality, external service quality, interaction quality), customer satisfaction, customer trust and customer loyalty. In specific, switching barrier was included as moderator in customer satisfaction and customer loyalty relationships. The subjects are the customers who use the Busan New Port. A survey using 317 customers was conducted, Confirmatory factor analysis was conducted to test the validity of the measurement model, and AMOS analysis approach was used to gain important insights into how customer retention in the port business can be ensured. Results in this paper indicate that customer trust and satisfaction are identified as antecedents of the port service quality dimensions. Customer satisfaction positively influences trust. Customer trust and satisfaction positively influence loyalty. Switching barrier positively moderates the relationship of customer satisfaction and customer loyalty. Finally, this study suggests that the implications of these findings and offers directions for future research.

본 연구는 부산항 신항을 이용하는 고객을 대상으로 항만 서비스품질 차원(항만 내적 서비스 품질, 항만 외적 서비스품질, 항만 상호작용품질), 신뢰, 만족 및 충성도 간에 미치는 영향을 조사하기 위해 기존 연구에 근거하여 모델을 제안하였다. 특히 만족과 충성도 간의 관계에 전환장벽의 조절효과를 제안하였다. 분석에는 317부를 이용하였고, 측정모델의 타당성을 검증하기 위해 확인요인분석을 실시하였고, 가설을 검증하기 위해 AMOS 통계분석 방법을 이용하였다. 본 연구의 결과, 항만 서비스품질 차원은 항만 고객신뢰와 항만 고객만족에 정의 영향을, 항만 고객만족은 항만 고객신뢰에 정의 영향을, 항만 고객만족과 항만 고객신뢰는 항만 고객충성도에 정의 영향을 미쳤다. 그리고 항만 고객만족과 항만 고객충성도 간의 관계에서 전환장벽은 조절효과를 가졌다. 마지막으로 이러한 조사결과를 바탕으로 시사점과 미래연구방향을 제시하였다.

Keywords

References

  1. 권영식, 권민택, "3PL 서비스품질과 관계품질이 물류성과에 미치는 영향", 유통연구,15(5), 2010, 19-35.
  2. 김광익, 신한원, 이순환, "해운서비스 품질이 고객만족과 충성도에 미치는 영향에 관한 실증연구", 한국항만경제학회지, 25(1), 2009, 223-248.
  3. 김병일, 유흥성, "환황해권 항만의 서비스 품질 각 차원이 고객만족에 미치는 상대적 영향에관한 연구", 한국항만경제학회지, 2007, 23(4), 1-22.
  4. 김성엽, 주혜영, "항만물류 서비스품질, 항만평판과 선사의 항만 고객충성도의 구조적 관계",무역학회지, 2008, 33(3), 1-30.
  5. 김태훈, 이지혜, 김판수, "커피 전문점에서 전환장벽을 고려한 고객만족과 충성의 관계", 경영관련 학회 통합학술대회 발표논문집, 2008, 18-20.
  6. 류병은, "항만물류서비스품질이 배후단지입주기업의 성과에 미치는 영향에 관한 연구",2010, 군산대학교 박사학위논문.
  7. 송채헌, 송선옥, "항만물류 서비스품질과 고객만족에 관한 연구", 통상정보연구, 6(2),2004, 361-384.
  8. 신창훈, 최민승, 김동진, "컨테이너터미널의 서비스품질 척도에 관한 연구", 한국항해항만학회지, 2006, 30(1), 381-387.
  9. 아시아투데이, "상하이항, 세계 1위 컨테이너항으로 부상... 부산항은 5위", 2011. 1. 24.
  10. 안광호, 김민성, 김병일, "컨테이너항만 서비스품질차원이 고객만족과 재이용 및 구전의도에미치는 효과에 관한 연구: 선사의 규모와 컨테이너항만 입지의 조절효과", 경영학연구, 2008, 37(3), 417-442.
  11. 윤한성, 배상욱, "고객만족과 고객충성도 간의 관계", 마케팅관리연구, 15(2), 2010,71-92.
  12. 전외술, 박성규, "중국소비자들의 웹사이트 요인과 e-관계품질이 e-충성도에 미치는 영향",산업경제연구, 23(5), 2010, 2257-2279.
  13. 정우천, "항만물류 서비스품질과 관계품질이 관계지속의도에 미치는 영향: 부산항을 이용하는 정기선사 선장을 중심으로", 2011, 부산대학교 박사학위논문.
  14. 주현식, "호텔기업의 서비스품질, 관계만족, 신뢰, 몰입과 충성도와의 관계", 관광.레져연구, 22(2), 2010, 187-206.
  15. 하명신, 배상욱, 최성광, 김염구, "항만의 지각된 서비시품질, 서비스가치 및 전환비용이 고객충성도에 미치는 영향에 관한 연구", 국제상학, 21(1), 2006, 23-41.
  16. 황인창, 장원재, "의료서비스품질이 관계품질과 서비스충성도에 미치는 영향: 전환장벽의 조절효과를 중심으로", 산업경제연구, 20(5), 2007, 1875-1902.
  17. AaKer, David, Managing Brand Equity: Capitalizing on the Value of a Brand Name,Free Press: New York, 1991.
  18. Anderson, J. C. and J. A. "Narus, A Model of Distributor Firm and Manufacturer Firm Working Partnerships," Journal of Marketing, 54(January) , 1990, 42-58.
  19. Brady, M. and J. Cronin,), "Some New thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach," Journal of Marketing, 65(3) , 2001, 34-49.
  20. Carpenter, Jason M., "Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing," Journal of Retailing and Consumer Services, 15, 2008, 358-363.
  21. Chane, Soheila, M. Fathian and M. R. Gholamian, "Full Relationship among E-Satisfaction, E-Trust, E-Service Quality and E-Loyalty: The case of Ira E-Banking," Journal of Theoretical and Applied Information Technology, 33(1), 2011, 1-6.
  22. Chang, Hsin Hsin and S. W. Chen, "The Impact of Customer Interface Quality, Satisfaction and Switching Costs on E-Loyalty: Internet Experience as a Moderator," Computers in Human Behavior, 24, 2008, 2927-2944.
  23. Chinonye, U., I. Callistus and C. O. Innocent, "Service Quality Measurements in Ports of A Developing Economy: Nigerian Ports Survey," Managing Service Quality, 14(6), 2004, 487-495.
  24. Cho, Jinsook E. and H. Hu, "The Effect of Service Quality on Trust and Commitment Varying Across Generations," Informational Journal of Consumer Studies, 33, 2009, 468-476.
  25. Dick, A. S. and K. Basu, "Customer Loyalty: Toward an Integrated Conceptual Framework," Journal of the Academy of Marketing Science , 22(2), 1994, 99-113.
  26. Ganesan, S., "Determinants of Long-Term Orientation in Buyer-Seller Orientation in Buyer-Seller Relationships," Journal of Marketing, l. 58(April), 1994, 1-19.
  27. Gronroos, C., "A Service Quality Model and its Marketing Implications," European Journal of Marketing, 18(4), 1984, 36-44.
  28. Gunderson, M. A., A. W. Gray and J. T. Akridge, "Service Quality in Agronomic Inputs: Does the Hierarchical Model Apply?," Agribusiness, 25(4), 2009, 500-519.
  29. Halimi, A. B., A. Chavosh, S. H. Choshalyc, M. Salehi and Z. Pourabedin, "The Influence of Perceived Service Quality on Relationship Marketing Orientations and Customers' Buying Behavior in B2C Relationship Form the Customer Perspective," International Conference on Economics and Finance Research, 2011, 208-212.
  30. Henry, C. D., "Is Customer Loyalty a Pernicious Myth?," Business Horizons, 43, 2000, 13-16.
  31. Jackson, B. B., Winning and Keeping Customers, Lexington: Lexington Books, 1985.
  32. Jones, M. A., D. L. Mothersbaugh and S. E. Beatty, "Switching Barriers and Repurchase Intentions in Services," Journal of Retailing, 76(2), 2000, 259-274.
  33. Kim, Jiyoung, B. G. Jin and J. L. Swinney, "The Role of Etail Quality, E-Satisfaction and E-Trust in Online Loyalty Development Process," Journal of Retailing and Consumer Services, 16, 2009, 239-247.
  34. Kotler, P., Marketing Management(11th ed.), New Jersey: Prentice Hall, 2002.
  35. Krishnamurti, L. and S. P. Raj, "An Empirical Analysis of the Relationship Between Brand Loyalty and Customer Price Elasticity," Marketing Science, 10, 1991, 172- 183.
  36. Kuo, Ying Feng, C. M. Wu and W. J. Deng, "The Relationships among Service Quality, Perceived Value, Customer Satisfaction, and Post-Purchase Intention in Mobile Value-Added Services," Computers in Human Behavior, 25, 2009, 887-896.
  37. Lee, M. and L. F. Cunningham, "A Cost/Benefit Approach to Understanding Service Loyalty," Journal of Services Marketing, 15(2), 2001, 113-130.
  38. Lin, Hsin Hui and Y. S. Wang, "An Examination of the Determinants of Customer Loyalty in Mobile Commerce Contexts," Information & Management, 43, 2006, 2711-282.
  39. Liu, C. T., Y. M. Guo, and C. H. Lee, "The Effects of Relationship Quality and Switching Barriers on Customer Loyalty," International J ournal of Information Management, 31, 2011, 71-79.
  40. Moorman, C., G. Zaltman and R. Deshpande, "Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations," Journal of Marketing Research, 29(Aug.), 1992, 314-328.
  41. Morgan, R. and S. D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, 58(3), 1994, 20-38.
  42. Murphy P. R., J. M. Daley and D. R. Dalenberg, "Port Selection Criteria : An Application of a Transportation Research Framework," Logistics and Transportation Review, 28(3), 1992, 237-255.
  43. Parasuramanm, A., L. L. Berry and V. A. Zeithmal, "SERVQUAL : A Multiple-item Scale for Marketing Consumer Perceptions of Service Quality," Journal of Retailing, 64(Spring), 1988, 12-24.
  44. Peters, H. J., "Structural Changes in International Trade and Transport Markets: The Importance of Logistics," The 2nd KMI International Symposium, 1990, 151-189.
  45. Reichheld, F. F. and E. W. Sasser, "Zero Defections: Quality Comes to Services," Harvard Business Review, 68(5), 1990, 105-111.
  46. Reichheld, Frederick F., The Loyalty Effect, Boston, MA: Harvard Business School Press, 1996.
  47. Reynolds, K. E. and M. J. Arnold, "Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context," Journal of Personal Selling and Sales Management, 20(2), 2000, 89-98.
  48. Rust, R. T. and R. L. Oliver, Service Quality: New Directions in Theory and Practice, Thousand Oaks, Calif.: Sage Publications, 1994.
  49. Santos, C. P. D. and D. V. H. D. Fernandes, "The Impact of Service Recovery Processes on Consumer Trust and Loyalty in Car Repair Services," Latin American Business Review, 8(2), 2007, 89-113.
  50. Selnes, F., "Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships," European Journal of Marketing, 32(3/4), 1998, 305-322.
  51. Sirdeshmukh, D., J. Singh and B. Sabol, "Consumer Trust, Value, and Loyalty in Relational Exchanges," Journal of Marketing, 66(1), 2002, 15-37.
  52. Spekman, R. E., "Strategic Supplier Selection: Understanding Long-Term Buyer Relationship," Business Horizons(July/August), 1998, 75-81.