The Korean Journal of Vision Science (대한시과학회지)

The Korean Society of Vision Science (대한시과학회)
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A Comparison Study on Customer Service Satisfaction of Non-franchise and Franchise Eye-Glass Stores

일반 안경원과 프렌차이즈 안경원의 서비스 만족도 비교 연구

  • Yoo, Han-Ho (Department of Optometry, Seoul National University of Science and Technology) ;
  • Noh, Hye-Ran (Department of Optometry, Seoul National University of Science and Technology)
  • 유한호 (서울과학기술대학교 안경광학과) ;
  • 노혜란 (서울과학기술대학교 안경광학과)
  • Published : 2013.06.30
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Abstract

Purpose: To investigate customer satisfaction of non-franchise and franchise eye-glass stores among customers over 10 years old in the Metropolitan area. Methods: This survey was conducted on consumers in Metropolitan area who have purchased eye-glass products. Standards to determine customer service quality were categorized into six division (classification, reliance, correspondence, response, quality assurance, and specialty). Questionnaires in divisions were collected and surveyed. the survey results were statistically analyzed. Results: Degrees of customer satisfaction were different to non-franchised and franchised eye-glass stores. Franchised eye-glass stores were preferred in questions regarding reliance, correspondence, and quality assurance components providing reliable products, qualified A/S, and the lens care protocol and appropriate use. Non-franchised eye-glass stores were preferred in questions regarding classification and response providing friendly and comfort atmosphere. Conclusions: Differentiation within individual non-franchised and franchised eye-glass stores is necessary to emphasize advantages with enhanced distinct services.

목 적: 수도권지역의 10대 이상의 고객을 대상으로 일반 안경원과 프렌차이즈 안경원의 서비스 만족도를 조사하고자 하였다. 방 법: 안경원 이용 경험이 있는 수도권지역 소비자를 대상으로 연구를 실시하였다. 고객이 서비스 품질을 평가하는 기준을 유형성, 신뢰성, 대응성, 공감성, 확신성, 그리고 전문성의 6가지 기준으로 조정하였다. 기준에 맞는 예제들을 수집하여 설문 조사하고 통계처리를 하였다. 결 과: 일반 안경원과 프렌차이즈 안경원은 서비스에 대한 고객의 만족도가 다르게 나타났다. 신뢰성, 대응성 그리고 확신성에 해당하는 설문 중 제품의 품질, 충실한 A/S, 그리고 렌즈의 관리법과 사용법을 묻는 질문에는 프렌차이즈 안경원이 선호되었고 유형성과 공감성 설문에는 친밀함과 편안함을 주는 일반 안경원이 선호되는 경향을 보였다. 결 론: 소비자의 선호도를 분석했을 때 각각의 장점을 강조하여 일반 안경원과 프렌차이즈 안경원의 특색에 맞는 서비스를 강화한 차별화가 필요한 것으로 보인다.

Keywords

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