서비스산업에서 서비스품질과 관계적 요인의 영향 분석

Effects of Service Quality and Relational Characteristics in a Service Industry

The effect of the quality of service has been one of the very important topics of many marketing researches. Most previous studies have focused on the use and application of SERVQUAL developed by Parasuraman et al. (1988). This study investigates the mediating roles of relational characteristics - satisfaction, trust, and commitment - during the process of the effects of service quality on customer retention and word-of-mouth in the family restaurant industry. LISREL was used to analyze the research hypotheses and the proposed model. Commitment was the most important determinant of customer retention and, trust was the most important factor of word-of-mouth effect. Managerial implications and limitations of the study were also discussed.