자동차정비서비스 품질인식 유형과 소비자만족도 및 충성도

The Study on the Service Quality Perception Type, Consumer Satisfaction and Loyalty of Automobile Repair Service

This study explored the relationships between the type of service quality perception, satisfaction and loyalty of automobile repair service consumer. Statistical analysis was achieved by using Chronbach' , frequency, percentage, mean, standard deviation, K-mean cluster analysis, one-way ANOVA, Scheffé test with a total of 1056 questionnaires. The main findings were as follows: First, the degree of sub-dimension of automobile repair service quality, consumer satisfaction and loyalty were relatively high. Second, according to sub-dimension of automobile repair service quality, consumers were classified into 3 types - high service quality perception type, middle service quality perception type and low service quality perception type. Third, service quality perception type was found to have significant differences according only period of driving among demographic variable and characteristic variable related automobile. Fourth, consumer satisfaction and loyalty were found to have significant differences according service quality perception type. That is, the groups showing a higher degree of service quality perception also indicated higher satisfaction and loyalty.