자동차 서비스의 관계 마케팅 전략을 위한 관계요인과 관계구조 분석

Analyses of Relationship Structure and Factors for Relationship Marketing of Car Mechanic Services

본 연구는 서비스업을 중심으로 한 관계마케팅의 관점에서 구매자와 공급자간의 관계형성을 결정하는 요인과 관계구조를 살펴보고자 수행되었다. 이를 위해 고객과의 관계형성이 무엇보다도 중요시되는 자동차 정비서비스를 이용하는 고객을 대상으로 한 실증분석을 통해 자동차 정비서비스업체의 특성 요인들이 고객과의 관계형성에 있어 어떤 작용을 하는지 알아보고, 분석 결과를 토대로 자동차 서비스정비업의 효과적인 운영을 위한 마케팅 전략수립에 도움을 주고자 한다. 특히 자동차 정비서비스업은 자동차 산업 발달에 따른 종속적 역할을 담당하였지만, 소비욕구의 변화로 인해 자동차 산업의 평가요소로 작용하고 있다는 점에서 중요하다. 본 연구의 실증분석 결과 관계형성에 있어 신뢰와 만족이 종합적인 관계강화 및 관계유지에 중요한 역할을 한다고 한 기존의 연구에서와 같이 본 연구에서도 신뢰가 장기지향적 결속력에 원인변수의 역할을 크게 하는 것으로 나타났다. 서비스품질 만족도, 서비스업체 명성, 개인적 신뢰 그리고 종사원의 특성 등의 독립변수군과 서비스업체에 대한 신뢰간에 높은 상관관계가 있었고, 자동차 정비서비스업체에 대한 신뢰는 고객과 서비스업체간의 관계만족에도 상당한 영향을 미치는 것으로 나타났다. 따라서, 자동차 정비서비스업체는 고객과의 관계형성에 있어 과거 서비스 성과를 기초로 형성되었던 신뢰가 미래의 재구매로 이어질 수 있도록 노력해야 할 것이다.

This study is designed to examine the factors of forming the supply-demand relationship and look into the structure of how they are related in the service industries from the perspective of relationship marketing. For this purpose, targeting the car mechanic service in which the customer relationship is the most important factor, this study carries out an empirical survey of customers who use car mechanic services. The hypotheses and the results of this study is as follows. Hypothesis 1: Service quality, customer satisfaction, company s name value, reliability on the owner, and employees characteristics would have influence on the reliability of the service-providing company. The results shows that these factors have positive influence and in particular, reliability on the owner would have the biggest influence. Hypothesis 2: The reliability on the service provider would have influence on the degree of satisfaction with the relationship between the provider and customers. It turned out that the reliability on the service provider has positive influence on service quality and satisfaction in general. This shows that if a customer puts high confidence in a service provider, he/she would appreciate the services provided, and thus, his/her satisfaction would be higher. Hypothesis 3: Satisfaction with the relationship between customers and the service provider would have influence on the long-term relationship. The results show that regular customer benefits, losses that might occur due to a change of the service-provider have positive influence, while service quality in general, the degree of satisfaction in general and the period of using a particular service provider failed to show positive relationship. This shows that the fact that a certain service provider offers high quality service and customers are satisfied with the service does not guarantee the customers will use the provider for a long time. Hypothesis 4: Different demographic statistics would show difference in reliability on the service provider, relationship satisfaction and long-term relationship, demographic factors include sex, relationship with others and incomes and the results show that different demographic factors would have difference in reliability on the service provider, service quality and satisfaction in general. As is seen, this study shows that reliability on the service provider would have a significant influence on maintaining long-term relationship with customers. Therefore, car mechanic service providers are required to build reliability so that they can have long-term relationship with their customers. For this purpose, the level and dimension of communication channels should be raised. Extensive empowerment for improving reliability and provision of such an environment as to meet with different kinds of problems that might occur spots would be also necessary. In addition, car insurance-related services and car purchase-related consultation would help attract more customers. It is also required that service -providers should be able to strengthen reliability even upon the contingent service requests by customers. However, limitations exist. This study is only focused on the car mechanic service business among service industries. Thus, the results can not be generalized for the entire service industries. Secondly, the sample size matters. In order to apply the results to reality, the sample size should be larger. Thirdly, this study fails to identify every characteristic of customers and thus fails to catch significant variables according to characteristics.