기술기반 셀프서비스와 인적 서비스가 서비스 품질에 미치는 영향 비교

Comparison of The Impact of Technology-Based Self-Services and Human Services on Service Quality

Purpose - The Purpose of this study is to examine the impact of service-providing channels on service quality. Additionally this study analyzes the moderating effects of service types such as transactional and relational services. In this study service quality is composed of interaction quality, outcome quality and physical evidence quality. Design/Methodology/Approach - This research conducts between-subject experiments by using scenarios. The independent variable is a service-providing channel(technology-based self-service and service employees)and the moderating variable is a service type(relational and transactional services). 280 respondents participate in the experiments. In order to test the hypotheses t-test is used. Also this study draw additional implications by using ANOVA. Findings - Results shows that a service type plays a moderating role between service-providing channels and service quality. In relational services service employees have more positive influences on interaction and outcome quality than technology-based self-services. But two service-providing channels have the same effects statistically on physical evidence quality in relational services. In transactional services technology-based self-services have more positive influences on interaction quality, outcome quality and physical evidence quality. Research Implications - When technology-based self-services and other automation services are introduced service types and situations need to be considered for improving service quality. Technologies could not ensure high service quality for customers in particular services.