금형 제조사의 인지된 서비스품질이 만족도 및 행동의도에 미치는 영향

The effects of perceived service quality of mold manufacturing companies on satisfaction and behavior intention

This study aimed to demonstrate the effects of perceived service quality of mold manufacturing companies on satisfaction and behavior intention. The data for this study were collected by administering questionnaires to people working in companies dealing with the mold manufacturing companies from Apr., 01 to Mar., 31, 2021. An e-questionnaire was conducted by using Survey Monkey (ko.surveymonkey.com). Although a total of 476 responses were collected, a total of 457 copies of valid questionnaires were used as data, except for 19 copies containing unfinished or insincere responses. This study conducted empirical analyses in turn by using IBM SPSS (Statistics Version 25.0 for windows and AMOS 25.0. The findings are as follows: First, H1, 'perceived service quality would have a positive effect on service satisfaction' was 'partly adopted'. Second, H2, 'service satisfaction would have a positive effect on behavior intention' was 'adopted'. Among a total of 8 sub-hypotheses constituting H1, 6 were, therefore, adopted, except for 2, while 4 sub-hypotheses constituting H2 were all adopted. The findings suggest that although two factors of service satisfaction have effects on behavior intention, service reliability has a stronger effect on both repurchase intention and recommendation intention. The repurchase intention and recommendation intention are actually very important in management performance, because they promote the diversification of retailers and repeated sales. Hence, mold manufacturing companies which intend to enhance their management performance by increasing both repurchase intention and recommendation intention should make more efforts to build service reliability.