초록

AI-Helper

본 연구는 고객만족모형의 선정에 있어 재구매 의사와 예측타당성을 체계적으로 검토하려는 시도이다. 일반적으로 고객만족의 측정을 위해서는 단일항목척도와 복수항목척도를 사용하고 있다. 그러나 고객이 제품특성을 잘 모르는 경우는 이용하는 모형이나 측정방법에 따라 계산된 지수의 신뢰성이나 구매의도와의 상관관계는 높지 않는 경우가 발생한다. 이러한 문제의 해결을 위하여 본 연구에서는 통상적으로 활용되는 고객만족지수의 다양한 측정방법들에 대해 예측타당성을 검토하여 적절한 모형을 찾아내려는 시도이다.

Abstract ▼ AI-Helper

The study is in attempting for reviewing the selection problem of the measurement and the model, concerning a consumer satisfaction model. Therefore, a common model, which measures degree of consumer satisfaction by an arithmetic mean from measurement method including data, which assess compulsively...

The study is in attempting for reviewing the selection problem of the measurement and the model, concerning a consumer satisfaction model. Therefore, a common model, which measures degree of consumer satisfaction by an arithmetic mean from measurement method including data, which assess compulsively the attribution and the importance to consumers, shows the problems of a field application. There showed a high predictive validity in the model of a singular item using the degree of a general satisfaction rather than a detailed assessment. However, the single model needs the model of consumer satisfaction from the using of plural items, because of the field problems that produce in an alternative application. There showed a high significance level in the model including variables, which are showing a high correlation between purchase intention and predictive validity.