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NTIS 바로가기한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.16 no.1, 2016년, pp.541 - 557
The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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서비스능력이란 무엇을 의미하는가? | (2008)은 교환대상간 관계형성을 위해서는 상호 간 관계가치가 중요한데, 이를 위해선 개별 고객화를 설계해야 하여 서비스개별 화의 중요성을 설명하였다[7]. 서비스능력(service ability)은 서비스제공자가 서비스제공과 관련하여 필요한 지식과 기술의 소유를 소비자가 지각하는 정도를 말한다{4}. 선행연구에서도 서비스 제공시에 서비스에 대한 능력이나 역량을 작추지 않으면 고객에게 양질의 품질을 전달할 수 없기 때문에 고객은 서비스를 신뢰하지 않는다고 하였다[60]. | |
서비스개별화란? | 선행연구에서도 서비스능력이 개선되었을 때 소비자는 가치를 지각하고 만족하며 신뢰가 개선됨으로써 충성도를 높일 수 있다고 하였다[12]. 서비스개별화(service customization)는 기업에게는 다양한 방법으로 혜택을 주는 것을 말한다[13]. 자원의존이론(resource dependency theoty)에 따르면 관계대상 양자 간에 밀접한 관계를 구축하기 위해서는 회수를 고려하지 않는 투자가 선행되어야 한다고 하였다[59]. | |
자원의존이론에 따른 서비스개별화는 무엇을 의미하는가? | 자원의존이론(resource dependency theoty)에 따르면 관계대상 양자 간에 밀접한 관계를 구축하기 위해서는 회수를 고려하지 않는 투자가 선행되어야 한다고 하였다[59]. 이는 서비스제공자 혹은 서비스기업이 고객과의 밀접한 관계를 위해서 단기적 경제성의 고려 없이 개인욕구를 충족할 수 있는 개별적 서비스를 제공함으로써 양자 간의 밀접한 관계가 형성됨을 의미한다. Wong et al. |
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