[논문]자동차 제조사 A 기업의 자동차 품질역량과 인지된 위험이 고객가치 및 고객충성도에 미치는 영향

김태영; 유한주; 송광석

doi:10.7469/jksqm.2020.48.1.125

자동차 제조사 A 기업의 자동차 품질역량과 인지된 위험이 고객가치 및 고객충성도에 미치는 영향
The Effect of Motor Manufacturer A's Vehicle Quality Capability and Perceived Risk on the Customer Value and Loyalty 원문보기

品質經營學會誌 = Journal of Korean society for quality management, v.48 no.1, 2020년, pp.125 - 147

김태영 (숭실대학교 대학원 경영학과) , 유한주 (숭실대학교 경영학부) , 송광석 (숭실대학교 경영학부)

Abstract ▼ AI-Helper

Purpose: This study would measure the users'perceived overall quality level of A automobile Company, which has leading market power in the domestic automobile market and analyze the causal relationships in the quality value process Model to quality capability, customer value and loyalty based on that. Especially, this study would analyze the relative impacts of the users'perceived risks appearing in the quality value process model of the formation of Quality Factors(QF), Customer Value(CV), and Customer Loyalty(CL) and analyze the moderating effect of the causal relationships among the components. Methods: For an analysis of causal relationships connected to QF, CV, and CL of the customers who purchased Auto manufacturer A's automobile users, 179 users who used within 3 years were utilized as samples for the analysis. As for QF, based on the Garvin(1988), the QF of automobiles were redesigned. For a structural equation analysis of the entire research model, the PLS(S(Partial Least Square) model was utilized. Results: As a result of an analysis, R2 of CV and CL was 0.652 for CV and 0.664 for CL, which was a very stable Goodness of fit. As a result of an analysis of the hypotheses of QF and CV, automobile performance, conformance, aesthetics, serviceability, and durability. In addition, it turned out that the perceived risk had a moderating effect on convenience, service availability, and perceived quality. Conclusion: This study found that the perceived quality risk appearing among automobile users had negative effects on the quality value process model to QF, CV and CL. In contrast, there were factors not affecting the users'quality value process in spite of the perceived risk. These factors can suggest important managerial implications in that they can be utilized as Auto manufacturer A's market-dominant strengths.

주제어

표/그림 (9)

표 Table 1. Comparison of Quality Attributes
표 Table 2. Profile of the Respondents
그림 Figure 1. Research Model
표 Table 3. Verification statistic standard of PLS-SEM.
표 Table 4. Result of CFA (Reliability & Validity)
표 Table 5. Result of CFA (Reliability & Validity)
표 Table 6. Structural Model Test Results
표 Table 7. Path coefficient and hypothesis testing
그림 Figure 2. Path coefficient

질의응답

핵심어	질문	논문에서 추출한 답변
	자동차 산업에서 자동차 품질문제는 어떤 의의를 가지고 있는가?	이러한 급변하는 시장에 대응하기 위해 글로벌 자동차 기업들은 합종연횡을 기반으로 시장의 지배체계를 강화하고 있으며 기존 시장뿐만 아니라 다양한 연관 산업과의 시너지 효과를 극대화하기 위한 전략적 변화를 추구하고 있다. 이러한 상황에서 자동차의 품질문제는 경쟁력과 차별화를 위한 전략적 도구가 아니라 기업 생존을 위한 가장 기본적인 필수 요소로 간주되고 있다.
	한국의 자동차 산업의 현 상황은 어떠한가?	한국의 자동차 산업은 80~90년대의 고도 압축 성장기를 거치며 비약적으로 발전하며 2018년 세계 7위 규모의 자동차 생산국으로 자리매김하고 있다. 특히, 국내 경제 규모의 성장에 힘입어 국내 자동차 산업은 저가 중심의 자동차 생산국을 탈피하고 다양한 미래형 자동차를 생산하는 등 반도체에 이어 국내의 대표적인 핵심 산업군으로 성장하였다. 또한, 정부 차원의 강력한 지원을 기반으로 2030년 미래차 경쟁력 1등 국가를 위한 전기 및 수소차의 비중을 늘리기 위한 다양한 시장 전략을 추진하고 있다.
	최근 전 세계 자동차 산업은 어떠한 변화에 직면하였는가?	최근 전 세계 자동차 산업은 미래형 자동차 산업의 대두와 시장 요구의 다양화, 자동차 산업으로 야기되는 환경문제 등 다양한 산업변화의 요구에 직면하고 있다. 이러한 급변하는 시장에 대응하기 위해 글로벌 자동차 기업들은 합종연횡을 기반으로 시장의 지배체계를 강화하고 있으며 기존 시장뿐만 아니라 다양한 연관 산업과의 시너지 효과를 극대화하기 위한 전략적 변화를 추구하고 있다.

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