[논문]서비스품질과 감성품질이 브랜드팬십에 미치는 영향 - 영유아 교육기관 학부모를 대상으로

류미현; 조동혁

doi:10.7469/jksqm.2023.51.3.347

서비스품질과 감성품질이 브랜드팬십에 미치는 영향 - 영유아 교육기관 학부모를 대상으로
The Effects of Service Quality and Sensibility Quality on Brand Fanship - For Parents of Early Childhood Education Institutions 원문보기

品質經營學會誌 = Journal of Korean society for quality management, v.51 no.3, 2023년, pp.347 - 362

류미현 (숭실대학교 프로젝트 경영학과) , 조동혁 (숭실대학교 경영학부)

Abstract ▼ AI-Helper

Purpose: The purpose of this study is to analyze whether service quality and sensibility quality have an effect on securing passionate fans of educational institutions as a management marketing strategy that can maximize parent satisfaction in order to secure a competitive advantage for infant and toddler educational institutions. Methods: In this study, a questionnaire survey was conducted on parents attending educational institutions for infants and toddlers, and hypotheses were verified through frequency analysis, reliability and validity correlation analysis using SPSS 22.0. Results: The results of this study are as follows. First, it was found that service quality has a significant effect on rapport formation. Second, among the sub-factors of emotional quality, stimulation and identity had a significant effect on rapport formation. Third, among the sub-factors of service quality, sensiblity and responsiveness had a significant effect on brand fanship. Fourth, among the sub-factors of sensibility quality, stimulation and identity had a significant effect on brand fanship. Fifth, rapport formation was found to have a significant effect on brand fanship. Conclusion: This study is meaningful as a service and sensibility quality study focused on educational institutions at the present time when research on service quality and sensiblity quality targeting early childhood educational institutions is insufficient. In addition, in terms of management of educational institutions for infants and young children, by paying attention to the formation of a careful and pleasant relationship with the fans of educational institutions, an empirical example of a theoretical research model was shown that strong attachment to educational institutions and positive participation lead to loyal fans.

주제어

표/그림 (11)

그림 Figure 1. Research Model
표 Table 1. Operational Definition of Variables
표 Table 2. Sample characteristics(n=263)
표 Table 3. Reliability and Validity Verification Results of Service Quality
표 Table 4. Reliability and Validity Verification Results of Sensibility Quality
표 Table 5. Reliability and Validity Verification Results of Rapport and Brand Fanship
표 Table 6. Relationship Between Service Quality and Rapport
표 Table 7. Relationship Between Sensibility Quality and Rapport
표 Table 8. Relationship Between Service Quality and Brand Fanship
표 Table 9. Relationship Between Sensibility Quality and Brand Fanship
표 Table 10. The Relationship Between Rapport and Brand Fanship

참고문헌 (36)

An, M. A. and Kim S. H.？2018.？How to Turn Your Customers into on Enthussiastic Fan? The Effect of Experiential？Quality on customer Behavior towards towards the Brand.？Journal of Price Management？21(4):89-103.？
Berry, L. L., Parasuraman, A., and Zeithaml, V. A. 1994. Improving service quality in America: lessons？learned.？Academy of Management Perspectives？8(2):32-45.？
Boonlertvanich, K. 2019. Service quality, satisfaction, trust, and loyalty: the moderating role of mainbank and wealth？status.？International Journal of Bank Marketing.？
Caruana, A., Money, A. H., and Berthon, P. R. 2000. Service quality and satisfaction the moderating role of？value.？European Journal of Marketing.？
Choi, H. S. 2020. A Study on the Effect of Rapport Building Behavior on Customer Attitude and Customer Loyalty？in Medical Service. Soongsil University Graduate School.？
Choi, J. H. and Park, E. A. 2012. Emotional Qualty Factors of the Smartphone Interface Design.？Digital Design？Study？12(1):469-478.？
Crosby, L. A., Evans, K. R., and Cowles, D. 1990. Relationship quality in services selling: an interpersonal influence？perspective.？Journal of Marketing？54(3):68-81.？
Dam, S. M. and Dam, T. C. 2021. Relationships between service quality, brand image, customer sat isfaction, and？customer loyalty.？The Journal of Asian Finance, Economics and Business？8(3):585-593.？

원문보기 상세보기
Delcourt, C., Gremler, D. D., Van Riel, A. C., and Van Birgelen, M. 2013. Effects of perceived employee emotional？competence on customer satisfaction and loyalty: The mediating role of rapport.？Journal of Service？Management？24(1):5-24.？
Dell, S. A. 1991.？Relational communication and organizational customer loyalty. University of Denver.？
Dube, R. L. 1990. The power of affective reports in predicting satisfaction judgments.？ACR North American？Advances.？
Gremler, D. D. and Gwinner, K. P. 2000. Customer employee rapport in service relationships.？Journal of Service？Research？3(1):82-104.？
Jeong, Y. J. and Park, K. I. 2012. A study on the effect of childcare service quality on parental loyalty. Korean？Early Childhood Care 72:231-262.？
Keiningham, T. L., Aksoy, L., Andreassen, T. W., and Estrin, D. 2006. Does parent satisfaction with a childcare？provider matter for loyalty?.？Journal of Consumer Marketing 23(7):470-479.？

상세보기
Kim, E. J. and Park J. W. 2022. A Study on the Effect of Relationship Benefits on Customer Loyalty Targeted at？Parents Using Early Childhood Education Centers. Journal of Quality Management 50(2):235-250.？
Kim, J. A. 2022. Efficient alternative for professional infant care in home daycare centers. Korean Society for Early？Childhood Care.？
Kim, T. S. 2010. Strategic responses to the emotional experience consumer market and practical plans for design？management: Focusing on the MMMG design stationery brand. Merchandising Research？28(3):149-160.？
Kim, W. B., and Choo, H. J. 2019. The effects of SNS fashion influencer authenticity on followers' behavioral intention-Focusing on the mediating effect of fanship. Journal of the Korean Society of Apparel Research 43(1):？17-32.？
Kim, Y. H. 2020. A study on the communication utilizing 'Emotions', 56:365-399.？
Koo H. M., Kim G. J., Shin W. S., Song., and H. J. 2021. Analyzing the Impact of Service Quality Factors on Trust,？Customer Satisfaction, and Customer Loyalty of Major Telecommunication Companies in Korea.？Journal of？Quality Management Society？49(4):483-503.？
Ladhari, R. 2009. Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel？industry.？Managing Service Quality: An International Journal.？
Lee K. H. 1998. Human Sensibiliy and Emotion in Sensibility Ergonmics.？Korean Journal of Science of Emotion？and Sensibility？1(1):113-122.？
Lee, E. J. and Kim, Y. H. (2020). The moderating effect of brand experience on the impact of bakery brand authenticity？on brand fandom and brand loyalty. Tourism Management Research 24(6):65-97.？
Lee, S. B. and Kim, Y. G., and Park, Y. K. 2013. A study on the effect of daycare service quality and customer？experience cost on customer satisfaction and preference. Management Education Research 28(3):217-246.？
Lee, S. H. 2016. The Effect of Utilization Motivation and Commitment regarding Brand Community on Brand？Fanship.？e-Business Research？17(2):59-76.
Lee, S. H., Han S. L., and Jung K. S. 2015. Analysis of the Structural Relationship between Antecedents and Out？comes of Brand Fanship:？Journal of Marketing Management Research？20(3):133-153.？
Mishra, M., Satpathy, S. P., Dash, R. K. S., and Mishra, A. (2022). A Study on the NLP Dimensions of Rapport？Building and Its Effect on Interpersonal Communication Special Education 1(43).？
Parasuraman, A., Berry, L, and Zeithaml, V. (1991), Refinement and reassessment of the SERVQUAL scale. Journal？of Retailing 67(4):420.？
Parasuraman, A., Zeithaml, V. A., and Berry, L. 1988. SERVQUAL: A Multiple-item Scale for Measuring Consumer？Perceptions of Service Quality？64(1):12-40.？
Park, H. M. and Hyun, S. H. 2018. The effect of tour guide's rapport formation behavior on tourists' positive emotions？and follow-up behavior. Tourism Studies 42(5):171-191.？
Pentecost, R. and Andrews, L. 2010. Fashion retailing and the bottom line: The effects of generational cohorts,？gender, fashion fanship, attitudes and impulse buying on fashion expenditure.？Journal of Retailing and？Consumer Services 17(1):43-52.？

상세보기
Pyun H. Soo. and Kim H. G. 2011. The Effects of Rapport on Relational and Economical Performance in Channel？Relationship; Salesperson's Viewpoint.？Korean Journal of Business Administration？24(2):647-659.？
Sakyi, D. 2020. A comparative analysis of service quality among ECOWAS seaports.？Transportation Research？Interdisciplinary Perspectives, 6, 100152.？

상세보기
Seo, J. H. and Lee, K. P. 2010. A Study on the Emotional Quality Design Framework for Improvement of the User？Experience with emphasis on the User Interface Design: Emotional Science？13(3):523-532.？
Y, J. I, and Lee H. H. 2019. The Effects of Airline Cabin Crew's Communication Types on Rapport and Relationship？Quality with Passengers: Focusing on the Mediating Effect of Rapport. Journal of Tourism Research 33(11):？117-131.？
Yoon, M. S. and Lee, K. M. 2021. The Role of Service Provider's Rapport Behavior on Customers' Empathy:？Moderating Effects of Service Authenticity. Asia-Pacific Journal of Business and Commerce？13(1):40-73.？

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증