본 연구는 서비스품질 연구의 현황 측정 도구 및 측정 방식에 관한 이론적 고찰을 바탕으로 서비스품질 측정 요인과 서비스품질 측정 모형을 상호 비교함으로써 대표적인 소매점의 하나인 주유소의 서비스품질 측정에 가장 적합한 서비스 품질 측정 모형을 알아보고자 하였다. 또한 이를 기초로 주유소의 서비스품질과 고객만족, 재이용의도, 구전의도 사이의 인과관계를 분석하고자 하였다. 그리고 주유소의 성과 향상을 위한 서비스 활성화 전략 수립에 필요한 실무적 시사점을 제시하였다.
As the service quality is generally perceived as a basic tool to create the competitive advantage, managing the service quality becomes a more critical issue to the service providers. Deregulation of services, growing competition, and the fluctuations in high quality demand are presenting a considerable challenge to the gas stations. In the gas station manager's perspective, the level of service quality is highly correlated with the level of customer retention and customer's favorable word-of-mouth behavior. In this sense, most gas station managers would be very interested in the question of how to increase the level of the service quality. The first purpose of this study is to confirm whether differentiation between the two service quality measures(SERVQUAL vs. R-SERVQUAL) in Korea retail environment is necessary, to review the validity of three alternative service quality models, that is, the SERVQUAL model suggested by PZB (1988 ; 1991), the SERVPERF model developed by Cronin and Taylor(1992), and the Non-Difference Score model proposed by Brown, Churchill and Peter(1993). Then we find the best model to measure the service quality of the gas station services. Finally, this study also aims to analyze the structural relationship between the service quality, customer satisfaction and behavioral intentions (repurchase intention and word-of-mouth).
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