Service Quality on Consumer Loyalty in Chinese Auto Service Shops through Mediating Effects of Consumer Satisfaction and Moderating Effects of Switching Costs : Theoretical Framework and Empirical Analysis

국문 초록 (Abstract)

본 연구의 목적은 중국소비자들이 자동차 4S 전문점의 A/S 품질에 대한 지각과 만족도를 형성 과정에서 소비자만족도의 매개효과와 전환비용의 조절효과를 검증하는데 두고 있다. 연구가설의 입증을 위해 237개의 표본을 수집하고 이에 대해 구조방정식모형을 통한 경로분석을 실시한다. 실증분석 결과, 첫째, 4S 전문점의 A/S 품질과 소비자 만족도, 소비자 만족도와 충성도 간에 직접적인 정(正)의 인과관계성이 존재하며, 둘째, 이 과정에서 소비자만족도이 이들 정의 관계성에서 매개효과로 작용함을 알 수 있다. 셋째, 전환비용은 조절변수로서 서비스품질과 상호작용하면서 소비자충성도에 영향을 미치는 결과를 입증하였다. 본 연구의 시사점으로서 중국 4S 전문 점은 내재적 전환비용과 연계적 전환비용을 적극적으로 이용할 것과, 내재적 전환비용의 비중을 증대하는 방법을 통해서 소비자의 전 환의도를 약화시키며 자동차서비스제공업체의 경쟁우위를 확보될 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

Research increasingly suggests the importance of switching costs in customer retention strategies. The aim of this paper is to examine the mediating effects of consumer satisfaction and the moderating effects of switching costs in the process of Chinese consumers forming satisfaction about service quality of 4S Auto Shop. Samples of this study were distributed to Chinese consumers from May 1 to May 7, 2017. For a total of 239 collected questionnaires. To verify the study hypothesis, path analysis on 237 collected samples is conducted through the structural equation model. The empirical analysis result shows that, firstly, there is a direct positive correlation relationship between service quality of 4S Auto Shop and consumer satisfaction, service quality of 4S Auto Shop and consumer loyalty, as well as between consumer satisfaction and loyalty; secondly, consumer satisfaction acts as a mediator in this process. Thirdly, switching costs was found to have a positive impact on consumer’s loyalty through interaction with service quality as a moderator. In other words, the moderating effect of switching costs on the relationship between relationship service quality of 4S Auto Shop and customer loyalty is significant. This paper implicates that, service providers of 4S auto shops to obtain higher profits, they need to build strong ties with consumers, increase personalization or provide additional services. In other words, consumer loyalty can be strengthened by efforts to maximize associated switching costs rather than inherent switching costs.

목차 (Table of Contents)

• Abstract
• I. Introduction
• II. Literature review
• 1. Switching cost and customer loyalty
• 2. Classification of switching cost
• 3. Switching cost for Chinese 4s Auto Shops
• III. Research model and hypotheses
• 1. Research model
• 2. Hypotheses
• IV. Empirical analysis result
• 1. Measurement variables and data collection
• 2. Reliability and validity analysis
• 3. Empirical results
• V. Conclusion
• 참고문헌
• 요약