고객만족도 측정모델 개발과 적용(TV제품의 경우) - 논문
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ABSTRACT
Development and Application of Customer Satisfaction Measurement Model
(For TV Products)
Dong-Han Lee
Department of Industrial Engineering
The Graduate School of
Sungkyunkwan University
Since 2000, domestic consumption of TV products has been undergoing a great change. The 30-year dominant analog TV is now giving its place to digital products. Also the broadcasting method has been switching to digital since 2002 world cup game. As these changes cause the change of market and enterprise environment, the qualitative index such as customer satisfaction is rising above the quantitative index as a priority.
This study has developed and verified a model for measuring customer satisfaction indomestic TV products through investigating the customer satisfaction measuring models which increase company value.
In this study, the result of customer satisfaction research performed by Korea Productivity Center from 1998 to 2005 has been used as model sample.
Three study surveys respectivelyassumed; 1.expectation affects the perceived quality (performance), 2.perceived quality has a direct influence on customer satisfaction and 3. customer satisfaction affects customer loyalty.
Based on these surveys, a hypothetic customer satisfaction model was developed by interviewing the employees of company S. The research model included critical quality factors, the measurement, correlation and structuring between the variables. Also a new process for designing and utilizing models has been developed and applied leading to prompt response to active market changes.
The model for measuring customer satisfaction in TV products developed in this study integrated and structurized all the variables from the formation of customer satisfaction measuring to the point where the satisfaction affects the result.
The result shows that the detailed quality factors affect sub factors and the critical quality factors have a direct influenceon customer satisfaction. This indicates that customer satisfactionaffects performance variables and the product image perceived through a product affects a company's brand image.
This study concludes that the customer satisfaction directly influences the market share of a product.