. 1.... Westbrook and Newman(1978),,, 8). Anderson (1973) 9)., Anderson. () (ou tcom e) () (p rocess)() 10). 8) Westbook, R. A. and Newman J. W., An Analysis of shopper Dissatisfaction for major Household Appliance, Journal of marketing Research, No.15, August 1978. 9) Anderson, R. E., Consumer Dissatisfaction : The Effect of Disconfirmed Expectancy on Perceived Product Perform ance, Journal of marketing Research, N o.10, Febru ary 1973. 10)
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27 (benefit),,,.,..,. 12). Reneoux. Czepiel Reneoux. Czepiel.,,. 12),.
28,,. 13).,.,,.,. Czepiel. :,,,, :,,,, :,, :,,. 14).. 13). 14),, :, 1994, pp.618 619.
29..,. 1950 1960,. (customer-satisfaction) 1970(consum erism). (expectationdisconfirmation model). ( ) 15). SERVQUAL Parasurm an, Zeitham l, an d Berry (1985, 1988), 16). ( 1), 15) Oliver, R. L and G., Linda, "Effects of Satisfaction and its Antecedents on Consumer Perference and Intention," A dvance in Consumer Research, 1983. 16) Parasurman, A., Valarie A. Zeithaml, and Leonard L. Berry, "A Conceptual Model of Service Quality and Its Implication for Further Research," Journal of Marketing, Vol.49, Fall 1985, pp.41 50. Parasurman, A., Valarie A. Zeithaml, and Leonard L. Berry, "A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, Spring 1988, pp.12 40.
30 2.. Forn ell(1994). 77. 771 9,400 11.4% ROI. Heskett, Sasser and Schlesin ger (2000) (). < -1>,,. <-1> () : / (2000),, p.43 2-1.,
31.. (1999) Heskett, Sasser and Schlesinger. 1 17). <-2> 1 :,,, 1999.7, p.103... <-2>, (cu stom er life-tim e valu e) 18). 17),,. ROI.
32. 2.... (1999),,, 19).. 18) Fornell(1994) (ROI ), Reichheld & Sasser(1990), Heskett(1994). 19),, :, 1999, p503..
33.,,.... (intangibility), (in sep arability), (inventory difficulty),, (inconsistency)...,. ( )..,.,..
34,, (relationship qu ality) 20)... 21)... 1)., (relation ship) 22). Gronroos(1984), 20),,, 67 5, 2000. 21), - -,- -, 62,, -, 1996. (extrinsic cue). (2000). 22) Sherden, W. A., "Gaining the Service Quality Advantage," The Journal of Business Strategy, March April 1988.
35. Zeithaml, Parasuraman and Berry(1985, ZPB ). Gronroos ZPB ().,,. 23). ( ) (, ).,,,..,, 23). (prediction), (desires or w ants),.
36..,..,,.. (). 24),. 2),. Gronroos(1982, 1984), Zeith am l, Parasurm an an d Berry (1990, 1991) 25). 24) Parasurman, A., Valarie A. Zeithaml, and Leonard L. Berry, "A Multiple - Item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, Spring 1988, pp12 40. 25) Gronroos, C., "An Applied Service Marketing Theory, "European Journal of Marketing, Vol.16, No.7, 1982, pp.36 38. Gronroos, C., "A Service Quality Model and Its Marketing Implication," European Journal of Marketing, Vol.18, No.14, 1984, pp.38 39. Zeithmal, V. A., A. Parasurman and L. L. Berry, "Understanding Customer
37 Gronroos,, (technical qu ality) (fu nctional qu ality). (wh at), (wh at the cu stom er gets). (how he gets it),.. Zeithaml, Parasurm an and Berry (1985) (qu ality) = (p erception) - (exp ectation) (< -3> ) 26). <-3> (Expected Service) (Perceived Service) (Perceived Service Qu ality) Expectation of Service," Sloan Management Review, Vol.39, Spring 1991. Zeithmal, V. A., A. Parasurman and L. L. Berry, Delivering Quality Service Balancing Customer Perceptions and Expectation, The Press, 1990. 26).. Zeithaml, Parasuraman and Berry, "Problems and Strategies in Services Marketing," Journal of Marketing, Vol.49, 1985, pp.33 46.
38 10 (service qu ality determinants). (< -4>). <-4>,,,, : Parasuraman, Zeithaml and Berry, "A Conceptu al Model of Service Quality and Its Implication for Future Research," Journal of M arketing, Vol.49, Fall 1985, p.48. 3),,,,, 5 (< -5> ).
39 <-5> : Gronroos, C., "An Applied Service Marketing Theory," European Journal of M arketing, Vol.16, N o.7, 1982, p.36.,,, 3 (<-6> ). <-6> : Gronroos, C., "An Applied Service Marketing Theory," European Journal of M arketing, Vol.16, N o.7, 1982, p.38.
40,,. 27),..., 10.,.,,,,,,.,. 4) (gap th eory) 27) (objective quality) (perceived qu ality).,.,,.,. ( (1999),, pp.503 509. )
41. SERVQUAL, SERVPERF 28). SERVQUAL Zeithaml, Berry and p arasu ram an (1988, ZBP ), 29). (<-7>). <-7>., V 30).,, 28), Bolton and Drew /, Teas (EP) (NQ). (Bolton, R, N and J. H. Drew, "A Multistage Model of Marketing Customers` Assessments of Service Quality and Value," Journal of Consumer Research, Vol.17, 1991, pp.375 384. Teas, R. K, "Expectations, Performance Evaluation, and Consumers` Perceptions of Quality," Journal of Marketing, Vol.57, 1993, pp.18 34 ) 29) SERVQUAL 22 22. 30),,.. = f(,,, )
42.. <-7> : Zeithaml, Berry and Parasuraman, "Communication and Control Processes in the Delivery of Service Quality," Journal of M arketing, Vol.52, 1988, p.36.,,.. ZBP
43.,.., 31).,. SERVPERF Cronin and Taylor(1992) 32). (disconfirmation paradigm), SERVQUAL SERVPERF., SERVQUAL, SERVQUAL, SERVPERF, SERVPERF. : (importance) (SERVPERF) SERVQUAL, SERVQUAL, SERVPERF., 31) (2000),, p.509. (focu s group interview). 32) Cronin, J. J and S. A. Taylor, "Measuring Service Quality : A Reexamination and Extension," Journal of Marketing, Vol.56, 1992, pp.55 68.
44. SERVQUAL = (-) SERVQUAL = (-) SERVPERF = () SERVPERF = (), SERVPERF. 33). 3. 1954 Drucker, (How ard & Sheth 1969, Oliver 1981), (Sw an & Com bs 1976, Parasu ram an, Zeitham l an d Berry 1985), (Crosby and Stephen s 1987, Forn ell 1994, Haskett 1994). (Relationship Marketing), (On e to On e Marketing). 33), Critical Review,,, 5, 1997, p.59.
45.,,, 34).,,.,,... Sw an and Com bs(1976). Sw an an d Com bs(instrum ental function)(exp ressive function) (exp ectation) 35)., 34),,, 67 4, 1999, pp.90 110.,. 35) Swan, J. E. and Combs, L. J., "Product Performance and Consumer Satisfaction: A New Concept," Journal of Marketing, Vol.40, April 1976, pp.25 31.
46,., (< -2> ). < -2 >,.,..,..
47. (1999). (performance) (expectation).,,, 36)... (1999),, < -8>. <-8> :. 36) "(expectation) - (preceived performance)" (gap).
48, Parasuram an, Zeithaml an d Berry (1985, 1993, 1996). (). (). (1999)<-9>. (1999),. <-9>...
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