CAJ | 학술논문

在对售后服务质量和顾客行为意愿进行维度划分的基础上，本文以我国“家电下乡”政策背景下购买过家电产品的农村顾客为研究对象对上述问题进行了深入分析。结果发现，送货质量与安装质量对顾客满意度的积极影响显著；顾客满意度高对保持关系意愿有着积极影响；保持关系意愿对顾客重购意愿和推荐意愿有着积极影响；顾客重购意愿对推荐意愿的积极影响不显著。最后，对本文的研究结论、启示与不足进行了阐述。
재대수후복무질량화고객행위의원진행유도화분적기출상，본문이아국“가전하향”정책배경하구매과가전산품적농촌고객위연구대상대상술문제진행료심입분석。결과발현，송화질량여안장질량대고객만의도적적겁영향현저；고객만의도고대보지관계의원유착적겁영향；보지관계의원대고객중구의원화추천의원유착적겁영향；고객중구의원대추천의원적적겁영향불현저。최후，대본문적연구결론、계시여불족진행료천술。
Based on discriminating dimensions of after-sales service quality and customer behavior intention, this study deeply explains the above issue using data from rural customers who had bought household appliances under the policy of ＂Appliances to the Countryside＂. It shows that, there are significantly positive impacts of delivery quality and installation quality on customer satisfaction. The positive impacts of customer satisfaction on relational maintenance intention, and relational maintenance intention on customer repurchase intention and recommendation intention are also significant. But there is no significantly positive impact of customer repurchase intention on recommendation intention. At last, conclusions, implications and limitations of the study are explained.