CAJ | 학술논문

许多学者的研究结果都表明，优质服务是决定顾客满意度的最重要因素之一。但这些学者的研究往往将员工的服务质量与顾客的满意感当做单一层次变量处理。在深入文献研究的基础上，本文提出了一个包括顾客心理授权在内的员工服务质量与顾客满意感关系的新模型，并采用多层次模型分析方法，着重分析了控制欲对顾客心理授权与顾客满意感的调节效应。数据分析结果表明，员工的服务质量并不直接影响顾客满意度，而是通过顾客心理授权对顾客满意度产生间接作用，也就是说，顾客心理授权是服务质量对顾客满意感影响的中介。此外，顾客的控制欲正向调节心理授权对满意感的影响作用。即企业只有授权给控制欲强的顾客，才能显著提高顾客满意度。本文研究结果进一步深化了关于满意度的研究，丰富了营销学界对顾客授权理论的研究。对服务性企业采取针对顾客的授权措施，提高顾客满意程度有一定的实践指导意义。
허다학자적연구결과도표명，우질복무시결정고객만의도적최중요인소지일。단저사학자적연구왕왕장원공적복무질량여고객적만의감당주단일층차변량처리。재심입문헌연구적기출상，본문제출료일개포괄고객심리수권재내적원공복무질량여고객만의감관계적신모형，병채용다층차모형분석방법，착중분석료공제욕대고객심리수권여고객만의감적조절효응。수거분석결과표명，원공적복무질량병불직접영향고객만의도，이시통과고객심리수권대고객만의도산생간접작용，야취시설，고객심리수권시복무질량대고객만의감영향적중개。차외，고객적공제욕정향조절심리수권대만의감적영향작용。즉기업지유수권급공제욕강적고객，재능현저제고고객만의도。본문연구결과진일보심화료관우만의도적연구，봉부료영소학계대고객수권이론적연구。대복무성기업채취침대고객적수권조시，제고고객만의정도유일정적실천지도의의。
It is generally acknowledged that high service qual- ity leads to customer satisfaction. However, this conclusion is based on single-level model test result. Most marketing research- ers treated employee service quality and customer satisfaction as same level variables. Based on literature review, the authors proposed a new model about service quality and customer sat- isfaction, in which customer psychological empowerment and customers＇ desire of control were included. The mediated effect of customer psychological empowerment and moderated effect of desire of control were tested especially. Because service quality is a variable which measures employees＇ service behavior, customer satisfaction is a variable which measures customers＇ attitude, these two variables are different level variables, single-level model cannot explain the relationship between employees＇ service qual- ity and customer satisfaction exactly. Therefore, our model was tested by HLM 6.0. Multilevel model analysis results indicated that customer perceived service quality doesn＇t affect customer satisfaction directly, but affect customer satisfaction indirectly through customer psychological empowerment. That is, customer psychological empowerment fully mediates the effect of customer perceived service quality on customer satisfaction. Besides this, customers＇ desire of control positively affects customer psycho- logical empowerment, and moderates the relationship between customer psychological empowerment and customer satisfaction. This study can deepen customer satisfaction theory research and enrich researches on customer psychological empowerment, and has some practical implications for service company. With the de- velopment of experience economics, service company can improve customer satisfaction through empowering right customers. At the same time, the nature of industry and the characteristic of cus- tomer should be considered while empowering customers. There are some limitations in this research. First, it is a cross-sectional research; the causal relationship between variables cannot be con- cluded definitely. Second, maybe other variables can moderate the relationship between customer psychological empowerment and customer satisfaction, only desire of control has been included in this model; third, the external validity of this research should be tested in other industries.