CAJ | 학술논문

摘要：从零售企业退货服务角度出发，本文在界定退货服务质量概念及其构成维度的基础上，构建了退货服务质量对顾客忠诚度的影响假设模型，并对模型加以验证。研究结果表明退货服务质量通过顾客满意度这个中介变量正向影响顾客忠诚度．其子维度对顾客忠诚度的影响存在差异，退货服务保证性与响应性对顾客满意度及顾客忠诚度的影响非常显著，退货服务公正性的影响则不显著。因此，退货服务质量对顾客满意度和顾客忠诚度的影响主要是通过退货服务的保证性和响应性两个维度发挥作用。
적요：종령수기업퇴화복무각도출발，본문재계정퇴화복무질량개념급기구성유도적기출상，구건료퇴화복무질량대고객충성도적영향가설모형，병대모형가이험증。연구결과표명퇴화복무질량통과고객만의도저개중개변량정향영향고객충성도．기자유도대고객충성도적영향존재차이，퇴화복무보증성여향응성대고객만의도급고객충성도적영향비상현저，퇴화복무공정성적영향칙불현저。인차，퇴화복무질량대고객만의도화고객충성도적영향주요시통과퇴화복무적보증성화향응성량개유도발휘작용。
According to the returns service of retailing industries, the conception and the dimensions of returns service quality have been identified. Then, a hypothetical model that describes the impacts of returns service quality on customer loyalty has been developed and verified. The research shows that returns service quality influence customer loyalty indirectly through customer satisfaction, and its sub-dimension＇s effects on customer loyalty are different. The effects of returns guarantee and returns responsiveness on customer satisfaction and customer loyalty are significant, and the effect of returns fairness is not significant. Therefore, the impactsof returns service quality on customer satisfaction and customer loyalty is mainly through the dimensions of returns guarantee and returns responsiveness.