공공서비스의 모호성과 고객만족형성과정에 관한 연구

Many customer satisfaction studies have been studied on the basis of the confirmation/ disconfirmation paradigm, but the antecedents of customer satisfaction of those studies are mixed. According to the result, we assume that the characteristics of the service as well as the situation has a direct effect on satisfaction. The study are focused on Public Services and has investigated if the process of customer satisfaction formation would be changed for the ambiguousness of the services. We have found such things as follows. First, the characteristic of the services has an effect on customer salisfaction. Second, Public Scrvices are the ambiguous services. So the process of their satisfaction formation differs from that of other services. Customer performance has direct effects on customer satisfaction as well as indirect effects through disconfirmation. Third, through these studies, the confirmation/disconfirmation paradigm may extend on public services. The managers of the public services have to know these facts, and should consider them as the management guides. It is a good example that many local governments try to make the Service Rule of the Public Services based on the customer satisfaction.