고객의 서비스 조우 만족에 영향을 주는 서비스전달과정과 지각 요인에 관한 연구

The importance of process of service delivery has been interested by service marketing research. This study identified the most common factors of service process through literature studies and proposed conceptual model of service delivery process which linked those identified factors to the customer encounter satisfaction. And it also articulated the effect of perceptual factors including brand image and mood which affect the customer satisfaction during service encounter. In addition, this study suggested that the perceptual factors have both a direct effect on encounter satisfaction and an indirect effect that works in conjoint with the factors of service delivery process. Proposed factors were empirically investigated at hotel check-in process which shows high contact and interaction between customers and employees. The results showed the existence of real 5 factors of service delivery process including employee effort/empathy, service area and employee appearance, reliability, process time and customer participation. The results also showed that those factors had the direct effects to customer encounter satisfaction and served as a mediators through which image affect encounter satisfaction indirectly.