대기시간이 서비스 품질평가 및 재구매의도에 미치는 영향과 그 매개 변수 및 조절변수에 관한 연구

Customers often rate waiting as the single biggest complaint about service encounters. Numerous studies have confirmed that the customer’s waiting is a significant component of the customer’s overall satisfaction with the service delivery. Futhermore, researchers have been found the factors, such as the cost to the customer of having to wait and the attractiveness of waiting environment, affect the relationship between customer’s wait and service evaluation. However, these studies are not enough to show the overall interaction among key factors and the integrative process that wait affect customer’s evaluation. This paper examined the effect of waiting in a service queue on the evaluation of service quality and the repurchase intention focused on its overall process, their mediators (negative effect and acceptability) and moderators (disconfirmation of wait time expectation, transaction importance , waiting cost, controllability, stability, and waiting environment) in terms of field theory. The conceptual model of this paper integrates key variables derived from previous studies of consumer waiting behavior. The hypotheses of this article are as follow: H 1: The longer the perceived duration of a queue wait, the higher the level of negative effect. H 1(a): Disconfirmation of wait time expectation moderates the effect of the perceived duration of a queue wait on negative effect. H 1(b): Transaction Importance moderates the effect of the perceived duration of a queue wait on negative effect. H1(c): Waiting cost moderates the effect of the perceived duration of a queue wait on negative effect. H 1(d): Controllability of the cause moderates the effect of the perceived duration of a queue wait on negative effect. H 1(e): Stability of the cause moderates the effect of the perceived duration of a queue wait on negative effect. H 1(f): Waiting environment moderates he effect of the perceived duration of a queue wait on negative effect. H 2: The longer the perceived duration of a queue wait, the lower the level of acceptability of wait. H 2(a): Disconfirmation of wait time expectation moderates the effect of the perceived duration of a queue wait on acceptability of wait. H 2(b): Transaction Importance moderates the effect of the perceived duration of a queue wait on acceptability of wait. H 2(c): Waiting cost moderates the effect of the perceived duration of a queue wait on acceptability of wait. H 2(d): Controllability of the cause moderates the effect of the perceived duration of a queue wait on acceptability of wait. H 2(e): Stability of the cause moderates the effect of the perceived duration of a queue wait on acceptability of wait. H 2(f): Waiting environment moderates he effect of the perceived duration of a queue wait on acceptability of wait. H 3: The more acceptability of wait, the lower the level of negative effect. H 4: The higher the level of negative effect, the lower the customer's evaluation of overall service quality. H 5: The more acceptability of wait, the higher the customer's evaluation of overall service quality. H 6: The higher the level of negative effect, the less customer's repurchase intention. H 7: The higher the level of the customer's evaluation of overall service quality, the more customer's repurchase intention. Data obtained from actual customers in service queue at a hospital was used to test the theoretical framework. Survey were administered to customers in a large orient medical hospital in Seoul. The 115 questionnaires were distributed and 14 evasive or incomplete reponses were discarded. Females composed 59.4 percent of sample and 40.6 percent of the sample were males, with the mean age of 35 years. First, results from the path analysis confirm that negative effect and acceptability of the wait function as mediators in the process that the perceived duration of the wait affects customer’s evaluation of overall service quality and repurchase intention. Second, the analysis of the data, with the use of moderate regression, shows that disconfirmation of wait time expectations, transaction importance, stability of the cause and wait environment work as moderate variables for the relationship between perceived duration of wait and negative affect. For the relationship between perceived wait time and acceptability of the wait, on the other hand, only transaction importance shows a significant effect as a moderator. Overall, from the above analyses, we can find that the most important mediate variable in the effect of perceived waiting time on service quality evaluation is acceptability of the wait, and the most significant moderate variable in the relationship of such acceptability with perceived waiting time is transaction importance. Also, our research suggest that negative effect, which is another mediator, is more effective to control the customer’s attitude than acceptability of wait because that this has more moderators, such as wait time expectation, transaction importance, stability of the cause and waiting environment. We would encourage managers to be creative and proactive in terms of initiation action aimed at ensuring each aspect of waiting in service queue is manage effectively.