고객만족과 고객신뢰가 서비스품질과 고객충성도 사이의 매개효과에 관한 연구:프랜차이즈 안경원을 중심으로

As the growth rate of the market is sluggish and competition is getting hotter, companies not only try to lure new customers while retaining existing ones but also need to enhance the customer-value. Optical businesses also need to study the relationship between service quality and customer satisfaction. In consideration of these factors, this study was designed to examine the effects of service quality on customer satisfaction, customer trust and customer loyalty in franchise eye-glass shops. From the results of this paper, we could get some major points as follows: Firstly, the factors of service quality that affect customer satisfaction in franchise eye-glass shops are tangibles (employee features, atmosphere , up-to-date facilities), reliability (keeping record, reliability of quality, informing service schedule), empathy (understanding customer's needs, showing interest individually, efforting to catch what customer wants, special offering long-term customer, politeness). In addition, reliability and empathy are all factors that affect customer trust in franchise eye-glass shops. Secondly, the factors of customer satisfaction affect on customer trust and customer loyalty in franchise eye-glass shops. And the factors of customer tust affect on customer loyalty in franchise eye-glass shops. The limitations of the paper are as follows: Firstly, the samples are limited to a specific area. And the service quality that resulted from the study possibly does not cover the entire service quality that customers realize.