한국의 서비스 품질상 수상이 기업가치에 미치는 영향： 사건연구방법론적 접근

This paper empirically investigates the impact of winning a service quality award on the market value in Korea. We estimates the mean “abnormal" change in the stock prices of sample firms when information of winning a service quality award was publicly announced. To access the validity of the research question, this paper employed collected 47 firms data that received the Korean Service Quality Awards so far. Event study methodology was used to analyze the effect of Korean service quality awards. The findings are as follows; The average abnormal returns on the event date are not significant at the 0.05 level which means that the receiving Korean Service Quality Awards has no influence on the firms' market value. On the other hand successive awarded firms have an increasing effect on the market value and it is significant at the 0.05 level. Furthermore, the results show that the factors of firm size such as firm's total assets are critical to vary the firms' abnormal returns. There might be some limitations in this study. The most obvious problem is the limitation of sample size. Although 518 sample cases were found during the period from 2000 to 2008, most of the cases were deleted according to the sample criteria. We are expecting the future research with more data and more precise results. Furthermore, our research consider the only two service award institutions even though there are several different service award authorities in Korea. It is needed to expand the research scope and range to adopt the various service award institutions for the future work.