불평처리 만족도와 장기관계 형성 의도에 영향을 미치는 고객 상담 서비스 품질 요인에 관한 연구

Although the customer counselling and customer management are increasingly important in terms of retaining customers and preventing customer defection, little is known about the research of consumer complaint management based on empirical analyses. This study is to adopt a three-dimensional factors of the customer counselling service quality. Also, this study is to analyse the relative relationship among the counselling service qualities, the satisfaction of compliant handling, and the long-term relationship intention. Several research results are represented by following. First of all, there are three-dimensional factors associated with the customer counselling service quality, which are customization, reliability, and courteousness. Second, customization and reliability among the customer counselling service quality factors had a significant effect on the satisfaction of compliant handling. Third, the effects of the customer counselling service quality factors on the long-term relationship intention are significant. The customization among the quality factors has largely significant effect of the long-term relationship intention compared with other factors. Through the analysis of empirical data, the importance of the area for customer counselling and management have to be indicated further compared with other marketing strategies in order to improve service quality for the consumers and retain existing customers.