뉴 패러다임에 대비한 서비스 품질 모형의 개발과 적용: KS-SQI 3.0 모형을 중심으로

The current research proposes a restructured model of the Korean representative measurement of service quality, KS-SQI 3.0. As social values have become an important theme for corporate sustainability in management, companies are being asked to fulfill their social responsibilities and corporate citizenship. In addition, service quality is an essential factor for the success of companies not only in service industries but also in manufacturing industries. KS-SQI 3.0 reflects these issues and consists of four quality dimensions: service outcome quality, service interaction quality, service environment quality, and social quality. By analyzing responses from customers of convenience stores(N=900) and mobile communication services(N=900), the present research tests the reliability and validity of KS-SQI 3.0 and causal relationships between service quality and its consequences. The results of confirmatory factor analysis revealed that the structure of service quality composed of four dimensions with eight subdimensions is satisfactory in terms of goodness-of-fit and reliability. Tests for causality by structural equation modeling indicate that service quality affects overall service quality and subsequently customer satisfaction, which, in turn, influences customer loyalty and happiness. The current research provides theoretical and managerial insights and directions for future research on applications of KS-SQI 3.0.