메타분석을 통한 SERQUAL모형과 3차원 서비스품질 모형의 비교 : 000산업에서 고객만족의 매개효과

The purpose of this study is first to confirm the importance of the role of each factor in the service quality model, the differences in the roles among the models through effect size and framework analysis, and to analyze the validity of the relationship between service quality, customer satisfaction, and loyalty for the 000 industry. Lastly, through meta-analysis and structural equation modeling, this study aims to confirm the effect sizes between variables and assess the impact of quality sub-factors on customer satisfaction and loyalty. As a research methodology, a meta-analysis was conducted using R on 57 papers applying two service quality models in the 000 industry from 2003 to August 10, 2023. When conducting a meta-analysis of empirical studies (at a significance level α=0.05) based on the research results, it was observed that within the SERVQUAL sub-factors, tangibility and reliability had a significant impact on loyalty by fully mediating customer satisfaction. In contrast, responsiveness and empathy were found to have a positive effect on loyalty by partially mediating customer satisfaction. However, assurance was not statistically significant for both customer satisfaction and loyalty. Moving on to the sub-factors of the three-dimensional service quality model, it was analyzed that physical environmental quality and outcome quality had a significant impact on customer loyalty by fully mediating customer satisfaction, whereas interaction quality was found to have a significant impact on customer loyalty by partially mediating customer satisfaction. Among the sub-dimensions of the two models, the quality of service experienced by customers on-site is crucial. Additionally, customer satisfaction plays a vital mediating role between sub-dimensions of service quality and customer loyalty. This provides valuable insights for companies in the 000 industry regarding customer relationship management and service quality improvement.