서비스 역량이란 기업이 제공하는 서비스의 수준 및 능력을 의미한다. 서비스 품질이 기업 성과에 긍정적인 영향을 미친다는 것은 이미 다양한 선행연구를 통해 증명되었다.
본 연구의 목적은 선행연구를 통해 개념화된 관리 역량, 정보 역량, 신속성 역량이라는 서비스 역량의 구성요소가 온라인 쇼핑몰을 이용하는 소비자들의 신뢰, 만족 그리고 충성도에 어떠한 영향을 미치는지를 분석하였다.
회귀분석 결과, 서비스 역량은 고객만족에는 모두 유의한 효과를 미치는 것으로 검증되었으며, 정보 역량과 신속성 역량은 고객신뢰에, 그리고 관리능력은 고객충성도에 각각 영향을 미치는 것으로 검증되었다.
온라인쇼핑몰은 서비스 역량을 활용하며 동시에 소비자에게 제공해야하고, 특히 관리능력을 극대화하여 고객과의 지속적인 관계를 형성함으로서 고객만족도를 증가시키는 동시에 고객 이탈을 최소화하는 전략을 구축하는 것이 중요하다.
Service capacity is a level or ability of which a company can provide its service. Service capacity has an effect on positive company's productivity, and it is already proven by precedent studies. The purpose of this study is to find out how component of services, namely perceived management skills, capability of information and fast service, provide ability to influence the confidence of customers shopping online which also explains the satisfaction and loyalty through precedent studies. In the result of regression analysis, it was found to be effective that all service capacities brought about customer satisfaction and information, providing with customer aplenty of trust and confidence. Lastly, management ability affects customer loyalty. Online shopping should provide additional services through the use of service capacity. It is also critical to maximize management ability. According to these studies, it is important to improve customers’ satisfaction and minimize customers’ leaves by managing and fostering close relationships with customers.
Service capacity is a level or ability of which a company can provide its service. Service capacity has an effect on positive company's productivity, and it is already proven by precedent studies. The purpose of this study is to find out how component of services, namely perceived management skills, capability of information and fast service, provide ability to influence the confidence of customers shopping online which also explains the satisfaction and loyalty through precedent studies. In the result of regression analysis, it was found to be effective that all service capacities brought about customer satisfaction and information, providing with customer aplenty of trust and confidence. Lastly, management ability affects customer loyalty. Online shopping should provide additional services through the use of service capacity. It is also critical to maximize management ability. According to these studies, it is important to improve customers’ satisfaction and minimize customers’ leaves by managing and fostering close relationships with customers.
