우편서비스 환경요인과 서비스 품질이 고객만족과 재 구매의도에 미치는 영향에 관한 연구

Abstract

This study examines the relationship among servicescape, service quality, customer satisfaction, and customer repurchase in postal business. The results of empirical analysis can be summarized by the following: First, postal servicescape factors(trust, convenience, cleanliness, image) had a significant effect on customer satisfaction. Second, postal servicescape factors(trust, cleanliness, image) had a significant effect on service quality. Third, postal service quality(kindness, accuracy, security, diversity)had a significant effect on customer satisfaction. Fourth, customer satisfaction had a significant effect on customer repurchase. Therefore, the results of the study provide the practical implications for establishment of postal service's new marketing strategies.