내부서비스품질의 구성요인들이 내부고객만족에 미치는 비대칭적 영향 관계

Abstract

Most of the research on the causal relationships between independent variables and dependent variables has mainly used structural equation modeling or linear regression analysis with the assumption of symmetric and linear relationships. Recently, empirical studies of asymmetric relationships have been conducted using the Kano model which is based on the Herzberg motivation-hygiene model. However, it is hard to find the empirical study of asymmetric relationships between internal service quality and internal customer satisfaction. The purpose of this study is to explore the asymmetric relationships between SERVQUAL-based internal service quality factors and internal customer satisfaction, and specifically find which factors are asymmetric. A survey was performed for 206 employees in 28 business-to-business IT service firms. The test of the asymmetric relationships was done using the Kano model and a regression analysis with dummy variables. The result showed that the asymmetric relationships between internal service quality factors and internal customer satisfaction existed. Tangibility, reliability and sympathy of the internal SERVQUAL model were found to be fully motivation factors(asymmetric factors). Responsiveness and assurance of the internal SERVQUAL model were found to be indifferent factors. No hygiene and symmetric factors were found. Finally, some theoretical and managerial implications and future research directions are discussed.