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Journal of Korean Society for Quality Management > Volume 40(4); 2012 > Article
Journal of Korean Society for Quality Management 2012;40(4): 531-.
doi: https://doi.org/10.7469/JKSQM.2012.40.4.531
콜센터 서비스에 대한 인지된 품질이 서비스 로열티에 미치는 영향 - 인지된 브랜드 개성의 매개효과를 중심으로 -
이명식1, 김경숙2
1상명대학교 경영대학 경영학부
2(주)코리아에스디
The Effects of the Perceived Call Center Service Quality on Service Loyalty - Focused on Mediating Effects of the Perceived Brand Personality -
Myeong Sik Lee1, Gyoung Suk Kim2
1Dept. of Business Administration, Sangmyung University
2Korea Sustainable Development Center
ABSTRACT
Purpose:
This study examines the causal relationship among perceived call center service quality, perceived brand personality, and service loyalty.
Methods:
This study employs call center services in mobile phone, credit card, and internet shopping, to collect data from respondents via on-line survey, and analyzes causal relationship among above-mentioned three constraints.
Results:
Perceived call center service quality has a positive impact on perceived brand personality and service loyalty. Perceived brand personality has a positive impact on service loyalty. Cognitive loyalty has a positive influence on attitudinal loyalty. Attitudinal loyalty has a positive impact on behavioral loyalty. Perceived brand personality has a mediating effect towards perceived call center service quality and service loyalty.
Conclusion:
In order to improve service loyalty, it is necessary to understand diverse variables. Call center service companies are required to find the ways to improve their service quality, while positively applying the techniques of differentiating the brand personality used by manufacturing companies.
Key Words: Perceived Call Center Service Quality;Perceived Brand Personality;Service Loyalty;
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