The Impact of New Silver-Generation Consumer’s Perceived Quality of Service and the Service Provider’s Organizational Citizenship Behavior on Consumer Response

• 발행기관: 한국유통과학회
• 저자명: Hoe-Chang Yang Yoon-Hwang Ju Hee-young Cho
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 461~469쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

The purpose of the study is to investigate consumers' reaction on medical service that rapidly increasing new elderly group experiences based on consumer's sovereignty. The study is free from consumers' reaction that consumers tested cognition by themselves, and it investigated effect of consumer's watching and assessment upon consumers' reaction by using person-environment fit. This study operates a survey targeting new silver consumer group who were 50 years old or more, specifically, 223 participants of new silver consumer based on questionnaire survey were used. There are at least three important managerial or theoretical implications from this study. First, Modified structural models that were made based on not only person-environment fit but also theory of planned behavior could produce conditions for not only medical service but also marketing strategy for rapidly growing new silver group. Second, the results of mediating effects reflected that Consumers' needs should be discovered by monitoring to give feedback and to prevent low satisfaction because of inconsistency of expectation and experience of customers. Finally, according to the test based on the theory of reasoned action, the medical service organization employees' OCB could be fully mediated by service quality such as various kinds of affirmative environments of medical service organizations, and not only satisfaction but also word of mouth intention was important to promote revisit. And the service quality should be elevated and word of mouth intention should be promoted.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Research Model and Hypotheses

Ⅳ. Empirical Analysis

Ⅴ. Discussion and Limitations

References

키워드

New Silver-Generation Service Quality OCB Consumer Response P-E fit