자동차산업에서 서비타이제이션의 특성에 따라 구매자의 고객만족과 재구매의도에 미치는 영향

초록

[Purpose] This study demonstrated the effect on customer satisfaction and repurchase intention of buyers according to characteristics of Servitization in the automobile industry and implied differences in such characteristics according to monthly income level of purchasers. [Methodology] The research model and hypothesis were established after reviewing relevant domestic and international literature on the characteristics of the value of use, buyer, customer satisfaction, and intention of repurchase of Servitization. The survey was conducted on the characteristics of the value of use of purchasers’ servitude, and the hypothesis was tested with regression analysis after revision of reliability and validation of the data. [Findings] First, the hypothesis on buyers’ Servitization characteristics and their relationship with customer satisfaction demonstrated a total of five elements to have a positive effect on customers: knowledge, access, relational dynamic, delivery and price. Second, customer satisfaction was shown to have a positive effect on the intention of repurchase. Third, a total of six differences were found to affect the characteristics of the value of use of Servitization, customer satisfaction and intention of repurchase depending on buyers’ monthly income level. [Implications] By demonstrating the characteristics of the value of service that buyers consider important in the automobile industry, and that such differ by monthly income, it was confirmed that companies should establish marketing strategies to suit the characteristics of buyers.

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