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Structural Relationship among Professional Service Satisfaction, Commitment and Loyalty

전문서비스의 만족과 몰입, 로열티의 구조적 관계

  • Received : 2010.09.08
  • Accepted : 2010.10.01
  • Published : 2010.10.28

Abstract

This study is to examine loyalty building model which reflected differentiated traits of professional service to establish strong loyalty for gaining competitive edge. Professional service is where consumer can not easily predict the result of service as well as other common traits. It also has trait that is difficult to evaluate service satisfaction and quality even after using the service because knowledge imbalance between service provider and user is great. Therefore, in professional service, satisfaction and emotion that consumer perceives in the service use process will play critical role in loyalty formation. As a result, the model of this study divided dimension into responsiveness satisfaction which is satisfaction dimension of professional service use process, interaction satisfaction, technical satisfaction and structurally examined the relationship between emotional commitment and cognitive commitment and the relationship between dimension of commitment and loyalty. The analysis result show that dimension of satisfaction which perceived in professional service use process increases both emotional commitment and cognitive commitment and these commitments effect to loyalty formation.

Keywords

Credence-based Services(CBS);Technical Satisfaction;Interaction Satisfaction;Responsiveness Satisfaction;Affective Commitment;Relational Benefit;Loyalty

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