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KMID : 1011420200250040357
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Journal of Korean Ophthalmic Optics Society
2020 Volume.25 No. 4 p.357 ~ p.362
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A Study on the Service Quality and Service Change Intention of an Optical Shop
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Cho Yun-Sil
Jung Se-Hoon
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Abstract
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Purpose: This study provides strategic implications that can assist in maintaining long-term relations with customers by understanding their service change intentions.
Methods: The optical shop’s service quality was measured using SERVQUAL model, which was empirically analyzed by targeting optical shop customers to check its influence on service change intention.
Results: The reliability, empathy, and responsiveness of the SERVQUAL model showed a statistically significant negative influence on service change intention, while tangibility and assurance did not.
Conclusions: To reduce customers’ service change intention, it is important to build trust, communication, empathy, and service quality that can be modified according to the situation.
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KEYWORD
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SERVQUAL, Service quality, Service change intention
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