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KMID : 1159320140160010011
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Korean Journal of Vision Science
2014 Volume.16 No. 1 p.11 ~ p.18
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The Effects of Service Quality on Customer Satisfaction in Optical Clinics
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Han Song
Leem Hyun-Sung
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Abstract
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Purpose: This study investigated the effects of service quality on customer satisfaction in optical clinics and compared perceived service quality as well as the satisfaction consumers feel between franchise and non-franchise.
Method: Based on five factors(empathy, assurance, responsiveness, tangibles, and reliability)of SERVQUAL, In the capital area, we based our analysis on a random sample of 364 customers(20’: 209, 30’: 67, 40’: 49, more than 50: 37) who have been visiting an optical clinic for less than three years. Statistics program was used by the SPSS 21 and Amos 21.
Results: Among the five service qualities, except for responsiveness, tangibles, assurance, reliability, and empathy proved to be positively correlated with customer satisfaction(<0.05) and it was found that customer satisfaction is also positively correlated with loyalty(<0.05). Overall, consumers gave higher scores to franchise shops than non-franchise, with significant (<0.05) differences in assurance, tangibles, reliability, and satisfaction.
Conclusions: Consumers at optical clinics were more sensitive to physical services such as tangibles than to human services such as responsiveness, assurance, reliability and empathy. In addition, service quality influences customer satisfaction and loyalty and is a matter of practical importance for an optical clinic’s marketing. Furthermore, It was confirmed difference of customer’s service quality, satisfaction, loyalty between franchise and non-franchise.
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KEYWORD
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Service quality, Customer Satisfaction, Loyalty, Franchise, Non-franchise
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