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This paper compares the priorities in service quality factors according to the service types. And it explores whether the sequence of serv ice quality pes include service factory, service shop, mass service, and professional s ervice called Service Process Matrix. This paper presumes that the customers have to service types when they get the service. The results are as follows: There are five quality factors su ch as in service types. But the customers tend to give different priority to service quality factors depending on the service ty pes. Tangibles is regarded a s the most ant factor in 이진수서비스경영학회지 제7권 제1호 2006년 3월 4service shop. Whereas in mass service, responsiveness is the pi votal factor. The factors of customer satisfaction are affected by criterion of service choice and service types. In Conclusion, It is important to con sider relationship between service qualit y factors and service types strategically.