An Influence of the Car Master’s Recognized Core Capability level Reaching at Customer Satisfaction
-Emphasis on Intervening Effect of Moment of Truth Quality-




Seong Beom An
Dept. of Business Administration
Graduate School, Daejeon University
(Directed By Prof. Song, In-Am, Ph.D.)


Abstract

Once entering 21st century, the car manufacturing companies began to break away from the old managements trategies that emphasized the external environment, to internal environment. In order to act on extremely heavy competition and the rapid change today, the change on perspective or core capability of Car Masters began to be required. The recognized core capability level of Car Mater does not simply mean the ability to Moment of Truth (MOT), but it actually means the excellence in competition predominance. Thus, true Car Master (CM) is someone who can respond to raid changing circumstances at any time by differentiating MOT service level.

The term CM was used to expand range of the responsibility of the sales person to cover from MOT to management after purchase through using the designation that emphasizes customer friendly-professionalism that brings friendly and trustworthy image rather than showing general stereotype recognition of Sales Man who is simply known to raise sales performance. The CM’s core capability is the combination of personal knowledge, asset, skill, culture, ability that the individual possesses. In this research, our intention was to provide the opportunity that can raise the sales performance, contribute to increase in sale of the company, and boost brand asset value as increasing service quality, and customer satisfaction by CM achieves differentiated recognized core ability at the MOT level.

The data of this research was collected from people who have already bought or willing to purchase car. Among the 600 copies of survey that distributed to public, only 512 copies (85.3%), which are interpreted as appropriate for the purpose of this research, was used.

The collected data was analyzed by Statistics program, SPSS 18.0.

For analyzing method of data, we conducted frequency analyzing method.)

In order to verify the validity of the survey questions about the variable, the factor analyzing was carried. Additionally, reliability analyzing was performed for reliability validation.

The multiple regression analysis was performed to verify the effect that recognized core capability level reach customer satisfaction at this research model (hypothesis 1) and effect that MOT quality reach the customer satisfaction (hypothesis 2), and we carried multiple regression analysis to verify mediating effect of MOT according to multiple regression analysis.

In this research, we examine the meaning of the CM’s core ability level and the reason why MOT service should be emphasized by verifying it through providing the empirical cases, and by doing this, it also have the crucial distinction from the existing researches because this research strived to suggest CM’s recognized core capability in detail as focusing on mediating effect of MOT quality.

This research model defined the CM’s recognized core capability level, which is the independent variable as product professionalism, marketing skill, and reliability for evaluation. Additionally, it also defined MOT quality, , as performance capability, listening capability, dedication. And this research established the customer satisfaction as independent variable.

This work examined what effect CM’s recognized core capability level has on customer satisfaction by using those variables mentioned above. Moreover, this research carried validation through regression to verify the mediating effect of MOT quality at how CM’s capability level reach customer satisfaction.

As a result of this research, first, it showed that CM’s recognized core capability level (Product professionalism, marketing skill, reliability) positively affect on customer satisfaction.

Second, the result showed that listening capability and dedication positively affect at the customer satisfaction among the MOT quality factors, but performance capability, which is one of the MOT quality factors, does not positively affect at customer satisfaction.

This data clearly shows different result from the preceded researches that was experimented on the MOT quality and consumer satisfaction.

Third, at effect that CM’s recognized core capability level reaching consumer satisfaction, the result showed that MOT quality has partial mediating effect.

As a person conducted this research, I mentioned the importance of CM in this research. I also mentioned this ideas in order to respond on this global ages. At the same time, i thought that creating the new name change the stereotype recognition of sales person and give customer-friendly image as well as providing self-respect to sale person.

The suggestions of research are as follows

First, from the standpoint of company, they should not be stingy about educational investment to raise CM’s core capability such as professionalism, marketing skill, and reliability. This research indicates that company can retain skilled human resources through transforming the sales method, practical searching of the marketing skill, differentiated marketing strategies, building the enthusiastic image on the product, and loyalty and contribution level on company through training skilled CM by education.

Second, the listening capability, which is one of the MOT quality components, makes CM’s image more friendly and this also improve the brand image regarding the company, and also the loyalty to customer can be achieved by CM’s dedication.

Third, if MOT becomes abundant, the sense of intimacy can be built up with customer. Then, it can reach larger affect at purchasing intention from loyal customers if the customer satisfaction increases as providing many services such a