서비스 종사원의 신체적 매력과 서비스품질의 관계에서 대인신뢰의 매개효과
The Mediating Role of Interpersonal Trust in the Physical Attractiveness of Service Employees-Service Quality Relationship
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초록
본 연구는 대인 서비스 인카운터에 관련된 연구로서 서비스 생산현장에서 근무하는 서비스 종사원의 신체적 매력이 소비자에 어떤 영향을 미치는가에 관련된 연구이다. 구체적으로 본 연구에서는 서비스 종사원의 신체적 매력과 서비스품질의 관계에서 소비자의 대인신뢰의 매개효과를 규명하고자 하였다. 본 연구의 목적을 달성하기 위하여 서울, 수도권 지역의 최근(2017.9월 기준) 1주일간 서비스 기업을 방문한 경험이 있는 고객을 대상으로 총 240부의 유효설문지가 수집되었으며, 자료는 SPSS 12.0을 사용하여 분석하였다. 본 연구의 분석결과, 신체적 매력은 긍정적 신체적 매력 요인과 부정적 신체적 매력 요인이라는 2가지로 구분되며, 긍정적 신체적 매력은 대인신뢰에 정(+)의 영향을 주었고, 부정적 신체적 매력은 영향을 주지 않았다. 또한 종사원의 대인신뢰는 서비스품질에 정(+)의 영향을 주었으며, 마지막으로 긍정적 신체적 매력 요인만이 서비스품질과의 관계에서 대인신뢰가 완전 매개하는 것으로 밝혀졌다. 서비스 종사원의 신체적 매력에 관련된 소비자 관점들이 제한적인 상황에서 본 연구결과들은 서비스 종사원들의 신체적 매력이 소비자에게 미치는 영향에 대한 이해의 폭을 넓히는데 기여할 뿐 아니라 서비스기업 경영자들에게 서비스 경영 관련 다양한 시사점을 제공해주고 있다.
Abstract
This study examined the mediating role of interpersonal trust in the physical attractiveness of service employees-service quality relationship, 220 service customers participated in the survey. Collected data were processed using SPSS v. 12.0, and the hypotheses were tested through factor analysis, reliability analysis, correlation analysis, simple and multiple regression analysis, and hierarchical regression analysis. The findings are as follows. First, between physical attractiveness dimensions(positive physical attractiveness and negative physical attractiveness), only positive physical attractiveness dimension was found to be related positively to interpersonal trust. Second, interpersonal trust was found to be related positively to service quality. Third, interpersonal trust was found to be fully mediate the influence of positive physical attractiveness dimension on service quality. Conclusions are then presented followed by theoretical and managerial implications.
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