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서비스 종사자의 유머가 고객의 심리적 반응에 미치는 영향에 관한 연구

A Study on the Effect of Humor of Service Providers on Customers’ Psychological Reaction

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참고문헌

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초록

기존의 유머관련 연구들 대부분이 유머를 사용하는 사용자 관점에서 얻게 되는 긍정적인 효과에만 관심을 가지고 있었다. 또한 이들 연구자들은 유머를 단일차원의 개념으로써 다루고 있을 뿐, 유머의 다양한 유형에 대한 분류와 이와 관련된 연구는 다소 소홀한 실정이다. 본 연구는 유머를 사용하는 사람의 관점이 아니라 유머를 지각하는 상대방의 관점에 초점을 두고, 서비스 산업을 대상으로 서비스 제공자의 유머사용에 대한 고객의 반응을 살펴본 것이다. 따라서 본 연구의 목적을 제시하면 다음과 같다. 첫째, 서비스 제공자의 자기 강화적 유머와 자기 비하적 유머가 고객의 심리적 반응(진정성, 즐거움, 신뢰, 친밀감)에 어떠한 영향을 미치는지를 살펴보고자 한다. 둘째, 고객이 지각한 서비스 제공자의 진정성과 즐거움, 신뢰, 친밀감이 고객의 만족에 어떠한 영향을 미치는지를 규명하고자 하였다. 가설검증 결과, 우선, 서비스 제공자의 자기 강화적 유머와 자기 비하적 유머는 모두 고객이 지각하는 서비스 제공자에 대한 진정성과 즐거움, 신뢰, 친밀감에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 고객이 지각하는 서비스 제공자에 대한 진정성과 즐거움, 신뢰, 친밀감은 고객만족에 모두 긍정적인 영향을 미치는 것으로 나타났다.

Abstract

Most of previous studies on humor focused on the positive effect from the view of humor users. Such studies addressed humor only on the single dimension but overlooked the classification of various types of humor. Unlike them, this study is not on the view of humor users but on how the other party perceives the humor, targeting the service industry and focusing on service providers' humor users. The purpose of this study thereby is as follows: First, this study look into how the self- oriented humor (self-enhancing humor and self-defeating humor) of service providers affects the psychological reaction (authenticity, joy, trust, and intimacy of customers. The difference of this study from the previous ones is that this study focuses on the customers' perception of humor, that is, on the view of customers, not on the view of humor users. Second, this study tries to clarify what effect the authenticity, joy, trust, and intimacy of service providers, that are perceived by the customers have on the satisfaction of customers. As a result of proving the hypothesis, it was found that the self-enhancing humor and self- defeating humor of service providers have a positive effect on the authenticity, joy, trust, and intimacy of the service providers. Second, it was found that the authenticity, joy, trust, and intimacy of the service providers have a positive effect on the satisfaction of customers.

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