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소비자의 서비스 품질평가에 영향을 미치는 개인적 문화유형과 행복유형에 관한 연구

A Study on Personal Culture Type and Happiness Type Affected by Service Quality Evaluation

김경민|송영홍
한국전문경영인학회|2017.10|전문경영인연구 (Journal of CEO and Management Studies)|제20권 제3호|pp. 213-235

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참고문헌

키워드

서비스 품질Service QualityInvolvementHappinessFamiliarity개인주의/집단주의서비스 관여도행복의 유형서비스 친숙도Individualism/Collectivism

초록

본 연구는 개인이 갖는 문화유형과 행복의 유형이 소비자의 서비스 품질에 어떠한 영향을 미치는가에 대하여 연구하였다. 문화유형은 개인적 성향으로 분류를 하였다. 또한 사람들이 느끼는 행복 역시 선행연구를 바탕으로 행복을 흥분과 고요함 두 가지의 속성을 가진 행복으로 분류하였다. 이러한 문화 유형과 행복의 유형의 개념들이 서비스 친숙도, 서비스 관여도와 함께 소비자의 서비스 품질 평가에 대한 관련성을 고찰하였다. 가설 1을 검증하기 위하여 2(문화의 유형: 개인주의; individualism/집단주의; collectivism) × 2(행복의 유형: 흥분함/고요함)집단 간 설계를 통한 분산분석을 실시하였고 가설 2 및 가설 3은 매개효과를 검증하기 위해 프로세스(PROCESS)를 통해 분석하였다. 분석 결과, 개인주의와 집단주의는 서비스 품질 평가에 있어 행복의 유형에 따라 상이한 것으로 나타났다. 흥분한 속성의 행복인 경우, 개인주의 소비자들에 비해 집단주의 소비자들에게 서비스 품질이 더 높게 평가되는 것으로 판명되었다. 고요한 행복의 속성인 경우, 집단주의 성향의 소비자들에 비해 개인주의 성향의 소비자들이 서비스 품질을 더 높게 평가되는 것으로 판명되었다. 한편 개인주의와 집단주의는 서비스 친숙도와 서비스 관여도의 매개효과를 밝혀내었다.

Abstract

This study shows the impact on consumers’ service quality according to personal culture type and happiness type. First, Cultural types were divided by two types of individualism and collectivism not with nationality but with personal characteristics based on Hofstede(1980). Happiness could be defined in several ways, however, it was classified with two characteristics of exciting and calm based on the previous study. The structural concepts of correlation between culture type and happiness type by consumers’ service quality evaluation based on service familiarity and service involvement. Three hypothesis were made by previous studies followed by experiments. ANOVA was applied to review the hypothesis 1 via 2×2 between-subject design of culture type. The PROCESS program was analyzed to test mediate effects for hypothesis 2 and 3. The result showed that individualism and collectivism are different based on happiness type for service quality evaluation. In case of exciting happiness, service quality for consumers in collectivism turned out to be way better than those in individualism. In calm happiness, service quality for consumers in individualism showed better than those in collectivism. In addition to this, there were correlations in between service familiarity and service involvement for individualism and collectivism. This study suggests that much more attention should be paid not only for the characteristics of individualism and collectivism but for service familiarity and service involvement regarding company’s service discrimination strategy.

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