미용서비스의 종업원특성이 서비스충성도에 미치는 영향
The Effect of Service Providers' Characteristics on Service Loyalty in a Beauty Services Setting
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초록
연구목적: 본 연구는 미용서비스를 대상으로 서비스종업원의 서비스관련특성과 인적관련특성이 소비자의 인지적 신뢰 및 감정적 신뢰에 미치는 영향력을 확인하였고, 또한 인지적신뢰, 감정적신뢰, 서비스몰입 및 서비스충성도 간의 경로관계를 확인하여 제시된 변수 상호 간의 인과관계 및 중요도를 확인함으로써 전체적으로 서비스충성도 과정을 설명하는데 있다. 연구설계 및 방법론: 본 연구의 설문은 미용서비스에 경험이 있는 소비자를 대상으로 표본을 추출하였으며, 수집된 자료는 AMOS 16과 SPSS 19.0 통계패키지를 이용하여 제기된 연구가설을 검증하였다. 분석 및 연구결과: 첫째, 서비스역량과 확신성 등 서비스종업원의 서비스제공관련특성과 서비스종업원의 인적관련특성인 유사성은 소비자의 인지적 신뢰에 영향을 미치었고, 유사성 및 서비스태도 등 서비스종업원의 인적관련특성은 소비자의 감정적 신뢰에 영향을 주었다. 둘째, 소비자의 인지적 신뢰는 감정적 신뢰와 서비스몰입 및 서비스충성도 등에 영향을 미친 반면 감정적 신뢰는 서비스몰입에만 유의한 영향이 있는 것으로 확인되었다. 셋째, 서비스몰입은 서비스충성도에 강력한 영향을 미치는 것으로 확인되었다. 시사점 및 연구의 한계점: 본 연구에서는 표본 수와 응답자 인구통계특성의 제한성을 가지며, 라이프스타일특성 미적용으로 연구의 한계를 지닌다. 향후 연구방향: 향후연구에서는 응답자의 다양한 인구통계특성 적용과 라이프스타일을 고려하여 분석이 가능할 것이다. 공헌도: 본 연구는 미용서비스를 대상으로 종업원의 서비스관련특성 및 인적특성이 인지적 신뢰 및 감정적 신뢰에 미치는 영향력을 확인하였고, 인지적 신뢰, 감정적 신뢰, 몰입, 충성도 등 관계형성과정을 설명하였다는 점에서 의의가 있다.
Abstract
Purpose: This paper attempt to explain the process of building service loyalty, by identifying the effect of service providers' offer-related and person-related characteristic's on consumer's cognitive trust and affective trust, and by verifying causal relationships between cognitive trust, affective trust, service commitment and service loyalty, in a beauty services setting. Design/methodology/approach: A survey study was conducted to collect the data from the actual service purchasers of beauty services. Analysis of structural equation modeling with AMOS 16 and SPSS 19.0 was performed, to test the research hypothesis. Results/findings: First, service competence and reliability have influence on consumer's cognitive trust, and service attitude has effect on consumer's affective trust, but similarity has effect on both consumer's cognitive trust and affective trust. Second, consumer's cognitive trust has influence on affective trust, service commitment and service loyalty, but consumer's affective trust has effect on service commitment. Finally, it was found that service commitment has a strong effect on service loyalty. Research implications/limitations: In order to generalize the finding, the study needs to be tested with a large number of samples that include the respondents' demographic and lifestyle characteristics. Future work/research: Future research can be analyzed by the demographic and lifestyle characteristics of respondents in this research model. Originality/value: The contributions of the paper are that it identifies the effects of employee services characteristics on cognitive trust and affective trust, and then explains the relationships between cognitive trust, affective trust, service commitment and service loyalty.
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