서비스 접점에서의 구매요인에 관한 연구
A Study on Purchasing Factor of Service Encounter
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Abstract
A Service Industry’s performance has a strong tendency in relying on the Moments of Truth : the moment that a customer encounters a service. The Moments of Truth, proposed by Jan Carlzon, has developed into the Service Encounter theory. The Service Encounter means the customers’ encounters or contacts with services ; the customers, through this moment, are provided with positive images of the service industry, thus, make their decision on the purchase. This research proposes, theoretically, a primary factor in customer purchasing decision through studies on the relationship between the previous researches on the Service Encounter and the Purchasing Decision Theory. The Power Process approach was used to in this research to address the issue. Power is a social energy that has an ability to alter relationships. This power fundamentally affects the internal and external behaviors. The subject of power can create the resources of power by causing the interactions of the elements of power, desire, value, environment, and relationship. The resource of power is created by dynamic interactions of the elements of power in the center with desire, value, environment, and relationship. This dynamic process is explained as the Power Process. Therefore, the service encounter, an important concept that triggers the customer purchase, should be analyzed through the Power Process approach that has been adjusted through the purchase modeling. The research of Power Process approach on the service encounter will provide consistency to the service industry; it will also increase the controllability and predictability on their internal and external customers.
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