브랜드 유형(명품 vs. 중저가)과 고객-직원과의 물리적 근접성(가까움 vs.멂)이 서비스 만족도에 미치는 영향

Abstract

With the rise of individualism and the impacts of the post-pandemic era, the demand for minimizing employee interaction in retail environments has grown. Supported by advancements in information and communication technologies, this demand has led to the proliferation of untact services in retail settings. This study examines the effects of physical proximity between employees and customers on service satisfaction through the lens of passive social influence, exploring how these effects vary by brand type. Specifically, we hypothesized that in luxury brand stores, close physical proximity—where employees approach customers to provide product explanations and recommendations—would enhance service satisfaction. In contrast, in mid- range brand stores, distant physical proximity—where employees maintain distance and refrain from product explanations or promotional efforts—would result in higher service satisfaction. Across three empirical studies, the findings consistently demonstrated that, in mid-range brand stores, services with detached distance between employees and customers resulted in higher satisfaction compared to close-proximity services. Conversely, in luxury brand stores, close-proximity services generated higher satisfaction than distant ones. This phenomenon was explained by the perceived social respect customers experienced in mid-range brand stores, where detached service was interpreted as respecting the customer’s personal shopping experience. This research identifies how employee physical proximity differentially affects customer experiences depending on brand type, addressing a critical theoretical gap by incorporating contextual effects. Additionally, it provides practical insights into modern retail environments, where the demand for contactless services is increasing, by highlighting the conditions under which minimal employee interaction is perceived positively or negatively by customers.