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서비스접점에서 판매원 언어적·비언어적 커뮤니케이션이 고객감정과 행동의도에 미치는 영향 - 정서감염현상을 중심으로 -

Effect of the Verbal and Non-verbal Communication of Salespersons in Service Encounter on Customers' Emotion and Behavioral Intension- Focusing on the Emotional Contagion Phenomenon -

김상희
한국소비자학회 (Korean Society Of Consumer Studies)|2007.03|소비자학연구 (Journal of Consumer Studies)|제18권 제1호|pp. 97-131

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참고문헌

주제분류경제학

초록

본 연구는 서비스접점에서 판매원의 언어적․비언어적 커뮤니케이션이 고객반응에 미치는 영향을 검토하고자 한다. 선행연구들은 종업원들의 언어적, 비언어적 커뮤니케이션이 고객의 다양한 감정적 반응을 유발하는 잠재력을 가지고 있음에도 불구하고 서비스접점에서 판매원의 언어적, 비언어적 커뮤니케이션과 고객의 감정적 반응에 대한 연구를 간과하였다. 고객이 매장내에서 가장 먼저 접하는 것이 판매원이라면 서비스접점에서 판매원의 언어적․비언어적 커뮤니케이션은 서비스접점에서 고객의 감정적 반응에 영향을 미치고 이러한 감정적 반응은 고객행동에 영향을 미치게 된다. 이는 한 사람의 긍정적 감정표현이 상대방에게도 유사한 감정적 경험을 촉진시킨다는 정서감염(emotional contagion)이론에 근거한다. 따라서 판매원과 고객의 인적 상호작용으로 이루어지는 서비스접점에서 판매원의 인사말, 몸짓, 시선 등과 같은 언어적․비언어적 커뮤니케이션은 고객반응에 영향을 미치는 선행변수라 할 수 있다. 연구결과 판매원의 커뮤니케이션은 언어적․비언어적 커뮤니케이션으로 구분되었으며 비언어적 커뮤니케이션은 다시 표정 및 시선, 자세, 공간적 행위, 의사언어, 신체적 외형으로 구분되었다. 그리고 이러한 언어적․비언어적 커뮤니케이션은 서비스접점에서 경험하는 고객의 감정적 반응에 영향 미치는 것으로 나타났다. 긍정적 감정에는 표정 및 시선, 자세, 신체적 외형이, 부정적 감정에는 언어, 자세, 공간적 행위, 의사언어가 영향을 미치는 것으로 나타났다. 또한 서비스 접점에서 고객의 감정적 반응은 고객행동에 유의한 영향을 미치는 것으로 나타났으며 긍정적 감정은 재방문의도와 상호작용의도에, 부정적 감정은 체류의도와 상호작용의도에 영향 미치는 것으로 나타났다. 본 연구의 결과는 고객의 긍정적 반응을 높일 수 있는 중요한 요소로 기존 선행연구에서 간과되었던 판매원의 커뮤니케이션을 제시함으로써 실무적으로나 학문적으로 서비스접점에서 판매원의 커뮤니케이션에 관심을 가질 수 있는 계기를 제공하고 있다.

Abstract

This study aims at reviewing the effect of the verbal and non-verbal communication of salespersons at service encounter on customers' reactions. The previous studies overlooked the correlation between the verbal and non-verbal communication of salespersons at service encounter and customers' emotional responses, although the verbal and non-verbal communication of salespersons has potentialities evoking customers' emotional responses in various ways. If it is a salesperson who a customer first encounters within a shop, the verbal and non-verbal communication of salesperson affects his/her emotional responses at service encounter and these emotional responses affect his/her behavior. This phenomenon is based on the theory of emotional contagion which claims that a person's positive emotional express stimulates its counterpart to have a similar emotional experience. Therefore the verbal and non-verbal communication such as greetings, postures and eye-contact manners through the personal interactions between salespersons and customers, can be said to be an antecedent variable which affects customer's reactions. As a result of the study, the communication was divided into verbal and non-verbal communication and the non-verbal communication was divided into facial expression and eye-contact manner, posture, proxemics, paralanguage and physical appearance. In addition, this verbal and non-verbal communication was found to affect customers' emotional responses experienced at service encounter as well as that the positive emotion affects the revisiting intention and interacting intension, while the negative emotion affects the staying intension and interacting intension. This result provides an opportunity which makes one turn eyes on salespersons' communication at sales encounter both practically and scientifically, through introducing salespersons' communication as an important factor which can enhance customers' positive responses but has been passed over by the previous studies.

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