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서비스제공자성과차원이 고객태도에 미치는 영향- 서비스 유형과 성별의 조절효과를 중심으로 -

The Effects of Service Provider Performance Dimensions on Consumers' Attitude : Focusing on the Moderating Effects of Service Typology and Sex

김상희|김경애|양지훈
한국전략마케팅학회 (Korean Strategic Marketing Association)|2012.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제20권 제3호|pp. 1-34

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참고문헌

키워드

Customer SatisfactionSex고객만족서비스제공자성과차원서비스제공자에 대한 고객태도제품 및 서비스에 대한 고객태도서비스유형고객성별Service Provider Performance DimensionsCustomer Attitude Toward Service ProviderCustomer Attitude Toward Goods/ServiceService Typology

초록

서비스제공자에 대한 고객기대와 반응은 서비스 유형과 고객 특성에 따라 달라질 수 있기 때문에 서비스제공자의 여러 성과차원들이 모든 서비스와 고객에서 동일하게 중요한가에 대해서는 의문을 제기해 볼 필요가 있다. 따라서 본 연구는 서비스 제공자의 성과차원-상호이해, 특별한 행동, 진정성, 능숙도, 실패최소화-에 대한 구체적인 접근과 더불어 서비스유형과 고객의 성별에 따른 서비스제공자의 성과차원이 고객반응에 미치는 상이한 효과에 대해 살펴보고자 한다. 주효과에 대한 연구결과, 서비스제공자성과차원 중 진정성, 능숙도, 실패최소화가 고객태도에 유의한 영향을 미치는 것으로 나타났다. 조절효과에 대한 연구결과, 서비스제공자의 진정성은 거래기반서비스에서보다 관계기반서비스에서 서비스제공자에 대한 고객태도에 더 긍정적인 영향을 미치는 것으로 나타났으며 서비스제공자의 능숙도는 관계기반서비스에서 보다 거래기반서비스에서 서비스제공자에 대한 고객태도에 더 긍정적인 영향을 미치는 것으로 나타났다. 서비스제공자의 진정성은 남성보다 여성에 있어서 서비스제공자에 대한 고객태도에 더 긍정적인 영향을 미치는 것으로 나타났고, 서비스제공자의 능숙도는 여성보다 남성에 있어서 제품/서비스에 대한 태도에 더 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 서비스제공자의 성과차원이 서비스유형과 고객 성별에 따라 고객태도에 상이한 영향을 미친다는 것을 확인할 수 있었으며 이는 차후 서비스기업이 서비스유형과 고객특성에 따른 적절한 서비스접점전략을 수립하고 수행하는데 있어 시사점을 제공할 수 있을 것이다.

Abstract

This study examine the effects of service provider performance dimensions (SPPD) - mutual understanding, extra attention, authenticity, competence, and Failing minimum - on consumer attitude in service encounter. A lot of researchers have studied that SPPD is antecedent variable of customer attitude and have found that SPPD is the important factors of service firms' success. However, the researchers started to have doubts whether SPPD has equal importance to all services because not all services are the same. Customers’ sex also influences customer responses toward service provider performance because customers build differently expectation levels of SPPD according to customers' sex. Therefore, we need to find out which dimension of service provider performance is more important among various service encounters by examining the moderating effects of service typology and sex. To test theoretical model and hypotheses, a survey of 237 university students was conducted. The structural equation modeling is used to examine the validity of the proposed model and test the main effects and the moderating effects. The results of testing hypotheses are as follows: First, authenticity, competence, and failing minimum had positive effects on customer attitude toward service provider. Second, competence and failing minimum had positive effects on customer attitude toward goods/service. Third, the effects of customer attitude toward service provider and goods/service on customer satisfaction were statistically significant. Fourth, the moderating effects of relationship-based service and transaction-based service on the relationship between dimensions of service provider performance and customer attitude toward service provider and goods/service were partially supported. Authenticity of service provider had more positive effects on customer attitude toward service provider in relationship-based service than transaction-based service. Competence of service provider had more positive effects on customer attitude toward service provider in transaction-based service than relationship-based service. Finally, the moderating effects of sex (male/female) on the relationship between dimensions of service provider performance and customer attitude toward service provider and goods/service were also partially supported. Authenticity of service provider had more positive effects on customer attitude toward service provider in the female group than the male group. Competence of service provider had a more positive effect on customer attitude toward goods/service in the male group than the female group. This article makes a valuable contribution to service provider performance dimension literature by addressing the moderating effects of Service Typology and Sex. Organizations need to recognize the relative importance of dimensions of service provider performance among services and use a proper service encounter strategy on target customers.

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