서비스 제공자의 불량행동이 고객반응에미치는 영향
The Influence of Service Provider's Bad Behavior on Consumer's Response
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본 연구는 서비스 제공자의 불량행동이 소비자에게 어떠한 영향을 미치는 지에 초점을두고, 서비스 제공자의 불량행동을 소비자 관점에서 유형화(오만성, 태만성, 기만성, 그리고 편취성)하고, 불량행동의 유형에 따라 소비자의 감정과 행동 반응에 미치는 영향의차이 및 상대적 영향력을 규명하고자 하였다. 불량행동의 유형에 따른 고객의 부정적감정과 고객반응의 차별적 영향을 확인하기 위해, 자동차 판매서비스 환경에 있어서의서비스 제공자의 불량행동에 대해 설문조사를 통해 가설검증을 실시하였다. 분석결과, 첫째 서비스 제공자의 불량행동 중 오만성, 태만성은 부정적 감정의 요소 중 하나인 모욕에 유의한 영향을 미쳤으며, 특히 태만성의 상대적 영향력이 더 높은 것으로 나타났다. 둘째 기만성, 편취성은 분노에 유의한 영향을 미쳤으며, 특히 편취성의 영향력이 더큰 것으로 나타났다. 셋째 불량행동과 고객반응 간의 직간접 영향력을 검증한 결과, 불량행동은 부정적 감정을 매개로 하여 고객반응에 영향을 미치는 것으로 나타났다. 또한부정적 감정 요소 간의 관계에 있어 모욕이 분노에 유의한 영향을 미치고 있음을 확인하였다. 넷째 부정적 감정인 모욕과 분노는 고객반응인 부정적 행동과 무행동에 영향을미쳤으며, 그 중에서도 모욕은 무행동에, 분노는 부정적 행동에 상대적으로 더 영향을미치는 것으로 나타났다. 이러한 연구의 결과는 서비스 제공자의 불량행동 유형을 체계화하고 불량행동에 대한 지침 마련과 교육을 실시할 뿐 아니라, 불량행동으로 인해 불만을 제기하는 고객에 대한 대응에 중요한 시사점을 제공할 수 있을 것이다.
Abstract
Although the studies on bad behavior have been actively conducted recently, most of them are mainly focused on the customer's bad behavior from the company side, and there are little studies dealing with service provider's bad behavior from the consumer side. And, the effect of bad behavior on customer's emotional response is neglected, though the service provider's bad behavior has the potential to cause the customer's various emotional reactions. Therefore, this study focuses on the effect of service provider's bad behavior on consumer's responses. To fulfill this, the study classifies service provider's bad behaviors from the customer point of view, and analyze the influence of the type of bad behavior on consumers' emotional and behavioral responses. In order to identify the differential effects of the type of bad behavior on negative emotions and behavioral responses, hypotheses were tested through a questionnaire investigation regarding bad behavior of service providers in automobile sales service. The results of this study are summarized as follows. First, exploratory research following qualitative study was conducted to classify the bad behavior of service providers into four categories, namely, arrogance, negligence, deceitfulness, and defraudation. In addition, as a result of verifying the relative influence of bad behavior of service provider on negative emotions and behavioral responses, first, the arrogance and negligence of service providers had a significant influence on insult which is one of negative emotional factors. Specially, the relative influence of negligence was higher. Second, deceitfulness and defraudation had a significant effect on anger, especially the influence of defraudation. Third, as a result of verifying the direct and indirect influence of bad behavior on customer's behavioral responses, the influence of bad behavior on behavioral responses was mediated by negative emotions. Also, it was confirmed that, between two of negative emotional factors, insult had a significant effect on anger. Fourth, both insult and anger affected customer's negative reaction and inaction, among them, insult showed a significant impact on inaction while anger showed a significant impact on negative reaction. From the findings, it is possible to provide important implications for promptly responding customers who complain service company through systemizing the type of bad behavior of service providers, and educating service providers with the guidelines against bad behavior.
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