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서비스제공자 커뮤니케이션이 서비스제공자에 대한 평가와 고객행동의도에 미치는 영향 : 서비스유형의 조절효과를 중심으로

The Effects of Service Provider Communication on Evaluations for Service Provider and Customer Behavior Intention : Focusing on the Moderating Effects of Service Typology

김상희|김경애|박재범
한국전략마케팅학회 (Korean Strategic Marketing Association)|2013.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제21권 제2호|pp. 119-156

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키워드

전문성신뢰성ExpertiseIntimacyTrustworthiness친밀감Credibility서비스유형Service Typology서비스제공자 언어적 커뮤니케이션서비스제공자 비언어적 커뮤니케이션서비스제공자에 대한 평가신뢰가능성행동적 충성의도Service Provider Verbal CommunicationService Provider Non-verbal CommunicationEvaluations for Service ProviderBehavioral Loyalty Intention

초록

본 연구는 서비스접점에서 서비스제공자의 언어적∙비언어적 커뮤니케이션이 서비스제공자에 대한 평가와 고객행동에 미치는 영향을 검토하고 또한 서비스유형에 따라 서비스제공자의 언어적∙비언어적 커뮤니케이션이 서비스제공자에 대한 평가에 상이한 영향을 미칠 수 있음을 밝히고 있다. 서비스 소비경험에 있어서 매우 중요한 것 중 하나가 고객과 서비스제공자 간의 상호작용이다. 고객과 서비스제공자의 상호작용은 서비스제공자의 커뮤니케이션에 따라 상호작용의 질이 결정되며 고객이 그에 따라 관계의 지속여부를 결정한다는 점에서 서비스제공자의 커뮤니케이션에 대한 연구가 주목받고 있다. 서비스접점의 커뮤니케이션 전략은 서비스유형에 따라 적절히 수립되고 이행되어야 효과적이다. 따라서 본 연구는 서비스유형의 조절효과를 중심으로 서비스제공자의 언어적∙비언어적 커뮤니케이션의 효과를 검증하였다. 연구결과 서비스제공자의 커뮤니케이션은 언어적∙비언어적 요소 모두 서비스제공자에 대한 평가에 중요한 요인임을 확인하였다. 그리고 서비스제공자에 대한 평가는 행동적 충성의도에 유의한 영향을 미치는 것으로 나타났다. 또한 서비스접점의 특성을 기준으로 분류한 서비스유형별(관계기반서비스와 거래기반서비스) 서비스제공자의 언어적∙비언어적 요소가 서비스제공자에 대한 평가에 미치는 영향이 상이한 것으로 나타났다. 거래기반서비스보다 관계기반서비스에서 언어적 커뮤니케이션과 비언어적 커뮤니케이션 중 공간적 행위와 의사언어가 서비스제공자에 대한 평가에 더 큰 영향을 미치는 것으로 나타났고, 관계기반서비스보다 거래기반서비스에서 비언어적 커뮤니케이션이 서비스제공자에 대한 평가에 더 큰 영향을 미치는 것으로 나타났다. 특히 비언어적 커뮤니케이션 중 신체언어와 신체적 외형이 서비스접점에서 서비스제공자에 대한 평가에 긍정적인 영향을 미치는 것으로 나타났다. 서비스유형에 따른 서비스제공자의 커뮤니케이션과 서비스제공자에 대한 고객평가의 관계에 대한 고찰은 기업으로 하여금 서비스접점별 효과적인 커뮤니케이션 전략의 필요성을 제공하고 있다.

Abstract

This study examines the effects of service provider communication on evaluations for service provider in service encounter and the moderating effects of service typology. A lot of researchers have studied that service provider's verbal and non-verbal communications are antecedent variable of customer evaluation for service provider. Service provider communication decides interaction quality and affects customers' service experience and termination of relationship between customer and service provider, so service provider communication strategy is important to manage the service encounter. We test the moderating effects of service typology on the influence of service provider communication on evaluations for service provider. When customer evaluates for service provider, they use service provider communication cues. Customer can use different communication cues according to service typology. When customer receives service in relationship-based service, they can use verbal communication, proxemics, and paralanguage to evaluate service provider. When customer receives service in transaction-based service, they can use non-verbal communication, body language, and physical appearance. To test hypotheses, a survey of 321 respondents 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, Service provider verbal communication had positive effects on customer evaluations for service provider(intimacy, trustworthiness, and expertise). Second, Service provider non-verbal communication had positive effects on customer evaluations for service provider except for paralanguage. Third, the positive effects of evaluations for service provider on behavioral loyalty intention were significant. Fourth, the moderating effects of service typology on the relationship between service provider verbal communication and evaluations for service provider were supported. Fifth, the moderating effects of service typology on the relationship between service provider non-verbal communication and evaluations for service provider were partially supported. This article makes a valuable contribution to service provider communication literature by addressing the moderating effects of service typology. Service managers need to recognize the role of service provider communication in service encounter, control service provider communication, and conduct service provider communication strategies depends on service typology.

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