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서비스접점에서 인간종업원과 셀프서비스기술간 고객경험의 차이에 관한 연구

A Study on the Differences in Customer Experience between Human Employees and Self-Service Technologies at Service Encounter

김상희
대한산업경영학회 (Dae Han Society of Industrial Management)|2024.12|산업융합연구 (Journal of Industrial Convergence)|제22권 제12호|pp. 57-67|DOI https://doi.org/10.22678/JIC.2024.22.12.057

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키워드

구전의도관계유지의도고객경험self-service technology셀프서비스기술WOMcustomer experience인간종업원human employeemaintain relationship intention
주제분류학제간연구

초록

본 연구는 서비스접점에서 인간종업원과 셀프서비스기술간 고객경험의 차이에 대해 살펴보고 이러한 고객경험이 관계유지의도, 구전의도와 같은 긍정적 행동유발에 어떠한 영향을 미치는지를 살펴보고자 한다. 서비스접점에서 인간종업원의 역할을 셀프서비스기술이 대체하는 상황에서 서비스제공자가 인간종업원뿐만 아니라 셀프서비스기술이 될 수 있다면 서비스제공자 유형에 따라 서비스접점에서 고객경험이 상이할 수 있다. 본 연구는 인간종업원과 셀프서비스기술을 통해 얻을 수 있는 고객경험의 차이를 이해하고 이것이 고객의 행동에 상이한 영향을 미칠 수 있는지에 대한 살펴봄으로써 전략적 시사점을 제공하고자 한다. 연구결과 서비스제공자가 인간종업원일 경우(vs 셀프서비스기술) 고객의 감정적 경험의 정도가 더 큰 것으로 나타났고, 서비스제공자가 셀프서비스기술일 경우(vs 인간종업원) 고객의 인지적 경험의 정도가 더 큰 것으로 나타났다. 그리고 고객의 감정적 경험과 인지적 경험은 관계유지의도, 구전의도에 긍정적 영향을 미치는 것으로 나타났다.

Abstract

This study examines the differences in customer experience between human employees and self-service technology at service encounter and examines the impact of this customer experience on positive customer behavior. In a situation where self-service technology replaces the role of human employees at service encounters, if the service provider can be not only a human employee but also self-service technology, this suggests that customer experience at the service encounter may differ depending on the service provider. This study seeks to provide strategic implications by understanding the differences in customer experience that can be achieved through human employees and self-service technology and examining whether this can have a different impact on customer behavior. Data were collected through scenarios and questionnaires. As a result of the study, human employees were found to have greater emotional experience than self-service technology, and self-service technology was found to have greater cognitive experience than human employees. Affective experience and cognitive experience were found to have a positive influence on intention to maintain relationship and intention to word of mouth.

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