서비스 접점 직원의 과도한 경어사용이 고객의 지각된 서비스 품질에 미치는 영향: 감정과 서비스 확신성의 매개효과

Title
서비스 접점 직원의 과도한 경어사용이 고객의 지각된 서비스 품질에 미치는 영향: 감정과 서비스 확신성의 매개효과
Other Titles
Influences of Employee"s Excessive Honorific Usage During Service Encounter on Customers" Perceived Service Quality
Author
송유진
Keywords
Service Encounter; Honorific; Emotion; Assurance; Perceived Service Quality
Issue Date
2016-03
Publisher
한국서비스경영학회
Citation
서비스경영학회지, v. 17, No. 1, Page. 175-201
Abstract
Based on the social phenomenon that proper use of honorific language determines the success of communication in Korean culture, this study explored the effects of employees' excessive honorific usage during service encounters, focusing on customers' emotions and service quality assurance, and eventually on perceived service quality. The moderating effects by involvement level were also analyzed. Analyses of the data obtained from 176 participants responding to scenarios of proper/improper(excessive) honorific usages during service encounters revealed that excessive honorific usage had negative effects on customer emotions and assurance, supporting the proposed hypotheses, but no moderating effect of involvement was found. In addition, this study confirmed that customer emotions and assurance had mediating effects between the excessive honorific usage and the perceived service quality. Findings in this study imply that the process quality such as emotional responses and assurance consumers perceived during service encounter plays a key role in service quality evaluation and adequate use of honorific language is an important part determining the process quality.
URI
http://www.dbpia.co.kr/Journal/ArticleDetail/NODE06648759http://repository.hanyang.ac.kr/handle/20.500.11754/102168
ISSN
1598-1150
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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