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

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.