The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Relative Effects of Positive and Negative Reinforcement on the Customer Service Behaviors

정적강화와 부적강화가 고객 서비스 행동에 미치는 상대적 효과

  • Received : 2013.10.18
  • Accepted : 2014.01.06
  • Published : 2014.01.28
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Abstract

This study examined the relative effects of positive and negative reinforcement on customer service behaviors. In addition, we examined whether the intervention would lead to response generalization on non-target behaviors. Five employees at three different convenient stores participated and ABC/ACB within-subject design was adopted. For the three participants, followed by the baseline(A), the positive reinforcement was first introduced(B) and the negative reinforcement(C) was introduced for the next phase. For the remaining two participants, the negative reinforcement(C) was first introduced after baseline(A) and the positive reinforcement (B) was introduced. Results showed a greater improvement in target behaviors under the positive reinforcement condition than that of the negative reinforcement condition. In addition, both reinforcement condition cause response generalization on non-targeted service behaviors, however, the comparable effects was found between two reinforcement conditions. Post-interview indicated that participants experienced positive emotions under positive reinforcement condition and negative emotions under negative reinforcement condition. These results suggest that the he techniques using positive reinforcement can be more effective and efficient to improve the work performance.

본 연구는 종업원들의 고객 서비스 행동을 향상시키기 위한 정적강화기법과 부적강화기법의 상대적인 효과를 비교하였다. 그리고 두 강화 조건에서 처치를 받은 목표 행동 외에 처치를 받지 않은 비목표 행동에까지 처치 효과가 확산되어 반응일반화가 일어나는지를 추가적으로 검증하였다. 세 곳의 편의점에서 근무하는 5명의 종업원이 연구에 참가하였으며, ABC/ACB 피험자 내 역균형 설계가 적용되었다. 기저선(A 단계) 측정이 끝난 후 세 명의 참가자들에게는 정적강화를 제공 하였으며(B 단계), 그 후 부적강화를 제공하였다(C 단계). 나머지 두 명의 참가자들에게는 기저선(A 단계) 이후 부적강화를 먼저 적용 한 후(C 단계), 정적 강화를 적용하였다(B 단계). 연구 결과, 처치를 받은 목표 서비스 행동에서는 정적강화가 부적강화에 비하여 종업원들의 서비스 행동을 더 향상시킨 것으로 나타났다. 그러나 비목표 행동에 있어서는, 두 강화 조건모두 대부분의 행동에서 반응일반화를 유발하였지만 강화 조건에 따른 비목표 행동의 차이는 각 행동별로 상이하였다. 사후 인터뷰결과 정적강화 조건에서는 긍정적 정서를 그리고 부적강화 조건에서는 부정적 정서를 경험한 것으로 나타났다. 이러한 연구 결과는 근로자의 직무수행 향상을 위해 정적강화 기법이 더 효과적이고 효율적이라는 것을 시사한다.

Keywords

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