융합정보논문지 (Journal of Convergence for Information Technology)

중소기업융합학회 (Convergence Society for SMB)
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서비스 실패상황에서 서비스종업원지원인식과 고객침묵의 관계에 관한 연구

The Study on the Relationship between Perceived Service Employee Support and Customer Silence in Failure Situation

  • 김상희 (전남대학교 경영대학 경영학부)
  • Kim, Sang Hee (College of Business Administration, Chonnam National University)
  • 투고 : 2020.10.12
  • 심사 : 2020.12.20
  • 발행 : 2020.12.28
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초록

본 연구는 실패상황에서 서비스종업원지원인식이 고객의 부정적 침묵인 방어적 침묵과 체념적 침묵에 미치는 영향, 그리고 이러한 부정적 침묵이 고객의 관계유지의도에 미치는 영향에 대해 살펴보자 한다. 조사대상은 일반소비자로 하였으며 최종분석에 사용된 설문지는 총 220부이다. 탐색적 요인분석, 확인적 요인분석을 이용하였고 구조방정식 모형을 통해 가설을 검증하였다. 연구결과, 실패상황에서 서비스종업원의지원은 고객의 방어적 침묵과 체념적 침묵을 감소시키는 것으로 나타났다. 그리고 체념적 침묵은 관계유지의도를 감소시키는 것으로 나타났지만 방어적 침묵은 관계 유지의도에 유의한 영향을 미치지 않는 것으로 나타났다. 또한 체념적 침묵은 방어적 침묵보다 관계유지의도에 미치는 부정적 영향이 더 높은 것으로 나타나 체념적 침묵이 방어적 침묵보다 더 좋지 못한 침묵인 것으로 나타났다. 본 연구는 고객의 말이 아닌 고객의 침묵을 통해 침묵속에 다양한 동기가 있음을 살펴볼 수 있었다. 또한 고객침묵으로 인해 나타나는 부정적 결과, 그리고 이러한 침묵을 감소시킬 수 있는 요소들에 대해 살펴봄으로써 고객의 침묵에 관심을 가질 수 있는 계기를 제공하고 있다.

This study examines the effects of perceived service employee support on customer's negative silence, defensive silence and acquiescent silence, and the effects of such negative silence on relationship retention intention. Through this, we would like to discuss the negative effects of customer's negative silence and suggest strategies to reduce negative silence. This study employed questionnaire survey. The total number of questionnaires used in the final analysis was 220. A structural equation model was used for hypothesis analysis. As a result, the perceived service employee support has a significant negative effect on the defensive silence and acquiescent silence in the failure situation. In addition, acquiescent silence had a significant negative effect on relationship retention intentions and defensive silence had no significant effect on relationship retention intentions. Acquiescent silence had a higher negative effect on relationship maintenance intention than defensive silence, indicating that acquiescent silence was worse than defensive silence.

키워드

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