The Effect of Employees' Social Regard on Service Loyalty: Comparative Approach of Beauty Services and Fast-food Services in Service Settings

종업원의 고객에 대한 배려행동이 서비스 충성도에 미치는 영향: 미용실서비스와 패스트푸드서비스의 비교적 접근

  • Received : 2013.10.16
  • Accepted : 2013.12.09
  • Published : 2014.01.28


This paper examined the influence of employees' social regard toward the customers, such as, overall service quality, service satisfaction, and service loyalty. The paper proves that the high contact beauty services and the low contact fast-food services have different customer satisfaction level depending on the employees' social regards. A survey study was conducted to collect the data with the actual service purchasers at domestic beauty services and fast-food services. Analysis of structural equation modeling with Amos 18.0 was performed to test the research hypothesis. The results of the study are as follows: First, social regard has positive influences on service quality, service satisfaction, and service loyalty. Second, Social regard has more effect on service satisfaction in a high contact beauty services than in a low contact fast-food services. This paper contribute to identify the effects of employees' social regard on service satisfaction, by comparing the effects on service satisfaction between high and low contact services.


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