Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The effect of Service climate on Customer emotion and Customer satisfaction

기업의 서비스 풍토가 고객감정과 고객만족도에 미치는 영향

  • Kang, Kun-Myong (Department of Smart Convergence Consulting, Hansung University) ;
  • Hong, Jung-Wan (Division of Smart Management Engineering, Hansung University)
  • 강근명 (한성대학교 스마트융합컨설팅학과) ;
  • 홍정완 (한성대학교 스마트경영공학부)
  • Received : 2021.04.27
  • Accepted : 2021.09.20
  • Published : 2021.09.28
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Abstract

In this study, we further study the customer's positive emotion about the impact of different inherent service climate on the emotions and satisfaction of the customers who receive the service. Through this, the purpose was to present the direction of creating a service climate. As a research method, structural equation statistical analysis, such as measurement model analysis and structural model analysis, was performed using SmartPLS (v.3.2) for data collected in surveys. Looking at the research results, first, a company's service climate has a positive (+) impact on positive customer emotions: pleasure, pleasure, and happiness. This can be interpreted as an indication that creating a business climate for service is an important factor that elicits positive emotions from customers. Second, a company's service climate and positive customer emotion also have a positive impact on customer satisfaction. Finally, when a company's service climate affects customer satisfaction, happiness has the greatest mediating effect among several parameters. This demonstrated empirically that satisfying the happy feelings of customers is the most important of the company's service climate. Since this study is aimed at a small number of restaurant companies, there is a limit to generalizing the findings and applying them to all restaurant companies. Nevertheless, it is meaningful to study the emotions of positive customers when the service climate affects customer satisfaction, and we hope that the company's analysis of service climate will continue to improve customer satisfaction through various emotional analysis as well as positive factors.

본 연구에서는 각각의 기업마다 내재된 각기 다른 고유의 서비스 풍토가 서비스를 제공 받는 고객들의 감정과 만족도에 미치는 영향에 대하여 고객의 긍정적인 감정을 세분화하여 연구하였다. 이를 통해 서비스 풍토 조성 방향에 대하여 제시하는 것을 목적으로 하였다. 연구 방법으로는 설문조사로 수집된 데이터를 SmartPLS(v.3.3.2)를 사용해 측정모델 분석과 구조모델분석 등 구조방정식 통계분석을 실시하였다. 연구 결과를 살펴보면, 첫째, 기업의 서비스 풍토는 긍정적인 고객 감정인 유쾌함, 즐거움, 행복함에 모두 정(+)의 영향을 미친다. 이는 기업의 서비스 풍토를 조성하는 것이 고객의 긍정적인 감정을 이끌어 내는 중요한 요소임을 나타낸 것으로 해석할 수 있다. 둘째, 기업의 서비스 풍토와 긍정적인 고객감정은 고객만족도에도 긍정적인 영향을 미친다. 마지막으로 기업의 서비스 풍토가 고객만족도에 영향을 미칠 때 여러 매개변수 중 행복함이 가장 큰 매개효과를 미치는 요소로 나타났다. 이를 통해 기업의 서비스 풍토 중 고객의 행복한 감정을 충족시키는 것이 가장 중요하다는 것을 실증적으로 보여주었다. 본 연구는 소수의 외식기업을 대상으로 한 것이기 때문에 연구결과를 일반화하여 모든 외식기업에 적용하는 것은 한계가 있다. 그럼에도 불구하고 서비스 풍토가 고객만족도에 영향을 미칠 때 긍정적인 고객의 감정을 세분화하여 연구한 것은 의미가 있으며, 향후 기업의 서비스 풍토 조성 요인 분석을 통해 긍정감정요소 뿐만이 아니라, 다양한 감정분석으로 고객 만족도를 높이는 방안에 대한 연구가 지속되기를 기대한다.

Keywords

Acknowledgement

This research was financially supported by Hansung University.

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