서비스 종사자의 유머가 고객의 심리적 반응에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

Most of previous studies on humor focused on the positive effect from the view of humor users. Such studies addressed humor only on the single dimension but overlooked the classification of various types of humor. Unlike them, this study is not on the view of humor users but on how the other party perceives the humor, targeting the service industry and focusing on service providers' humor users.
The purpose of this study thereby is as follows: First, this study look into how the self- oriented humor (self-enhancing humor and self-defeating humor) of service providers affects the psychological reaction (authenticity, joy, trust, and intimacy of customers. The difference of this study from the previous ones is that this study focuses on the customers' perception of humor, that is, on the view of customers, not on the view of humor users. Second, this study tries to clarify what effect the authenticity, joy, trust, and intimacy of service providers, that are perceived by the customers have on the satisfaction of customers.
As a result of proving the hypothesis, it was found that the self-enhancing humor and self- defeating humor of service providers have a positive effect on the authenticity, joy, trust, and intimacy of the service providers. Second, it was found that the authenticity, joy, trust, and intimacy of the service providers have a positive effect on the satisfaction of customers.

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