서비스제공자의 커뮤니케이션 유형이 고객지향성에 미치는 영향 = 자기감시 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

This study figured out how starting points of customer relationship, service provider communication styles had an effect on customer orientation building the long-term relationship with customers, and self-monitoring of service providers, who try to focus on appropriate behaviors for situational consideration, was moderated in the effect of service provider communication styles on customer orientation. The results of this study are as follows. The hypothesis of Service provider communication styles will have a significant effect on customer orientation showed that service provider communication styles had a statistically significant positive effect on customer orientation in order of cooperation-style, professional-style and trust-style, but control-style had a statistically significant negative effect on customer orientation. The effect of service provider communication styles on customer orientation showed that service providers with improved self-monitoring would improve customer orientation. The moderating effect of self-monitoring showed that the effect of professional-style and control-style and control-style on customer orientation depended on self-monitoring.