서비스 행동 척도의 개발과 타당화 = The Development and Validation of a Scale to Measure Service Behavior

다국어 초록 (Multilingual Abstract)

Extensive research on service behavior has been studied in line with growth in domestic and global service industry. Relationship marketing lens provides mainly theoretical foundations for service marketing studies, and the core variable of service marketing is service behavior. Though many studies executed, we can’t find consistently empirical results from past research. We can infer that there are some mixed and ambiguous concepts in the construct of service behavior.
In this study, authors tried to integrate lens of relationship marketing and organizational citizenship behavior for the purpose of conceptual elaborations for the construct, service behavior, that has been ignored recently. Researchers need to make clear lens of service behavior that can induce more consistent test results. We test some hypotheses with the sampling frame of private banking customers. And then, we gathered useful data set and exploited those.
Based on analysis, service behavior was identified to include the data structure in 7 variables of the first factor(sportsmanship, diligence, information communication, inducement, organization involvement, empathy, consumer facilitation), in 2 variables of the second factor(extra-role behavior, in-role behavior), and in 1 variable of the third factor(service behavior). These identifications for data structure of service behavior are our theoretical contributions on service marketing research. And so, Those factors of service behavior have been empirically tested to have significant effects on relationship quality(trust, satisfaction). We provided some theoretical and practical implications for who will study these-related issues and practitioners.
We made contributions for developing theoretical foundations for service behavior by elaborating confused concepts in service marketing. These findings lead to more systematic studies in service behavior research that is the center of service marketing.

국문 초록 (Abstract)

국내외 서비스 산업이 성장함에 따라, 서비스 마케팅에 관한 많은 연구들이 이루어지고 있다. 하지만 서비스 마케팅의 중심축의 하나인 서비스 제공자의 서비스 행동에 관한 연구는 드문 편이다. 본 연구에서는 기존의 연구들에서 소홀히 다루어져 왔던 서비스 행동에 대하여 Ahearne 등(2007)이 개발한 척도를 B2C 상황에 맞는 척도로 정교화하는 데 초점을 두었다. 기존 척도가 갖고 있는 한계점을 지적하고, 역할내 행동과 역할외 행동을 하위 차원으로 가지는 구성개념으로 척도를 개발하였다. 연구 결과, 서비스 행동은 2개의 2차 요인인 역할내 행동(성실성, 정보 소통, 고객 유인, 공감성)과 역할외 행동(추가적 서비스 제공, 조직몰입, 스포츠맨십)으로 구성된 고차 개념으로 확인되었다. 이러한 서비스 행동에 대한 B2C 상황에 적합한 개념적 정교화를 시도한 것이 본 연구의 이론적 공헌점이라 할 수 있다. 또한 각각의 서비스 행동의 요인들이 관계품질인 신뢰와 만족에 유의미한 영향을 미치는 것으로 실증되었다.

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