서비스접점에서 판매원 언어적·비언어적 커뮤니케이션이 고객감정과 행동의도에 미치는 영향 - 정서감염현상을 중심으로 - = Effect of the Verbal and Non-verbal Communication of Salespersons in Service Encounter on Customers' Emotion and Behavioral Intension- Focusing on the Emotional Contagion Phenomenon -

국문 초록 (Abstract)

본 연구는 서비스접점에서 판매원의 언어적․비언어적 커뮤니케이션이 고객반응에 미치는 영향을 검토하고자 한다. 선행연구들은 종업원들의 언어적, 비언어적 커뮤니케이션이 고객의 다양한 감정적 반응을 유발하는 잠재력을 가지고 있음에도 불구하고 서비스접점에서 판매원의 언어적, 비언어적 커뮤니케이션과 고객의 감정적 반응에 대한 연구를 간과하였다. 고객이 매장내에서 가장 먼저 접하는 것이 판매원이라면 서비스접점에서 판매원의 언어적․비언어적 커뮤니케이션은 서비스접점에서 고객의 감정적 반응에 영향을 미치고 이러한 감정적 반응은 고객행동에 영향을 미치게 된다. 이는 한 사람의 긍정적 감정표현이 상대방에게도 유사한 감정적 경험을 촉진시킨다는 정서감염(emotional contagion)이론에 근거한다. 따라서 판매원과 고객의 인적 상호작용으로 이루어지는 서비스접점에서 판매원의 인사말, 몸짓, 시선 등과 같은 언어적․비언어적 커뮤니케이션은 고객반응에 영향을 미치는 선행변수라 할 수 있다.
연구결과 판매원의 커뮤니케이션은 언어적․비언어적 커뮤니케이션으로 구분되었으며 비언어적 커뮤니케이션은 다시 표정 및 시선, 자세, 공간적 행위, 의사언어, 신체적 외형으로 구분되었다. 그리고 이러한 언어적․비언어적 커뮤니케이션은 서비스접점에서 경험하는 고객의 감정적 반응에 영향 미치는 것으로 나타났다. 긍정적 감정에는 표정 및 시선, 자세, 신체적 외형이, 부정적 감정에는 언어, 자세, 공간적 행위, 의사언어가 영향을 미치는 것으로 나타났다. 또한 서비스 접점에서 고객의 감정적 반응은 고객행동에 유의한 영향을 미치는 것으로 나타났으며 긍정적 감정은 재방문의도와 상호작용의도에, 부정적 감정은 체류의도와 상호작용의도에 영향 미치는 것으로 나타났다.
본 연구의 결과는 고객의 긍정적 반응을 높일 수 있는 중요한 요소로 기존 선행연구에서 간과되었던 판매원의 커뮤니케이션을 제시함으로써 실무적으로나 학문적으로 서비스접점에서 판매원의 커뮤니케이션에 관심을 가질 수 있는 계기를 제공하고 있다.

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