판매원의 행복과 고객에 대한 공감 = 긍정심리의 영향에 관한 실증적 연구

국문 초록 (Abstract)

본 연구는 서비스접점에서 서비스제공자의 행동에 영향을 미치는 요소로 긍정적인 감정상태인 행복과 고객에 대한 공감과 같은 심리적, 정서적 측면에 초점을 두고자 한다. 이는 서비스제공자가 고객과 접촉하는 동안 고객에게 좋은 경험을 제공할 수 있는 중요한 선행요소가 이성적이며 물질적인 측면뿐만이 아니라 안정적이며 지속적인 감정상태 그리고 고객에 대한 이해와 공감이라는 요소가 더 필요하기 때문이다. 따라서 본 연구는 서비스제공자의 행복 그리고 고객에 대한 서비스제공자의 인지적, 정서적 공감이 서비스접점에서 긍정적 감정표현과 적응적 판매에 어떠한 영향을 미치는가를 검증하고자 한다. 또한 서비스유형(거래기반서비스, 관계기반서비스)에 따른 공감의 매개효과를 살펴보고자 한다.
연구결과 서비스제공자의 행복은 고객에 대한 그들의 공감에 영향을 미치는 것으로 나타났고, 정서적 공감은 긍정적 감정표현에 영향을 미치는 것으로 나타났다. 그리고 인지적, 정서적 공감은 서비스 제공자의 적응적 판매에 영향을 미치는 것으로 나타났다. 또한 서비스유형에 따라 공감의 매개효과가 상이한 것으로 나타났는데 거래기반서비스의 경우 행복이 긍정적 감정표현에 미치는 영향은 공감에 매개되지 않는 것으로 나타났고 적응적 판매행동에 미치는 영향은 공감이 매개되는 것으로 나타났다. 관계기반서비스의 경우 행복이 긍정적 감정표현과 적응적 판매에 미치는 영향은 공감에 매개되는 것으로 나타났다.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 가설설정
• Ⅲ. 연구설계
• Ⅳ. 연구가설 검증
• Ⅴ. 결론
• 참고문헌
• Abstract

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