서비스 충성도의 형성과정에서 인적 동일시의 조절효과에 관한 연구

초록

In service industry where personal service is becoming more important, personal identification, the relationship between customers and service providing employees which goes beyond intimacy, creates a sense of identity and trust in values and images, can serve as an important concept in the process of forming service loyalty. To date, most empirical studies have focused on verifying direct or indirect effects of the relationship between personal identification and service loyalty. However, unlike the general situation, in the situation where the attrition of a service providing employee with bond occurs, the negative effect may not be excluded since attrition is transferrable and end up customer churn. In this study, rather than seeing the role of personal identification as a determinant of service loyalty, we conducted this research based on the belief that personal identification could control the influence of key variables in the process of forming service loyalty. To this end, this study examines how the service satisfaction and switching barrier identified as the major determinants of service loyalty in previous studies have an effect on service loyalty that develops into cognition, affective, conative, and action loyalty. We have also looked into the effect changes of service satisfaction and switching barrier determined by personal identification. The result shows that service loyalty develops into cognitive, affective, conative, and action loyalty step by step. Also, an antecedent variable, service satisfaction, turned out to affect switching barrier, cognitive loyalty and affective loyalty. Switching barrier turned out to affects conative loyalty. As the personal identification increases, the influence of service satisfaction on switching barrier and conative loyalty is strengthened and the influence of switching barrier on conative loyalty is weakened.

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