고객관점에서 서비스 제공자의 유머스타일이 고객참여행동과 만족, 애호도에 미치는 영향

Effects of Humor style of the Service providers on Customer participation Behavior and Satisfaction, Loyalty

The purpose of this study is to examine the relationship between customer participation behavior, customer satisfaction and loyalty once humor types of the service providers are divided into positive and negative humor with subjects of customers using the beauty service. In particular, it is focused on how the humor used by the service provider is recognized from the perspective of customers rather than that of users. Specific purposes are as follows. First, we would like to examine the effects of the positive humor of the service provider on customer participation behavior. Type of customer participation behavior is divided into three kinds such as physical participation, emotional participation and information participation. In other words, positive humor gives a positive effect on physical participation, emotional participation and information participation of customers. On the other hand, negative humor gives a negative effect on physical participation, emotional participation and information participation of customers. Second, we would like to examine the effects of three types of customer participation behavior on customer satisfaction and loyalty. Findings show that positive humor delivered by service provider gives a positive effect on three types of customer participation behavior such as physical participation, emotional participation and information participation. On the other hand, while negative humor delivered by the service provider gives a negative effect on physical participation, it does not give a significantly negative effect on emotional participation and information participation. Moreover, results indicate that customer participation behavior for the service including physical participation, emotional participation and information participation give a positive effect on customer satisfaction. Finally, it is shown that customer satisfaction gives a positive effect on loyalty.