서비스 산업의 종업원 커뮤니케이션이 소비자의 긍정적 감정과 삶의 질에 미치는 영향

Relationships among Employees Communication, Customers Positive Emotions and Quality of Life in Service Industry

Purpose – There are many antecedences and consequences of the positive emotions of customers. The purpose of this research is to examine how Chinese service companies improve not only the positive emotions of customers but also the quality of life through effective verbal and nonverbal communication. Furthermore, we tried to analyze the moderating role of negative expectancy disconfirmation perceived by customers in those causal relationships among the variables. Research design, data, and methodology – The eight hypotheses were proposed and we tested them empirically in this research. Four hypotheses were about the relationship among communication, positive emotion, trust and quality of life. The other four hypotheses were about the moderating effect of negative expectancy disconfirmation in the causal relationships among four variables such as communication, positive emotion, trust and quality of life. A total of 356 samples who had visited the service companies in China were surveyed and 8 hypotheses were tested by empirical analysis using SPSS and AMOS. Results - The results of this research are as follows. First, positive verbal communication and nonverbal communication of employees in the service company have a positive effects on the positive emotions of customers. Second, positive emotion has a positive effect on the overall quality of life on the customer side as well as the trust on the corporate side. Third, negative expectancy disconfirmation perceived by customers has negative moderating effect in the causal relationship between employees positive verbal communication and customers positive emotion, and it also has a negative moderating role in the causal relationship between customers positive emotion and overall quality of life. Conclusions - Based on these results, there can be such implications as follows. First, managers and employees of service companies can induce positive emotion of customers through effective communication. Se