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학술저널

A Study on the Antecedents and Dependent Variables of Positive Emotion in China Service Market

The purpose of this research is to examine how Chinese service companies improve the quality of life on the customer side rather than on the corporate side through effective verbal and nonverbal communication. In these relationships, we tried to analyze the moderating role of negative expectancy disconfirmation perceived by customers. 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. The results of this research are as follows. First, positive communication of employees in the service company have a positive effect on positive emotions of customers. Second, positive emotions have a positive effect on the overall quality of life of customers as well as corporate level performance. Third, negative expectancy disconfirmation perceived by customers have negative moderating role between the relationship of customers’ positive emotion and employees’ positive verbal communication, and it also has a negative moderating role between customers’ positive emotion and overall quality of life. Based on these results, managers and employees of service companies can induce positive emotion of customers through effective communication. Futhermore, it will be significant for them to lower the level of negative expectancy disconfirmation and improve the quality of the customers’ life rather than the profit of company.

Abstract

1. Introduction

2. Research Model and Hypotheses

3. Methodology

4. Results

5. Conclusions

References

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