자동화된 서비스가 소비행복과 지각된 품질에 미치는 영향

The Effects of Automated Services on Consumption Happiness and Perceived Quality

Purpose The purpose of this study is to verify the effects of automated versus service employee services on consumption happiness and interaction quality through the warmth and competence. In addition, this research investigates the moderating roles of service types. Service types are classified into transactional and relational services. Design/Methodology/Approach This study tests six hypotheses through experimental designs using scenarios. Insurance and tollgate services were chosen for manipulating service types based on previous research. 260 respondents participate in the experiment. Scenarios were produced 2 (automated versus service employee services) x 2 (transactional and relational services). Reliability and validity were examined through Cronbach α testing and factor analyses. For hypotheses testing, Hayes’ process macro was used. Findings The results of this study show that service employee services affect warmth and competence more positively than automated services. The positive influences are greater in relational services than in transactional services. Moreover, warmth and competence play mediating roles between an independent variable and interaction quality and consumption happiness. Also warmth directly improves competence, interaction quality and consumption happiness. Research Implications When marketing managers automate services in service encounters, they should consider perceived warmth and competence of social cognition theory for enhancing interaction quality and consumption happiness. Automation could undermine consumption happiness and interaction quality because of weakened warmth and competence. Also service marketers need to examine the negative effects of automation on consumers’ responses in different service types.