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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제16권 제6호
발행연도
2018.1
수록면
85 - 96 (12page)

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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. Second, service companies should try to improve not only the corporate-side performance like trust but also the customer-side performance like quality of life. Third, it will be significant for them to lower the level of negative expectancy disconfirmation for the purpose of improving not only the positive emotions of customers but also the quality of customers' life.

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참고문헌 (66)

참고문헌 신청
Ahn, J. / 2016 / Influence of customer-firm relationships on customer participation in the service industry / Service Business 10(1):113~133 google schola Andersen, P. H. / 2006 / Emotions, trust and relationship development in business relationships : A conceptual model for buyer-seller dyads / Industrial Marketing Management 35(4):522~535 google schola Atika, Q. / 2017 / Assessing consumers' satisfaction and expectations through online opinions : Expectation and disconfirmation approach / Computers in Human Behavior 75:450~460 google schola Audrain P A. / 2008 / The relationships between dissatisfaction, complaints and subsequent behavior in electronic marketplace / Advances in Consumer Research 35:50~61 google schola Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Journal of The Academy of Marketing Science 16(1):74~94 google schola

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