친절요소와 친절인식의 관계분석: 도시 내 서비스 이용자와 종사자를 중심으로

초록

The purpose of this study aims at investigating the different perceptions of kindness in service industry between customers and providers, specifically in local area(A-san City in Chung-nam province). For that, this study performs the comparative analysis of factors affecting customer’s and provider’s perceptions of kindness. For the analysis, this study uses empirical survey to obtain kindness levels as many as 644 customers and 354 service providers questioned about speech and discussion, expression, behavior, and appearance. As a result, this study gives three findings. First, there are huge different perceptions of kindness between customers and providers. In particular, about 50% of service providers feel that they themselves are kind to the customers, nor are customers feel so. Second, the most important factor affecting perception of kindness is speech/discussion. Third, providers recognize that appearance is very important to uplift customer’s perception of kindness. However,customers do not much consider about provider’s appearance. This study suggests some implications as follows. First, it is necessary to set up upgraded administrative and financial support systems for creating friendly environment and culture in the city. Second, it is required to have more intensive customer service education, particularly focused on friendly speech and discussion method.

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