정적강화와 부적강화가 고객 서비스 행동에 미치는 상대적 효과

초록

This study examined the relative effects of positive and negative reinforcement on customer service behaviors. In addition, we examined whether the intervention would lead to response generalization on non-target behaviors. Five employees at three different convenient stores participated and ABC/ACB within-subject design was adopted. For the three participants, followed by the baseline(A), the positive reinforcement was first introduced(B) and the negative reinforcement(C) was introduced for the next phase. For the remaining two participants, the negative reinforcement(C) was first introduced after baseline(A) and the positive reinforcement (B) was introduced. Results showed a greater improvement in target behaviors under the positive reinforcement condition than that of the negative reinforcement condition. In addition, both reinforcement condition cause response generalization on non-targeted service behaviors, however, the comparable effects was found between two reinforcement conditions. Postinterview indicated that participants experienced positive emotions under positive reinforcement condition and negative emotions under negative reinforcement condition. These results suggest that the he techniques using positive reinforcement can be more effective and efficient to improve the work performance.

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