상급자의 비경제적 보상(칭찬과 사과)이 고객지향성에 미치는 영향: 사회적 자긍심과 회사만족도의 매개효과를 중심으로

초록

Customer satisfaction is an essential factor in today's service companies, and in the case of intangible services, customer orientation of field staff directly facing customers determines the quality of service. While previous studies incorporated on financial incentives regarding the internal marketing to increase employee satisfaction, this study focused on 'compliment' and 'apology' which are nonfinancial incentives to increase employee satisfaction. Specifically, we examined whether nonfinancial incentives such as compliment and apology from boss stimulating the emotion of employees can address the motivation toward customer orientation or positive behavior, and also investigated on the mediating effect of social self-esteem and company satisfaction on the effect of nonfinancial incentives(compliment, apology) on customer orientation. As a result, we found the main effect that the higher of compliment employees experience, the higher of customer orientation they show. In addition, we uncovered that both social self-esteem and company satisfaction fully mediate the effect of compliment experience on customer orientation. However, the experience of apology was fully mediated by only company satisfaction. The sequential mediating effect that compliment and apology experience affect customer orientation via sequentially social self-esteem and company satisfaction was not statistically significant. However, when the confidence level is set to 90%, social self-esteem and company satisfaction sequentially mediated the effect of experience of apology by a senior manager on customer orientation.

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