서비스종사자의 이미지메이킹과 커뮤니케이션 능력이 고객지향성에 미치는 영향

Abstract

Individual capabilities of the members are important in service companies that have direct contact with customers through human services. In this perspective, this study attempted to evaluate how characteristic factors such as image making and communication capabilities of service workers, which have recently been emphasized, affect customer orientation through positive psychological capital. This study drew meaningful results based on 204 surveys collected by employees of service companies. First of all, this study found that the internal image management factor rather than the external and social image factor among the image making factors has a positive effect on positive psychological capital, and the verbal communication factor rather than non-verbal communication among the communication capability factors has a positive psychological capital. Based on this empirical result, the paper also confirmed that positive psychological capital had a significant impact on customer orientation. This study finally presents that service workers are more customer-oriented when positive psychological capital is high, and also suggests that the inherent part of service workers is important in forming positive psychological capital.