고객 서비스 보증의 속성이 종업원 고객지향성에 미치는 영향- 종업원 의무감과 자신감의 매개역할

The purpose of this study is to investigate the impact of customers service guarantee on service employees' responses. The study also aims to define variables such as service employees' responsibility and confidence in service that take an intermediation role between restrictiveness, clearness and confidence attributes of guarantee and customer orientation. To verify the relation of each variable, the structural equation model analysis using AMOS5.0 is performed with 184 retail store's employees samples.The results show that clearness and confidence attributes of service guarantee all have significant positive effects on employees' confidence in service, but not affected employees' responsibility in service significantly. Restrictiveness of guarantee have significant negative effects on both employees' responsibility and confidence in service. Employees' responsibility and confidence in service all have significant positive effects on customer orientation. It's also be found that the responsibility and confidence in service take an intermediation role completely between three attributes of guarantee and customer orientation.According to those results, the service employees should be allowed to have a voice in the guarantee development so as to develop a service guarantees program that can be understood and trusted easily by them. On the other hand, managers should provide a definite service guarantees program unconditionally because it can improve employees' responsibility and confidence in service and make them more customer orientation finally.