서비스 보증이 종업원의 서비스몰입과 고객지향성에 미치는 영향

The purpose of this study is to investigate the impact of customers service guarantee on employees' service involvement and customer orientation. The study also aims to define variables such as service employees' perceived role definiteness and sense of responsibility that take an intermediation role between service guarantee and customer orientation with 230 retail store's employees data. To verify the relation of each variable, structural equation model analysis using AMOS5.0 is performed. The results show that the organization's communications and support about service guarantee affairs all have significant effects on both perceived role definiteness and senses of responsibility, the employees' belief in service guarantee only has a significant effect on perceived role definiteness, but not affected employees' senses of responsibility significantly. Also, employees' senses of responsibility have significant effects on both employees' service involvement and customer orientation, but perceived role definiteness only has a significant effect on customer orientation. It's also be found that the high service involvement level can make employees more customer orientated in this study.According to those results, the service managers should allow the service employees have a voice in the guarantee development so as to develop a dependable service guarantees. On the other hand, managers should provide enough informations and supports to help the service employees involved in service and more customer orientated with reducing their role ambiguity and improving their senses of responsibility.