고객 서비스보증과 종업원의 반응 및 고객지향성의 관계 - 대형할인점을 중심으로 -

The purpose of this study is to investigate the impact of customers service guarantee on employees’ customer orientation and to define variables such as service employees’ perceived role clearness, employees’ confidence and responsibility that take an intermediation role between service guarantee and customer orientation with 301 retail store’s employees data. The results are as follows. First, the clearness and confidence attributes of service guarantee, organization’s support all have significant positive effects on employees’ confidence in service. Second, the confidence attributes of service guarantee and organization’s communications have significant positive effects on employees’ responsibility in service. Third, the clearness attributes of service guarantee and organization’s communications have significant positive effects on employees’ perceived role clearness. Fourth, employees’ confidence and responsibility in service have significant positive effects on customer orientation. Finally, employees’ perceived role clearness does not have a significant effect on customer orientation, but it has a significant effect on employees’ responsibility in service. According to those results, the service managers should allow the service employees to have a voice in the guarantee development so as to develop a dependable service guarantees. On the other hand, managers should provide enough information and supports to help the service employees involved in service and more customers orientated with reducing their role ambiguity and improving their confidence and responsibility.