호칭이 서비스제공자의 공감과 고객지향성에 미치는 영향

The relationship between a customer and a service provider is not a contractual relationship, nor is it a hierarchical relationship. The relationship between the two parties is only a transactional relationship with a buyer and seller of goods and services. Nevertheless, customers’ attitudes toward service providers in the hospitality industry become a social problem as a result of lack of consideration for the service provider, customer’s own personality problem, and poor language use. The purpose of the present study was to investigate the effects of address terms for service provider on customer empathy and customer orientation. The hypothesis was derived on the basis of previous researches and the data for the exploratory research was collected through structured questionnaires from service providers of general restaurants in Seoul. In order to verify the hypothesis a description analysis, factor analysis and multi-regression analysis were conducted using SPSS statistical package. Findings of the present study were as follows; 1) The place type address terms were much more commonly used than the type of kinship and job title form 2 )Address terms were significant on cognitive empathy and emotional empathy, in both male and female service providers were significant only in the female customers’ address terms and were more influential in using the type of kinship and job title form 3) Address terms were significant on customer orientation. 4) Finally, empathy was significant on customer orientation in both dimensions of cognitive empathy and emotional empathy.